Semrush zero-click study Keyword refinement is a determining factor
Google, such as navigating from the main SERP to the Images, News, or Shopping sections, or clicking on a carousel or related searches. It is important to note that the keyword in the search URL does not change in this scenario. Keyword change in Google (= zero-click) In this case, the next action is also a Google search, but with a different keyword. This could be a situation where a user didn't find the answer and decided to further refine their request, or found an answer in a Featured Snippet, for example.It could, of course, be clicking through to a South Korea WhatsApp Phone Numbers keyword suggestion from Google. This action is a zero-click situation, but we grouped it separately to check the numbers in more detail. Other zero-clicks This includes all other instances of zero-clicks within the two-minute period. This is basically the percentage left after subtracting all the clicks from the four groups above. These groups are distributed as follows in our sample: Distribution of Google search CTRs of computer users in the Semrush sample Distribution of CTRs of desktop users' Google searches in the Semrush sample .
https://lh7-us.googleusercontent.com/r2Eum873uT1gr_Gh0WJ6B6xZDL7Is3VlaFVYUz5stBrEt-BBTwykaU9t9aTjNLuybws4BEpTdog7CTa9Aq_ky-5lcFTf-WIRGaU-_goi6WQqCzoZsUoCD-x3xlW_ipr_UY1W6fh2LVMIXmrF52MCLNY
If we combine the number of Google clicks with the number of keyword changes, we see that almost 30% of Internet users refine or expand their searches in one way or another. Additionally, it is clear that organic clicks still dominate user behavior. Query filtering seems to be a seriously underappreciated aspect of the user journey. The way Internet users carry out their searches is strongly influenced by their ability to refine their query via the search bar itself, but also to use the different SERP features .
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