Zero click searches refer to queries in search engines like Google, Bing, or Yandex that don't lead users to a third-party website from the search results. Currently, about 50% of searches end without a click on an organic result.
In June 2019, the clickstream analysis service Jumpshot (which later closed due to controversies over data use and privacy) published an analysis on zero click searches in the US. The findings were:
This indicates that over half of all searches do not drive traffic to external websites beyond Google services. In the US, the number of zero click searches has steadily increased over recent years:
Mobile searches have an even higher percentage of zero clicks, with Jumpshot's analysis indicating 62% of mobile searches ended without a click, while organic clicks accounted for only 27.7% of mobile queries.
Google aims to provide users with quick and accurate results while keeping them within its ecosystem as long as possible. This strategy offers advantages for Google but presents challenges for digital marketers and search engine optimization (SEO) efforts.
By retaining users within its services, Google increases user trust and retention. If users click on organic third-party websites, Google loses them and the opportunity to target ads. Staying in the Google ecosystem increases the chance of users clicking on Google Ads, generating revenue for Google. Additionally, users searching for direct answers may initiate more queries, potentially leading to paid ad clicks.
The introduction of new search engine results page (SERP) features has contributed to the rise in zero click searches. These features include Google's Direct Answers and Knowledge Panels.
Google's Knowledge Panel, a popular SERP feature, provides rich information about entities like people, institutions, or businesses. It now appears frequently in searches related to health or entertainment, providing detailed results without needing external clicks. For instance, a search for “capital of Italy” might display a Knowledge Panel.
According to the Searchmetrics SERP Features Monitor, in March 2020, 36.6% of desktop searches in Germany included a Knowledge Panel, compared to 10.1% in the US.
Google's Direct Answer Box provides immediate answers to queries about celebrities, geography, or history. It also handles questions about the weather or stock prices, offering facts without linking to third-party content. For example, a query like “how old is the queen” results in a direct answer.
The Searchmetrics SERP Features Monitor reported that 7.3% of desktop queries in Germany in March 2020 were direct answers, compared to 10.1% in the US.
Schema.org allows SEOs and webmasters to use structured data markups on websites, helping search engines transform content into machine-readable data. This aids in defining important information for Voice Assistants or highlighting key questions and answers, enhancing search engine precision and detail.
The SEO community is divided on addressing the trend of increasing zero click searches. Websites are losing organic traffic to search engines, which profit from ads and direct conversions through features like hotel and flight bookings.
To maintain organic traffic, digital marketers need to carefully assess the topics and keywords they optimize. If Google results already feature SERP elements like Direct Answers or Knowledge Panels, marketers might be better off focusing their SEO efforts elsewhere. Shifting to long-tail keywords and offering content with added value is essential for securing long-term site traffic.