Sean Walsh
Sean is a Director at Intelligency heading up our digital marketing and client services operations. Sean has 15+ years experiencing working both in-house and agency with brands including Lloyds, Alstom, Hitachi, Lufthansa, Viaplay, DFDS Seaways and Mercedes-Benz.
A recent study conducted by Rand Fishkin, CEO and co-founder of SparkToro, in collaboration with Datos (a Semrush Company), has provided fresh insights into Google search behaviour in 2024. This analysis, which includes data from both the United States and the European Union, highlights significant trends and raises important questions about the evolving nature of search and its impact on web traffic.
Zero-Click Searches
The study reveals that nearly 60% of Google searches in both the US and EU result in zero clicks. This phenomenon, where users do not click on any of the search results, underscores a significant shift in how people use Google. Users often find answers directly on the search results page or refine their queries without visiting external websites. Specifically, 58.5% of searches in the US and 59.7% in the EU end without a click, highlighting a trend that has substantial implications for SEO strategies.
Clicks to Google Properties
Nearly 30% of clicks in the US are directed to Google-owned properties such as YouTube, Google Maps, and Google Images. This indicates a strong tendency for Google to keep users within its ecosystem. In the EU, the percentage of clicks going to Google properties is slightly lower, possibly due to regulatory measures aimed at curbing Google’s self-preferencing behaviour.
Traffic to the Open Web
Despite the prevalence of zero-click searches, a significant portion of search traffic still reaches the open web. For every 1,000 Google searches, approximately 360 clicks in the US and 374 in the EU are directed to external websites. This amounts to over 3 billion clicks per day in the US alone, far surpassing the traffic driven by any other search engine.
Impact of AI Overviews
The rollout of AI Overviews by Google in May 2024 has also influenced search patterns. While desktop searches saw a slight increase, mobile searches experienced a notable decline. This suggests that users might find AI Overviews useful but not entirely sufficient for their needs. The subsequent rollback of AI Overviews indicates Google’s cautious approach to integrating AI into search results.
Regulatory Impact in the EU
The study highlights the effects of the European Union’s Digital Markets Act on Google’s search behaviour. While the regulations have had some impact, reducing the percentage of clicks to Google properties, the changes are less dramatic than anticipated. Nevertheless, the slight increase in clicks to the open web in the EU suggests that regulatory measures are beginning to influence Google’s dominance.
Trends in Search Behaviour
Several key trends emerge from the study:
- Search Similarities Across Regions: The primary differences between US and EU search behaviour lie in paid ad clicks and the propensity to remain within Google’s ecosystem. EU users are more likely to click on paid ads and less likely to stay within Google’s properties compared to their US counterparts.
- Mobile vs. Desktop Searches: Mobile searches are more likely to end the browsing session entirely, highlighting different user behaviours across device types. Nearly half of mobile searches end without further action, compared to a lower percentage for desktop searches.
- Search Refinement: Approximately 22% of searches result in a new query, indicating that users frequently refine their searches to find the desired information.
The 2024 analysis of Google search behaviour by SparkToro and Datos provides critical insights into the evolving landscape of online search. As Google continues to adapt its features and algorithms, understanding these trends is essential for marketers, SEO professionals, and regulators. The study underscores the need for a diversified approach to SEO, one that considers the increasing prevalence of zero-click searches and the importance of visibility within Google’s
