In Bulgaria, zero-click searches now account for approximately 65% of all search queries, driven by the rise of featured snippets and instant answers within search results. This trend minimizes the need for users to click through to websites, impacting organic click-through rates and SEO strategies. Mobile search dominates, with 78% of searches conducted on smartphones, emphasizing the importance of mobile-optimized content.
The search engine market remains highly centralized, with Google holding 94% of the market share. The average Bulgarian user conducts about 18 searches daily, reflecting high digital engagement. Digital advertising costs are moderately competitive, with an average CPC of €0.45, indicating strong advertiser competition in the evolving Bulgarian digital economy.