Google is the unbeaten biggest player in online search and has been so for decades. It accounts for nearly all internet searches worldwide, but its popularity comes with a price: You’ll face steep competition when trying to rank your business website above millions of others and reach your target audience. To improve your chances, you’ll need to understand the landscape. Here are 41 Google search statistics to help shape your search engine optimization (SEO) strategy.
General Google Search Statistics
Google cofounder Larry Page once said that Google has “revolutionized the way we access information and has made the world a smaller place in the process.” Its impact is more evident than ever before, with millions of people searching for everything from real-time news updates to local restaurant reviews on the platform. With Google being such a massive landscape, you’ll need to learn how to navigate it effectively to market your small business.
The Google search statistics below can help you. We’ve compiled stats on Google’s search volume, traffic, and audiences and more—use them as benchmarks as you plan your Google strategy.
1. Google is the #1 most visited website in the world
In a single month (December 2023), Google was visited 84.2 billion times, making it the most visited website in the U.S. and across the globe. Google’s market share as a search engine is over 83%, compared to second-in-line Bing, which only has over 9%. Aside from Google, the other most-visited websites in the U.S. are YouTube, Facebook, Amazon, and Yahoo.
Google’s popularity goes beyond its capabilities as a search engine. Aside from online searches, Google is also known for services like Google Ads, Gmail, and the Google Workspace productivity suite. When it comes to navigating the online world, Google is simply second to none. Familiarizing yourself with navigating the Google landscape can eventually help your website get more visitors in the long run.
2. Nearly 92% of all global search volume is from Google
A staggering 91.6% of all global searches happen on Google, making it the dominant search engine by far as of December 2023. The next biggest search engine is Bing, which holds a comparatively tiny 3.8% of global search volume. No matter who your target market is, where they are located, or what your business offers, optimizing for Google search should be a priority in your online marketing strategy.
3. There are 8.5 billion Google searches per day
Wondering how many Google searches per day happen around the world? Google runs around 99,000 search queries per second, which adds up to a whopping 8.5 billion searches a day. Moreover, the average person searches Google three or four times per day. These Google search statistics show small businesses how much web traffic potential there is in this space.
4. There are nearly 65 billion indexed web pages on Google
Google has by far the largest collection of indexed web pages on the internet, with nearly 65 billion pages in December 2023. However, this pales in comparison to the total Google Search index, which contains hundreds of billions of web pages, millions of books from major libraries, data from public sources, and even travel times from transit agencies. It’s over 100 billion gigabytes in size.
Google’s overwhelming magnitude makes it a potentially powerful avenue for marketing. With the right strategies, you can get thousands of website visitors daily.
5. Google’s annual revenue increased by 458% in 10 years
As Google’s relevance in consumers’ daily lives grows, so does its revenue. In the decade from 2012 to 2022, Google’s annual global revenue jumped from $50 billion to nearly $280 billion—a growth of nearly 458%. The bulk of this revenue comes from advertising, while a portion comes from Google’s paid apps on its Play Store and from Google devices such as the Google Pixel phone and Chromecast.
Stats About How Users Search on Google
The first rule of real estate is location, and the same is true for Google searches—but on Google, “location” refers to your website’s placement in search engine results pages (SERPs). The higher your website’s content ranks within SERPs, the more traffic (and thus leads and sales) it can produce. The Google search statistics below show just how crucial it is to follow search best practices so people can find your website when they search on Google.
6. The #1 Google search result gets nearly 28% of all online clicks
Here’s why search engine optimization (SEO) is such an important part of any effective marketing strategy: a recent study by Backlinko found that nearly 28% of all online clicks go to the number one top-ranking search result on Google. That’s over a quarter of all people searching on Google who can potentially visit your website. Meanwhile, the second- and third-ranking results get 15.8% and 11% of clicks, respectively.
In contrast, ranking in 10th place on Google can only potentially get you 2.4% of clicks, and ranking on the second page of results will get you less than a 1% (0.63%) chance of getting clicked at all.
Ranking at the top of Google’s search results can potentially improve your brand awareness, clicks, and conversions—but it’s also a tricky game to navigate. Find out more about how to rank your small business website on Google.
