5 trillion searches show Google keeps 65% of visits to itself

Two thirds of all searches on Google start and end on Google without a click outside the Google universe and Google ecosystem of knowledge and data and answers, according to a new study of over 5 trillion searches in 2020.

And that doesn’t even count Hey Google voice searches on mobile devices and smart speakers.

If you’ve noticed less traffic from Google to your websites in the past months and years, it’s not an accident. Google is now answering more and more of people’s questions right on site, without the bother of having to click through to another website where the answer might be found. Part of that is as simple as queries like “what is 456 plus 987,” which Google will supply the answer to, and part of that are queries like “who was the 31st president of the USA?”

Get the full story in my post at Forbes …