Google doesn’t want people to click on your website. That’s right, we said it. Despite being the most popular search engine in the world, Google doesn’t actually want users to click on any of the search results! In fact, 96.55% of websites get NO traffic at all from Google! With the chances of your website getting any organic traffic from Google being incredibly slim, is your website doomed by the rise of zero click searches, or is there anything you can do to counteract these awful odds?
In this article, we will explain what zero click searches are, explore how they impact your website, uncover why and how Google is actively preventing users from clicking on ranking websites, and suggest SEO strategies you can implement in order to fight back!
What are zero click searches?
Before we get into whether or not Google is purposely destroying your chances of getting any website traffic ever (a bit dramatic?), let’s learn what zero click searches are. A zero click search is a search that provides answers to the search term directly on Google (other search engines are available), without the user having to visit a website.
For example, ever searched for your favourite celebrity’s age, the local weather or the results of last night’s football game and found the answer to your question without having to click on a website? This is a zero click search.
The instant answers, featured snippets and knowledge panels that Google have implemented mean that searchers get the answer to their keyword search instantly and don’t need to click on multiple websites and scroll through endless irrelevant information to find what they’re looking for. Great for lazy internet users, terrible for the websites that are ranking for these keywords.
How are zero click searches impacting websites?
Since Google introduced more interactive search results, such as featured snippets and knowledge panels, website click-through rates have significantly declined.This is because users are finding the answers to their questions without having to click on a website listing and navigate away from Google.
Search results like news, recipes, and how-to guides have been hit the hardest. For example, news websites often rely on clicks for ad revenue, but when Google displays headlines and key details in a knowledge panel or news carousel, less people feel the need to visit the site. For example, in the below screenshot, we can see that Ireland was hit the hardest by Storm Eowyn without needing to click and read any of the related news articles.
Similarly, ‘how to’ guides tend to lose traffic when Google displays full instructions directly in a featured snippet or generative AI overview.
This development in how Google displays information highlights a shift in how users consume it online. While it provides convenience for searchers, it forces websites to rethink their strategies, focusing on ways to engage users beyond just click-through traffic.
Why is Google doing this?
Does Google just hate every website in the world, or is there a valid explanation behind this? The answer is… kind of a bit of both.
Improving the user experience
Google’s main aim is to remain the world’s most popular search engine, and the way to achieve that is by continually improving the experience for its users. By providing instant answers, featured snippets, and AI-driven overviews, Google makes searching faster and more convenient.
And this plan to say the top dog in search engines is working. Google’s ACSI (American Customer Satisfaction Index) score improved from 80 in 2023 to 81 in 2024 – a small but significant increase that coincides with the implementation of AI-powered search overviews in Summer 2024. This suggests that users appreciate these features, even if they’re frustrating for website owners.
Keeping users on Google
On top of this, Google wants to make money (don’t we all!). The main source of Google’s income is its advertising platform, which made over $200 billion in 2023 alone. With the introduction of interactive features like knowledge panels, featured snippets, and AI-generated summaries, Google is keeping users on the platform for longer. The longer users stay on Google instead of visiting external websites, the more ads they see, and the more advertising revenue Google makes.
Ultimately, Google’s priority is to keep its users happy and to ensure they come back, even if it means taking traffic away from the websites it is displaying.
What does this mean for SEO?
As Google continues to evolve, businesses need to update their SEO strategies. Simply optimising pages to show at the top of the Google search isn’t enough anymore! To stay competitive and ensure users are finding them, businesses need to focus on areas that will attract meaningful traffic, despite these changes.
When creating content, businesses should make sure that it provides real value to their customers. Even if knowledge panels and instant answers are being shown, users will still click through to a site that offers helpful information and practical insights.
More keyword research will be required to ensure that this valuable content is being seen – and more importantly – clicked by the right people. Luckily, not every search generates SERP features that prevent click-throughs, so businesses should prioritise long-tail keywords that aren’t dominated by these zero click results. By conducting thorough research and creating content that is optimised for specific keywords with less competition and no SERP features, businesses will make sure that their websites are still being clicked on.
How to adapt and thrive in a zero click world
Now you know how SEO strategies will have to adapt to keep up with the ever-changing Google algorithm, you’re probably wondering how on earth you can continue to get customers in this zero click world. Luckily, we’ve provided a few tips that you can action to help you:
- Build your brand authority: Google still prioritises brands that have a higher authority in their rankings, so do what you can to make sure your website becomes the go-to place in your niche. Invest in PR opportunities, implement backlink strategies and build up positive customer reviews to increase your visibility online. The more trusted your business appears, the more likely Google will see it as a valuable source, ultimately boosting your rankings and driving more organic traffic to your site.
- Use other marketing platforms: The era of relying solely on search is well and truly over, and has been for some time. Make sure you are visible where your customers are. For example, take advantage of social media platforms, email marketing and paid advertising to capture your target audience’s attention.
- Optimise your content for featured snippets: If you can’t beat ‘em, join ‘em! Structure your content so that you have a higher chance of appearing within these featured snippets. For example, incorporate bullet pointed lists into articles, Add tables to your content and include Q&As on every page to make sure your readers can get quick answers to their queries!
- Measure what matters: Don’t just track clicks to your site, make sure you are also taking note of engagement and conversions as well! Clicks don’t always mean revenue, so they aren’t the be-all and end-all.
Should we depend on Google?
Controversial we know, especially with Google owning over 92% of the global search engine market, but are we shooting ourselves in the foot by only focusing on Google?
While Google is undeniably a huge player in the digital game, relying solely on it for all your traffic could limit your growth potential. Alternatives such as DuckDuckGo and Bing are gaining traction, with the average number of daily queries on DuckDuckGo having almost doubled since January 2020. These other search engines offer users different experiences and privacy-focused features, so expanding beyond Google could mean tapping into new audiences who prefer these platforms.
As we’ve mentioned, direct engagement strategies such as social media and email marketing provide opportunities to connect with customers without the need to be constantly catching up with Google’s algorithms. By diversifying your marketing approach, you can build a more resilient and adaptable marketing strategy.
The future of website traffic
Unfortunately, zero click searches are here to stay. However, businesses that adapt their strategies will survive. By focusing on optimising for featured snippets, ranking for long-tail keywords, and creating in-depth content, businesses can still find ways to drive traffic and engage their audiences effectively.
How Milk & Tweed can help
Wow, that was a marathon. If all of this has your head spinning and makes you want to close your website down for good, don’t worry we can help! Our team of digital marketers and SEO experts offer a range of services to ensure potential customers can not only find you, but convert and keep coming back for more.
Contact Milk & Tweed to find out how we can help you!
