Zero-click searches: what they are and the impact on modern SEO
How many Google searches lead to no clicks on placed sites? According to the latest statistics, more than six out of ten queries end without the user clicking on any links. A study by SparkToro confirms this, highlighting a momentous transformation for SEO and digital marketing. This phenomenon, known as Zero Click Search, is fundamentally changing the way we evaluate online success. But what does it really mean for industry professionals? More importantly, what strategies should they adopt to remain relevant in such a changing landscape?
What are Zero Click Searches
Zero-click searches occur when a user finds the answer to their question directly in the search engine results page (SERP), without having to visit other sites. Temperatures, schedules, currency conversions-these are all information that Google now provides instantly through snippets, Knowledge Panels or interactive boxes.
The term was popularized by SEO expert Rand Fishkin, who as early as 2019 highlighted a phenomenon destined to change the rules of the game. At that time, about 49 percent of searches ended without a click, a percentage that has now surpassed 65 percent, especially on mobile devices.
How the Zero Click trend was born
The reduction of clicks to ranked results began to take shape with the introduction of features such as featured snippets and the Knowledge Graph, which laid the groundwork for a change that has become increasingly evident in the years since.
As early as 2019, thanks to analysis by SparkToro and Jumpshot, the Zero Click phenomenon became a central theme for SEO debate. The data showed that nearly 49 percent of searches ended without a click, with a gradual decline in organic traffic between 2016 and 2019. This trend was further consolidated in 2020, when the percentage of clickless searches had reached an average of 44%, with peaks of 54.6% on mobile.
Key numbers between 2016 and 2020:
- Rise of ads: ads saw a 75% increase.
- Mobile impact: by 2020, 54.6 percent of searches on mobile devices were Zero Clicks, compared to 33.5 percent on desktop.
- Declining organic traffic: from 2016 to 2019, organic clicks decreased by 13%.
Perficient Digital study delves deeper into the Zero Click phenomenon
This progressive decline in organic CTR was further confirmed by Perficient Digital’s 2020 study, a research conducted in collaboration with AuthorityLabs on 250 million searches provided a detailed overview of the impact of Google SERP features on organic click-through rates. The report particularly emphasized the increasing weight of ads and branded queries:
- Queries with ads: organic traffic drops to 55 percent, with ads capturing 31 percent of clicks.
- Queries without ads: 61% of clicks go to organic, showing that ads heavily influence user behavior.
- Branded queries: have a CTR of 70%, compared to 20% for generic queries, highlighting the importance of investing in branding.
Featured snippets: a “neutral” impact on clicks
Contrary to what was imagined, then, the study revealed that featured snippets are not the main driver of the “zero clicks” phenomenon. On the contrary, the analysis revealed a surprising finding: the CTR of queries with snippets was slightly higher than those without this feature. In some cases, snippets proved sufficient to satisfy user intent without the need for further interaction. In others, however, they played a crucial role in generating traffic to the source sites, confirming their strategic value in improving visibility in search results.
SEOZoom’s study, “Where Have Blue Links Gone?”
Our in-depth analysis in 2020 further highlighted how organic links are gradually losing space in SERPs, replaced by a patchwork of advanced features introduced by Google. The study, based on 10,000 keywords analyzed on Google UK, revealed that in many areas organic results are visible only after a scroll, to the benefit of interactive elements such as snippets, knowledge panels and expandable boxes. Below are the main findings of the study.
Sectors where organic results are less visible:
- Career & Education: organic results appear only after a scroll in 66.5 percent of cases.
- Travel: initial organic visibility at 42%.
- News & Media: 80% of queries are satisfied directly by Google answers.
- Arts & Entertainment: the percentage drops to 50%.
- Dominance of visual elements: videos present in 90% of queries for home & garden, and 80% for beauty, food, and people & society.
- Image carousels: appear in more than 50% of queries for shopping and beauty.
- Industry features: specific boxes for flights and hotels in travel. Job search elements in 92% of queries related to career & education.
This change demonstrates Google’s strategy of retaining the user within its platform, further reducing traffic to organic results.
Google’s evolution and cannibalization of clicks
Our evolutionary overview then takes us to 2021, when an analysis published by Rand Fishkin, based on data collected by SimilarWeb, highlighted a landscape increasingly dominated by clickless searches. The study, referring to 2020, was based on a sample of 5.1 trillion searches and showed impressive numbers that confirmed a trend already observed in previous years.
According to the results of the analysis:
– 64.82% of Google searches in 2020 had ended without any clicks on an external web property.
– Only 33.59% of searches had generated organic clicks, and a marginal 1.59% had resulted in clicks on paid ads.
Click-free searches were particularly dominant on mobile devices, where there was a 77.22% rate, compared to 50.75% organic clicks on desktops.
The context: pandemic and temporary changes
The study reported a slight increase in organic clicks during 2020, likely attributable to the intensified use of desktops during the pandemic. However, by the end of that year, the data had already registered a return to growth in zero-click searches, which had reached their highest share ever observed until then. Obviously, this data sparked controversy against Google, which was accused of monopolistic practices and negative impact on independent websites – it should not be forgotten that, at the time, the search giant in fact held more than 91 percent of the global market share and more than 87 percent in the United States.
