Google’s grip on online search is getting even stronger

A majority of Google users don’t click through to any of their search results, indicating that they find their answers on Google itself, and leading to a loss of traffic for other web properties, according to a new analysis.

SimilarWeb’s analysis of over five trillion Google searches in the twelve months of 2020 reveals that 64.82% of them ended on Google’s search engine results page (SERP), known as zero-click searches. 

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