Key Insights
Essential data points from our research
53.3% of all website traffic comes from organic search
The #1 result in Google's organic search results has an average CTR of 27.6%
Only 0.63% of Google searchers click on something from the second page
Mobile devices generated 58.67% of global website traffic
30% of all mobile searches are related to location
76% of people who search on their smartphones for something nearby visit a business within a day
About 50% of people now use voice search to research products
58% of consumers find voice search to be faster and easier than typing
The average voice search result is 29 words long
Google currently holds 91.62% of the global search engine market share
Bing holds approximately 3.36% of the worldwide search market share
Google processes approximately 99,000 search queries every second
Businesses make an average of $2 in revenue for every $1 they spend on Google Ads
49% of shoppers say they use Google to discover or find a new item or product
65% of people click on Google Ads when they are looking to buy an item online
Global Market & Dominance
- 1Google currently holds 91.62% of the global search engine market share
- 2Bing holds approximately 3.36% of the worldwide search market share
- 3Google processes approximately 99,000 search queries every second
- 4Google has a 95.16% market share of mobile search traffic worldwide
- 5There are over 8.5 billion searches on Google every day
- 6Baidu holds 65.66% of the search engine market share in China
- 7Yandex holds approximately 62% of the search market share in Russia
- 8Google Images accounts for 22.6% of all internet searches
- 9YouTube is the second largest search engine with 3 billion searches per month
- 10Yahoo! holds roughly 1.1% of the global search engine market
- 11DuckDuckGo processes about 98 million searches a day
- 12Google owns 91.4% of the search market in Europe
- 1384% of respondents use Google 3+ times a day
- 14Google's search index contains hundreds of billions of web pages and is over 100,000,000 gigabytes in size
- 15The total number of websites on the internet is over 1.1 billion but only 18% are active
- 16In the US Google holds 87.5% of the search market
- 17Ecosia the tree-planting search engine has planted over 150 million trees
- 18Ask.com has less than 0.7% of the global search power
- 19Naver processes 75% of all searches in South Korea
- 20Google earns over 57% of its revenue from search ads
Interpretation
These numbers show Google is the internet’s default librarian, processing about 99,000 queries a second and handling more than nine out of ten searches worldwide and an even larger share on mobile; regional champions like Baidu, Yandex and Naver and niche alternatives such as DuckDuckGo and Ecosia carve out important local or ethical corners, YouTube and Google Images capture massive discovery traffic, and much of Google’s dominance is quietly funded by search advertising.
Mobile & Local Search
- 1Mobile devices generated 58.67% of global website traffic
- 230% of all mobile searches are related to location
- 376% of people who search on their smartphones for something nearby visit a business within a day
- 428% of local searches result in a purchase
- 5"Near me" or "buy now" searches have grown by over 500% in recent years
- 661% of mobile searchers are more likely to contact a local business if they have a mobile-friendly site
- 754% of American consumers use the internet to search for local businesses
- 8Mobile searches for "best" have grown over 80% in the past two years
- 951% of smartphone users have discovered a new company or product when conducting a search on their smartphone
- 1088% of consumer local business searches on a mobile device result in a call or visit within 24 hours
- 1192% of searchers will pick a business on the first page of local search results
- 12Google Maps is the preferred navigation app for 67% of smartphone users
- 1386% of people look up the location of a business on Google Maps
- 1446% of all Google searches are looking for local information
- 1578% of location-based mobile searches result in an offline purchase
- 1618% of local smartphone searches lead to a purchase within one day
- 17Mobile pages that load 1 second faster see up to a 27% increase in conversion rate
- 1856% of local retailers have not claimed their Google My Business listing
- 1997% of people learn more about a local company online than anywhere else
- 2072% of consumers that did a local search visited a store within five miles
Interpretation
Mobile now drives nearly 60% of web traffic, and with location queries and "near me" searches surging over 500% while routinely prompting same-day visits, purchases and calls, any business without a fast, mobile-friendly site, a claimed Google Maps listing and a first-page local ranking might as well be closed for business.
