A friend shared this interesting article with me – here’s the bottom line summary:
In June of 2019, for the first time, a majority of all browser-based searches on Google.com resulted in zero-clickshttps://sparktoro.com/blog/less-than-half-of-google-searches-now-result-in-a-click/
Essentially: in more than half of Google searches, the user is not clicking on a result link. This can be because the user has their question answered via Google’s featured snippet section (example below), or the web browser launched a separate app (for example, a mobile user clicking a link which opens up the Android/iOS Google Maps app), or simply because the user got frustrated and stopped searching.
This article is just another reason why good Google marketers need to target high value keywords to get users to click through.
The article expands on this, it’s definitely worth a read: https://sparktoro.com/blog/less-than-half-of-google-searches-now-result-in-a-click/ .