Two thirds of Google searches last year had no click-through

A small addition to our recent conversations regarding information-aggregators like Google and Facebook: about two thirds of Google searches last year (and likely more) resulted in the user leaving without clicking through to any of the displayed sites, leaving a majority of traffic and ad revenue with Google. This is up substantially from approximately 50% in 2019.

Another article linked from this one talks about potential correlation between “featured snippets” (chunks of content scraped from search results and displayed in-line) and zero-click searches. It seems like they may be related, but given Google’s varied and experimental approaches these last years it’s hard to be sure.