Zero-click result

A zero-click result is the successful resolution of a web query when the user gets their desired result immediately on the search engine results page without having to navigate to any followup source of information.

A Google query for Thomas Jefferson provides zero-click search access to Wikipedia directly on the search engine results page.

Conventional pageview tracking does not detect zero-click results, and consequently, conventional digital marketing strategies which rely on pageview analysis do not apply.[1] There are adaptive marketing strategies which can take into account zero-click results.[2][3][4]

Scholarly research at the intersection of neuroscience and human–computer interaction has methods of using neuroimaging on users while they use their devices to detect satisfaction with zero-click results.[5] Such measures are necessary to observe natural behavior because otherwise, users may not react in detectable ways as they use computer applications.[5]

References

  1. Tober, Marcus (7 February 2023). "Your Website Is Getting Less Traffic From Google Searches". www.adweek.com. Adweek.
  2. Spilka, Dmytro (25 March 2021). "Marketers! 'Zero-click' SERPs will force us to get more creative". thenextweb.com. TNW.
  3. Semrush (October 28, 2022). "Zero-Click Searches Are on the Rise — But Marketers Shouldn't Be Scared". www.semrush.com.
  4. Similarweb. "Zero-Click Searches". similarweb.com. Retrieved 6 October 2023.
  5. Ye, Ziyi; Xie, Xiaohui; Liu, Yiqun; Wang, Zhihong; Li, Xuancheng; Li, Jiaji; Chen, Xuesong; Zhang, Min; Ma, Shaoping (6 July 2022). "Why Don't You Click: Understanding Non-Click Results in Web Search with Brain Signals": 633–645. doi:10.1145/3477495.3532082. {{cite journal}}: Cite journal requires |journal= (help)
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