Zero-click searches refer to the kind of searches whose results display the answer on top of Google’s first page. These results are so complete that they satisfy the user’s search intent right then and there, without the user having to click on the search results to visit the website. Types of zero-click search results include:
- Knowledge panel
- Calculators
- Converters
- Definitions
- Maps
- Featured snippets
However, zero-click searches do not mean that there’s zero opportunity for your brand. According to Rand Fishkin, founder of Moz and SparkToro, “Rich information appearing in Google’s results may be, like billboard ads or press mentions, harder to track than website traffic, but still exposing your brand name to an audience, building familiarity, and sharing information … the brands that find ways to benefit from that type of SERP exposure, even without a click, will be the ones who win at this new form of on-SERP SEO.”
