2. Top-Ranking Organic Search Results See a 22.4% Click-Through Rate
Anyone familiar with SEO already understands the value of achieving a high position in Google’s search engine results pages (SERPs).
And the stats speak for themselves. On mobile, the average click-through rate (CTR) is 22.4% for position 1, 13% for position 2, and 10% for position 3. Meanwhile, position 10 gets you just 2.3% of clicks.
(Semrush, 2023)
3. Google’s Search Index Is Over 100,000,000 GB in Size
Every time you perform a search, Google scours hundreds of billions of webpages stored in its index to surface relevant results.
This index is built through Google’s web crawlers, which systematically move from webpage to webpage via links. And make records of what they find.
And since content on the web is always changing, Google’s crawlers are constantly at work to ensure the data in its index stays up to date.
4. 63% of Searches Occur on Mobile Devices in the U.S.
Desktop devices no longer account for the majority of searches. And Google has updated its systems accordingly.
In October 2023, Google confirmed that its switch to mobile-first indexing was finally complete. In other words, Google now crawls and indexes pages from the perspective of a mobile browser.
This means mobile webpages must be optimized to perform well in search results.
A significant proportion of Google’s trillions of annual searches have never been searched before.
This is one of the main reasons Google continually works to improve its systems to ensure users receive helpful answers to their queries from a wide range of quality sources.
11. 66% of Web Traffic Referrals Originated from Google in 2019
Google is by far the leading provider of referral traffic to other websites.
Facebook is the second largest provider, accounting for 5.1% of referrals in 2019. YouTube (another Google property) also contributed 3.9% of web traffic referrals in 2019.
14. Most Google Search Queries Are 3 to 4 Words Long
In our Zero-Clicks Study, we found that 38.2% of U.S. Google searches on desktop contain three to four words. This figure was 39.9% for mobile searches.
And queries with one to two words account for 31.6% of searches on desktop and 31% of searches on mobile.
(Semrush, 2022)
15. Users Take More Time to Make a Decision When Searching on Mobile
On desktop, about 45% of users’ decisions on what to do next occurs within five seconds of searching. On mobile, this figure drops to 33%.
This could be because mobile users have a smaller screen to work with, meaning they spend more time scrolling through Google’s results.
(Semrush, 2022)
16. Users Reformulate Their Initial Searches More Frequently on Mobile
Google users often refine their initial searches when they don’t find what they expect in the search results.
On desktop, users change their queries 17.9% of the time. On mobile, they do it 29.3% of the time.
(Semrush, 2022)
17. Desktop Searches Result in More Zero Clicks Than Mobile
On desktop, 25.6% of searches result in zero clicks. While on mobile, this only happens for 17.3% of searches.
This could be because desktop users are more likely than mobile users to encounter SERP features that answer their query directly (like a featured snippet).
(Semrush, 2022)
18. Different SERP Features Appear More Frequently on Mobile vs. Desktop
Images appear 12.5 times more often in search results on mobile.
Meanwhile, featured snippets and Google Ads are twice as prevalent on desktop.
(Semrush, 2021)
Consumer Behavior Search Statistics
19. 49% of Consumers Use Google to Find New Products
Many consumers habitually turn to Google when considering their next purchase, whether they plan on buying in-store or online.
In fact, 45% of shoppers use Google to research a purchase they intend to make in a physical store.
22. Google’s Shopping Graph Contains Over 35 Billion Product Listings
Google’s Shopping Graph is an AI-powered, real-time data set storing billions of product listings. And over 1.8 billion of those listings are refreshed every hour to give users the most up-to-date, reliable product results.
23. 77% of Consumers Use Google When Looking for Local Business Information
This data on individuals from the U.S., France, Germany, and the U.K. shows people rely heavily on Google to discover information about businesses in their local area.
For this reason, businesses that maximize their online presence through local SEO stand to significantly increase local traffic, awareness, and sales.
26. 78% of Holiday Shoppers Who Visited a Store Search Online Before Going
Appearing for relevant local searches is essential for attracting more customers to your brick-and-mortar store.
Having no online visibility could mean potential customers simply take their business elsewhere. If users can’t find basic information about your business online, it’s unlikely they’ll turn up at your door.
27. 60% of Smartphone Users Have Contacted a Business Directly Using Search Results
Mobile users don’t just use Google to research businesses but also to contact them directly (e.g., using click to call ad extensions).
Adding multiple contact options to your Google Business Profile and website makes life easier for potential customers. Which could lead to more inquiries, visits, and sales.
30. Google Ads Have an Average Conversion Rate of 7.04% Across All Industries
The two business categories with the highest conversion rates are physicians and surgeons as well as animals and pets. Both have an average conversion rate exceeding 13%.
The lowest-performing category is apparel, with an average conversion rate of 1.57%.
Here’s what’s clear from these Google statistics: Search is more popular than ever. It’s a fixture in the lives of billions of people. And it looks like it’s here to stay.
Now, it’s time for you to integrate the insights mentioned here into your own organic strategy and monitor your search engine performance with tools like Project Dashboard.
Get started by clicking the “+ Create project” button in the top right-hand corner of the dashboard.
Enter your domain or subdomain and give your project an optional name. Then click “Create project.”
You’ll see all the available data for your project in the dashboard. Plus multiple widgets for tools like Position Tracking, Site Audit, and On Page SEO Checker.
You can set up each of these connected tools by clicking the corresponding “Set up” button.
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