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Google refutes 'zero click' searches claims

2021.03.26

Google responded to the study saying that based on SimilarWeb data "64.82% of searches on Google (desktop and mobile combined) ended in the search results without clicking to another web property".


Google commented:

  1. People reformulate their queries

Users start with a broad search, like “sneakers” and, after reviewing results, realize that they actually wanted to find “black sneakers.” In this case, these searches would be considered a “zero-click” — because the search didn’t result immediately in a click to a website.

  1. People look for quick facts

Google provides this information directly on the results page, for example weather forecasts, sports scores, currency conversions.

  1. People connect with a business directly

As an example, people might search for business hours, then drive to the store after confirming a location is open.

  1. People navigate directly to apps

Some searches take people directly to apps, rather than to websites.