Zero-click (or no-click) searches happens when users find the relevant answers to their Google search before clicking on an organic link.

So, let’s say a user wants to attend a Movie Show and they don’t know the timing. When that user searches “Movie timings ” with the name of the movie he/she is interested in Google, they may find their answer displayed on the front page without ever needing to click a link. This user just Got his answer without a need to go through any website. And So he Performed a “Zero-Click Search”

And zero-click searches aren’t just happening sometimes. Over 55% of mobile searches are zero-click searches. The days of measuring the value of SEO campaigns by click-through-rates are slowly dying.

First, it’s important to clarify that there are three main search types that end up as zero-click searches which don’t lead to any “Click-through” over the website.

The Three Main Elements of Zero-Click Searches

1. Navigation-oriented searches: Search results for places, locations, and businesses. These are almost always local and often carry tags like “near me” or “open now.”
2. Short Information-oriented searches: Search results for dates, times, currency, math, or any other small snippet of information that can be quickly answered by Google.
3. General Enquiry-oriented searches: Search results for names, places, things, or anything that can be answered by a dictionary, thesaurus, or encyclopedia.

Is Zero-Click Bad For Your website?

The success of the website is determined by the click-through rate(CTR) and the number of conversions happening inside the website.
If Your Business Is not Physically Located and You provide online services only,
then Yes Losing CTR may be harmful for your website.

But if Your website is physically located then maybe you are just Missing the digital footprints, and you can be having conversions at your retail store by the same information provided online

How to exit this “Zero-Search” League

You should be focused on appearing in as many local and global directories as possible and driving high-value local traffic to your business.

Similarly, if you’re a non-location-oriented business, you should be focused on opportunity-driven search strategies that leverage industry insights and smart keyword analysis to rank for high-value searches with conversion intents.

Zero-click searches are just one of the thousands of nuances that litter the SEO space. And, SEO particulars like zero-click searches can have a profound impact on your goals and strategies.

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Sachin Gupta

Digital marketing enthusiast and currently working as an intern at dmchallengers.

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