Is Google Stealing Organic Traffic?

Is Google sending less organic traffic than ever?

It’s no secret that Google has been steadily increasing the amount of information it displays directly within search results pages (SERPs) over the years. This trend, often referred to as “zero-click searches,” has sparked ongoing debate about its impact on organic website traffic.

A recent study from Semrush aimed to delve into this phenomenon, analyzing billions of search queries to uncover the latest trends in zero-click searches. Their findings, while not entirely surprising, paint a complex picture of the current search landscape.

More zero-click searches, but nuances remain

Semrush’s data revealed that a staggering 70.6% of Google searches conducted on desktop devices in 2024 resulted in zero clicks. This represents a significant increase compared to previous years, highlighting Google’s growing emphasis on providing answers directly within SERPs.

Mobile presents a different story

However, the study also unveiled a contrasting trend on mobile devices. While mobile searches still dominate overall search volume, their zero-click rate stood at 61.9% – significantly lower than desktop. This difference might be attributed to the smaller screen size on mobile devices, which potentially encourages users to click through to websites for more detailed information.

Featured snippets see a slight decline

Interestingly, Semrush found that the use of featured snippets, a prominent type of zero-click search result, has slightly declined. This shift suggests that Google might be experimenting with other formats to satisfy user intent directly on the search page.

Navigational searches drive zero-click dominance

The study also highlighted the significant impact of navigational searches on zero-click rates. These searches, where users aim to navigate directly to a specific website, often result in a zero-click outcome as Google prominently displays the target website’s URL at the top of the SERP.

The future of search and SEO

While the rise of zero-click searches might seem concerning for website owners and SEO professionals, it’s crucial to remember that Google’s primary goal remains to provide users with the most relevant and satisfying answers to their queries.

As Google continues to refine its search algorithms and experiment with new SERP features, adapting your SEO strategy to cater to both direct answers and comprehensive content will be paramount to maintaining visibility and driving organic traffic.