For the first time in the history of the internet and Google as a company, over 50% of all searches resulted in zero clicks. This stat may not sound so astonishing at first but it is a foreshadow at what the future of searches will be. With Google implementing Snippets which is an algorithm that inserts details from a website into the search results, disregarding the need to click on the results. Businesses are just learning how to utilize and benefit from Google Snippets which means that Zero-Click results will only grow more popular.
The other trend that was a catalyst for the number of Zero-Click searches is the emergence of voice search in the last two years. Products like the Amazon Echo, Google Home, and Siri are providing a significant chunk of searches, none of which click on any results. This is not a trend that will go away anytime soon, in fact voice search will be integrated more into our daily lives. While this statistic means that paid search ads are less effective it also means that all search related improvements are less effective, which only increases their demand. SEO improvement services will be a necessity in the next few years in order to be found online. Good news for a digital marketing company. 😉