{"id":6420,"date":"2021-04-18T14:03:57","date_gmt":"2021-04-18T18:03:57","guid":{"rendered":"https:\/\/www.michaelvanputten.com\/?p=6420"},"modified":"2021-04-18T14:04:12","modified_gmt":"2021-04-18T18:04:12","slug":"zero-click-searches","status":"publish","type":"post","link":"https:\/\/www.michaelvanputten.com\/zero-click-searches\/","title":{"rendered":"Zero-click searches account for more than 64% of Google queries"},"content":{"rendered":"\n<div class=\"wp-block-image\"><figure class=\"alignright size-large is-resized\"><img loading=\"lazy\" decoding=\"async\" data-src=\"https:\/\/www.michaelvanputten.com\/wp-content\/uploads\/young-troubled-woman-using-laptop-at-home-stockpack-pexels-scaled.jpg\" alt=\"Photo of a young woman using a laptop.\" class=\"wp-image-7163 lazyload\" width=\"376\" height=\"250\" data-srcset=\"https:\/\/www.michaelvanputten.com\/wp-content\/uploads\/young-troubled-woman-using-laptop-at-home-stockpack-pexels-scaled.jpg 2560w, https:\/\/www.michaelvanputten.com\/wp-content\/uploads\/young-troubled-woman-using-laptop-at-home-stockpack-pexels-768x512.jpg 768w, https:\/\/www.michaelvanputten.com\/wp-content\/uploads\/young-troubled-woman-using-laptop-at-home-stockpack-pexels-1536x1024.jpg 1536w, https:\/\/www.michaelvanputten.com\/wp-content\/uploads\/young-troubled-woman-using-laptop-at-home-stockpack-pexels-2048x1365.jpg 2048w, https:\/\/www.michaelvanputten.com\/wp-content\/uploads\/young-troubled-woman-using-laptop-at-home-stockpack-pexels-100x67.jpg 100w\" data-sizes=\"(max-width: 376px) 100vw, 376px\" src=\"data:image\/gif;base64,R0lGODlhAQABAAAAACH5BAEKAAEALAAAAAABAAEAAAICTAEAOw==\" style=\"--smush-placeholder-width: 376px; --smush-placeholder-aspect-ratio: 376\/250;\" \/><noscript><img loading=\"lazy\" decoding=\"async\" src=\"https:\/\/www.michaelvanputten.com\/wp-content\/uploads\/young-troubled-woman-using-laptop-at-home-stockpack-pexels-scaled.jpg\" alt=\"Photo of a young woman using a laptop.\" class=\"wp-image-7163\" width=\"376\" height=\"250\" srcset=\"https:\/\/www.michaelvanputten.com\/wp-content\/uploads\/young-troubled-woman-using-laptop-at-home-stockpack-pexels-scaled.jpg 2560w, https:\/\/www.michaelvanputten.com\/wp-content\/uploads\/young-troubled-woman-using-laptop-at-home-stockpack-pexels-768x512.jpg 768w, https:\/\/www.michaelvanputten.com\/wp-content\/uploads\/young-troubled-woman-using-laptop-at-home-stockpack-pexels-1536x1024.jpg 1536w, https:\/\/www.michaelvanputten.com\/wp-content\/uploads\/young-troubled-woman-using-laptop-at-home-stockpack-pexels-2048x1365.jpg 2048w, https:\/\/www.michaelvanputten.com\/wp-content\/uploads\/young-troubled-woman-using-laptop-at-home-stockpack-pexels-100x67.jpg 100w\" sizes=\"(max-width: 376px) 100vw, 376px\" \/><\/noscript><\/figure><\/div>\n\n\n\n<p>The team at SparkToro do a lot of interesting and valuable market research. They recently shared some new trends they&#8217;ve observed on how users are engaging with search engine results. <\/p>\n\n\n\n<h2 class=\"wp-block-heading\">Zero-click searches are a growing trend<\/h2>\n\n\n\n<p>Rand Fishkin, the CEO at SparkToro, shared that &#8220;From January to December, 2020, 64.82% of searches on Google (desktop and mobile combined) ended in the search results without clicking to another web property.&#8221;<\/p>\n\n\n\n<p>These insights confirm what many have speculated. Which is, that consumers often find the answers they need directly within search results. This may include clicking the phone number for a local business. A prospective or returning customer might be looking to confirm store hours. Or they may just researching quick factoids.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">What does this mean for SEO or lead generation?<\/h2>\n\n\n\n<p>This trend is good for Google, in particular for how they monetize their research results with paid advertising. Local businesses are a clear winner too. At least, if consumers are in fact checking hours for an in-person visit or calling for assistance.<\/p>\n\n\n\n<p>For the content and knowledge workers, this may be a new challenge. Why would a consumer need to visit any site ranging from a niche blog to the New York Times if they can get the answers they are looking for directly in the search results. In this case, the advice to &#8220;make better and more valuable content&#8221; isn&#8217;t going to have an impact if you aren&#8217;t getting an impression or chance for a digital interaction or brand experience on your own website.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">Will it be a &#8220;paid&#8221; media world after all?<\/h2>\n\n\n\n<p>This may result in an experience digital marketers currently see on Facebook. Which is, that to reach prospective custom with your message, you&#8217;ll have to purchase digital advertising.<\/p>\n\n\n\n<div class=\"wp-block-buttons is-content-justification-center is-layout-flex wp-block-buttons-is-layout-flex\">\n<div class=\"wp-block-button\"><a class=\"wp-block-button__link\" href=\"https:\/\/sparktoro.com\/blog\/in-2020-two-thirds-of-google-searches-ended-without-a-click\/\">Read more at sparktoro.com<\/a><\/div>\n<\/div>\n","protected":false},"excerpt":{"rendered":"<p>The team at SparkToro do a lot of interesting and valuable market research. They recently shared some new trends they&#8217;ve observed on how users are &#8230; <\/p>\n<p class=\"read-more-container\"><a title=\"Zero-click searches account for more than 64% of Google queries\" class=\"read-more button\" href=\"https:\/\/www.michaelvanputten.com\/zero-click-searches\/#more-6420\" aria-label=\"Read more about Zero-click searches account for more than 64% of Google queries\">Read more<\/a><\/p>\n","protected":false},"author":1,"featured_media":7163,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_links_to":"","_links_to_type":0,"footnotes":"","_jetpack_memberships_contains_paid_content":false},"categories":[639],"tags":[607,689,688,264],"jetpack_sharing_enabled":true,"jetpack_featured_media_url":"https:\/\/www.michaelvanputten.com\/wp-content\/uploads\/young-troubled-woman-using-laptop-at-home-stockpack-pexels-scaled.jpg","jetpack-related-posts":[],"_links":{"self":[{"href":"https:\/\/www.michaelvanputten.com\/wp-json\/wp\/v2\/posts\/6420"}],"collection":[{"href":"https:\/\/www.michaelvanputten.com\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.michaelvanputten.com\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.michaelvanputten.com\/wp-json\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/www.michaelvanputten.com\/wp-json\/wp\/v2\/comments?post=6420"}],"version-history":[{"count":0,"href":"https:\/\/www.michaelvanputten.com\/wp-json\/wp\/v2\/posts\/6420\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/www.michaelvanputten.com\/wp-json\/wp\/v2\/media\/7163"}],"wp:attachment":[{"href":"https:\/\/www.michaelvanputten.com\/wp-json\/wp\/v2\/media?parent=6420"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.michaelvanputten.com\/wp-json\/wp\/v2\/categories?post=6420"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.michaelvanputten.com\/wp-json\/wp\/v2\/tags?post=6420"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}