A recent publication by SparkToro shows that in 2020, 64.82% of Google searches did not trigger a click. These searches are referred to as “zero click searches”.
Google gives the following reasons for this in its blog:
1️⃣ Users often reformulate their queries again if they are not satisfied with the SERPs for their search query.
2️⃣ Users are looking for quick facts, which Google already answers on the search results page with its numerous SERP features.
3️⃣ Users use Google MyBusiness listings to find out about a local business.
4️⃣ Users navigate directly to apps like Instagram, Spotify, Amazon and Netflix via their search queries. That doesn’t trigger a click on Google either.
💡 Conclusion: You can see the intention of the “Zero Click Searches”. Who doesn’t like to get a quick answer to their search query without having to click through all the websites? This again shows us the relevance of the various Google features such as images, videos, maps, news and featured snippets. These should definitely be taken into account and used by the companies!
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