Zero click searches

Zero click searches are searches where users get the desired answer directly on the search results page - without having to click through to an external website.

Zero click searches often include simple information such as weather, sports scores, conversions and timelines. The number of Google searches that are zero click searches is growing rapidly, and in 2020, 2 out of 3 Google searches were zero click.

The evolution of Google's Featured Snippets
Google's Featured Snippets are the small information boxes you see at the very top of Google if there are no paid ads. Featured Snippets give the user a quick and accurate answer to what they are looking for. Therefore, there is no need to click through to an external website and the search becomes a zero click search.

You need fast facts
Many users want a quick answer to a specific question. Maybe you want to know how many degrees it is outside or when it's Halloween. There's no need to read more if the answer is at the top of the search results.

You are narrowing your search
Maybe you need to relax with a nice spa stay and therefore search for "spa stay". But now you realize that you need to consider an area and a budget, and you have to change your search to "budget-friendly spa stay in North Jutland". You're a little wiser, but your first search turned into a zero-click search.

You already have the app
For example, if you are looking for a hotel room for your next travel destination, you may encounter a website in the search results that also has an app. If you already have that app, you can be converted directly to the app and even if you want more information, your search is a zero click search.

Zero click searches have both positive and negative consequences for businesses online.

On the one hand, it can be frustrating because the company's website potentially loses traffic from users who don't even need to click through to the website to get answers to their questions.

On the other hand, users who make zero-click searches may not convert into customers anyway because they're just looking for a quick answer. Google's Featured Snippets allow you to display information about your business at the top of Google - without users having to click on your website.