Organic search traffic is becoming increasingly concentrated among a smaller number of websites. In 2024, standing out in Google Search was more challenging than ever, particularly with competition from Google’s AI Overviews and other search features. A new report by Rand Fishkin of SparkToro, based on data provided by Datos, has provided some interesting insights into Search behavior this year.
Insights:
- Branded keywords account for 44% of all Google searches, while the remaining 56% are focused on unbranded or generic terms.
- Informational searches make up 51% of all searches, followed by 33% that are navigational, 14.5% that are commercial, and only 0.69% that are transactional.
- Shockingly, only 148 keywords account for 15% of all Google searches!
