Report: Google Zero Click Searches To Open Web Fall To 27.6%

Rand Fishkin and friends (Sparktoro and Similarweb) released an ongoing Google zero-click study that showed zero-click searches from Google Search have been sending less and less traffic to the open web and are declining at an even faster rate. In fact, the report says 68.01% of Google searches ended without a click and if you look at AI responses, it is more like only 27.6% of clicks go to the open web.