A report by Rand Fishkin was published yesterday that now 50% of Google searches end without a click, or what’s known as Zero click searches.
A zero–click search results in the answer being displayed directly at the top of a Google search result. The person initiating the search gets their answer and does not need to click any links to move further to another website.
A steady, upward trend. In a look at how much of Google’s search traffic is left for anyone other than Google itself, Fishkin’s initial study, published earlier this summer, found that 49% of searches in the first quarter of 2019 were zero-click, up from 43.9% in the first quarter of 2016. He noted that the majority of zero-click and paid search growth happened on mobile, where overall search volume is highest.
In my opinion this is another boost for one word premium .coms that don’t need someone to search for them due to them having a powerful memorable brand.
As the SEL article concluded, The proportion of zero-click searches has increased over the years, and the more searches that end without users clicking through to a page, the less traffic and fewer marketing opportunities brands and publishers are likely to have to develop their own audiences.