Does Google’s “Zero Click Search” Mark the End of Hotel Paid Search Marketing?
— 9 experts shared their view
The Search Engine Journal just reported that 50.33% of searches on Google end up with no clickthroughs to websites because Google provides all the answers a user would need on the first results page itself. Google has become the "Librarian of the Universe" and has amassed more information than all libraries on planet Earth combined. Google has a singular objective: to provide answers - ultra-fast, relevant and straight to the point - to any question a human may have and, of course, make money in the process. With the advance of mobile and voice assistants, these answers happen more and more in the form of "Zero Click Searches" where the answer is provided right at the top of the SERP (Search Engine Results Page) and the user simply has no need to click and read further. With less than 5% of searches on Google resulting in clicks on paid search listings (Google Ads), does this mean the end of hotel paid search marketing?
Partner at Soler & Associates
Nothing will mark the end of paid search marketing on Google, quite the contrary, they are doing everything to increase the ad-spend. It will change the way websites are indexed and I think it will affect hotel branding. However, changes like this are more about indexing the content in ways that all replies can be given through simple requests to Google Assistant.
The question is do we need everyone to go through a website or is it enough that they see the hotel's information listed? It isn't going to help build the brand other than through the hotel's name (logos and artistic website layouts get punished). But someone who wants to know more about a particular brand and get a feel for the experience will most likely click.
So to answer on zero-click search - I think impressions still count.