What are Zero-Click Searches?
A zero-click search is when you search for something, and the answer shows up directly on the search results page from Google or another search engine. You don't have to click any links to find what you're looking for.
These can include information like weather forecasts, sports scores, dictionary definitions, etc.
Zero-click searches are becoming more common as search engines increasingly prioritize providing quick, concise answers to user queries.
Examples
Here are some examples of zero-click search results:
Weather: If someone searches for the weather in their city, they may see the current temperature and weather conditions directly on the search page. No need to click anywhere else.
Sports scores: When searching for a specific sports team or game, the score and other details may show up right on the search results page.
Directions: For searches asking for directions to a place, a map widget with the directions and estimated travel time can appear on the search page itself.
Currency conversion: If converting one currency to another, the current exchange rate may display as a quick answer on the search page.
Definitions: When looking up the meaning of a word or phrase, a simple definition can show up directly on the SERP.
Time zones: Searches for the time in a different location may provide the current time and time zone right on the search page.
Flight Information: Details like flight status, departure time, and gate number can appear as a quick answer when searching for a specific flight.
How do they appear?
They may appear in one of the following ways in the SERPs.
Featured snippets
Featured snippets are short summaries that appear at the very top of the search page. They provide a quick answer to the user's query and often link to the source website.
Knowledge panels
Knowledge panels are boxes on the right side of the search page with information about a specific person, place, or organization. They may include a summary, images, and source links.
Quick answers
Quick answers are concise responses displayed directly on the search page itself. This can include definitions, conversions, calculations, and other straightforward queries.
Google My Business
For local business searches, the Google Business Profile listing may appear at the top with the business name, address, phone number, and hours.
Images and videos
When searching for visuals, images or video players can display directly on the search results page without having to click elsewhere.
Why do we have zero-click searches?
Better user experience
One reason for more zero-click search results is to make the user experience better. There is a huge amount of information online. It can be overwhelming for users when searching for answers.
Zero-click results provide a quick, simple way to show relevant information. Users don't have to go to different websites or read through long articles.
Zero-click results are especially helpful for mobile users. They are often looking for fast answers on the go. Seeing the information right on the search page makes it easier for mobile users to find what they need.
Google promoting itself
Another factor for zero-click searches is that Google promotes its own products and services in the search results.
Google products like Google Maps, Google Flights, and Google Shopping are shown at the top. They often get a lot of clicks.
This leads to more zero-click searches. Users can find the information they want directly on the search page from Google's own products, without clicking elsewhere.
Do zero-search results have downsides?
While zero-click searches are convenient, they do have some drawbacks.
Less website traffic
Zero-click searches can reduce the number of visitors to websites. This can be a big problem for businesses that make money from website traffic.
When users find the answer directly on the search page through a zero-click result, they may not feel the need to click through to the website that has that information.
For example, if searching "how to tie a tie" and seeing step-by-step instructions right on the search page, the user likely won't click through to a website with those same instructions.
This results in lower click-through rates for websites providing that type of content.
Missing context
With zero-click searches, users may miss out on important context and details. They only see a brief summary rather than the full picture.
Limited information for complex queries
Zero-click searches provide limited information for very complex topics requiring in-depth research and analysis.
For example, when searching for a medical condition, the search page may only show a basic definition. More detailed information is available on specialized medical websites.
How are they beneficial?
Zero-click searches can benefit both users and businesses in several ways:
Fast access to answers
For users, zero-click results provide quick access to the information they are looking for. They don't have to visit multiple websites or web pages.
This helps users save time and find answers more efficiently.
Improved user experience
Having relevant information right on the search page can improve the overall user experience. This can make users more satisfied and loyal, which is good for businesses in the long run.
More brand visibility
If a business appears in the zero-click search results, it increases its visibility to potential customers. This helps build brand awareness and can lead to more website traffic.
Positioning as an authority
By having high-quality, informative content show up in zero-click results, businesses can look like authorities in their industry or topic area.
This builds trust with users who see the business as a go-to source of information.
Statistics on zero-click searches
In June 2019, a company called Jumpshot looked at Google search data. They found that over half of all Google searches ended without clicking any other websites.
These zero-click searches made up 50.3% of all searches. This number had been rising from 43.1% in early 2016 to 49% in early 2019.
Only 5.3% of searches led to a click on regular website links. And only 4.4% clicked on paid ads.
The report showed zero-click searches were very high on mobile devices at 62%. Only 27.7% of mobile searches resulted in clicks to regular websites.
This suggests that most Google searches now don't send any traffic to websites outside of Google itself.
However, a newer study in May 2022 by SEMrush found that 25.6% of desktop searches were zero-click, while 17.3% of mobile searches were zero-click.
This same study showed that 45.1% of desktop searches and 43.1% of mobile searches clicked through to regular website links.
Click-through searches or zero-click searches: which one is better?
Neither click-through searches (where users click website links) nor zero-click searches are necessarily better than the other. They serve different purposes.
Click-through searches can send visitors to your website. This could potentially lead to sales or making money.
On the other hand, zero-click searches increase how visible your brand is and help people recognize its name. They also provide helpful information directly on the search page for users.
It depends on your main goal which one is better for you. If you want website visitors, you may want to prevent zero-click searches. But if you want more brand visibility, you can try to optimize for zero-click searches.
There is no one-size-fits-all answer. Think about your specific priorities when deciding which type of search to focus on.
How to optimize for zero-click searches?
If you want more visibility and credibility for your brand, you should optimize for zero-click searches. Here are some tips:
Optimize for featured snippets
Featured snippets are the most common type of zero-click result, so optimizing for them helps visibility.
Identify questions your target audience asks and provide clear, concise answers in your content.
Use structured data
Structured data markup helps search engines better understand your website content. Use schema markup to highlight important info like product details, ratings, and reviews.
Use good titles/descriptions
Even if users don't click your link, use attention-grabbing titles and descriptions that accurately describe your content. This can capture their interest.
Leverage local search features
If you're a local business, optimize listings like Google Business Profile and local directories. This helps you appear in maps and local search results that often have zero-click results.
Consider voice search
As voice assistants grow popular, optimizing for voice search can also help you appear in zero-click search results.
Conclusion
Zero-click searches are here to stay. While potentially reducing website traffic, they offer chances for visibility and looking authoritative.
The key is striking a balance - optimizing for zero clicks but also maintaining an excellent website experience.
Pay attention to the latest trends, and test strategies, and focus on delivering a quality user experience overall. Doing this will let you succeed as zero-click searches keep evolving.