Zero Click Search
Among advertisers and marketers, the term Zero Click Search is becoming more familiar. Zero Click Searches are about those searches where the answer is provided by Google itself. Once the answer is given, the user is less likely to feel the need to visit a Web site. This creates greater power for Google, but fewer visitors for website owners. Thanks to Zero Click Searches, the percentage of visitors to organic search results is getting smaller.
Zero Click Searches occur primarily for "where is..." or "who is..." questions. When a user searches for an answer to a question in the search engine, an answer is often already provided by Google itself. This is mainly in Google's English-language search engines, but also increasingly in the Dutch-language version.
H2: The Victims of Zero Click Searches
The four most common Zero Click Searches are:
- 1-answer questions: Such as who, what, where, when and how questions
- Calculators: such as from kilograms to pounds, euros to dollars and kilometers to miles
- Dictionary: Definitions of a term or what something is
- Navigation: Via Google Maps where all transportation options are suggested
The biggest problem with Zero Click Search is with websites that answer these types of questions. Here you can think of dictionary websites that get significantly fewer visitors as a result. Less visitors logically leads to less revenue. Even though these websites often do not offer products, they receive revenue from advertisements.
The best advice given to keep up with the increase in Zero Click Searches is: keep paying attention. The Internet is constantly changing and so are users' search habits. Try to be as attentive to these changes as possible to avoid being left behind. Add new content that excites the visitor. This will create more value to your website and you will win faster than a Zero Click Search.