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Came across this post on Reddit the other day....Warning if you have had a bad experience with an agency before it may give you PTSD. Man i feel for this freelancers clients!!!

Martin’s Musings: Is Google Eating the Web? What Zero-Click Searches Mean for Your Business

Let’s have a little chat about something that’s quietly shaking up the world of online business: zero-click searches. Now, if you haven’t heard this term before, don’t worry. It’s not some technical mumbo-jumbo (I wouldn’t do that to you). It simply refers to the fact that more and more Google searches are ending without the user clicking on any results that take them off Google’s own platform. You know how sometimes you type a question into Google and the answer magically appears at the top of the page without you needing to click a link? That’s zero-click in action.

A recent study by SparkToro found that for every 1,000 searches in the US, only 374 lead to clicks on external websites. In the EU, it’s even fewer at 360 clicks per 1,000 searches. So it follows that the same is happening right here Australia too. That means a whopping two-thirds of searches don’t result in someone visiting your website or anyone else’s. Google’s answering questions directly with snippets, maps, and other widgets, effectively keeping users on their platform.

So, what’s going on?

Well, Google’s been working hard to answer people’s questions within its own ecosystem. You’ve seen it yourself — weather updates, sports scores, quick answers to trivia — it’s all right there, no click necessary. That’s great for users who just want an immediate answer, but for businesses that rely on organic search traffic (lets be honest that probably you, dear reader), it’s a bit of a nightmare.

Once upon a time, the holy grail of digital marketing was ranking on Google’s first page. Get there, and traffic will follow. But now? Even if you’re on the first page, you might see fewer people actually visiting your site, because Google’s doing all it can to answer queries without users needing to leave.

Why should you care?

If you’re running a small or medium-sized business, particularly if you’re in e-commerce or rely on people finding you through local search, zero-click searches can have a huge impact. Fewer clicks mean fewer people visiting your website, fewer people seeing your products or services, and ultimately fewer conversions. Not a great, right?

But it’s not just about the lack of traffic. The real issue here is that Google is effectively gatekeeping information. By presenting answers right at the top of the page — often pulling content directly from other websites — Google controls the user’s experience from start to finish. In some cases, they’re pulling information from your site and presenting it in a snippet without sending the user your way. In others, they’re listing Google Maps results or offering users a way to book services directly through their platform. That means your business can rank well but still see little to no benefit.

What can you do about it?

Here’s the silver lining: while this sounds a bit gloomy, there are strategies you can implement to stay relevant and thrive in this shifting landscape. Here are a few to consider:

1. Shift focus to local SEO and Google My Business
   ​If your business relies on local customers, optimizing your Google My Business (GMB) profile should be at the top of your list. Make sure your GMB listing is as complete and optimized as possible, with up-to-date contact info, services, and photos. Encourage customers to leave reviews, because businesses with solid reviews are more likely to show up in the top results. If Google is keeping users on its platform, you at least want to make sure your business is front and center in those local search results.
2. Capture your audience elsewhere
   ​Look, Google can control the search results, but they can’t control your direct relationships with customers. That’s where email marketing and social media come into play. Build up your email list, foster a loyal social media following, and drive traffic through these channels. Instead of relying on search engines to bring people in, focus on owning your audience.
3. Invest in paid ads
   ​If organic traffic is taking a hit, it might be time to consider a paid strategy. Google Ads can still get you in front of potential customers, especially for local businesses that need visibility in a crowded market. But don’t stop at Google — diversify your efforts across platforms like Facebook, Instagram, and even newer ones like TikTok if your audience is hanging out there.
4. Go long on content
   ​Google is great at answering basic questions, but when it comes to in-depth content, there’s still a demand for deeper insights. Create blog posts, videos, or guides that go beyond simple answers and offer valuable, detailed information. People still want content that educates, entertains, and engages them — and that’s something a quick answer box on Google can’t replicate.
5. Focus on user experience
   ​If someone does click through to your website, make it count. Ensure that your site is easy to navigate, mobile-friendly, and packed with helpful information that encourages visitors to stick around, explore, and convert. The easier you make it for people to find what they need, the better chance you have of turning those rare clicks into customers.

The bottom line

Zero-click searches aren’t going anywhere, and they’re only going to become more common as Google continues refining its algorithms. But don’t panic — there are ways to adapt. By taking control of your brand’s online presence outside of Google, improving your local SEO, and investing in engaging content, you can ensure that your business doesn’t just survive this shift — it thrives.

Remember: Google might be big, but it doesn’t own the whole internet. Keep building connections with your audience in other spaces, and you’ll stay ahead of the curve.

Read more on SparkToro’s Zero-Click Search Study 👉 Full Article​

Perfromance Marketing Updates

Here’s a quick-hit roundup of what’s buzzing in performance marketing this week:

1. MiniSocial’s Guide to Black Friday & Cyber Monday: We’re getting close to BFCM (yes, I used the acronym because it saves time). This guide offers fresh ideas on how to run influencer campaigns that actually drive sales during the busiest shopping days of the year. Spoiler: micro-influencers might just be your new best friends.
   ​Read more here​
2. TikTok Ads Flop?: 8 out of 10 brands’ TikTok videos aren’t hitting the mark, according to new research. This could be a wake-up call if you're throwing money into TikTok thinking it’ll automatically get you views. Turns out, you’ve got to put as much thought into TikTok as you do on any other platform. Shocking, I know.
   ​Full article​
3. Reddit’s New Ad Strategy: Reddit is getting serious about advertising, introducing interest-based targeting for brands. They’re focusing on creating more customized experiences, which could be great if your audience loves a good meme (and who doesn’t?).
   ​Read more​
4. Google’s Latest Move for Holiday Shoppers: Google’s adding tools to help retailers prep for the holiday rush, including free listings and better analytics for those running ads. If you're in e-commerce, it’s time to make your list (and check it twice).
   ​Check it out here​
5. YouTube’s New Creator-Based Audience Targeting: Imagine being able to target ads based on YouTube creators that match your audience’s interests. Well, now you can! This tool is perfect if you're leaning on video content to connect with customers.
   ​More on this here​
6. Paid Media Strategies for 2024: SparkToro’s got some tips on how media buyers can get an edge next year. TL;DR: embrace niche platforms and experiment with different ad formats.
   ​Full breakdown​

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AI & Marketing Tools: Descript

If editing video or audio feels like pulling teeth, Descript is about to become your new best friend. Descript just rolled out a bunch of new features that make editing as easy as editing a Word doc. Yes, you read that right. You can literally cut, paste, and delete sections of video or audio with a few clicks. It’s an absolute time-saver for marketers who need to churn out content fast without messing with complicated software.

I am thinking great for short form videos for Meta ads, Youtube shorts and by extension organic social….

Why it’s great:

• Text-based editing: Forget about scrubbing through timelines. Just highlight the words you want to cut, and Descript takes care of the rest.
• Studio Sound: Automatically enhances audio quality so you sound like you recorded in a fancy studio, even if you were in your living room.
• AI-powered Transcriptions: Get super accurate transcripts of your content for repurposing or accessibility.

If you’re juggling a bunch of content tasks and need a smoother workflow, this one’s for you.
👉 Learn more about Descript here​

That’s a wrap for this week! If you enjoyed this edition, share it with a friend who could use less jargon and more straight talk in their inbox.

Until next time,
​mc
​(Slashing jargon like it’s my day job. Oh wait, it is.)

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