So I've recently gone down the zero-click rabbit hole and wanted to share some findings.

Let's look at an example of someone looking at duvets:

The awareness keyword “duvet” is broad and does not clearly reveal the intent of the searcher.

• 85% of these searches result in zero clicks.
• The search volume itself stands at 154,770 searches.

The consideration keyword “duvet covers” is slightly more specific and focused, indicating that the searcher knows what type of product they want.

• Only 57% of these searches result in zero clicks.
• The search volume drops to 96,030 queries.

The decision keyword “linen duvet cover” is very high-intent as the desired material has been identified and the searcher is clearly interested in making a purchase soon.

• Only 36% of these searches result in zero clicks.
• The search volume weighs in at 13,490 queries.

Metrics on clicks and specifically zero-click results are important; they help you determine the quality of your keywords.

A zero-click keyword is not worth prioritizing in your SEO strategy because it won’t drive traffic to your website.