What are the main patterns that emerged from the desktop data?

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We did not use any additional filters for our keywords and believe our sample is representative of the general distribution of keywords. Let's take a look at some of the key findings from this sample:

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Unique Keyword Distribution by Length (Words) Example / Semrush Zero-Click Study
Here we see the frequency breakdown of searches for keywords of a certain length, with 3-4 word searches leading the way . Searches of 1-2 words follow in second place , demonstrating that most searches are relatively short. This distribution seems very normal for the overall distribution of keyword length; in fact, we saw these metrics in our State of Search report earlier this year.

In the graph below, you can see the distribution elenco telefonico australia of time needed for a user to make a decision on the next step after the first search. As indicated in the methodology, this time is limited to two minutes to avoid suspicious data from bots or long pauses that could come from another session.

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Distribution of seconds users take to make a decision after the first search / Semrush Zero Click Study
If we analyze the time that users spend to interpret the search results and take action, we notice that their decisions are mostly very fast. In most cases, it takes less than 15 seconds to choose what to click.

The data highlights the importance of visual SERP construction. People don't spend much time analyzing the results, but they make quick decisions to get to what they want.

Of course, add-ons like image thumbnails or expandable tabs, like those that appear with advanced FAQ results, impact how people interact with the results. And that’s before you factor in highly visual SERP features like image packs.



What are the main patterns that emerged from the desktop data?
To make our study more detailed and interesting, we expanded the data sets beyond just organic, paid, and zero-clicks. There are five main patterns of actions people take after completing a Google search:



Organic Clicks
General clicks on any website outside the SERP (other than ads).
Paid Clicks
Clicks on ads displayed in the SERP.
"Google" Clicks