How much of Google’s search traffic is actually reserved for non-Google websites?

2019/08/12 20:00


google search results

When Google’s CEO, Sundar Pichai, appeared in front of the House Judiciary Committee Members in December 2018, he was asked about Google search traffic and how much of that traffic was reserved for websites not linked to Google’s suite of products.

In other words, what percentage of search traffic was attributed to websites not hosted on

Unfortunately, Google didn’t have a detailed answer for this, but Jumpshot has provided some clarity that we thought you would also find useful.  Of the 150 billion searches that were performed in Q1 of 2019, this is where users click after performing a Google Search:

google search

The good news is that organic search clicks are still happening, which means SEO is still a worthwhile endeavour. The 6% of searches that are attributed to Google sites include platforms such as Google Maps, Google Play, Google Analytics and Google Drive. Top-level domain extensions are also included in this, which means users are also clicking through to sites such as YouTube, Gmail and

The good news is that Google is not cannabalising their search results, which is something that a number of marketers were worried about. The bad news is that Google is solving a very large percentage of searches without any clicks at all.

It seems that Google’s SERP features and instant answers are dominating search results, which could mean fewer opportunities for marketers who rely on organic search traffic. On the plus side, Google is still growing and while zero-click searches are harder to track and reduce the likelihood of a user converting, there is still room to influence searchers, which is why On-SERP SEO is set to become the next big thing.