So I maybe failing to grok this but ~45% of google traffic is "organic" - I search, I find a link I leave google ~5% is as clicks (!) ~50% is zero click - it

So I maybe failing to grok this but ~45% of google traffic is "organic" - I search, I find a link I leave google ~5% is as clicks (!) ~50% is zero click - it's common enough a query that google just answers it right there, flights, trains timetables, cinema, exchange rates This is kind of a huge shift and also kind of not important at all Millions of us want, say, cinema listings, and off the back of those listings might easily buy a ticket. I can see this as a huge business for Google and certainly disruptive but I am not sure we are losing much by Google vetting it's dollar instead of the same dollar going to the ticketing company behind a multiplex Is this the old fear about microsoft - that all any ISV was doing was market research for microsoft? If you are a distribution channel selling a barely differentiated product to millions of people - well the writing has been on the wall for a while.