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2020 Review: Fights Over Zero-Click Activity – Tyson Stockton // Searchmetrics


Episode Overview:

Join host Ben as he continues 2020 Year in Review week with Searchmetrics’ Director of Services Tyson Stockton and SEO Strategist Jordan Koene to discuss the increase in zero-click activity throughout 2020. Together they discuss whether Google made ground toward an integrated search experience and position zero.

Google’s efforts to own the zero-click experience with voice queries increased throughout 2020, taking content from competitors like Rap Genius. An algorithm update in early 2020 sought to prevent showing the same result twice, in high positions for a user at the top of SERPs. This proved contentious among SEO specialists who saw pros and cons to the new update.

The update became an issue for SEOs who rely on clicks to analyze and evaluate search performance. Truly analyzing search performance requires looking beyond average and weighted rankings. It requires analyzing all the different elements that are present on page.