7. The average time for a first click is 14.6 seconds
It takes the average Google searcher 14.6 seconds to click something for the first time. This means you have approximately 14 seconds for users to choose your website over others on the search results page.
Although people instinctively click on the highest-ranking results, their behaviors can also change because the layout of organic SERPs varies for different search queries. For instance, when people search for movies, Google displays them in a gallery format. Meanwhile, searches for local businesses will usually display Google Business Profiles on a map.
It’s details like these that make it crucial to understand how search engines work. Learn more about how to best navigate and leverage Google in our guide to search engine marketing.
8. 65% of users click on organic Google results
The nature of Google search results is constantly changing—recent introductions include features like snippets, video carousels, image packs, and more. However, according to research, most people still prefer the classic blue-linked, organic search results. Backlinko notes that 65% of people click on organic results more than any other feature, and 10% even click on multiple organic links.
9. Most Google search queries are 3 to 4 words long
According to data from Semrush, 38.2% of Google queries are between three and four words long. Meanwhile, 31.6% of Google queries were between one and two words long. Only 3.5% of search terms are over 11 words.
If there’s a takeaway for these Google search word statistics, it’s that most users frame their search queries in a question format or using “question words,” for instance, “how to bake” or “where to buy car parts.” Keep these Google search stats in mind when planning your keyword strategy.
Pro tip: Learn more about planning your keyword strategy the right way—we’ve listed seven ways for small businesses to rank higher on Google.
10. 54% of the top Google searches are navigational
How are people using Google? According to 2023 data, they’re primarily trying to find directions. An analysis by SimilarWeb found that of the top 100 Google searches in 2023, 54% were navigational, whether to find a specific website (e.g., “Netflix”) or to find directions to a location (e.g., “cafes in Nashville”). Meanwhile—and somewhat surprisingly—only 10% of Google searches were seeking information, while the remaining 36% had mixed intent.
These developments on users’ Google search behavior are relatively new. So while there might not be a ton of research behind them yet, they point to Google’s steady transformation beyond a search catalog into an all-around “answers engine.” One thing’s for sure: when users search for your business on Google, they expect to find a website with authentic and valuable information.
Pro tip: Having a website for your business is the first step to being found online and building your online presence. And you can do it all by yourself—read our step-by-step guide on how to build a small business website.
11. Over 61% of searches with specific intent are done on Google
Billions of searches are conducted on search engines every day. But not all of them have a specific intent—a good number are contextually driven (i.e., searching for something in relation to something else, like Googling an actor in a film after Googling the film) or simply casual browsing.
However, of all online searches with specific intent, whether to visit a specific website or to find directions to a particular location, 61% are conducted on Google. This means that compared to other search engines, Google has more users who are far more likely to convert into high-quality leads.
12. 49% of people consult Google first when they have a question
How many times have you typed in a question you’ve had about a topic—from baking recipes to celebrities’ names—on Google first before searching anywhere else? If that situation sounds familiar, you’re not alone. In fact, recent research found that nearly half (49%) of people consult Google first anytime they have a question about anything.
These Google search statistics also illustrate how Google’s role is shifting for many users. Beyond using it as a traditional search engine, people are increasingly treating it as an answers-for-everything resource. Google’s most recent updates have embraced this change: for instance, its September 2023 helpful content update prioritizes valuable, problem-solving content above all else.
For small businesses, this also means a steadily growing need to provide audiences with genuinely valuable content. This can be blogs answering their biggest concerns or questions about your industry, e-books with instructions detailing how your product works, and so on. The key is to be genuinely helpful to your audience so they trust your authority. Plus, doing so also increases your chances of ranking on Google.
13. 79% of people use Google every day
If you need any more proof of Google’s overall authority in today’s world, take note of these Google statistics: 79% of people use Google every day, whether to visit a specific website, to find solutions to a problem, or just for casual browsing. What’s more, 55% of people use Google multiple times a day. In other words, people constantly use Google for multiple purposes, in multiple instances, many times each day.
There’s no question that Google has grown into an omniscient presence in our daily lives, and businesses will need to adapt to Google’s rapidly shifting role for consumers. This is especially pertinent as the Gen-Z consumer base—aka the generation that grew up with Google—continues to grow.
