Publishers are feeling the squeeze across organic search lately, and now there’s data to prove just how much Google’s dominance is growing. A new joint study by
SparkToro and Datos analyzed Google Search behavior in 2024 so far, with a focus on what happens after users search.
The study leveraged a multimillion clickstream panel, which means it was able to track the sequence of clicks from millions of users after they started a search query. This data set is more comprehensive because it doesn’t just focus on specific subsets or keywords. Clickstream panels track the entire search journey, which is usually varied and often contains multiple searches that all differ in click behavior.
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