Zero click searches are queries in Google (and other search engines) that do not send you to a third-party website from the organic search results. Instead, Google provides the answer to the query on the search page itself.
The zero click search has grown significantly over the past few years and now accounts for approximately 50 percent of all Google searches.
Just like all other online sites, Google’s goal is to deliver the best UX (user experience) to its users in the fastest possible way. A zero click search result means that Google can give users exactly what they are looking for without them ever having to leave the Google SERPs.
Why is this important? Well, the longer a user stays on a site (such as Google), the more likely they are to engage and interact with the site. In the case of Google, this is hugely important for one reason – advertising revenue!
The longer a user stays on Google and the more search results Google can show a user without them leaving – the more opportunity Google has to make money from that user.
While there are never any guarantees when it comes to Google or the SERPs, it’s fair to say that high quality, relevant content is always crucial if you want to rank in Google’s organic results.
While Google may still deliver zero click results to their users, there is always the chance that a user wants to ‘go deeper’ into a topic and will end up clicking on a third-party website to get more information.
Furthermore, sometimes the zero click search result can actually be a ‘snippet’ from a third-party website. Therefore, your best chance at appearing in Google search – organic, zero click, knowledge panel etc., all you need to do is ensure that your website’s content is relevant, fresh, unique and written to enhance your user’s experience.
As always, there is no magic formula when it comes to ranking in Google, however, if you follow Google’s guidelines and optimise for the UX – this will always be your best shot at increasing traffic, leads and enquiries.