One of this year’s biggest surprises in the wonderful world of SEO has been the jump in zero-click searches — where consumers don’t actually click on a site, but simply read the summary. Data from Jumpshot suggests that over fifty percent of Google users don’t bother to click on a website, link, or keyword they’re interested in — their lack of interest in further engagement is worrying to SEO people whose religion is the organic link, the link that is clicked on consistently. As one search marketer was heard to remark in exasperation at a recent SEO conference, “What is WRONG with these people — don’t they want the information, or what?”
But now that algorithms can track zero-click searches and begin analyzing the data in real time, it’s becoming obvious that younger demographics on their mobile devices are not all that interested in plowing through a complicated and dense landing page while in search for information and recommendations.
For instance, when someone is looking for a nearby coffee shop in an unfamiliar city they may simply do a voice search, saying ‘coffee shop’ or ‘Starbucks.’ Options then appear on their mobile device and most often they simply choose the top of the list.