Serbia's search engine landscape in 2026 shows a significant shift towards zero-click searches, with 62% of queries ending without a click. This trend reflects the increasing use of rich snippets and instant answers that provide immediate information, reducing the need for users to visit websites. Mobile devices dominate search activity, accounting for 78%, emphasizing the importance of mobile-friendly content for digital marketers.
Google continues to hold a dominant position with 88% market share, reinforcing its role as the primary search platform in Serbia. The average session duration of 38 seconds indicates users are quickly finding answers through SERP features. Businesses should optimize for zero-click opportunities, especially on mobile, to capture user attention efficiently and enhance visibility in local search results.