How to Adapt to the Zero-Click Phenomenon and Dwindling Page One Organic Search Results

Today, 50% of all searches on search engines do not result in a click on an organic search result. Google often displays ads, a video carousel, a People Also Ask (PAA) box, a Local Pack (map and listing of local businesses), and so on on the first search results page, leaving barely any room for organic search results. This has resulted in an increase in so-called zero-click searches, where Google supplies answers on the search results page, obviating the need to click through to a website.

Companies need to be aware of the zero-click phenomenon and take steps to maintain healthy streams of traffic to their websites. Strategies such as optimizing for local searches, winning the featured snippet, optimizing for PAA boxes, and diversifying sources of traffic are key to success. Additionally, using video and social media to build a network of followers, as well as email marketing, will help to ‘Google-proof’ traffic.

Analytics and smart, adaptive marketing are essential for success in this new landscape. Companies should recognize where opportunities exist for them to capitalize and diversify their sources of traffic for long-lasting results.