Google’s trying hard to satisfy search queries without users having to click onto another site. For our Predictions Deep Dive, Connective3’s Jamie White looks at what that means for brands.
Google is constantly adapting the layout of its search engine result pages (SERPs) to ensure that users have access to the best information related to their queries.
The past few years have seen this become more common, thanks in large part to the continued development of the Knowledge Graph, a huge database of entity information which allows Google, in its own words, to transition “from being an information engine [to] a knowledge engine”.
Combined with technological advances around query understanding, this has resulted in Google using more of the SERP to present information around queries without users needing to navigate to external content.
Google wants people to stay within Google. That’s what ‘zero-click search’ means: a search which does not result in a user clicking away from the SERP.
A study conducted by Semrush in October 2022 suggests that nearly 26% of searches are zero-click. Evidence suggests that this trend is only developing further.
The impact on organic traffic can be considerable, with every person that has their query answered within Google resulting in traffic being taken away from an external website.
So, how can SEOs combat this to gain maximum visibility within the SERPs, either through encouraging clicks or building brand recognition by being the source of the...
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