Rand Fishkin, co-founder of the SEO-bible website Moz, shows in his blog that, in June of 2019, “for the first time, a majority of all browser-based searches on Google.com resulted in zero-clicks”. He goes on to add that, on mobile, which concentrates more than 50% of all queries, almost two thirds of searches today end without a click.
This trend is not exactly a surprise. Google has been creating resources to answer search queries in the SERP itself for a while — such as text snippets and Google Discover — providing users with faster answers. However, Google’s slow shift from a search engine to an answer engine means that search marketers need to think about their future.
For one thing, if clicks are getting harder to get, copy quality should get better. Relevant headlines and descriptions for Paid Ads, and strategic content optimization for Organic Search will become even more important in the future. Marketers should also start paying more attention to different KPIs when measuring results, such as impressions and search volume, vs. clicks and CTR. Search Marketing is not dying any time soon. It just needs to keep up with the searches.