Google SERP clicks are some of the most important referral traffic to most websites. Where do visitors to Google’s SERP go after making a search? Read on to see the latest data on this topic.
A little over a decade ago at a major digital marketing conference, one of the keynote speakers asked the attendees, “What is the most important web page for any product?”
Hands went up. “The product’s page on the manufacturer’s website?” No.
“The product’s page on Facebook?” No.
“The product’s page on its biggest retailer partner’s website?” No.
No. No No. The speaker told us—that in his opinion—the most important web page for any product is the Google SERP (search engine results page) for that product’s core keywords.
Whether or not you agree with that, there’s no denying just how important Google is for every brand and every business. And that starts with the SERP.
Google clickers…where do they go?
- 41.45% of post-SERP clicks are organic, non-clicks to Google sites
- 5.90% of post-SERP clicks are organic clicks to other Google properties such as Google Maps, Gmail, YouTube, etc.
- 48.96% are zero-click searches
- 3.58% are paid clicks to non-Google sites.
Why would there be zero-click searches on a SERP?
Google constantly evolves its search engine results page to better serve the needs of consumers and display more relevant information to make research dives quicker and more efficient. According to research from Google, in 2016 it “launched 1,653 new search changes…based on 9,800 live traffic experiments, 18,015 side-by-side experiments and 130,336 search quality tests.”
Google’s SERP has evolved over time to display a lot of information
For example, if you search on Google for “What are ecommerce channel ads?” you may see a post from the Kenshoo, What is Ecommerce Channel Advertising (ECA)? with the definition displayed on the SERP without even needing to visit our site. By getting what you need from the SERP, this query could result in a zero-click search.
Google SERP information can include definitions
Learn more about the Google SERP—from Google
Check out Google’s How Search Works microsite to learn more about how its Search algorithms and how it organizes the world’s information.
Master paid search with Kenshoo Search
Regardless of just how important Google’s SERP is compared to other web pages, it’s undeniable that SERP clicks are an invaluable source of great traffic for brands. To make the most of your paid search programs, check out how Kenshoo Search can help you achieve your business goals. Schedule a free and quick demo to see all of the great features.