Google’s Walled Garden: Users Make 10 Clicks Before Exiting

A comprehensive study analyzing Google versus ChatGPT traffic patterns reveals that Google retains users on its platform longer while still driving the most overall Website Traffic. This trend highlights the growing dominance of Google’s ecosystem and raises important questions about the future of Organic Traffic for external websites.

Data suggests that Google has successfully expanded its in-platform features to keep users engaged. Meanwhile, ChatGPT emerges as a more efficient driver of external site visits, sending users to other websites at a rate 2.3 times higher than Google. Despite this, Google remains the largest source of overall traffic, underscoring its continued influence in the digital landscape.

New Findings: Google Keeps Users Engaged Longer

Recent data shows that users now make an average of 10 Clicks within Google’s ecosystem before navigating to another website. This insight comes from a detailed 13-month study comparing traffic patterns between Google and ChatGPT. The findings highlight a significant shift in User Behavior, with more interactions occurring directly on Google’s Search Results pages.

This increased engagement is driven by Google’s ability to provide immediate answers and interactive features without requiring users to leave its platform. Actions such as refining searches, interacting with SERP features, paging through results, or clicking on images contribute to this trend. These activities keep users within Google’s domain, reinforcing its role as a “Walled Garden.” Additionally, the rise of Zero-Click Searches—where users find answers directly on the SERPs without clicking through to a website—further emphasizes Google’s strategy of retaining users.

Google Retains Users, While ChatGPT Directs Them Out

An analysis of Similarweb data reveals that Google’s “pages per visit” metric has surged to 10 as of March, marking a substantial increase from previous levels. This indicates that users are spending more time exploring Google’s search features rather than visiting external websites.

Despite this retention strategy, Google still drives the highest volume of Organic Traffic to external websites. In March alone, Google generated 175.5 million outgoing visits, compared to ChatGPT’s 57.6 million. This represents a 66.4% increase for Google compared to the previous year, showcasing its continued dominance as a traffic source. However, the proportion of clicks leading to external sites has declined, signaling a growing reliance on Google’s internal ecosystem.

The Efficiency Gap Between Google and ChatGPT

While Google leads in total traffic volume, ChatGPT proves to be more efficient at directing users to external websites. The statistics paint a clear picture:

• ChatGPT generates 1.4 external website visits per user.
• Google produces just 0.6 visits per user.

This means that ChatGPT users are 2.3 times more likely to visit external websites than Google users, despite Google’s audience being approximately 6.8 times larger. This efficiency gap underscores the differing strategies of the two platforms—Google focuses on retaining users, while ChatGPT prioritizes directing them elsewhere. Furthermore, the data suggests that ChatGPT’s referral traffic is more intentional, as users are actively seeking external content rather than relying solely on in-platform answers.

The SERP Retention Strategy: Google’s Dual Goals

Google’s growing number of in-platform interactions aligns with its broader strategy of enhancing search features. These tools provide instant answers and rich content directly within the SERPs, reducing the need for users to click through to external sites. Features like featured snippets, knowledge panels, and People Also Ask boxes contribute to this trend, offering users comprehensive information without leaving Google’s ecosystem.

Google has successfully achieved two key objectives:

• Remaining the primary source of web traffic.
• Keeping users engaged within its ecosystem for longer durations.

However, this approach creates a complex dynamic. While Google sent more outgoing traffic in early 2025, its audience growth remained minimal. This indicates a delicate balance between retaining users and referring them to external websites—a challenge that marketers must navigate. Additionally, the rise of Zero-Click Searches has further complicated the SEO landscape, as traditional methods of driving Organic Traffic become less effective.

Implications for SEO Professionals and Marketers

For SEO professionals, digital marketers, and content creators, these trends present both challenges and opportunities:

• With users spending more time on Google’s interfaces, capturing attention in the first screen view is now critical. Prioritizing visibility in featured snippets, knowledge panels, and other SERP elements can help maintain visibility as traditional Organic Traffic becomes harder to secure.
• Explore ChatGPT and other AI platforms as alternative traffic sources since they refer more visitors per user. Diversifying traffic channels can mitigate the risks associated with Google’s “Walled Garden” approach.
• Adapt to evolving User Behavior by developing better attribution models and content strategies. As users interact with multiple SERP features before clicking through, understanding how to optimize for these interactions is essential.
• Monitor emerging AI platforms like Perplexity and Bing Chat, which may follow similar patterns to ChatGPT in driving external traffic. Staying ahead of these trends can position your website as an early beneficiary of new referral streams.

The Role of Content Optimization in a “Walled Garden” Era

As Google’s ecosystem continues to evolve, content optimization strategies must adapt to align with the platform’s shifting priorities. Here are some actionable insights:

• Focus on Zero-Click Content: Optimize for queries where users seek quick answers directly on SERPs. This includes crafting concise, fact-based content that can appear in featured snippets or knowledge panels.
• Leverage Interactive Features: Incorporate tools like calculators, quizzes, or interactive infographics that encourage users to engage with your content without leaving the page.
• Prioritize Long-Tail Keywords: Target niche, intent-driven queries that are less likely to be answered by Google’s in-platform features. These keywords often lead to higher-quality traffic and conversions.
• Build Authority Through Backlinks: Strengthen your domain authority by earning high-quality backlinks. While Google retains users longer, authoritative sites still receive preferential treatment in search rankings.

Diversifying Traffic Sources: A Strategic Imperative

Relying solely on Google for traffic has become increasingly risky as the platform tightens its grip on user engagement. To mitigate this risk, marketers should explore alternative channels:

• Social Media Platforms: Leverage platforms like Instagram, TikTok, and LinkedIn to drive direct traffic. These platforms offer unique opportunities to connect with audiences through engaging visuals and storytelling.
• Email Marketing: Build a robust email list to nurture leads and drive repeat visits. Personalized email campaigns can significantly boost engagement and loyalty.
• Community Building: Foster online communities around your brand through forums, Discord servers, or Reddit. Active participation in these spaces can drive consistent, organic traffic.
• Partnerships and Collaborations: Collaborate with influencers, industry leaders, or complementary brands to tap into new audiences and diversify referral sources.

Looking Ahead: The Future of Organic Traffic

The rise of AI-driven platforms like ChatGPT and Google’s continued dominance highlight a pivotal moment in digital marketing. As algorithms evolve and user behavior shifts, the future of Organic Traffic will depend on adaptability and innovation. Key trends to watch include:

• AI-Powered Search: AI models will play an increasingly prominent role in shaping search results, emphasizing the need for marketers to understand and optimize for these systems.
• Voice and Visual Search: The growing adoption of voice assistants and image recognition technologies will require content creators to optimize for non-text-based queries.
• Privacy-Centric Marketing: With stricter data privacy regulations, marketers must find ways to engage users without relying heavily on cookies or tracking pixels.
• Content Personalization: Delivering hyper-relevant content tailored to individual preferences will become a key differentiator in capturing user attention.

Conclusion: Navigating the New Digital Landscape

Google’s transformation into a “Walled Garden” presents both challenges and opportunities for businesses and marketers. While the platform remains the largest driver of Organic Traffic, its focus on retaining users within its ecosystem underscores the importance of diversifying traffic sources and optimizing content for modern search behaviors. Meanwhile, AI platforms like ChatGPT offer promising alternatives for driving external clicks, highlighting the need for marketers to stay agile and innovative.