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SEO is about ranking high on Google.

The higher your rank, the more clicks you will get on your website.

What should you do if Google is sending fewer clicks to websites over time?

Just take a look at the graphic below. It breaks down the last 4 years of clicking on google.

According to data we obtained from Ubersuggest, 62.41% of all searches worldwide receive 0 clicks.

Literally 0 clicks.

But this is where things get interesting …

Expect fewer clicks over time

Over time, the number of people who clicked on no result has increased. It rose from 54.11% in 2017 to 62.41% in 2020.

Now remember that we don’t have data every single Google search as it would only be on Google.

However, we buy data from a few different providers and we have data on hundreds of millions of searches each year. The data are therefore directionally correct.

This is where things get interesting. According to Comscore, 50% of searches are voice searches.

The data providers from whom we receive our Ubersuggest data do not yet have access to voice search data. So you can assume that the number of “no clicks” is actually greater than stated above.

Even so, you should expect it to get worse over time, as the graph shows.

Why is that? That’s because Google answers your questions for you when it searches.

For example, if you type “Las Vegas Weather” you will see a list like this:

Google pulls the data from weather.com, but you really don’t have to click on weather.com.

And as a user, this gives me a better user experience, so I like it. But if I were a website like weather.com, I probably wouldn’t as it will decrease my traffic which will decrease my advertising revenue.

Expect Google to do this more and more often over time as it tends to result in a better user experience.

Is it fair for Google to do this?

Before I dive into the data and give you ways to increase your SEO traffic even though Google is taking away some of your clicks, I want you to consider that.

A lot of marketers and business owners don’t like this and they complain that what Google is doing is not fair.

But hey, it’s up to you whether you want Google to crawl your website at all. If you don’t like it, you can always block Google from your website.

I personally have no problem. Imagine life with Google, it sucked.

And as a seeker, I don’t want to look for the weather and have to click a couple of links to get my answer. I just want to know the weather with the fewest number of clicks now.

I recommend that you focus on what you can control instead of worrying about what you can’t, such as: B. Google’s future plans or random algorithm updates.

So what can you do

I want you to see these as two separate issues.

The first is how you can get more clicks when people click less.

And the second is how you can get more conversions with the clicks you get to make up for the lost traffic.

When it comes to clicks, your meta tags are usually the main thing that affects them. You know your title and your meta description. I’m talking about this: when you do a search on google it looks like this:

Here are 10 ways to customize them to get more clicks (some of the data is from Clickflow, some from Ubersuggest):

  1. Questions have a 14.1% higher click rate. For example, your title could be “What is SEO?” Be.
  2. 8.6% higher click-through rates for title tags of 15-40 characters – I would recommend that you keep your clicks closer to the 40-character mark so you can include more keywords.
  3. 45% increase in click-through rate when exact query is in url – make sure your main keyword is in your url. It doesn’t have to be in your domain name, just in the URL. So if I’ve tried to rank for the term “SEO”, my url might be https://neilpatel.com/what-is-seo/.
  4. Power words increase click-through rate by 13.9% – some examples of power words are: effortless, incredible, best, or amazing.
  5. 7.3% higher click-through rate for titles with emotions compared to titles without emotions – an example of an emotional headline is: “Learn how to hold your own against your boss (without getting fired)”. You can find more examples of emotional headlines here.
  6. 5.8% higher click-through rate when you have a meta description. If you don’t manually create one for each page, Google will only pull one for you.
  7. Titles with years generate a 4.9% higher click-through rate – a good example of this is “how to start a blog in 2021”. You want to update a year every year to make sure your title tag doesn’t have an old date as it can affect your clicks.
  8. Generating curiosity increased click-through rate by 5.9% – my favorite example is “The 7 Benefits of Green Tea (# 6 Will Shock You)”.
  9. Education-like titles got 10.4% more clicks – think of how-to titles. People love learning how to do things step by step.
  10. You are more likely to succeed by looking at the paid ads. Google uses Quality Score to determine where to place ads. If an ad doesn’t get clicks, Google isn’t making any money. Looking at the paid ads will give you copy ideas suitable for each keyword that you want to rank for.

Don’t forget to optimize for conversions

As mentioned above, the second thing you need to do is optimize conversions.

When you get clicks, you want to get as many sales as possible.

Here are some articles that I have written that you should read. They’ll show you how to increase your conversions.

Don’t forget your cell phone

When optimizing your website, don’t just think about the desktop version of your website.

It is even more important to do this process for your mobile traffic.

According to our Ubersuggest data, 61% of all searches are mobile.

And based on our data providers, the no-click data for phones is even worse.

When it comes to tweaking your meta tags, you usually don’t have to worry as much as you will be using the same meta tags for the mobile and desktop versions of your website as most sites are responsive.

However, when it comes to conversion optimization, you want to create a different mobile experience that you can easily achieve with a nice design.


Don’t focus on the fact that Google gets fewer clicks on websites. Focus on what you can control and make the most of the situation.

If I were you I would do 3 things.

  1. Optimize your meta tags as described above.
  2. Optimize your conversion rate to get more sales.
  3. Start creating question-based content as popular blogs account for 34.17% of SEO traffic.

What do you think of the data I shared above?

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