Over half (57%) of Google clicks never leave Google!
Let that sink in.
That means less than half of all clicks actually land on other websites.
Websites run by businesses like mine and yours.
What’s interesting is that this hasn’t shifted much with the launch of AI Overviews at the end of 2024.
External clicks are down slightly year-over-year, but nothing dramatic.
This is because the “death of clicks” started long before AI:
-> Knowledge boxes
-> Featured snippets
-> Social platforms punishing external links
AI isn’t the beginning.
It’s just the continuation.
The trend is clear and marketers need to adapt.
Whether it fits their legacy beliefs or not.
