~60% of Google searches end without a click….
Here’s why this DOES NOT matter at all for SEO:
The headline might cause you to panic. If nobody is clicking anymore…should I even invest in SEO?
More people search on Google every single day. Trillions of searches.
And trillions of those searches are not even top of the funnel, they are above the funnel. In fact, they are so broad, news-based, and often pointless that there is no funnel for those searches.
The top searches in 2024:
– Copa America
– U.S Election
– etc.
These are the type of queries that you don’t want to target in the first place.
High volume, zero intent, hyper competitive stories and topics with zero evergreen potential.
And these are the exact searches that make up the data to support 60% of searches ending without a click.
Why?
The searches are so basic and broad that Google is able to provide a snippet or AI response with all of the needed contextual information to solve the user’s query instantly.
It makes sense that these end without a click, because there is generally not much substance behind it. There is little more information to gain by clicking.
When it comes to B2B, the opposite is true.
Not a single person searches for complex business solutions, sees a single featured snippet broadly addressing the topic without any context or relevancy to their problem, and makes a $50,000 purchase decision on software for their enterprise suite.
B2B buyers notoriously read subject matter expert content.
The type of content that is very difficult to summarize in a single paragraph.
Yes, top of the funnel, broad consumer searches are going to result in far less clicks over time. They already are.
But in-depth, decision-making content geared towards experts won’t.
When crafting your content strategy, ask yourself these questions:
1. Is this keyword something my audience searches for?
2. Is this informational, top of the funnel content that can be answered fast, or something people need to read more about?
3. If I can even rank top 3 here, will the CTR be high enough to drive meaningful traffic and ROI?
4. If the CTR is high enough, is the landed traffic actually going to covert to sales qualified leads?
In 2025, less (but better, more targeted) content is more.
-Jeremy
