Will Zero-Click Search Kill My B2B Website? [Answered]
Zero-click searches occur when users get the information they need directly on the search results page without clicking any links. This trend challenges websites to optimize content for featured snippets and other SERP features to maintain visibility.
Forrester has published a new article answering the question ‘Will Zero-Click Search Kill My B2B Website?’.
John Buten says, “In the fall, we announced that B2B buyer adoption of generative AI was outpacing expectations, with 89% of buyers using genAI in their buying process. Six months later, B2B providers are starting to see the impact in their metrics and facing urgent questions from their executive teams. After dozens of conversations with providers, agencies, and technology platforms, the zero-click future is becoming clearer — AI-powered search will have a dramatic impact on revenue metrics, but many marketing fundamentals will remain the same or become more important.
What’s The Impact Of Zero-Click Search On Organic Traffic?
While many B2B publishers have seen a dramatic drop in traffic, providers are seeing only a modest decline. The composition of organic traffic is shifting, however. Historically, Google keyword search accounted for well over 90% of organic B2B traffic.”
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