Pro tip: Curious about how to market your business to different generations, from Gen-Z to Baby Boomers? Check out our guide to generational marketing to learn more, plus the best tactics to appeal to each generation.
Paid vs Organic Google Search Stats
There is more than one way for your website to rank on Google search results. Your site’s content can rank organically and be displayed in general search results, but you can also use Google Ads to ensure your brand reaches customers who are ready to make a purchase. Keep reading to learn Google Ads statistics, how Google Ads compare to organic search rankings, and how consumers respond to each type of result.
14. Users click on the top organic search result 37.7% more often than the top paid search result
While paying to rank first on Google can certainly get you wide visibility, it may not generate clicks. Recent research found that on average, the top-ranking organic search result gets about 37.7% more clicks than the top paid search result. The same holds true for all other ranking positions: organic search results consistently get more clicks than paid ads.
These Google stats show that generally, people are more trusting of real, authentic, and valuable content rather than advertisements—which also shows why investing in SEO strategies is so beneficial for your small business’ brand presence. Even without using any paid tactics, with the right strategies, you’ll have a good chance of earning visibility, traffic, and users’ trust.
15. Paid search results have a 1.54% higher conversion rate than organic results
While organic search results are proven to bring in more traffic, it’s a different story when it comes to converting those visitors into leads. According to industry benchmarks provided by marketing experts, paid search results have a median conversion rate of about 3.5% across both business-to-business (B2B) and business-to-consumer (B2C) companies. Meanwhile, organic search results have a median conversion rate of 1.96%, meaning paid search results are 1.54% more effective at converting web traffic into leads.
So what do these statistics mean for your business? If your objective is to get more traffic and visibility on your website, organic SEO strategies like link building and keyword research are your best bet. But when it comes to converting those visitors into leads, paid search strategies are more effective.
16. Organic traffic is responsible for 53% of all trackable website traffic
Organic search continues to hold steady as the largest digital channel and the leading source of web traffic. Comprising 53% of all trackable website traffic, organic search dominates the digital channels in all industries. So, when planning your content strategy, focusing on creating organic content and organic marketing will probably get you more traffic.
17. The average cost-per-click (CPC) for Google search ads is $4.22
One of the best benefits of organic search marketing is that it’s a completely free strategy to implement, as opposed to paid search ads. And if you choose to advertise on Google, expect to spend around $4.22 for each click—that’s the average cost-per-click (CPC) for a Google search ad in 2023 across all industries. The arts and entertainment industry has the lowest CPC of all industries at $1.55 per click, while the legal services industry has the highest at $9.21 per click.
18. Nearly 97% of websites have zero organic traffic from Google
According to a study of nearly 14 billion pages, 96.6% of web pages get no organic traffic at all from Google searches. Meanwhile, just under 2% of web pages get between one and 10 monthly visits, and only 0.07% get over 1,000 regular visits—and these are mostly globally known websites like Netflix or world news sites. With competition tougher than ever, you’ll need a good SEO marketing plan to get your site ranking above them all.
A site may fail to rank on Google because it is not getting backlinks from high-authority sites, or because the topic and its keywords don’t have search traffic potential. If the keywords utilized by your site’s pages don’t match user search intent, if page content doesn’t use location-based references, or if the site isn’t indexed (and able to be crawled by Google), these factors could also contribute to low or no site traffic.
If you feel your website’s content should be ranking higher, check out our list of the best SEO audit tools. They include platforms that allow you to analyze every aspect of your website, from its content to technical search engine optimization (SEO) factors and more, and most can be used for free.
19. Every $1 spent on Google Search ads produces an $8 average ROI
After calculating Google’s economic impact, Google economists released its conservative estimate of $8 in profit for every dollar a business spends on Google Ads. Realistically, various other factors affect a business’ return on investment (ROI) when advertising on Google, so the actual profit earned could fall within a wide range.
It goes to show that careful investment in search engine optimization and pay-per-click advertising can return a solid profit. Business owners and marketers have the opportunity to utilize Google as a marketing tool, but you’ll need specific skills and expertise to yield positive results.
