68% of US Google searches now end without a click, up 7.5 points in two years, the fastest acceleration on record. Counted in raw clicks, the open web lost roughly a quarter of its search clicks in 24 months while Google's ad revenue kept growing. This episode reads the 2026 SparkToro data closely: what is driving the jump (AI Overviews, re-queries, and a still-tiny but fast-growing AI Mode), where the remaining clicks actually live by intent and device, when the informational blog stops pulling traffic and what to do instead, and the KPI conversation that has to follow when traffic stops being the number that tells the truth.

Read the full article on the Search Agency blog: https://search.agency/blog/zero-click-search-68-percent ...