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.