Google and the Rise of Zero Click Searches What Does it Mean For Your Business with Marcus Tober - EP296

What is Zero Click? And how does it affect businesses and their SEO/PPC strategies?  Semrush's Marcus Tober joins me on the SEJ Show to discuss Semrush's recent Zero Click study and how this fits into a growing trend in Google. Get insights on how Zero Click reshapes expectations of traffic, multi-touch attribution, and other traditional Google KPIs.   Zero Clicks for us means there was an initial search and nothing after that. There was no continuation. And we did is we defined a session in a two-minute window. –Marcus Tober, 09:42 The biggest pivot probably in the past decade is that, to your point, someone may click on Google Maps, someone may click on Google Images, but that doesn't necessarily mean that you're not reaching the business goal of that user. –Loren Baker, 12:44 As a marketer, we should aim for areas with a hybrid strategy. We need to show up for these transactional commercial searches, even if we know we don't get to click. We need visibility. We also need to invest in content that might trigger different search results, like, featured snippets, or maybe show up in more visual searches because we have lots of visual content. –Marcus Tober, 19:59   [00:00] - About Marcus. [04:22] - The difference between enterprise vs. normal marketing solutions. [08:00] - Is Zero Click negative or positive with planning for SEO? [08:19] - What triggered the Zero Click study? [12:12] - Is the call button a Google internal click or a click to the site? [18:04] - What are the popular product box? [22:12] - An actual query on mobile by Loren. [30:37] - How do you make sure your brand covers the results delivered? [39:07] - Google's search difference on desktop vs. mobile. [47:02] - Other findings from the Zero Click study. [48:08] - Conversion rates through Google products vs. regular organic traffic. [51:58] - Will people ignore a CTR within indexed content and be served on Zero Click?   Resources mentioned:  Semrush - https://www.semrush.com/   Zero Click may mean Google may have answered the user straight away. So there was no need for the user to click to continue anything else.–Marcus Tober, 11:24 I truly believe Google has now found enough motivation to compete against Amazon. That's why they're investing so much in all these different ecommerce integrations.–Marcus Tober, 36:58 SEO will be very important in the near end and long term if we understand from which perspectives users are coming. Don't only optimize on transactional keywords because you can convert this traffic easily in SEO. And then, suddenly, Google launches popular products with checkout, and you lose every traffic. It would help if you diversified to succeed in SEO.–Marcus Tober, 23:45   For more content like this, subscribe to our YouTube channel: https://www.youtube.com/user/searchenginejournal Are you looking to keep up with current and effective digital marketing today? Check out https://www.searchenginejournal.com for everything you need to know within the digital marketing space and improve your skills as an internet marketer.   Connect with Marcus Tober:   Marcus Tober is a visionary leader who has been tackling the most complex enterprise workflows and requirements related to SEO. As SVP of Enterprise Solutions at Semrush, he develops smart and innovative SEO solutions to manage complex SEO workflows and requirements. He previously founded Searchmetrics and was named European Search Personality Of The Year in 2016. Among the enterprise companies he's worked with are eBay, Adidas, GoDaddy, and Walgreens.  Using data science in websites is his game, and he is always passionate about building organic SEO products. Connect with Marcus on LinkedIn: https://www.linkedin.com/in/marcustober/ Follow him on Twitter: https://twitter.com/marcustober Connect with Loren Baker, Founder of Search Engine Journal: Follow him on Twitter: www.twitter.com/lorenbaker Connect with him on LinkedIn: www.linkedin.com/in/lorenbaker