With the advent of AI Search, Answer Engines and people no longer clicking on Google’s listings because of the answers provided in the Answer Box by Google’s own Gemini AI, how do you structure your marketing in this new zero-click world?.

Here is my take:

Today 58.5% of US Google searches (59.7% in Europe) end without any clicks i.e. these are the so called zero click searches, where the user is satisfied by the information provided by Gemini AI on the first page of the SERPs (Search Engine Results Page).

So why is Google allowing for zero-click search becoming the predominant result in the SERPs? On one hand, it is in line with Google’s core mission to provide answers - ultra-fast, relevant and straight to the point - to any question a human may have.

On the other, it is inevitable - with the advance of generative AI and answer engines like ChatGPT, Google’s own Gemini, Copilot, Perplexity, etc., the need for immediate answers is exploding, which means more and more information is delivered in the form of relevant zero-click answers and summaries provided right at the top of the SERPs.

What does it mean for hotel marketing? If there are no clicks, Google Ads become FREE MARKETING for the hotel since Google charges CPC (cost per click) only if someone clicks on your sponsored listing (Google Ads).

The moral of the story? Launch Google Ads a) focused on your branded keyword terms, with the goal of owning 100% SOV (Share of Voice), and b) focused on your main feeder markets that bring 80% of your business (The Pareto Principle).

Due to the zero-click searches, the above will be very inexpensive, indeed!

Max Starkov
Hospitality & Online Travel Tech Consultant & Strategist

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