A rather stirring controversy began last week on Twitter, when Rand Fishkin shared data showing that Google’s zero-click searches had reached the 65% threshold.
You can read more about this story from our coverage in this post.
Rand’s updates on the platform show the following with additional data provided by Similarweb:
Additional Insights Into Zero-Click Data
The additional data reveals the following insights:
- There is growth in overall search volume. The pandemic likely accounts for the reversal of that data drop towards the end of 2019.
- The number of advertisers who used paid search to gain visibility on Google has grown significantly over the past few years. This is the case on both desktop and mobile.
- Organic clicks grew in 2020 after a long plateau and a slight decrease. This seems to be due to greater desktop usage in 2020 after Covid-19 lockdowns resulted in more of us at home searching on our computers. This traffic might end up transferring to mobile as vaccinations become more widespread and Americans return to Google searching on the go.
- In late 2020 zero-click searches reached a record high. It is possible that Google’s experimentation with featured snippets in Q1 could correlate with some interesting data changes. I’ll ask SimilarWeb to check this out.
Final Conclusions of Rand’s Latest Data
Rand also revealed the conclusions he drew from the new data.
Rand Fishkin’s Zero-Click Tweets
These are the tweets where Rand provided his updated data and insights:
What’s Next in the Controversy?
We believe it is clear that Google will need to respond to Rand’s latest data insights. Again, it remains to be seen what their response will be.
We will continue our coverage of the zero-click controversy right here on iloveseo.
You won’t want to miss a minute of it!