Subject areaChannels and tools
Also known aszero-click searchzero click
A zero-click search is a search that ends without a click to any site: the answer appears directly on the Google page, in a box, on a map, or in an artificial intelligence answer such as Google's AI Overviews or ChatGPT.
The phenomenon was measured and made known by Rand Fishkin, founder of SparkToro, with his studies on browsing data from 2019 onwards.
For marketing it changes the goal: beyond bringing visits to the site, it matters to be the source the engine cites. That is why structured data, clear definitions and consistent information wherever the company appears carry weight.
An example
A purchasing manager asks an AI assistant which European companies make a certain component. He reads the answer and opens no site: whoever is cited in that answer enters his list, whoever is not stays out.
Enrico Giubertoni. Licensed under CC BY-NC 4.0: you may quote, translate and adapt this entry with the author’s name and a link, stating any changes. For commercial use, write to info@enricogiubertoni.com
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