Zero-click searches on Google are going down.
Good news for marketers!
Or is it?
Because in the EU/UK, zero clicks and paid clicks on desktop have been moving in almost opposite directions.
Zero clicks share fell, paid clicks' rose.
So where are all those "recovered" clicks going?
To ads. 😅
Want your traffic back?
No problem.
Just pay!
Source: Datos, A Semrush Company, The State of Search reports Q12025-Q22026
