Half of all search queries in search engines no longer result in a click on an organic search result.
Before Google shows organic search results on the first page of search results, ads, a video carousel, a PAA (People Also Ask) field, a local package (map and listing of local businesses), etc. are often displayed on …
The result? There is little room for organic search results on the first page of search engine results, and the "top" organic result is actually at the bottom of the page.
The problem has been in development for years and affects the way websites can drive traffic through search.
The trend has also led to an increase in so-called zero-click searches – searches where no clicks are shown on the search results page – because Google itself provides answers on the search results page so that no click is required to a website or landing page to find out what the seeker is looking for.
In fact, in June 2019, less than half of all Google searches (desktop and mobile phone combined) resulted in one click:
Businesses need to be aware of how this zero-click phenomenon affects organic search and what can be done to maintain healthy traffic to their websites.
Positioning your website to receive organic traffic from every opportunity should be a top priority in your company's marketing strategy.
Adaptation to zero-click and dwindling search traffic