Who Sends Traffic on the Web and How Much? New Research from Datos & SparkToro - SparkToro
In the era of zero-click platforms, native content, and walled gardens, does anyone still send meaningful traffic to the open web? Is Google responsible for 50% of all traffic referrals? 75%? Is social media sending half what search does? A quarter? Less? Are the major platforms sending less traffic overall than they did a year ago? These are frustrating, hard-to-solve…
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,…
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