Ever feel like users get lost exploring Google before they even think about clicking through to your website? Well, some fresh data analysis highlighted by Matt G. Southern suggests you might be onto something big.
The 10-Click Journey Within Google
It seems the average Google user makes about 10 clicks within Google’s own environment before they actually leave Google for an external site. Think about that journey: a search leads to clicking an image, then maybe a map listing, then scrolling through ‘People Also Ask’, perhaps checking a shopping result – all without leaving Google’s orbit.
Beyond Zero-Click: Google’s Engaging Ecosystem
From a digital marketing standpoint, this is quite telling. For years, we’ve talked about zero-click searches, where users get answers directly on the results page. But this goes further. It shows Google is becoming incredibly effective at keeping users engaged within its own properties for extended periods. It’s not just one search-and-done; it’s an internal exploration.
Rethinking SEO: Visibility on the SERP is Key
What does this mean for us? It strongly suggests that simply optimizing for that final website click isn’t enough anymore. Visibility within the search results page itself – think featured snippets, knowledge panels, local pack results, image carousels – is becoming mission-critical. We need to find ways to make an impact and deliver value while the user is still navigating Google’s space. Google is building a very engaging playground, and understanding how people play in it is key.
This trend really pushes us to think differently about where our audience spends their time online and how we can best meet them there, doesn’t it?
For the complete picture and the specific study details, you should definitely read Matt G. Southern’s analysis on Google user engagement.