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What does the debate around Google’s clickless search teach us?

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What does the debate around Google’s clickless search teach us?

The Google Clickless Search DebateAccording to data from the SparkToro report , in 2020 searches without clicking Google on average accounted for 64.82% of the total. In other words, two out of three users do not need to visit any external website to Google to find the information they need. This trend is even more marked when we talk about searching on smartphones (77.22%; or three out of four searches are clickless) versus desktop (46.48%). To draw these conclusions, SimilarWeb analyzed 5.1 trillion searches made on Google on 100 million mobile devices and computers globallySource: SimilarWeb data published by SparkToro According to these data, users would increasingly need to navigate different websites to find answers to their queries, since Google would already show the information in the SERP itself through different elements such as the Knowledge Panel , Featured Snippets , questions and answers People also ask, Google My usa mobile directory or with Google Maps. Of course, Google extracts the information that it shows to the users of the webs that in the end end up without receiving visits, that is, the online universe is increasingly encapsulated.
The detractors of this report, led by Google, claim that there is a lack of context and, therefore, it is necessary to evaluate the data from a distance. Google itself has highlighted some reasons that may explain the trend. For example, many users make quick inquiries and also seek quick answers; or they even reformulate the search terms until they find what they really need. Google clickless searches and changing user habitsBeyond the debate generated regarding the methodology of the report, there are user habits that can explain the upward trend of searches without clicking on Google:
. More mobile and voice searches
In the pre-COVID-19 era, the penetration and use of smartphones was already on the rise , but the catalyst for change has undoubtedly been the pandemic and the lockdowns that we experienced last year. In fact, according to StatCounter , online traffic from mobile devices surpassed desktop traffic at the end of 2020 . Another phenomenon that has occurred in parallel is the generalization of smart speakers , which has led to an increase in voice searches .

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StatCounter searches without click
Immediacy is usually linked to searching online with the mobile , since many times users want to gulf email list  have quick answers without waiting for the websites to take time to load (hence the importance of Core Web Vitals ).The information is often in the form of Featured Snippet , that is, the so-called 0 result that appears highlighted first on the Google page . Getting the brand name to appear in that space is already a remarkable visibility but, to try to convert it into clicks, you can take advantage of the content wording and include a brief description that leaves the user wanting to investigate more and ends up entering the Web.Coexistence between open and closed searches
Clickless searches can occur when the user makes closed queries for which there is only one possible answer (for example: what is the capital of Spain?) Or when the searches are open , that is, there may be more than one answer that is correct, and in this case, the first page of Google combines organic results with information boxes .From an SEO point of view, the content creation strategy has to be even more careful to try to balance clickless searches with those that do report clicks and organic traffic. In this sense, the CTR of the chosen keywords is a metric that must be taken into account: it can be consulted in the Google Ads word planner and allows evaluating the incidence of searches without clicking on each keyword.
Click-free searches on Google reduce organic traffic reaching websites
In conclusion, it should be added that Google search results are increasingly varied because their main objective is to improve the user experience . Therefore, taking advantage of the space offered by search engine tools by creating content for YouTube or reinforcing the local marketing strategy is essential to counteract the effect of clickless searches on organic traffic .

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