Zero-click search is drastically changing the way buyers interact with digital content, with nearly 60% of Google searches ending without clicks to websites. Marketing leaders initially underestimated the impact of Google’s AI Overviews, leading to significant drops in traffic and engagement. Successful marketers are adapting by treating zero-click search as a revolution, necessitating tight coordination in marketing, content, and communications. B2B software companies are particularly affected, facing substantial reductions in click-through rates as buyers increasingly rely on generative AI tools for research and decision-making.
Nearly 60% of Google searches now end without a single click to any website, indicating a fundamental shift in how buyers discover and evaluate solutions.
Companies adapting successfully to zero-click search are treating it as a revolution, recognizing that every marketing touchpoint changes when buyers stop clicking through to websites.
Fortune 500 marketing leaders initially viewed AI Overviews as another algorithm update, but the significant drop in engagement called for a complete rethinking of digital marketing strategies.
Research shows B2B software companies are experiencing up to 30% drops in click-through rates, reinforcing the urgent need for communication and strategy adjustments across all marketing functions.
Collection
[
|
...
]