The results of the Google search engine now trigger a click in less than 50% of the queries whether on computer or mobile. Enough to generate less traffic for site editors.
The results of Google’s search engine are making fewer and fewer clicks. Not that they have become less relevant – quite the contrary:
Google now enjoys overwhelming hegemony on the web with an estimated market share of more than 97%,
when you include the group’s sub-domains and other services and platforms such as Google Images or YouTube.
This decrease seems to be more the result of the firm’s efforts to display more complete results, in which the Internet user is less likely to search for information on an external site.
Google Is Making Less And Less Traffic Available To Third Party Sites
Thus, for example, many queries no longer lead to result lists. If you are looking for the result of a mathematical operation, the weather, or information about a personality,
for example, an insert giving direct access to the answer will be highlighted. It is still possible to click, in some cases, to obtain more information.
This can open an external resource like Wikipedia. But the essential information on the Internet user’s search has already been presented to him.
Thus, according to the analyst firm Jumpshot (a subsidiary of the Avast group), searches that do not lead to clicks to other sites have exceeded 50% since June 2019.
At the same time, clicks to paid resources (resulting from the purchase of keywords for example), represent 4.42% and are increasing. Requests leading to clicks to third party sites have been reduced to 45.25%.
However, it would be wrong to believe that the phenomenon is new: on mobile phones, which now represent the bulk of Google queries,
the proportion of searches leading to results that do not cause any clicks exceeded 50% well before 2016 – where the data from the study go up.
They now exceed 61.94%. At the same time, the number of result pages that generate clicks is only 26.68%. And clicks to paid results jumped from 3.29% to 11.38% between January 2016 and June 2019.
Several conclusions can be drawn from these figures: first, the proportion of Google search results that are likely to generate traffic on other sites is decreasing, especially on mobile phones.
The proportion of “paid” clicks continues to increase. And the firm’s efforts to provide results with an insert directly showing the response to the request, or highlighting content on other sites linked to the firm (such as YouTube or Google Images) are successful.
It remains to be seen whether, in the long term, publishers can still create value from search results that do not generate clicks
Traditionally, publishers depend on the traffic generated by their positioning in the search engine to generate visibility, an increase in their sales or even resources through advertising.
These figures have the merit of underlining once again Google’s monopolistic hold on web players around the world and the effect of its strategic choices – generally taken without any consultation with third party publishers.