“I think marketers are probably in a mixed position today vs. three years ago, depending on their sector,” Rand Fishkin, SparkToro founder and author of a recent analysis on Google clickstream data, told Search Engine Land Tuesday.
The data, provided by marketing analytics firm Jumpshot, showed that zero-click searches on Google have steadily risen over the past three years. In the first quarter of 2019, 48.96% of all U.S. Google searches captured by Jumpshot ended without a click, an increase of 12% from the first quarter of 2016.
The data also showed that, in the first quarter of 2019, 41.45% of Google searches resulted in organic clicks to non-Google sites and 5.9% of searches ended with the user heading to another Google-owned web site. When looking at just the searches that resulted in a click, 12% went to Google-owned sites.
“If you’re in a field Google has decided to enter, like travel, hotels, flights, lyrics, etc., the search giant is almost certainly cannibalizing your market and removing a ton of opportunity,” said Fishkin.
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