Text: Hugo Huijer
Research data from Datos and SparkToro shows that Google is still dominant in referring traffic to websites, with nearly 64% of all referrals (in the United States, but the figures are comparable to Europe). At the same time, we see that more and more of these search queries do not lead to a click.
Users are increasingly getting their answers directly on the search results page, without clicking through to a website. We call these "zero click" search results. Three major changes in online search behavior reinforce this trend.
(Hugo Huijer SEO specialist at NOBEARS)
1. The changing layout of search results
A few years ago, the search results page was relatively simple. At the top were a few ads, followed by ten organic search results. Now it looks completely different. Ads are at the top, bottom, and sometimes even between the organic search results. You almost always find a featured snippet that tries to provide a direct answer to your search query. For product-related searches, a shopping feed appears. For local search queries, you see Google Maps. For video content, YouTube is prominently displayed. And if you search for stock information, Google Finance presents the figures directly. For every type of search query, it seems Google pushes forward its own result.
The result? More and more search actions generate no clicks to an external website. Users get direct answers within the search environment. This is what we mean by "zero click marketing". - Your content is shown and consumed without the user visiting your website.
2. AI transforms search engines
Google is investing heavily in AI to improve search results. In more and more countries, the company is rolling out AI overviews. Additionally, Google recently announced AI mode for its search engine.
When these changes will come to the Netherlands is currently unclear. However, it seems just a matter of time. These developments have a significant impact on click-through rates. They lead to even fewer clicks to websites.
3. Younger generations are turning to other platforms
The new generation of internet users approaches information differently than before. For many young people, Instagram, TikTok, and Pinterest have become the primary search channels. They are not only searching for products and services but also for knowledge and information on these visually-oriented platforms. This shift calls for a different approach to content creation and distribution. Short, visually strong content that delivers value directly within the platform is gaining importance. And just like Google, these platforms also send fewer clicks to your website. The traditional SEO strategy focused solely on Google rankings is no longer sufficient to reach this audience. Brands must be present where their audience searches.
'Be present where your target audience is.'
What does this mean for you?
The importance of zero-click marketing is increasing. Not only for SEO but for all marketing channels. Even though the number of clicks continues to decline, this does not mean that these channels become less valuable. It means you need to change your approach and adjust your expectations. A declining CTR (Click-Through Rate) is not necessarily something you need to fix. If your brand awareness increases despite fewer clicks, this may actually mean that your strategy is effective. The value of an impression or mention is increasing in a world of scarce direct clicks.
'Your brand is your reason for existence.'
What about attribution?
Attribution is a challenging aspect. Previously, you could accurately track the user with cookie-based tracking or other smart technologies. Imagine this: someone looking for new running shoes starts by visiting your blog. A week later, this person lands on your product page via a social media ad, and that’s where the conversion takes place. Through your tracking system, you could determine that the visit positively contributed to this customer journey. This way, you could justify further investments in your website. In a world of zero click marketing, this is more complex. You cannot link impressions in Google or mentions in ChatGPT to individual users. However, this does not mean you have to be completely in the dark. With tools like ROIvenue, we can - through machine learning and smart models - measure and quantify the value of impressions across different channels. This way, you can remain data-driven in your marketing efforts, even in a time of zero-click marketing.
The importance of a strong brand
Your brand is your reason for existence. To what extent do you offer something that your competition cannot? A distinctive brand profile ensures that you remain interesting to Google and language models. In a world where direct website visits are declining, brand recognition becomes even more important. We see that companies with a strong brand identity perform better in impression volume in Google Search Console and have a higher share of voice in language models like ChatGPT. A strategy focused on brand strengthening helps you remain visible in search results, even when users do not click through. It is no longer just about traffic, but about top-of-mind presence with your target audience.
5 tips for entrepreneurs in a zero-click world
1. Redefine your KPIs: from clicks to impressions
Based on multiple studies, we see that informational search queries are increasingly being answered directly by Google, via featured snippets or AI overviews. Nevertheless, it remains crucial for a brand to be visible within these results. It is an opportunity to leave a positive impression, even without a click.
Do not treat Organic Search solely as a click-driven channel, but as a reach-driven medium. Impressions become an important KPI in this zero-click future. Start tracking your visibility in Google Search Console more intensively and focus more on total reach, not just the number of clicks.
2. Protect your branded search terms
Studies show that branded search terms retain a higher click-through rate. Imagine the following scenario: someone wants to buy a new vacuum cleaner and conducts extensive research using informational keywords. Your brand appears multiple times in the search results, and without clicking, the seeker gets a positive feeling about your brand.
Ultimately, the choice falls on your vacuum cleaner, and the person performs a branded search such as "buy Dyson vacuum cleaner". Here, there is a chance that a competitor is advertising on your brand name and thus captures the click from you. Prevent this by protecting your brand name through paid search ads. It is a shame if you are found well on an impression level, only to lose the conversion when the click is made. A combined SEO and SEA strategy for your branded terms is therefore essential.
3. Invest in in-depth, original content
AI systems and language models value in-depth, authentic content. Google's AI Overviews prioritize sources that provide original insights, research data, and unique experiences.
Ask yourself: can you share original research or do you have unique success stories that your competitors do not have? Make these elements more prominent in your content. In-depth data, statistics, and authentic stories perform well in language models and featured snippets. The EEAT principle (Expertise, Experience, Authoritativeness, Trustworthiness) is now more crucial than ever.
4. Build an omnichannel brand strategy
In a world where direct website visits are declining, brand recognition becomes even more important. A strong brand is more likely to be mentioned in AI-generated answers and to be recognized by users who eventually do search for specific products or services.
To achieve this, you must be present where your target audience is, not just on Google. A consistent brand identity across all channels - from social media to podcast sponsorship - is crucial. Realize that the path to conversion is no longer linear, but a complex network of touchpoints where your brand must stand out positively.
5. Use data analysis for attribution models
In a zero-click environment, attributing conversions to specific marketing channels becomes more complex. Traditional last-click attribution no longer works in a world where brand awareness is often built outside your website.
The solution lies in implementing more advanced attribution models that take brand impressions into account, not just direct clicks. Tools like ROIvenue make it possible to quantify the value of impressions across different channels through machine learning, allowing you to continue making informed decisions about your marketing investments.
