Google Search: How People Use It

Many studies have been done to understand the behavior of Google users and how they interact with the new Google SERPs. Although many studies have produced different results, the key findings of these studies are consistent. These are the key takeaways from the Google user behavior studies.

Autocomplete: Many studies have shown that Google users use autocomplete. About 23 percent of people choose to go with the autocomplete suggestion on the site. It also found that those who are searching for local information more often than those who are looking to search for commercial results, tend to choose the autocomplete suggestions.

Nine seconds: More than 50 percent of Google users will click a link within nine seconds. Their search results will populate in 9 seconds. The average time it takes for users to click on a hyperlink is less than 15 seconds.

End of the page: Less than 10 percent of users reach the bottom of the page. Before making a selection, ensure you scroll to the bottom of the search results page.

Modified search: 15% of users alter their initial search. This could be viewed in one of two ways. Either Google delivers more relevant content faster, or Google users are better at keyword selection when they search.

Bounceback: Only 17 percent of users bounce. After clicking, users can return to the search results screen. Only 5 percent of users return to search results more than once.

One page: The vast majority (59%) of users only. Never visit more than one page in a search. Six percent of people search more than four pages.

10 Blue Link: Approximately 65 percent of people will click on the 10 Blue link results when searching

Google Ads: 19% of users will click on an Ad from Google while searching.

Google Maps: Local searches account for approximately 42 percent of Google Maps users people will click on search results that are within the Google Maps Pack.

Google Shopping Results: 19% of searchers use Google Shopping to click on the Google Shopping result to see more information.

The Second Page: Only 0.44 percent of Google Users will visit this page.

Search Sessions: A Google Search session takes about 76 seconds for most searches to be completed. Half of them were complete within 53 seconds.


We can see interesting patterns in user behaviors from the numbers related to Google’s search engine’s auto-complete function. Google’s search autocomplete function suggests keywords for your search based upon a few factors such as your search history, where you are located, and what. You have already entered the search box. These Google user studies show that many Google users rely heavily on the autocomplete feature. These studies show that almost a quarter of all searches are the result of users using the suggested autocomplete. This stat may vary depending on the user who used the suggested autocomplete.

The search query. This means that people searching for commercial keywords use autocomplete more often than others.

Half of Google users click on results within 9 seconds

This statistic shows that Google users spend almost 9 seconds looking through the results pages before choosing which link to click. Many studies have suggested that users click on results more frequently based on the speed at which they are clicked on.

Clicking on the first link in the results page is better than clicking on the second one – or links at the top.

Similar to this, it takes about 15 seconds for a user to click the first button. This can vary depending on the type of search being performed. While some users may click the first link, many Google users will not.

Take your time when selecting the right link for your query.

Results from a search result show bounce back numbers

These studies show that around 17 percent of Google users will return to the main search results page after clicking. A few studies have shown that almost 83 percent of Google users searched for their desired keyword and then clicked the main results page. It also revealed that 83 percent of Google users made their search selections and never looked back.

About 5 percent of search results screen users visited the search result screen more than once during their hunt.

Contact us today to get some Google search facts for your business and rank number one on Google!

This post was written by Kristian D’An. Kristian is the owner and SEO Specialist at Lux Digital Marketing, a St Petersburg SEO Agency company. Kristian has been optimizing websites successfully for over 7 years. He has helped his clients achieve the #1 position on Google in several different industries.