Google denied on Wednesday that “zero-click” searches are on the rise on its Search engine, claiming that the company sends billions of clicks to websites every day and has driven more traffic to the open web every year since its creation.
This week, reports emerged claiming that the majority of Google searches end without someone clicking off to a website.
Each year since Google Search began, we’ve increasingly sent more traffic to the open web. Billions of visits each day. Our post shares more about this & why some recent “zero click” discussions don’t capture the reality of how search works. https://t.co/e1nHFKxZwh— Google SearchLiaison (@searchliaison) March 24, 2021
Danny Sullivan, Public Liaison for Search at Google wrote, “People don’t always know how to word their queries when they begin searching. They might start with a broad search, like “sneakers” and, after reviewing results, realize that they actually wanted to find “black sneakers.” In this case, these searches would be considered a “zero-click” — because the search didn’t result immediately in a click to a website. In the case of shopping for sneakers, it may take a few “zero-click” searches to get there, but if someone ultimately ends up on a retailer site and makes a purchase, Google has delivered a qualified visitor to that site, less likely to bounce back dissatisfied.“
He explained, “Because this happens so frequently, we offer many features (like “related searches” links) to help people formulate their searches and get to the most helpful result, which is often on a website.”
Local search results generate over 4 billion monthly connections for businesses on average.
According to the company, this involves over 2 billion website visits as well as connections such as phone calls, directions, ordering food, and making reservations.
Every month, Google Search connects people with over 120 million businesses that don’t have a website, the tech behemoth said.
According to the company, the search results page, which previously showed 10 blue links, now displays an average of 26 links to websites on a single mobile search results page.