Zero click searches: Google’s criticisms and retorts
Google, of course, was not long in responding and dorning its own “version” to this case.
The focal point on which Danny Sullivan – Public Liaison for Search – invited reflection concerned the actual validity of the data analyzed by SparkToro and SimilarWeb, which “are based on a flawed methodology that misunderstands how people use search.” Google then disputed the validity of the data, pointing out that many click-free searches were legitimate and natural. The main arguments include:
- Informational searches: many queries do not require clicks, such as checking the weather or getting currency conversions.
- Direct interactions: Google facilitates actions such as phone calls or directions directly from the SERP.
- Contribution to web traffic: Google says it sends billions of clicks to sites every day, with tools like (the now former) Google My Business generating more than 4 billion monthly connections.
- Modern SER Ps: today’s SERPs offer an average of 26 links per page on mobile, surpassing the traditional 10 blue links.
What to do. Changes in SEO and digital strategies.
Back to the present, Zero Click searches are not only a challenge, but also an opportunity to rethink digital strategies. In a landscape where traditional organic traffic is no longer the only metric of success, companies must adapt to maintain relevance and visibility. Zero Click searches, therefore, require a change in mindset, shifting the focus from traffic to branding and direct visibility. As Rand Fishkin points out:
“Leveraging exposure in the SERP, even without clicks, allows brands to build familiarity and win in the new era of SEO.”
Here are the main SEO strategies to put in place to adapt our strategy to this new reality.
SERP Feature Optimization.
To increase visibility in Zero Click searches, it is critical to optimize content so that it appears in elements such as Featured Snippets and Knowledge Panels. This requires:
- Implementing structured data: using markup such as Schema.org to help search engines better understand page content.
- Creating concise and informative content: providing direct answers to common user questions can increase the chances of being selected for featured snippets.
Targeting Branding and Branded Queries.
Visibility in branded queries offers a competitive advantage, with much higher CTRs than generic queries. Investing in strategies that increase brand recognition helps consolidate your presence, even in Zero Click searches. Therefore, it is essential to:
- Build and strengthen the brand: invest in branding campaigns to increase brand recognition and trust.
- Monitor and optimize branded queries: make sure the site is well positioned for searches that include the brand name.
Diversify traffic channels.
Expand your digital ecosystem beyond Google: social media, video platforms (such as YouTube), podcasts and newsletters are powerful tools for building direct relationships with audiences, reducing dependence on search engines.
And this is where SEOZoom ‘s Social Opportunities feature comes in, which helps identify industry keywords that Google associates with content posted on social platforms and UGC sites (e.g., YouTube, TikTok, Pinterest). This analysis highlights keywords dominated by social content in SERPs, offering insights for integrating SEO with a multichannel strategy.
Use of advanced keyword research tools
Effective keyword research is still the foundation of a successful SEO strategy. Thanks to SEOZoom, we can go beyond the old approach of isolated “word research” and delve deeper and analyze the aspects that really determine Google ranking, i.e. the total understanding of the context behind the search made by the user and the quality of our response. In particular, in addition to the typical keyword analysis with indication of search volumes, competition levels and main type of search intent identified, SEOZoom also offers advanced features such asSERP Analysis, a comprehensive system that reveals precisely how the results page is structured for a specific keyword: this allows us to immediately discover the possible presence of Google boxes and features (such as Image Carousel, Google News or Frequently Asked Questions Box) and to analyze their exact position on the page, with details such as the number of pixels from the top. Not only that, we can check which results are visible above the fold and which ones require a scroll, so we can actually measure the competitiveness and possible strategic value in working on that keyword. SERP Analysis also helps to assess the relationship between Google elements and organic results, also identifying any direct responses or additional SERP features triggered by the keyword, such as YouTube videos, Local Search maps or related searches suggested to users. In short, it is the right tool to understand if we are in danger of “stumbling upon” a query that has a high probability of ending in a zero click search.
Creating quality, user-driven content
In an era dominated by zero-click searches, providing value to the user is more important than ever. It is critical to:
- Answer user questions: create content that meets the information needs of the target audience.
- Update content regularly: keep information fresh and relevant to maintain user interest and trust.
Use analysis and monitoring tools.
Platforms such as SEOZoom and Google Search Console help identify the most relevant queries, monitor rankings, and tailor content to users’ needs. Understanding what people are searching for is the first step to offering better answers.
Tools like SEOZoom’s Editorial Assistant and AI Writer are valuable allies in creating, managing and monitoring quality content. Here’s how they contribute:
- Text optimization: the Editorial Assistant accompanies the creation process by indicating the best performing keywords and showing topics and focuses to include to maximize relevance.
- Search intent analysis: these tools help understand the intent behind each query, ensuring that content is in line with user needs and able to rank high in SERPs.
- AI Writer for targeted content: thanks to artificial intelligence, SEOZoom enables the generation of optimized article drafts, speeding up the copywriter’s work and ensuring fast and scalable production.
After publication, it is then important to track the performance of the content, so as to get suggestions for improvements and periodic updates.
These tools not only simplify the work, but ensure that the content created is user-oriented, up-to-date and optimized for current online search dynamics. With SEOZoom’s support, we can make our articles truly competitive even in a landscape dominated by Zero Click Searches.
