Zero-click searches are increasing | How multi-location brands can adapt

What are zero-click searches?

This could happen for a variety of reasons: the searcher finds what they’re looking for on the search results page, or they get frustrated because they can’t find the answer, or their cat walks across the keyboard and closes the window before they could click anything – basically, anything good or bad that stops a searcher from clicking a link on the search results page will lead to a zero-click search.

since June 2019, more than half of Google searches have ended without a click.

In terms of searches related to location – like looking for a local business – zero-click searches on Google usually happen when the searcher gets the information they need from the map preview at the top of the search results, sometimes called the “local pack” or “three pack.” (Here’s our guide to getting your brand’s locations into this map preview).

The growth of zero-click searches means people are less likely to click to your brand’s own sources of info about your locations – making you more dependent on Google’s summary of your info.

This is especially important in local contexts, when people may already have an idea of what and where a location is and searches tend to be confirming certain information, e.g. a business’s open hours or address.

As zero-click searches become more prevalent, multi-location brands need to make sure that their listing information is complete and accurate, so people can get the information they need at a glance.

Listings gives you the tools you need to make sure you’re positioned to maximize your results from zero-click searches. Listings helps your multi-location brand update your information across all your locations from a central place, and warns you when you have incomplete or conflicting info. Get a free report for a personalized look at how Listings could help your brand adapt to zero-click searches!