The organic click-through-rates for desktop searches fall from 68% in 2016 to 66% today. By contrast, the same metric in mobile has fallen from 44% to 36% over the same span.

Lastly, while traffic to PPC ads has been fairly steady on desktop searches, it has risen for mobile users, growing from 3.34% in 2016 to 11.38% in 2019.

More alarming, perhaps, than any of this data is another search algorithm tendency summarized in the report. Google Search frequently directs traffic to content held by company subsidiaries. Google Maps, YouTube, and Google Images represent significant traffic pathways.