Why 60% of Google Queries End Without a Click: Zero-Click Searches

Many Google searches (More than 58%) nowadays don't get a single click, which is a serious matter of concern. This happens when users end a search session without clicking on the result links.

So, the concern is clicks are going to impact Google search Ranking as per the data from Google Search Leak. Also, more than 30% of all clicks are going to Google-owned properties like Knowledge Panel, Google Maps, YouTube, etc.

Now the questions are

1. Why do people search for queries and don't click a result?
2. How this is going to impact the SEO ranking?
3. How to be in zero-click search results?

Don't worry, this post is going to resolve all your queries and tell ways to take advantage of it. If you are looking for a professional SEO agency in Dubai to help you with ranking and organic reach, consult with BranStory. We've 10+ years of experience in managing SaaS, E-commerce, and local SEO projects.

What is a Zero Click Search?

Zero-click search happens when Google provides an answer snippet directly into the search results above the top-ranking websites. If you search your a popular person, Google will show you a direct answer and you probably don't need to click on any search results.

Why People Search for Something and Don't Click?

Google introduced Position Zero Results in 2019 aiming to help people find a direct answer for simple questions and improve user experience. Just like if you want to know the "age of Elon Musk", you probably need an immediate answer. So, it helps people find answers without clicking through several websites for specific queries.

Now we already know that these results are designed to provide a quick answer to user queries. This is really helpful for the end users but may hamper clicks on your website if you target zero-click search keywords.

There are various formats available by Google like:

• Featured Snippet shows 2-3 liner information pulled from a webpage like any definitions, summary, or stepwise guide.
• Knowledge Graphs provide information about people, places, and nearby events.
• Local packs are Google Business profile results that are shown for location-based queries.
• Google Direct Answer results show information about weather, time, calculations, etc.

Facts About Zero Click Searches To Date

For an average of 1000 Google searches in the US, only 370 (37%) of them open a website. And more than 30% of all search clicks go to Google-owned properties like Local Packs, YouTube, Google Images, etc.

So, websites on the open web are only getting 37% clicks compared with the overall searches happening on Google in 2024.

Here are some clear thoughts in mind while talking about Zero Click Searches:

• Google has the formula to keep readers engaged within its own ecosystem and you must be concerned about this fact. And why do people go for other results if they get what they want?
• If people are navigating local businesses through Google Maps or watching a video related to your business, does it matter to have a click on your website?
• Google has also expanded its vertical to AI Overviews and taken over the search results leaving all the websites fighting for search traffic. So, what to do?

The Real Reports from Trusted Sources

You need to understand the behavior in deep, and that is why were suggesting the data from the past 3 years. Google is now targeting to become an answer engine, heres the proof:

2024 Zero-Click Search Study: For every 1,000 EU Google Searches, only 374 clicks go to the Open Web. In the US, its 360

Here are past studies about Zero-Click Searches data:

Google search study: 25.6% of desktop, 17.3% of mobile are zero-click (2022 Blog)

Zero-click Google searches rose to nearly 65% in 2020 (2021 Blog)

How Does this Impact Websites That Rely on SEO?

This is a new challenge for Dubai SEO Agency professionals like us to accept it and move forward on the right path. Dont worry, a whole new strategy for your SEO campaign can help you take advantage of the Zero Click Searches.

Optimizing Website Content for Featured Snippet

In-depth and helpful content is always a good choice but to appear in snippets, you need to know some facts.

When writing a piece of content targeting gaming laptops, you must use a few headings and answer relevant questions. Here are the examples:

• Intel or AMD processor for gaming laptop, what to choose?
• How much does a good gaming laptop cost?
• What are the best graphics cards used in gaming laptops?

Answering these questions will eventually help your website rank on featured snippets for potential search queries by end users. So, at the time when your website will appear for different questions, people will start considering your website an authoritative source of information.

To do this you can navigate to people also ask questions and find some valuable questions to add to your article. And if you want to rank on the first page write a long-form article adding some FAQs to it.

Write Engaging Long-Form Contents

Write long-form articles adding more details than all other competitors. This will help you maintain E-E-A-T standards and users will likely click on it.

As an example, if you are writing about Gaming laptops, try covering all relevant details and must-haves about a good gaming laptop and its performance. With long-form articles visitors will likely stay on your website and significantly boost SEO ranking.

Focus on Long-Tail keywords

Don't focus on keywords that have higher search volume rather focus on long-tail keywords with medium search volume. Because you focus on keywords with higher search volume and low search visits, it is not going to be worth your time and effort.

Long-tail keywords are less likely to appear in zero-click searches and have the highest conversion rates. So you must rank for keywords for which people click on search results.

So, when you conduct keyword research, always consider search volume, website clicks, and difficulty. Choose low-competition long-tail keywords that will be worth your time and bring some clicks and conversions.

Drive More Traffic to Your Website

A deep understanding of zero-click searches will help you take advantage of featured snippets and build trust among readers. The whole content is now simple - you need to target long-tail keywords with average search volume and write long-form articles optimized for snippets.

So, if you are worried about ranking in zero-click searches/ featured snippets, improving website traffic, and ranking for potential keywords, schedule a free consultation with our Dubai SEO experts , we'll be happy to guide you through the whole process.