Paid Search & Ecommerce
- 1Businesses make an average of $2 in revenue for every $1 they spend on Google Ads
- 249% of shoppers say they use Google to discover or find a new item or product
- 365% of people click on Google Ads when they are looking to buy an item online
- 4Search ads can increase brand awareness by 80%
- 550% of people arriving at a retailer's site from paid ads are more likely to buy than those who came from an organic link
- 646% of product searches begin on Google
- 798% of searchers choose a business that is on page 1 of the results they get
- 863% of people say they'd attempt to click on a Google ad
- 933% of people say they click on a paid search ad because it directly answers their search query
- 10The average cost per click (CPC) in Google Ads across all industries is $2.69 on the search network
- 11The average click-through rate in Google Ads across all industries is 3.17% for the search network
- 1259% of shoppers say that being able to shop on mobile is important when deciding which brand or retailer to buy from
- 13Amazon surpassed Google for product searches with 54% of product searches starting on Amazon
- 14Shopping ads see an average conversion rate of 1.91%
- 1547% of global internet users use an ad-blocker today restricting paid search reach
- 1652% of users say that if they have a bad mobile experience they are less likely to engage with a company
- 17Consumers who click on an advertiser's Google search ad are 28% more likely to convert than those who click a Bing ad
- 1898% of advertisers rate Google as the most trustworthy publisher network
- 1985.3% of clicks on Google Ads come from the top 4 positions
- 2040% of in-store purchases start with an online search
Interpretation
Think of search as a crowded, trustworthy showroom where Google-funded displays often double your spend into revenue and dominate discovery, clicks and conversions from the top positions, but savvy retailers must still wrestle with rising costs, modest shopping conversion rates, mobile expectations, ad blockers and Amazon’s product dominance to turn those clicks into consistent sales.
SEO & Organic Search Stats
- 153.3% of all website traffic comes from organic search
- 2The #1 result in Google's organic search results has an average CTR of 27.6%
- 3Only 0.63% of Google searchers click on something from the second page
- 468% of online experiences begin with a search engine
- 590.63% of content gets no traffic from Google
- 666.31% of pages have no backlinks
- 7The average top-ranking page generally ranks in the top 10 search results for nearly 1,000 other relevant keywords
- 8Content with video attracts 157% more organic traffic from search engines
- 9Updating and republishing old blog posts with new content and images can increase organic traffic by as much as 106%
- 1069.7% of search queries contain four words or more
- 11The average word count of a Google first page result is 1,447 words
- 12Websites with active blogs have 434% more indexed pages than those without
- 1396.55% of all pages in the Ahrefs index get zero traffic from Google
- 14Moving up one spot in the search results increases CTR by 30.8% on average
- 15B2B companies that blog generate 67% more leads than those that do not
- 1658% of marketers said original written content is the most important type of content for SEO
- 17SEO drives 1,000%+ more traffic than organic social media
- 1812.29% of search queries have featured snippets in their search results
- 19Search engines drive 300% more traffic to content sites than social media networks
- 20Top-ranking pages with a keyword in the title usually have a higher CTR
Interpretation
These stats deliver a blunt truth: if you want traffic and leads, treat organic search like prime real estate—aim for page one and the top spot or a featured snippet, publish long keyword-smart content with video, refresh old posts, earn backlinks, and keep a blog, because otherwise your pages will quietly disappear into the vast, clickless expanse of page two and beyond.
User Behavior & Voice Search
- 1About 50% of people now use voice search to research products
- 258% of consumers find voice search to be faster and easier than typing
- 3The average voice search result is 29 words long
- 4Voice search results load 52% faster than the average search page
- 527% of the global online population uses voice search on mobile
- 640.7% of all voice search answers come from a Featured Snippet
- 7Only 1.71% of voice search results come from a page that is not in the top 10 results for that keyword
- 865% of people aged 25-49 speak to their voice-enabled devices at least once a day
- 9Around 75% of voice search results rank in the top 3 for that query
- 10Question keywords (who, what, where, etc.) see a huge spike in voice search queries compared to text
- 1125% of all searches are "zero-click" searches (where the user does not click on any result)
- 1215% of the millions of searches typically seen daily have never been searched before
- 13The average search session is less than 1 minute long
- 14Users only look at search results for an average of 9 seconds before clicking
- 1575% of users never scroll past the first page of search results
- 168% of search queries are phrased as questions
- 1721% of searchers access more than one search result
- 1855% of teens use voice search on a daily basis
- 1971% of people say they would prefer to use a voice assistant to search for something than to physically type it
- 2048% of consumers are using voice for general web search
Interpretation
With roughly half of consumers now using voice search and preferring fast, conversational answers that often come from Featured Snippets and top-three pages, companies that learn to say more by saying less, optimizing concise, question-friendly content for speed and snippets, will get spoken to first.
