Zero-click searches provide answers directly on the search results page, bypassing the need to click through to a website, enhancing user convenience and visibility.
Zero-click searches are queries entered into search engines like Google, Bing, or Yandex that do not lead users to click on an organic search result, thus keeping them within the search engine’s ecosystem. Currently, approximately 50% of searches result in zero clicks.
Zero-Click Search Statistics
In June 2019, Jumpshot (a clickstream data analysis service that has since ceased operations due to privacy concerns) published data on zero-click searches conducted on Google.com in the U.S. The findings were as follows:
- 50.3% of all searches did not lead to a click on any other content.
- 5.3% of all searches resulted in a click on organic content.
- 4.4% of all searches led to a click on a paid advertisement.
This indicates that more than half of all searches generate no traffic for external websites. Specifically, the U.S. has seen a steady rise in zero-click searches over recent years:
- Q1 2016: 43.1%
- Q1 2017: 46%
- Q1 2018: 47.5%
- Q1 2019: 49%
The rate of zero-click searches is particularly high on mobile devices. Jumpshot’s June 2019 analysis found that 62% of mobile searches ended without a click, while only 27.7% of mobile searches resulted in clicks on organic content.
Google's Advantage from Zero-Click Searches
Google’s primary goal is to provide users with the most relevant results as quickly as possible, while also encouraging them to remain within the Google ecosystem. This strategy not only enhances the user experience but also increases users’ trust in Google, thereby solidifying its position as the leading search engine.
By keeping users within its own services, Google maximizes its ability to serve ads and generate revenue. When users stay on Google rather than clicking through to third-party websites, they are more likely to interact with Google Ads, contributing to Google’s earnings. Additionally, users seeking quick answers may enter more queries, potentially leading to further interactions with paid content, such as Google Ads or Google Shopping.
How Google Promotes Zero-Click Searches
The increase in zero-click searches is partly due to the introduction of new SERP features that provide users with immediate answers or information without needing to visit external sites. Some of the most common SERP features contributing to this trend include:
Knowledge Panel: Google’s Knowledge Panel offers detailed information about entities like people, businesses, or places directly within the search results. Over time, it has expanded to cover a broader range of topics, such as health and entertainment. For example, searching for “capital of Italy” will display the answer within the Knowledge Panel. In March 2020, 36.6% of Google desktop searches in Germany included a Knowledge Panel, while the figure was 10.1% in the U.S.
Direct Answer Box: Google’s Direct Answer Box provides direct responses to specific queries, such as facts about celebrities or weather updates, sourced from Google’s own data. Unlike Featured Snippets, Direct Answers do not link to third-party sites. An example is the query “how old is the Queen.” As of March 2020, 7.3% of all desktop searches in Germany and 10.1% in the U.S. returned Direct Answers.
schema.org: SEOs and webmasters can use schema.org to embed structured data markups into their websites, making it easier for search engines to extract and display content as rich results. This data helps search engines provide precise and detailed answers, often leading to zero-click search outcomes.
SEO Strategies in the Era of Zero-Click Searches
The rise of zero-click searches has sparked debate within the SEO community about how best to adapt. With organic traffic increasingly being diverted to Google’s own features, SEOs need to carefully consider the topics and keywords they target.
To continue driving traffic, it’s important to evaluate whether the keywords you’re optimizing for are dominated by Google’s SERP features like Direct Answers or Knowledge Panels. If so, shifting your SEO efforts toward other areas may be more beneficial. Focusing on long-tail keywords and creating content that offers additional value to users can help secure ongoing organic traffic to your site.
A zero-click search occurs when a user enters a query into a search engine, such as Google, and receives the answer directly on the search results page, without needing to click through to an external website. This can happen through features like Google’s Direct Answer Box, Knowledge Panel, or other rich results.
Zero-click searches are increasing due to the rise of SERP features that provide instant answers, such as Knowledge Panels, Direct Answer Boxes, and snippets. These features are designed to give users quick, relevant information directly within the search engine, reducing the need to visit other websites.
Zero-click searches can negatively impact website traffic because users find the information they need directly on the search results page and don’t click through to visit websites. This means fewer opportunities for websites to attract visitors from organic search.
Queries that seek factual information, such as “What is the capital of France?” or “Current weather in New York,” are most likely to result in zero-click searches. These are typically answered directly by search engines using SERP features like Direct Answers or Knowledge Panels.
Websites can adapt by optimizing content for featured snippets, focusing on long-tail keywords, and providing in-depth, valuable information that goes beyond what is typically offered in a zero-click result. This can help attract more engaged users who are looking for detailed insights.
Yes, Google benefits from zero-click searches by keeping users within its ecosystem longer. This increases the chances of users interacting with Google Ads and other paid services, thereby generating revenue for Google.
Not necessarily. While zero-click searches can reduce traffic to certain types of pages, they can also enhance brand visibility and authority when a website’s content is featured in a snippet or Knowledge Panel. It’s about balancing traffic generation with brand presence.
Zero-click searches can affect paid search campaigns by reducing the overall number of clicks on organic results, potentially increasing the competition for paid ads. However, they can also make users more likely to click on paid ads if those ads appear prominently in the results.
A zero-click search refers to any search that ends without a user clicking on an organic result, while a featured snippet is a specific type of rich result that appears at the top of the search results and provides an answer directly from a website. Featured snippets can contribute to zero-click searches.
You can track the impact by monitoring changes in your organic search traffic using tools like Google Analytics and Search Console. Look for trends where impressions remain high, but clicks decrease, indicating that users may be getting their answers directly from the SERP features.
To help you cite our definitions in your bibliography, here is the proper citation layout for the three major formatting styles, with all of the relevant information filled in.
- Page URL:https://seoconsultant.agency/define/zero-click-searches/
- Modern Language Association (MLA):Zero-Click Searches. seoconsultant.agency. TSCA. December 22 2024 https://seoconsultant.agency/define/zero-click-searches/.
- Chicago Manual of Style (CMS):Zero-Click Searches. seoconsultant.agency. TSCA. https://seoconsultant.agency/define/zero-click-searches/ (accessed: December 22 2024).
- American Psychological Association (APA):Zero-Click Searches. seoconsultant.agency. Retrieved December 22 2024, from seoconsultant.agency website: https://seoconsultant.agency/define/zero-click-searches/
This glossary post was last updated: 29th November 2024.
I’m a digital marketing and SEO intern, learning the ropes and breaking down complex SEO terms into simple, easy-to-understand explanations. I enjoy making search engine optimisation more accessible as I build my skills in the field.
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