What Happens When Google Keeps All the Clicks? SEO Monetisation Crisis

-- MarkGriffin - 03 March 2025

The Evolving Search Landscape: Google’s Grip Tightens

If you’ve been working in SEO for any length of time, you’ve probably felt it. That slow but undeniable shift—less traffic from organic search, fewer click-throughs, and an increasing number of zero-click searches. It’s not your imagination. Google is keeping more clicks than ever before. And for businesses that rely on search-driven traffic, this presents a real and pressing problem: how do you monetise SEO when Google hoards the very traffic you’re optimising for?

Search has changed dramatically in the past decade, but the real tipping point came with Google’s relentless focus on SERP (Search Engine Results Page) enhancements—featured snippets, knowledge panels, People Also Ask boxes, and AI-driven overviews. While these features improve the user experience, they also reduce the need to click through to a website. And that’s where the crisis begins.

The Rise of Zero-Click Searches: A Data-Backed Shift

A 2022 study by SparkToro and SimilarWeb found that 65% of Google searches ended without a single click to an external site. That’s a staggering shift in how people interact with search results. Compare that to a decade ago, when almost every search resulted in a click-through, and you can see why SEO companies and publishers are alarmed.

This isn’t just anecdotal frustration—it’s backed by hard data:

• 65% of searches result in zero clicks (SparkToro, 2022)

• Featured snippets get 8% of all clicks on average, stealing traffic from the first organic result (Ahrefs, 2023)

• Google’s own properties account for 63% of clicks in certain verticals, including travel, finance, and health (Jumpshot, 2020)

When Google gives the answer directly on the SERP, users don’t need to visit a website. This means less traffic, fewer leads, and lower monetisation potential for content-driven businesses.

Google’s Expanding Universe: More Than Just a Search Engine

Google’s monopoly over search is nothing new, but its expansion into vertical markets has made competition even tougher. When Google displays its own services prominently—think Google Flights, Google Hotels, or even its direct answers for medical queries—users don’t need to visit a third-party site.

Take travel as an example. Previously, a user searching for "cheap flights to New York" would click on Skyscanner, Expedia, or a budget airline’s website. Today, Google provides an interactive flights widget directly within the SERP, powered by Google Flights. The same pattern applies to hotel bookings, job listings, and shopping results.

“Google’s entire business model is predicated on keeping users within its ecosystem for as long as possible.” – Rand Fishkin, SparkToro

How This Affects SEO and Content Monetisation

For businesses that rely on ad revenue, affiliate marketing, or lead generation, Google’s shift towards keeping users on the SERP is a serious threat. Here’s how it impacts key areas:

1. Ad Revenue Drops

Websites that generate income through display ads (Google AdSense, Mediavine, Ezoic) depend on traffic volume. Fewer clicks from Google means fewer page views, lower ad impressions, and a direct drop in revenue.

2. Affiliate Commissions Shrink

Many content creators earn through affiliate links—recommending products and earning a commission when users purchase. But if Google provides instant product comparisons, flight prices, or local business details, users don’t need to visit a review website, leading to a decline in affiliate-driven earnings.

3. Lead Generation Suffers

For B2B and service-based businesses, organic search is a key driver of leads and conversions. But when Google offers direct answers via AI-powered snippets, fewer users visit company websites, reducing form submissions and inbound inquiries.

Adapting to the SEO Monetisation Crisis

So, if Google is hoarding the clicks, does this mean SEO is dead? Not quite. But it does mean that businesses need to adapt their content strategy to thrive in a world where fewer users land on their site. Here’s how:

1. Own the Click-Worthy Content

Google may display snippets and direct answers, but it still relies on authoritative sources for that information. The key is to optimise for featured snippets, People Also Ask boxes, and Google’s AI-generated answers.

• Use concise, structured answers in your content to increase your chances of ranking in featured snippets.

• Optimise for "People Also Ask" questions by incorporating FAQs within your articles.

• Make your content the definitive source so that even if Google shows a snippet, users want to click through for deeper insights.

2. Leverage First-Party Data & Email Marketing

If organic traffic is decreasing, businesses need owned channels to maintain engagement. That means building a strong email list, creating exclusive content, and engaging users beyond search.

• Offer content upgrades (e.g., downloadable guides, exclusive reports) to capture email signups.

• Focus on loyalty-driven content such as newsletters, podcasts, or exclusive video content.

• Use retargeting (via email or social media) to reconnect with users who interact with your brand.

3. Prioritise Search Intent Over Rankings

Rankings matter, but understanding why users search is even more critical. SEO strategies should focus on commercial, transactional, and in-depth informational queries, rather than just chasing broad keywords.

• Target long-tail queries that align with real user needs.

• Create interactive tools (calculators, quizzes, recommendation engines) that can’t be easily replicated by Google snippets.

• Invest in brand-led search—when users search for your brand directly, Google can’t intercept those clicks.

4. Diversify Traffic Sources

Relying solely on Google is a high-risk strategy. Smart brands are now focusing on:

• YouTube SEO (owned by Google but still a high-engagement platform)

• Social media-driven content distribution (LinkedIn, Reddit, Twitter threads for thought leadership)

• Partnerships and referral traffic (collaborations, guest blogging, and niche communities)

The Future of SEO: Where Do We Go From Here?

Google’s dominance isn’t going anywhere, and the trend toward zero-click searches will likely accelerate with AI-driven search enhancements like Google’s Search Generative Experience (SGE). But rather than seeing this as the death of SEO, it’s a call to evolve.

Content needs to be more than just search-friendly—it needs to be indispensable. Brands that adapt by creating richer, more interactive, and more authoritative experiences will still win in the long run. Whether through brand-building, first-party data collection, or traffic diversification, the future of monetisation lies in control—not dependence on Google’s algorithm whims.

"Don’t build your business on borrowed land. Own your audience." – Neil Patel

The SEO monetisation crisis isn’t just theory—it’s happening right now. Google’s relentless expansion into vertical search markets, AI-generated answers, and zero-click results means businesses must rethink their approach.

So, where does your strategy go from here? Adapt, diversify, and focus on content that builds relationships, drives direct traffic, and keeps users engaged—even when Google keeps all the clicks.