Last summer, I wrote about the fate of nearly 60% of our Google searches.
They end without a click.
For its latest search research, SparkToro dove even deeper into 332 million Google searches between January 2023 and September 2024, finding that nearly half (46%) of the total volume came from the top 10,000 query terms. And even more staggering, the top 15% came from just 148 terms.
(Source: SparkToro)
“A few thousand query terms make up a quarter of all Google searches, and that looks to be rising over time,” writes SparkToro’s Rand Fishkin. “Yes, there’s still a massive number of unique query terms, but the “Long Tail” (<11 searches/month) is only 3.6% of demand.”
Those looking for more drilled-down marketing-relevant insights will appreciate that 44.19% of all Google searches were branded rather than generic, with 31.27% featuring branded keywords.
“14.5% of searches are of a commercial nature, though they may not necessarily be looking to immediately transact,” writes Fishkin. “Most product comparison or product information searches (B2B and B2C) fall into this category. Transactional keywords that indicate likely intent to purchase something, sign up for something, or engage an entity for services comprise just 0.69% of all searches (though these are likely among the most desirable and valuable query terms among search marketers).”
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