March 31, 2021 by Michael Diez
What is zero-click? It is when Google shows snippets of information contained in web pages right in the search results.
While this feature is a threat to website traffic, I think it is beneficial for users, and also presents an opportunity for digital marketers.
If you have a website that relies on Adsense, then getting less traffic sounds really scary.
But I’m not sure the impact on income would be significant. It’s the Pareto principle. I think 80 percent of queries for facts and quick answers only account for 20% of the income.
I agree that features like this make Google seem monopolistic, but I don’t think they are being monopolistic. The feature does provide users with benefits.
Of course, getting answers quickly is one of the benefits. As a user, I actually don’t want to read a 500-word or longer article if the gist of the article fits in one sentence or paragraph.
But also, snippet information is useful when using virtual assistants. I use it when driving, cooking, and fact-checking my friends ;)
So I don’t think taking zero-clicks out would make everyone happy.
For digital marketers, I believe zero-click will result in less noise in our analytics data.
Which is good for advertising. We get visitors with a higher intent to convert into a lead, customer, subscriber, etc than someone looking for a quick answer to a question.
I look forward to fewer Session Recordings in FullStory of people who get the answer and leave. I look forward to lower bounce rates.