SEO analyses including global data from SparkToro found that nearly two-thirds of all searches on Google ended with “no click”. This was determined on the basis of 5.1 trillion search queries.
This trend, which was first observed in 2019, continued in the following year, reinforcing the hypothesis that organic traffic is on the decline. Almost 34% of search queries ended in organic clicks, 1.59% resulted in clicks to paid search results. The last two-thirds were labeled as no-click.
There was one difference between desktop and mobile searches – although the percentage of organic click-through rates was significantly higher on desktop searches, the rate of zero-click searches on mobile devices exceeded that of desktop searches.
Nevertheless, an overall increase in the organic click-through rate and pay-per-click searches could be seen. Even though the rate of zero-click searches had risen massively, the percentage of organic clicks and pay-per-click searches had also increased in contrast to previous years.
However, the increase in mobile search queries was still a positive development for webmasters, even if these end with no click. Webmasters should thus concern themselves with optimizing the mobile view of their webpages.
