A Zero-Click refers to a search results page, or SERP, that provides the answer to a search query at the top of the page, such that the user doesn't need any further clicks to get a question or inquiry answered.
These zero-click results are often referred to as Quick Answers, Knowledge Boxes, Featured Snippets, or Top Stories (news).
For example, a search for "how old is the queen" or "queen age" will display an answer that doesn’t require another click or an additional site visit:
In June 2019, for the first time, a majority of all browser-based searches on Google resulted in Zero-Clicks.
The growing prominence of Zero-Clicks - with the widening gap between the number of searches performed (search volume) and the number of clicks on the search results (search visits) - complicates measuring SEO efforts.
SEO strategy must be optimized for a world of search that generates less direct traffic. Brands must think about Search Optimization through two lenses:
Optimizing for search visits (CTR) that generate site traffic
Optimizing for zero-click searches that don't generate site traffic
Similarweb’s Zero-Click metric can help you optimize your SEO, PPC, and Search strategy for keywords that drive site visits and engagement. If traffic is your primary objective, prioritize keywords with higher "clicked" rates (CTR), and lower non-clicked (zero-click).
Pro Tip: A high search volume for a keyword coupled with a high percentage of zero-clicks (reported as non-clicked) indicates that consumer intent is high for the given keyword regardless of search visits and clicks.
Roughly half of all searches still generate traffic. In many cases, zero-click searches are informational queries rather than queries with high purchase intent. Brands that are empowered with Similarweb's zero-click metric have the unique advantage of discovering branding opportunities that didn't exist in the pre-zero-click era:
Consumer Brand: consumers can familiarize themselves with your brand directly on the SERP without clicking into your site. This is the first step of the buyer journey and can create stronger purchase intent with your paid/organic results.
Brand Credibility: build trust with consumers by providing relevant information in knowledge boxes and featured snippets.
Local Search: local search experiences that are zero-click can generate foot traffic (e.g. searching "coffee shop" and then visiting one of the featured coffee shops populated in the knowledge box).