Zero-Click Searches

Rand Fishkin coined this term to describe the number of searches that were submitted to Google without resulting in a click to a website. Here is his one of his articles on this topic: https://sparktoro.com/blog/less-than-half-of-google-searches-now-result-in-a-click/.. The increase in Zero-click-results or Zero-Click-Searches makes it easier to question the value of SEO efforts, because it is less likely that ranking well in a search result will drive the same amount of traffic that it did previously. Conversely, some believe that zero-click results are a natural evolution of SEO that is good, because users like the results that Google is providing. In some cases, companies can drive better brand awareness, by optimizing for Position-Zero style results like featured snippets, which will drive good results in SEO, and also drive more direct traffic.