Zeroing in on Zero-Click Search
Do you remember “the old days” of the Internet when you had to click on URLs to be redirected to web pages with information you were seeking? Over time, as the technology behind the Internet became more sophisticated, you did not have to click on URLs as often. Today, you practically don't have to click at all. Welcome to the age of the “zero-click search.”
As with any high-quality business, the user experience, as Matthew Royse notes in Knowledge Enthusiast, is Google’s first and foremost priority. The algorithm of this search engine is forever evolving and being revised in order to maintain and exceed customer expectations. More people find information online – without needing to click on a URL. Thus, “zero-click searches” (or “no-click searches”) – where results appear at the top of a search engine results page (SERP) – has become the standard expectation among Internet users.
The rise of zero-click search
Rand Fishkin, co-founder of SparkToro, noted that the summer of 2019 proved to be a milestone for Google, as a majority of browser-based queries resulted in zero-click searches:
- Zero-click searches: 50.33 percent
- Searches with organic clicks: 45.25 percent
- Searches with ad clicks: 4.42 percent
A reminder: These statistics are from last year. The percentage of zero-click searches has increased, while those with clicks have decreased. This brings up a serious question: If users can instantly get the information they are seeking from zero-click searches, how can brands, businesses, and any other enterprise that has an online presence expect to have traffic driven to their websites?
Future of zero-search against other forms of search
Is your online presence “sinking” on the Google search results page from where it was last year to this year? And yes, we know: the COVID-19 pandemic has impacted many businesses. Despite this crisis, or even because of it, users who once clicked on your site may be relying more on zero-click searches than you realize. That’s why it is important for you to keep up to date on some of these practices. Here is a checklist of questions for you to follow:
- Do you monitor and engage with your customer reviews on all platforms (not just Yelp)?
- Is your address and phone number accurate for all your locations on all online platforms (like Google My Business and Apple Maps), and not just your website?
- As things continue to evolve, are your hours of operation updated on all directories (like Square Space and YellowPages)?
- Are your special safety instructions voice-search-friendly so they can be communicated to customers who might be visiting you in-person?
Zeroing in on your business
If you feel overwhelmed about where your business stands, you needn’t be. So long as you keep up with the questions listed above and see to it that your information is up-to-date across all online resources – Google, social media, and location-based sites such as Yelp and Foursquare – you should be able to keep your business visible and viable.
The EGC Group offers a unique suite of services to help businesses make their presences known. And we also have a solution called Raydeus Local, which oversees and ensures that local listings for our clients have up-to-date accuracy. In short, we can see that your business will have zero trouble where zero-clicks are concerned.