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📉 2024 Zero-Click Search Study: Google (US vs. EU)
Manage episode 470008576 series 3605659
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SparkToro's 2024 Zero-Click Search Study analyzes Google search behavior in the US and EU using clickstream data from Datos. The study reveals that a majority of searches end without a click to the open web, with a significant portion of clicks directed to Google-owned properties. The report highlights that for every 1,000 searches, only around 360-374 clicks lead to external websites. Despite concerns about Google's dominance and the impact of AI Overviews, the study indicates Google's search market share remains strong, though traffic to the open web is decreasing. The research suggests that EU regulations may have had a small impact on curbing Google's self-preferencing compared to the US. Ultimately, the study underscores the challenges for web publishers in gaining traffic from Google search.
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