New data reveals major differences in Google search behavior across Europe and Canada. The UK tops the list for zero-click searches, while Germany sees the most user engagement. Find out what sets each country apart.
Rand Fishkin, a well-known SEO expert, has analyzed Google search behavior in the United Kingdom, France, Canada, Italy, and Germany using data from SimilarWeb. His findings highlight significant differences in how users interact with search results across these countries.
According to Fishkin, the United Kingdom stands out with the highest rate of zero-click searches—meaning users often find what they need directly on the results page without clicking through to a website. In contrast, Germany records the lowest percentage of zero-click searches and the highest rate of users clicking on search results, indicating a stronger tendency to visit external sites.
France distinguishes itself with particularly efficient search sessions, as users there complete their queries more quickly than in other countries. Canada and Italy both fall in the middle of the spectrum, with moderate levels of clicks and follow-up searches.
These findings come as European regulators and courts increasingly scrutinize Google’s search practices. For example, a recent German court decision held Google liable for misinformation in its AI-generated overviews, reflecting growing legal attention to how search results are presented. More details on this legal development can be found in this report on Google’s legal accountability in Germany.
