Streets Ahead: 64% of Google Searches End with Google
In this week’s Streets Ahead update we learn about new Google research from Rand Fishkin and a reduction in brand spending on TikTok
64% of Google Searches End with Google
The News
Rand Fishkin at SparkToro has released an updated version of his “zero click” search studies, with the last one published in 2021. This new report examines user search behavior in the U.S. and the European Union, utilizing a clickstream panel from Datos that includes data from several million user devices.
In this updated study, Fishkin finds that in the U.S., 58.5% of Google searches result in zero clicks, a decrease from the 65% reported in 2021. Of the searches that do result in a click, 28.5% direct users to Google-owned properties such as YouTube, Google Maps, and Google Images, leaving 70.5% of clicks going to non-Google sites.
In the European Union, despite efforts by Google to reduce self-preferencing due to anti-monopoly pressures, the numbers are similar. Approximately 59.7% of searches end without a click, and 24% of clicks go to Google properties.
Fishkin highlights that in the U.S., only 360 out of every 1,000 searches end up on the open web, with the remaining 64% ending within Google’s ecosystem. In the E.U., this figure is higher at 374 out of 1,000 searches.
Why This Matters
The study underscores the prevalence of zero-click searches, where Google answers queries directly on the search page, reducing the need to visit other websites. Additionally, when users do click, a significant number are directed to other Google services rather than the broader web. Despite potential competition from AI platforms and alternative search engines, Google’s dominance remains strong. Fishkin also notes the impact of AI Overviews on mobile search traffic, suggesting that the decrease in traffic may have influenced Google’s decision to roll back this feature. For marketers, this study highlights the critical role of Google as a key destination, with many users finding their answers without leaving the platform.
Brands Reduce Spending on TikTok Amidst Threat of Ban
The News
A report from Adweek indicates a decline in TikTok ad spending in April and May, following the passage of a U.S. bill in March that could potentially ban the app. User growth has also stagnated according to the report. Although ad spending is up year-over-year, it has decreased compared to previous months. Notably, four of TikTok’s top ten advertisers, including Target and DoorDash, have reduced their spending, with Target cutting its spending by 30% in April.
Why This Matters
Andrew Hutchinson at Social Media Today notes that while an eventual ban on TikTok is a possibility, the app’s popularity remains high. For now, TikTok continues to be a valuable platform for advertisers and content creators, especially with the rise of in-app shopping through TikTok Shop, launched in the U.S. last year.
