Google benefits from no-click searches

[mouakter16]

SparkToro published a report some time ago that revealed that Google zero-click searches are making up an increasing percentage of total searches. This information caused a stir in the SEO world.

According to data from the SparkToro report, clickless searches on Google accounted for an average of 64.82% of total searches in 2020 - in other words, two out of three users do not need to visit any website other than Google to find the information they are looking for. This trend is even more pronounced when we compare searches on smartphones (77.22%, or three out of four clickless searches) with searches on desktops (46.48%). To reach these conclusions, SimilarWeb analyzed 5.1 billion Google searches hungary phone numbers performed on 100 million mobile devices and computers worldwide.

Google's main goal is user-friendliness. For this reason, there are regular updates that aim to make the search engine even more attractive. But there are two main reasons why Google continues to promote zero-click searches:

1) User behavior is changing
In the pre-COVID-19 era, smartphone adoption and use was already on the rise, but the catalyst for change was undoubtedly the lockdown and pandemic. Users are now more mobile and expect quick answers without having to wait for websites to load. It's convenient that no-click searches meet this need. At the same time, smart speakers from Amazon, Google, and others are becoming increasingly popular, which is leading to the increase in voice search. Since voice search often uses featured snippets to answer questions, it's a logical conclusion that the proportion of no-click searches is also increasing.