The Art of the Zero-Click Search
The Zero-Click search isn't a theory anymore.
When Google released the June 2019 stats on the zero-click search, it made the marketing world explode. Digital marketers screamed about how Google was forcing us into a Pay for Play world. Well, the numbers showed that most searches didn't begin with ad clicks. The same Chicken Littles worried about organic click based searches decreasing. That didn't happen either.
Yet, that big black scary portion of the graph still existed. The name Zero-Click searches sounds scary to the untrained ear. But, what does it mean? Well, the answer is very simple. The online world has hit a certain peak.
Just because a large amount of searches result in zero clicks, that doesn't mean your marketing efforts are doomed to fail. What it means is that the current sample of online shoppers is getting results faster. If you can get something faster than you used to receive it, then why would your patterns remain the same?
The future post zero-click
But, what does that mean for the sites that don't get clicked on? Well, it's a matter of evolving your expectations. But, the last 15 years has been spent racing and clamoring for more and more clicks. While clicks are great, the way to get clicks has fundamentally changed.
Brand awareness is a popular buzzword. If you've worked with marketing at your business, you have heard someone or another drop the term like others take a breath. While some overuse it, brand awareness is one of the new goals in the zero-click world. What does that mean?
Not everyone in the world needs a new mower, new car or brand new line of corn seed at this very moment. But, they still have an interest in those products. When you're in a field of 100 or 1000 similar competitors, you need every advantage to be seen. Therefore you have to segment your expectations of audience engagement.
Taking control of the zero-click search
Let's use an example to help make the point clear. Let's say you are selling a top-notch TYM Tractor. The problem is you became a TYM Tractor dealer in October and your business resides in North Dakota. While out of season, it's not like people are not going to be interested in mowing in 2020. So, why not start putting feelers into the open market to find what interests customers?
Does that mean you adapt a zero-click first mentality? Of course not. What it means is acknowledgment of changing patterns and how customers interact with Google. Not everyone goes online to randomly click and browse. However, they do go online to get a feel of interests.
The goal is to hit an even split between the direct clickers and those that need to be aware. Your business doesn't always need to be everything to everyone, but you can try.
The big goals of online advertising
The big goals of online advertising remain the same regardless of the industry.
- Create Awareness
- Increase Exposure
- Share Information
We've discussed the need to create awareness and then worked around the notion of increasing exposure. But, how do you share information? Well, it's no different than how you've already been doing it. You are the evangelist of your business. No one is going to know what's special about your business more than you.
THE ZERO-CLICK TAKEAWAY
Ultimately, you have to advance your understanding of what it means to engage with customers. Whether it's online or face-to-face, an all-encompassing approach is needed. Not everyone needs something at the exact same time.
However, they need to know where it is for later purchase. Customers know what they want and the hurdles between Point A and B for them is slimming down. It might be a little unnerving to lose that much ground to consumer interest. But, understand this. As long as your product is solid, you actively engage your business and try your best...you will always succeed.
It just might be on the customer's timetable now. Thanks, Google.