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2024 Zero-Click Search Study: For every 1,000 EU Google Searches, only 374 clicks go to the Open Web. In the US, it’s 360. - SparkToro

Over the past decade, I’ve done several reports with multiple clickstream panels analyzing Google search behavior at scale. The last such analysis was in 2021, and behavior almost certainly looks different today thanks to changes from both Google itself and its search consumers. In past reports, I’ve only been able to look at searches for the United States. This time, given the European Union’s recent rules around Google’s self-preferencing behavior, and the rollout (and rollback) of AI Overview...

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