Excellent investigative article w detailed descriptions of the data used. I had a problem with this article because I like most people, was not literate on the terms used. You need to go to the end of the article first to get a definition of zero clicks and the other terms are not explained.

excellent and balanced investigative reporting, though there are some leaps taken which i wish were qualified a bit, e.g., "That makes them a clear monopoly in search"

Fantastic investigative look at Google's share of the search market, and how they've continued to grow traffic to their own sites. The author is very transparent about the source of the data used in the piece, as well as the source's methodology which is listed at the end. Author Rand Fishkin did some terrific reporting here that perfectly encapsulates the problematic, and borderline monopolistic nature of Google search.

Ugh, how can you talk about how many searches result in a non-google website click and NOT talk about what kind of searches people are making. Think about it, what do you search for on your phone where the article says there is the least clicking? Fast facts (results in a wikipedia imbedded window shows at the top giving you the answer without you having to click on a link), fun facts about actors like height (again shows you without you having to click on anything at all). Plus think of all those calculator problems you ask Google to solve for you, does that count as a search? I don't know this article doesn't tell you. As for the Monopoly argument they are messily trying to make, yes Google prioritizes Google results. You search for a song, it'll give you a YouTube link. They had the data to know what people wanted to find on the internet and made or bought the best related entities to provide that solution. Seems rather straight forward.

This provides great context to the Google investigation; however, the author provides the user with the raw data and the source!! The information is very telling about current google patterns and click throughs.