The data also showed that, in the first quarter of 2019, 41.45% of Google searches resulted in organic clicks to non-Google sites and 5.9% of searches ended with the user heading to another Google-owned web site. When looking at just the searches that resulted in a click, 12% went to Google-owned sites.

“If you’re in a field Google has decided to enter, like travel, hotels, flights, lyrics, etc., the search giant is almost certainly cannibalizing your market and removing a ton of opportunity,” said Rand Fishkin, SparkToro founder.