20. Moving up a rank on Google can improve your CTR by up to 32.3%
The relative click-through rate (CTR) goes up an average of 32.3% for every position a site moves up in Google search results. Meanwhile, absolute CTR increases by an average of 2.8%. However, these CTR rankings also vary depending on where your site is ranked on results. For example, moving from #2 to #1 can increase CTR by 74.5%, while moving from #10 to #9 will result in an 11% increase.
Absolute CTR is the actual click-through rate you see on your ad or website. Meanwhile, relative CTR refers to the effectiveness of your ad compared to your competitors.
Are you using the right keywords on your website to bring in traffic from your target audience? See our list of the best keyword research tools to learn how they can help you rank higher on Google to increase web traffic through online search.
21. 19.4% of the most expensive Google Ad keywords are from the legal industry
The list of the most expensive search keywords on Google for 2022 was dominated by keywords from the legal industry. Representing 19.4% of the 5,000-entry list, the legal industry was margins above the education industry with 8.7% keywords on the list. Although COVID-19 was a trending and expensive keyword category in 2021, it didn’t make the cut in the 2022 list.
Mobile Google Search Statistics
You may have been told that your site needs to be “mobile-friendly,” but the truth is, it needs to be omni-device friendly so it’s accessible to anyone, anywhere, on any device. This is the key to getting high rankings in online searches, no matter which device someone is using to find a business like yours. Check out the Google search statistics below related to mobile.
22. 63% of all Google search traffic comes from mobile devices
In 2013, only 27% of Google traffic came from mobile devices. That rate has steadily risen as more and more people own smartphones. In fact, in the fourth quarter of 2021, 63% of all organic Google search traffic came from mobile devices.
These Google search stats show that mobile devices dominate search. Thus, optimizing your pages for mobile ranking and usability is crucial to your business’ success.
23. Google has a 58% reach among mobile audiences
Along with Google traffic increasingly being generated by mobile devices, Google also has a majority reach—58%—among all mobile users. That’s more than any other search engine platform, including Yahoo and Bing. This means that when your website ranks on Google, it has the potential to reach to reach the majority of Google’s audiences. And when audiences visit your website, it’ll likely be through a mobile screen.
24. Google search ads have an average CTR of 2.75% on mobile
Mobile users account for over half of all Google’s traffic. And according to industry benchmarks, paid ads on Google have an average click-through rate (CTR) of 2.75% on mobile devices—0.84% higher than the overall standard, which is 1.91%. Among the various types of Google ads (text ads, expanded text ads, and call-only ads), expanded ads (aka search ads with more information) were most effective at generating clicks.
25. Mobile users have an 8.8% higher bounce rate than desktop users
In 2022, the bounce rate for mobile users (the rate at which users leave immediately after entering a site) was 52.9%. Desktop users were slightly more patient, with a 44.1% bounce rate. With these Google search stats in mind, optimizing your site for both mobile and desktop is more crucial than ever. Read our full list of website statistics to get more insights about the impact of user experience (UX) on your site’s success.
26. Organic Google search results have a 6.6% higher CTR on mobile than on desktop
As more people access Google via their mobile devices, it’s no surprise that organic search results have a higher click-through rate on mobile devices than on desktop. According to Advanced Web Ranking, the top-ranking website in Google search results has a 6.6% higher CTR on mobile than on desktop. However, second- and third-ranking websites tend to get more clicks from desktop users.
Ecommerce Google Search Statistics
Google today is much more than a search engine for information—it’s also often a starting point for other experiences, such as ecommerce shopping. Trends in Google searches for these spaces hold many clues on what your target audience may be looking for from your business and industry. The stats below cover all things ecommerce on Google, including Google search statistics for keywords ecommerce shoppers use, ecommerce search volume, and more.
27. Nearly 32% of consumers start their ecommerce journey on Google
Online shopping has experienced an unrelenting rise since the pandemic, and consumers are constantly seeking new ways to reach their favorite brands and discover new ones. One of the top places they start those searches is on Google. Recent surveys found that nearly 32% of online shoppers started their ecommerce journey on Google. The search engine was outranked only by Amazon.
These stats on Google searches are noteworthy because they signal Google’s growing trend of transforming a platform for nearly every type of online experience, from research and discovery to purchasing. More and more customers are starting and ending the buyer’s journey on Google—a development your small business should also be prepared for.
