10/08/2026
68% of Google searches now end without a click. It was 60% in 2024. That is SparkToro’s analysis of Similarweb clickstream data, first four months of 2026.
With an AI Overview on the page it runs at about 83%. In AI Mode it is 93%, because AI Mode replaces organic results rather than sitting alongside them.
The number everyone skips: informational searches are around 74% zero-click, transactional searches around 31%.
So search has not died. It stopped rewarding content written to attract strangers, and kept rewarding being the specific thing a person already decided they want. Which puts brand back at the centre of a conversation it got removed from a decade ago.
Save this before your next SEO invoice.