At the beginning of July, Rand Fishkin of Sparktoro released the latest 2024 Zero-Click Search Study.
In this article, I attempt to summarize the key points of this study and compare them with the report published by the author in 2020.
This article will only provide a summary of the research findings to help you understand the latest trends, without offering coping strategies. This is because I believe no special response is needed, or at least not starting now — zero-click search has long been a norm.
The Proportion of Zero-Click Searches Remains High in the US and the EU
In 2024, about 58.5% of Google searches in the United States end in zero clicks, meaning users do not click on any search results. In the EU, this proportion is slightly higher at 59.7%.
This indicates that most users do not obtain further information by clicking on search results after conducting a search, possibly because they find the answers they need directly on the search results page.
In contrast, in 2020, about 64.82% of Google searches ended in zero clicks, an increase of nearly 15% compared to 2019. Although the proportion of zero-click searches has decreased by 2024, it still occupies a significant proportion.
The high proportion of zero-click searches may imply that users find the information they need on the search results page, which is good news for the user experience of search engines but could pose a challenge for websites that rely on search traffic.

Increase in Click-Through Rates to Google’s Own Platforms
In the United States, nearly 30% of clicks are directed to Google’s own platforms, such as YouTube, Google Flights, and others. This may be because Google uses its search engine to channel traffic to its services, increasing reliance on its platforms. In the EU, this proportion is slightly lower, possibly due to stricter enforcement of the Digital Markets Act, which limits Google’s behavior.
Although the recommendation traffic to Google’s own platforms declined in 2022 and early 2023, this proportion rebounded to historical highs in 2024, especially in the United States. This indicates that despite regulatory restrictions, Google is still able to effectively direct traffic to its platforms.

Decline in Click-Through Rates to Independent Websites
In the United States, out of every 1,000 searches, 360 clicks are directed to non-Google independent websites. In the EU, this number is 374 clicks. Although the click-through rate to independent websites is slightly higher in the EU, Google still controls the majority of search traffic overall.
The proportion of traffic Google sends to independent websites is gradually decreasing. Despite an increase in overall search volume, the share of clicks allocated to independent websites is declining. In 2020, 33.59% of search result clicks went to independent websites. By 2024, the situation has not improved from a proportional standpoint.
The increasing difficulty for independent websites to acquire traffic puts pressure on small businesses and content creators, forcing them to seek new ways to generate traffic.

Differences in Search Behavior Between Mobile and Desktop Devices
Search behaviors differ between mobile and desktop devices. In the United States and the EU, nearly half of mobile device searches end the browsing session, a proportion more than double that of desktop devices.
Additionally, about 22% of searches result in users performing a new search, either adjusting their existing search or searching for entirely new content.
Data from 2020 showed that the proportion of zero-click searches on mobile devices was 77.22%, significantly higher than that on desktop devices.
Mobile users tend to seek information quickly, which explains why the zero-click search rate is higher on mobile devices.

Low but Effective Click-Through Rates for Paid Ads
Although only 1% of clicks go to Google’s paid ads, this does not mean that paid ads are ineffective. In fact, only about 20% of search result pages contain paid ads. On pages that do have ads, the click-through rate for paid ads can reach 5% to 10%.
Thus, the overall low click-through rate for paid ads is because most search result pages do not feature ads. However, on pages where ads are displayed, paid ads still have a relatively high click-through rate and effectiveness.
Limited Impact of AI Overview Feature on Search Behavior
Regarding the AI Overview feature that Google launched and then retracted in the United States in May 2024, data shows that it had a limited impact on overall search behavior. Despite considerable media attention on the AI Overview, it actually had little effect on users’ search and click behaviors.