Pro tip: Optimize your business website for today’s consumer with the help of these resources:
- Find out what makes a good business website, and get 23 tips to help yours stand out.
- Learn about the growing demand for voice search optimization and why it’s important.
- Read a step-by-step guide on growing your ecommerce business and optimizing for sales.
28. 62% of people use Google’s Shopping tab to compare products before buying
People are more conscious shoppers than ever before, and they’re using all available tools to help them make the best purchase decisions. A 2022 survey among ecommerce shoppers found that 62% used Google’s Shopping tab to research and compare products from different brands before going ahead with a purchase.
What this means is that if you have an ecommerce website, optimize your product listings and make sure to complete all your products’ information so Google—and your audience—has a clear idea of what you’re offering.
29. 92% of consumers use Google for shopping at least monthly
If you need any more proof of Google’s growing ecommerce power, this might convince you: 92% of consumers use Google for shopping at least once a month—only 1.5% fewer than those who use Amazon at the same frequency. And of the shoppers using Google at least once a month to make purchases, 37% said they used Google for shopping every day.
30. Amazon gets 2x more product search volume than Google
While Google’s ecommerce presence is expanding, Amazon still reigns supreme overall. According to data published on Insider Intelligence, Amazon receives nearly twice the product search volume as Google. These stats indicate that while consumers are using Google to research products, when it’s time to buy, Amazon is the platform of choice. In general, you should focus on getting your products to rank on Amazon and your content to rank on Google.
31. 90% of holiday shoppers say Google plays a key role in online shopping
Gone are the days when holiday shopping always meant braving large crowds in in-store shopping centers. Today’s consumers, even holiday consumers, are more informed and intentional about their shopping habits. And their platform of choice for research? The majority opt for Google. According to Google’s internal survey, nearly 90% of holiday shoppers said Google played a key role in their holiday shopping decisions.
Statistics About AI in Google Search
Over the past few years, artificial intelligence (AI) has been transforming businesses in all industries through automation, analysis, data quality, and more. Google is no stranger to the AI market—it even has its own version, Bard, to compete with Bing’s AI-driven online search features. See how new innovations in AI are affecting how Google works and how people use it in their daily lives.
32. 49% of consumers are interested in AI-powered online search
Morning Consult’s survey on artificial intelligence found that 49% are interested in AI-powered search. This means that nearly half of U.S. consumers are likely to use AI-powered chatbots, such as ChatGPT or Google’s Bard, for online search.
33. 99% of visits from Google Search are spam-free thanks to AI
In 2018, Google launched its AI-driven spam prevention system called SpamBrain. The 2022 Webspam Report (released in April 2023) highlighted that SpamBrain was able to detect and take down 200 times more spam sites from Google Search since its release, reducing spammy links and invalid user clicks on these sites.
Pro tip: Want to make sure that your website doesn’t get flagged by SpamBrain? Check out Google’s updated spam policies for 2023.
34. Google used AI to remove 115 million fake reviews
Removing fake reviews is part of Google’s strategy to combat fake content on search. In 2023 Google released new information about updated AI models paired with its own advanced automated techniques. With this new system, Google blocked 115 million policy-violating reviews—20% more than the prior year.
35. Google AI Assistant can work with 50,000 smart home devices
Google Assistant is an AI-powered assistant that can perform over a million actions, including accessing Google Search. Although it started with 1,500 possible smart device connections in 2018, this now increased to 50,000 smart home devices.
36. 28% of U.S. adults would switch to an AI-powered search engine
The introduction of AI has undoubtedly changed the way users search online. For instance, a growing number of people are using ChatGPT for internet browsing. And according to a February 2023 survey, 28% of U.S. adults said they would switch to an AI-powered search engine.
There are plenty of reasons users would consider switching to a search engine powered by AI—convenience and accessibility are some of its main benefits. And while AI-powered search engines are relatively few, these Google stats indicate a shift in the consumer behavior landscape.
Local Google Search Statistics
If you own a small business with a physical location, you’ll want your website to rank on local searches. Think of local communities as the lifeblood of local small businesses, and local Google searches as the veins that get those customers to your door. Ranking on local search results is one of the most effective ways to get discovered by people in your area. Stay on the right track by reading the local Google search stats below.
