March 20, 2017
Google is quite stubborn when it comes to releasing information about daily queries, keywords and SEO statistics. Rarely Google releases cryptic data about the same but none of them ever says how many billion queries are made on Google each day or how many videos are uploaded on YouTube each month or how many users pogo-stick back to the search page from website landing pages.
However, thanks to clickstream monitoring from Jumpshot, SimilarWeb and Clickstre.am we not have a good idea of what people are looking for. Clickstream data is both powerful and accurate when it comes to understanding customer behavior in a wider scale. The millions of sources work toward minimizing bias in the data. Based on our personal research and the data pooled from clickstream sources we have compiled 10 search behavior stats that affect your website SEO right now:
1. How many searches happen on Google per month?
According to Jumpshot, there are about 3.4 searches made by one user on one device per day. Extrapolating this stat, almost 60 billion searches are made on Google just in the US each month. In contrary to the numbers declared by Google, (2 trillion searches per year) we have found the number to be closer to 720 billion searches including all voice searches and automated searches.
2. What percent of SERPs go to personalized Gmail, Google shopping, Google images, YouTube and Twitter?
This one has been tricky in spite of smart engines and trackers. There was no data about how many searches went to personal mails when searching. Thanks to Jumpshot, we know that about 0.16% of all search links go to Google Mail following a search query. About
0.55% of all results go to Google Shopping, 3% to Google Images, 1.8% of all results go to YouTube and 0.23% of all clicks go to twitter.
3. What percent of queries result in pogo-sticking?
About 8% of all Google searches result in pogo-sticking. That means, the users go from search page > click > back to search > different result. There is also a theory that Google uses this data to reward pages with longer dwelling times and nudges the ones who have greater pogo-sticking frequency.
4. How many words are used per query?
According to New York SEO Authority that mobile devices have taken over desktop searches, the tables are turning. Desktop users have a slightly higher query length. Mobile users, who are now leading the web usage statistics, usually have shorter query lengths. About 8% of queries from both devices are phrased as questions with words like, “Who”, “where”, “what”, “when”, “why”, “how”, and “is”.
5. What percentage of Google search results are attributed to AdWords and paid listings?
About 3.4% of all searches made on Google go to AdWords and Paid listings. This data comes from Jumpshot and once we expand to take into account all search queries, the percentage drops to 2.6% only.
6. What percentage of all Google queries result in clicks?
About 66% of all searches made on Google result in clicks. About 34% of all searches get no clicks at all. In reality, if you look closely to Google's SERP, you will notice that Google is trying to save you that one click. Therefore, a whopping 34% of no clicks on any links is actually not so surprising for Google search results.
7. How long does an average session last on Google?
While some search sessions can last upwards of an hour, some of the search sessions can be as short as a couple of seconds. It all depends on the average need of the user. Drawing an average session time for Google queries is quite impossible for almost any entity including Jumpshot and Moz.
8. What percent of all Google searches lead to multiple clicks?
While many of us resort to ctrl+click to open multiple tabs, others like to click from the SERP directly to new tabs and back to the search page again. Accounting for all search behaviors observed this year, about 21% of queries made on Google lead to more than one click.
9. paid searches vs. organic searches –
This is one mystery most companies would love to unveil. CTC on mobile is much lower on mobile. For all mobile devices, 40.9% of all Google searches result in organic clicks only. About 2% are paid clicks and 57.1% show no click at all. However, for desktop searches, about 2.8% result in paid clicks and a whopping 62.2% result in organic clicks. This shows, SEO has about 20X more traffic as compared to PPC on both mobile and desktop devices.
This is quite a chunk of data than can help websites optimize their SEO and plunge into digital marketing more successfully.