Website Traffic Is Dying: Why 68% of Google Searches Now End With Zero Clicks
On Marketing Against the Grain, Amanda Natividad unpacks SparkToro’s 2026 zero-click study: only 32% of Google searches now earn a click, 68% end with nothing or another query, and just 232 of every 1,000 US searches still reach the open web. Zero-click rose from 45% in 2016 to 68% today, with the steepest acceleration in the last two years.