37. 46% of Google searches are local
Google’s catalog of information may encompass the whole world, but here’s one of the more unexpected statistics on Google: 46% of all searches are for something local. This means that nearly half of all Google searches are done with local intent, whether that’s to find local businesses (e.g., “dry cleaners near me”) or to read reviews about local restaurants before trying them out.
When it comes to building an SEO strategy for your small business, the importance of local SEO can’t be overstated. More often than not, getting on the results page of a “near me” search can mean the difference between getting a steady stream of customers or being buried by local competition.
Pro tip: Ranking on local Google searches involves strategies like getting listed on Google Business Profile results and other local business directories and ranking for local keywords, among others. Learn what local SEO is all about and how to rank locally in search.
38. The top organic Google Business Profiles get 13% more clicks than the top paid profiles
As with regular Google search results, advertising on Google’s map pack (Google’s map displaying all local businesses in a certain area) is also an option to get more visibility for your Google Business Profile (GBP). However, as with regular search, users also tend to prefer organic results over ads. According to Google Business Profile statistics, organically ranking GBPs have an average of 13% higher click-through rates than boosted listings.
Pro tip: Before thinking about how to win one of these top spots for your business, you’ll first need to create a well-optimized Google Business Profile. Learn how to do it the right way in our guide to setting up your Google Business Profile.
39. 87% of consumers use Google to research local businesses
Nearly half of all Google searches are local, and of that figure, nearly 90% are to research local businesses. A survey by BrightLocal found that in 2022, 87% of consumers said they used Google to research and evaluate businesses in their local area, an increase of 24% since 2020.
As the world continues to “open up” again after the pandemic, businesses are regularly seeing more in-person visitors. But before visiting, customers like to be well-informed, searching for local businesses’ offerings, locations, and reviews before stepping foot in them.
The key takeaway from these Google search statistics? Make sure your business has an updated and accurate local online presence: list on local directories, reply to reviews and comments, and keep your GBP active. Find out more ways to build local SEO citations to improve your local ranking.
40. Consumers trust reviews on Google 54% more than any other platform
It’s well-established that nearly all consumers (98%, to be exact) read reviews about local businesses online. But among all review platforms, including Yelp and Tripadvisor, Google is still the most trusted across all industries. According to Google reviews statistics, 54% of consumers said they were more likely to trust Google reviews over any other platform.
Google consistently came out on top for the healthcare, beauty, entertainment, real estate, professional trade, food and drink, and accommodation industries. These Google review statistics show that when it comes to authority and credibility, there’s no beating Google—consumers simply trust it more than others.
41. 88% of local Google searches result in a physical visit
Getting traffic and visibility for your website is all well and good, but equally as important is converting all that online traffic into physical traffic. And if you get your website to rank on Google, you’ll have a good chance of seeing that physical traffic. According to industry research, 88% of local searches on Google lead to a physical location visit. This means even having any local online presence can make all the difference in generating foot traffic for your store.
Frequently Asked Questions (FAQs)
You can see the number of times a search term was Googled by using keyword analysis tools like Google Trends and Semrush. On Google Trends, just type in your search term to view Google keyword stats on the number of times it was searched over time. You can also use Semrush for more comprehensive analyses on the search volumes of keywords, related keywords, and competitive density to guide your keyword strategy.
In 2023, the most searched term on Google was “youtube.” The most visited site on Google was also Google (google.com), followed by YouTube, Facebook, Instagram, and Twitter. Other popular search terms on Google are “facebook,” “whatsapp web,” “weather,” “translate,” and “google.”
The best way to help your website rank higher on Google is via organic and paid search engine optimization (SEO) strategies. Organic SEO strategies include keyword research and planning, backlinking, publishing high-quality content, and technical SEO to improve your website’s user experience. These strategies can help Google rank your site higher on results. You can also use paid Google ads to place your site on top of search results for a set fee.
Bottom Line
Google has been the titan of online search since it debuted in 1998. And today, far from being a simple web-surfing engine, it’s a prevalent force in your audience’s lives—which is why understanding its rapidly shifting landscape is important to growing your business. Use the Google search statistics above as a starting point to plan your Google ranking strategy and gain more visibility, traffic, leads, and conversions for your website.
