According to research conducted by Rand Fishkin and SparkToro, only around 37% of clicks from Google searches in the EU and US lead to the open web. This study also found that a significant portion of clicks go to Google's own properties instead of external websites. The data is based on a zero-click search study using clickstream data from Datos, owned by Semrush.
The notion that 60% of Google searches don’t result in a web click is a misconception. Research by Rand Fishkin and SparkToro indicates that approximately 37% of clicks from Google searches in the US and EU lead to external websites. The study suggests that a substantial portion of searches result in clicks on Google’s own properties, such as Google Maps, Google Shopping, or the Knowledge Panel, rather than external websites. This trend might be attributed to the increasing reliance on Google’s AI-powered results, which often provide direct answers within the search results page, eliminating the need to click through to external websites. It also highlights the importance for website owners to provide in-depth and valuable content that goes beyond simple answers to attract and engage visitors.