Article reporting that 50% of Google searches now result in “no-click”. With Google aggregating more content in page on search results, retailers and content sites are losing those clicks. This breaks down traditional SEO strategies and requires stronger presence of email lists and social followers. However, this is analogous to the Arguments being made to break up Amazon into marketplace and retailer. In doing this, Google is both running the discovery platform and keeping a large amount of traffic for itself to monetize without permission from content providers all in the interest of “user experience”. In this way, Google’s breakup might even be more critical than Amazon’s.

Data from Jumpshot says that more than 50% of Google searches in June didn’t result in a click. The results show that organic search clicks are going down even as paid Google search clicks are going up, as are searches to result in no clicks whatsoever. For brands, businesses and marketers who rely on organic Google search results to drive commerce, this means recalibrating how they think of Google in their plans.
Google is using its own algorithm to comb through high-ranking third party content and aggregate the text at the top of the search results. As a result, many people looking for answers via Google don’t need to click through.

For publishers, it presents a real problem because users are less likely to click links if the information is neatly provided on the search page. This could significantly hinder affiliate marketing revenue. And for retailers, it potentially shakes up traditional organic search strategies. While many online brands buy Google ads to get high placement, they rely on top-ranking organic search results to drive traffic to their own sites too. With more people stopping their search journeys at Google itself, retail marketers are forced to rethink organic search strategy. 

https://www.modernretail.co/platforms/retailers-are-rethinking-their-google-search-strategies