Zero-click result explained

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.

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]

Notes and References

1. Web site: Tober . Marcus . Your Website Is Getting Less Traffic From Google Searches . www.adweek.com . . 7 February 2023.
2. Web site: Spilka . Dmytro . Marketers! 'Zero-click' SERPs will force us to get more creative . thenextweb.com . . en . 25 March 2021.
3. Web site: Semrush . Semrush . Zero-Click Searches Are on the Rise — But Marketers Shouldn’t Be Scared . www.semrush.com . en . October 28, 2022.
4. Web site: Similarweb . Similarweb . Zero-Click Searches . similarweb.com . 6 October 2023.
5. Ye . Ziyi . Xie . Xiaohui . Liu . Yiqun . Wang . Zhihong . Li . Xuancheng . Li . Jiaji . Chen . Xuesong . Zhang . Min . Ma . Shaoping . Why Don't You Click: Understanding Non-Click Results in Web Search with Brain Signals . 6 July 2022 . 633–645 . SIGIR '22: The 45th International ACM SIGIR Conference on Research and Development in Information Retrieval . 10.1145/3477495.3532082 . free.