We are living in a world where AI (artificial intelligence) is becoming stronger and more popular by the minute. According to research, AI summaries are now appearing for over 13% of queries. As a result, more than half of Google searches end without a click, which has impacted the traditional search flow and search rankings. Even if a site reaches the top of the search engine results page (SERP), it may be overlooked due to AI summaries and lose visibility, which is an unfortunate circumstance in a zero-click environment.
What is a Zero-Click Search?
You may be wondering what a zero-click is. A zero-click occurs when an online user receives their intended search answer without clicking on a results page or on a website for an answer. There is upside and downside to zero clicks. For online users, the process is easy and convenient; however, for brands and businesses, it can decrease the number of website visitors, even if their website is listed at the top of search results. Overall, the result concludes with an awareness gap. Keep reading below to gain further insight.
What is an Awareness Gap?
For those who are unfamiliar, an awareness gap refers to an area where your content is viewed, but not necessarily tied to your business or brand. For instance, if your business or brand appears in the intended search results for online users, you will not be able to view analytics, such as traffic, time spent, or clicks. There is still hope that online users recognize your business or brand, but there is no data to support this claim.
How Does Zero-Click Search Affect Search Results?
As no surprise, the zero-click strategy negatively affects businesses and brands. We have seen a pattern of zero clicks slowly take away the organic search results that we all know and love. If zero clicks continue, here is what can come from it:
- Decrease in data: It’s plain and straightforward; if online users do not click, they don’t view your page, website, story, etc. Your hard work is essentially getting skipped.
- Increased competition: If your brand or business relies heavily on organic results, your competition will most likely take advantage by pursuing paid ads. These types of ads are placed above AI overviews and summaries.
- Abandoned research: Search engine results pages often become overpopulated or too crowded, and AI overviews can be confusing or inaccurate, causing online users to seek their intended information elsewhere, leading them to different social media channels, communities, and other platforms.
Contact Boston Web Marketing to Increase Your Business’s Visibility
Boston Web Marketing is here to enhance your business or brand’s SEO strategy while also enhancing your visibility on search engine results pages. Our experts obtain the knowledge and various SEO strategies to help your business thrive in the online world. Make the first step by contacting us today at 857-349-5062!