Almost 65% of Google Searches Resulted in Zero Clicks in 2020
While the COVID-19 pandemic may have increased search volumes, zero-click searches increased dramatically. One of the reasons for this could be that more people were searching on their phones. 46.5% of zero-click searches were made on desktop, while 77.2% were made on mobile.
What Other Factors are at Play?
In 2019, Google searches saw a dip, with only 50% of searches ending in zero clicks. 2020 saw a drastic increase in search volume, but with lower clicks. This could be a result of people staying home more during the early days of the pandemic,
Researchers have said that another possible reason for why clicks decreased in 2020 is because the user’s questions were answered directly on the search engine results page (SERP). While publishers lost out on traffic due to the decline in clicks, Google itself could still gain value from these searches because it still displays ads or its own products.
Google pointed out that there are different ways that people use the search engine to find what they’re looking for. This includes formulating their queries to find the specific results they want. Searchers also seem to be looking for quick facts or business details, or they navigate from the SERP to an app.
Why Should We Care?
The stats show that zero-click searches impact Google’s competitors more than any other business. This includes review websites or online travel agencies, among others. The businesses miss out on traffic, even though overall search volume has increased. This is a real concern for businesses, and it’s important to understand what could be done to amend this.
On the flip side, the businesses that Google doesn’t compete with can take advantage of the increased traffic. By optimizing snippets and other copy, businesses can increase their brand awareness. While they may not increase clicks to their website, they can utilize the increase in traffic and treat their ads like billboards. This results in more exposure, which is one way to win during a volatile time.
Stay in the loop
We post new insights each month, so make sure you check in regularly to see what’s happening in the world of digital marketing.