As per Search Engine Land’s latest study, approximately 49% of all U.S. Google searches resulted in zero clicks in the first quarter of 2019. Another study from SparkToro showed that 60% of mobile searches ended without clicks.
Brands are trying hard to earn clicks from organic searches via content. Google, on the other hand, is answering users’ queries without them needing to click.
Do you know what this means for your business?
Let’s find out.
Impact of Zero Clicks on Brands
The way brands are fighting their way to Google’s first page rankings, it’s shocking to realize that searchers may never reach those websites.
It means your beautifully designed website, content, CTAs, etc., are not enough to catch users’ attention. Today’s users jump to Google, enter their search query, find the answer on SERPs, and return back to their work. They never make it to link-clicks, let alone to reading content and final conversion.
Does it mean that your eye-catching website, content, and other branding elements are going to waste?
Not at all.
Google still needs your content to answer users’ query. It’s just not used the way it used to be.
How Does Google Eliminate the Need to Click Links?
Previously, Google displayed links that contained answers to the user’s query. Now Google fetches the best possible answer from the content and displays it directly on SERPs, minimizing the user’s need to click links.
For example, if I search for “best shoe brands” I get the top brands in featured snippets with links to buy them on the right side of SERPs.
As you can see, these results practically eliminate the need to click on the article.
Give it a try with local searches: Type “best restaurants near me” and take a look at the results you get.
The names of restaurants, with ratings, reviews, and locations all appear in the results. Who will bother to click? Users instead turn to Google maps.
Here’s another example: “top movies of all time” provides a carousel to entertain you:
Now you have a clear idea why zero click searches are increasing at a high pace.
However, successful brands still manage to acquire those click-less customers.
Want to know how?
Let’s talk about the secret ways to turn users into customers without clicks.
3 Best Practices to Win Customers Directly from SERPs with Zero Clicks
Imagine that you are new to the city and want to eat out. You’ll ask Google for the “best restaurants near me.” Google will shower you with some of the best options available nearby. Still, how would you pick a restaurant from the list of results?
Here are a few potential scenarios:
- You’ll choose the nearest restaurant
- You’ll check ratings and reviews and choose the one that people seem to like the most
- You’ll combine ratings with appealing images
And that’s when you become a customer without clicking anything.
Google is no longer a game of achieving first page rankings. It’s about maintaining a good online reputation that will generate customers, and thus, rankings.
Here’s how to maintain your online reputation, so that you can get …read more
Read more here:: B2CMarketingInsider