Eric Siu breaks down how Google's zero-click searches have grown to 68% since 2016, meaning most people never leave Google for answers. Only 27% of clicks now go to the open web, down from 55% of searches that used to get clicks. This shift is reshaping traffic to external websites.
Only 27% of clicks from Google go to the open web now. It used to be a lot more. So you might be referring to this. I'm showing Neil a chart over here so you can see from 2016 to 2026, Google zero-click search growth, meaning that the number of clicks that don't land on a website from search. So in 2026, the number of searches with zero clicks was 45%. Today it's 68%, which is what you're talking about, which is crazy. You look at this, this is a decade out. It used to be 55% of searches had at least one click. Now it's only 32%. Yeah.
