Zero Clicks on Google Found to Be 25% Instead of 65% According to New Study

Zero click searches on Google have been met with controversy because of the fact that this is the sort of thing that could potentially end up stopping users from clicking on links and instead providing them with an answer from the SERP itself. In spite of the fact that this is the case, Google sees a lot of value in zero click searches since they can keep users on its own SERP instead of having them navigate away from it.

Some estimates (from previous study of SparkToro) have put the total proportion of searches that involve zero clicks to be at around 65%, but with all of that having been said and now out of the way it is important to note that a new study has shown that the number is closer to 25%. Users are more likely to do a zero click search on desktop, averaging out at 26% with all things having been considered and taken into account. The numbers are lower for mobiles at 17%, which means users are less likely to avoid clicking if they use mobile searches than might have been the case otherwise.

Around 45% of the searches that were looking into during this study resulted in organic clicks. This study was conducted by Semrush, and it casts some doubts on reports that were published in a similar study that was conducted by SparkToro which suggested that the number was nearly three times higher.

Zero click searches can be problematic for websites that are trying to publish content, since they can reduce the traffic that these sites would receive. That can change their SEO strategies to ensure that their own content is used to provide answers during zero click searches, and if the proportion was as high as Sparktoro said it was, that could be quite disastrous for their ability to reach an audience.

Hence, it might be a good thing that the proportion is actually a lot lower, although it’s hard to tell which study ended up yielding the most accurate or reliable results. Studies like this can often have a high level of disparity.

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