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Google Refutes Data on ‘Zero-Click’ Searches and the Role it Plays in Guiding Referral Traffic

Over the last few days, it seems the SEO community has been talking about a new study shared by SparkToro. The study is saying that over two-thirds of searches done on Google results in no click-through at all.

As explained by SparkToro’s Rand Fishkin:

“From January to December, 2020, 64.82% of searches on Google (desktop and mobile combined) ended in the search results without clicking to another web property. That number is likely undercounting some mobile and nearly all voice searches, and thus it’s probable that more than 2/3rds of all Google searches are what I’ve been calling “zero-click searches.”

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