Rand Fishkin from SparkToro has published a comprehensive 2024 Zero-Click Search Study, analyzing Google search behavior in the US and EU. The study, based on clickstream data from Datos (a Semrush Company), reveals several key findings:
For every 1,000 Google searches in the US, only 360 clicks go to non-Google-owned, non-Google-ad-paying properties. In the EU, this number is slightly higher at 374 clicks.
Zero-click searches account for 58.5% of US searches and 59.7% of EU searches.
Google is sending less traffic to the open web, with both the US and EU at historic lows for clickthroughs to non-Google properties.
Despite concerns about losing market share, Google's searches per searcher are at historic highs in both regions.
Google continues to refer a high amount of search clicks to its own properties, especially in the US.
The study found minimal impact from the brief rollout of AI Overviews in May 2024, with the most notable change being a decrease in mobile searches during that period.
Mobile searches account for nearly two-thirds of all Google queries in both regions.
Fishkin's analysis suggests that while Google's search volume remains strong, the company's practices of self-preferencing and zero-click results raise concerns about competition and the health of the open web. The study also notes slight differences between US and EU search behaviors, potentially due to EU regulations.
For more detailed information, including methodology, data visualizations, and in-depth analysis, please visit Rand Fishkin's full article on the SparkToro website.
