Google searches ended without a click 68.01% of the time in the US during the first four months of 2026, according to a new SparkToro study based on Similaweb clickstream data. That is up from 60.45% in 2024, an increase of 7.56 points in two years.
Fewer searches result in clicks. The share of searches generating at least one click decreased by 9.51 percent between 2024 and 2026 (a 22.9% decrease), according to SparkToro. This includes clicks on organic results, paid ads, and Google-owned sites such as Maps and YouTube, but does not include tracking searches within Google.
- At the same time, the share of searches that resulted in other Google searches increased by 7.2 percent.
- The trend reflects Google’s growing ability to answer queries directly in search results while encouraging users to refine or continue their search within Google, according to SparkToro.
AI overview and zero clicks. SparkToro believes that the AI Overview may have contributed to the increase in click-through searches, although the study does not distinguish the extent to which the overall increase between 2024 and 2026 may be directly attributed to the AI Overview.
- AI overviews now appear in more than 20% of Google searches, according to research. When they do, click-through rates drop by about 60%.
AI mode and zero clicks. It seems to have played only a limited role during the January to April study period. SparkToro found that only 0.34% of searches switched to AI mode during that time.
- However, Google said at I/O 2026 that AI Mode exceeded 1 billion users per month and that query volume was more than doubling each quarter, suggesting that its impact on search behavior could grow significantly.
Zero click history. SparkToro has tracked zero-click search behavior for years, although its primary data sources have changed over time. Because studies rely on different providers, panels, and methodologies, long-term comparisons are not directly comparable. However, available data consistently points to an increase in zero-click behavior over time, according to SparkToro.
Why do we care. The findings suggest that Google is increasingly satisfying users’ needs without sending users to external websites. However, you should interpret direct comparisons between years with caution because SparkToro’s historical analysis relies on different click data providers and panels.
SEO is still important, but… SEO alone may not be enough for many publishers looking to regain historical levels of Google-directed traffic. SparkToro founder Rand Fishkin recommends investing in brand awareness and influence on platforms where your audience is already spending time, regardless of whether those efforts drive direct website visits.
- Other categories continue to benefit the most from SEO, including keyword searches, local business queries, and high-target searches, Fishkin said.
About the data. The study used the same web desktop and mobile web panel data covering US Google searches from January to April 2026. SparkToro estimated that two-thirds of searches occur on mobile devices and one-third on desktops. The analysis does not include searches conducted on Google’s mobile search app, where SparkToro said click-through behavior may be even higher.
Lesson. By 2026, Less than a Third of Google Searches Will Still Send Clicks
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