Advertisers will take some of your clicks

[arafatenzo]

The number of searches does not always equal the number of clicks. Just because people search for something doesn’t necessarily mean they’ll click on one of the “blue links” in the SERP. Google’s goal is to satisfy users right away without having to click on any of the search results. With rich results in the SERP, such as featured snippets , Local pack, Knowledge Graph , and more, a specific search query that a user enters into the search box is answered right on the search results page.

According to one study, between January 2020 and December 2020, almost 65% of Google searches ended without a click. On mobile devices, it was 77.2%, and on desktops, it was 46.5%. Google sweden email list responded critically to the "zero click" data, specifically Danny Sullivan in the article " Google Search sends more traffic to the open web every year ". According to Sullivan, the results of the aforementioned study are based on a flawed methodology that misunderstands how people use Search.
For more detailed information on the above data, see the article " Content that is 'SEO-friendly' and user-friendly ".

There’s one more thing that can rob you of the clicks you’re hoping for: ads. Google displays up to four paid text ads above organic search results. And if you follow the visual history of these paid placements, it’s clear that Google is trying to make these ads almost indistinguishable from unpaid search results. See Otakar Schön, “Google has given up on its message: Search results now look just like ads ” (Hospodářské noviny, 26. 1. 2020).
Ranking high for a popular keyword no longer guarantees that you’ll get a high number of clicks on it. Even if you check the search results for the keyword you want to rank for and there are no ads, that doesn’t mean that ads won’t appear in the future.