📪 HH #92: Part 1/5 📉 The Rise of Zero-Click Searches
- Justin Hubbard
- Jul 29
- 4 min read
TL;DR – Google changed—and they didn’t send out a memo.
✅ 60%+ of searches end without a click
✅ On mobile? Closer to 77%
✅ People get answers on Google’s page—and move on
✅ That’s a lost lead before you even had a chance
If your entire strategy is:
Rank → Get traffic → Book jobs… you’re playing a game that’s disappearing.
Google (and now AI tools like ChatGPT and Perplexity) give answers without sending people to your site.
You don’t own the platform. You don’t control the rules. And the rules just changed.
SEO isn’t dead—it’s changed. You need a new plan to stay visible and win jobs.
✅ Action Step: Google a question your customer might ask. Do you show up? If not—fix that.
📬 Coming next: How to stay remembered—even if they never click.
We’re just getting started.
How Google Changed Without Telling You
You used to show up on Google organically, get clicks, and land jobs.
That’s not how it works anymore.
Right now, over 60% of all Google searches end without a single click.
No website visit. No form fill. No phone call.
People get what they need before they ever see your site.
Google gives them the answer right on the results page.
They get what they need—and move on.
That’s called a zero-click search.
What’s a Zero-Click Search?
Let’s break it down. Someone types: “How much does junk removal cost?”
Google pulls the answer from some website and shows it right in the results—no click required.
The person sees it, gets their answer, and never visits your site.
That’s a lead lost before you even had a shot.
Why This Is a Big Deal
If your plan looks like this: Rank organically on Google → Get traffic → Book jobs
...you’re relying on a system that’s falling apart in real time.
This isn’t a prediction—it’s happening right now.
Zero-click searches used to be less than 50%
Now they’re over 60%
On mobile? It’s closer to 77%
Even big brands with top-ranked content are seeing traffic drop.
Why?
Because Google is taking your answer—and keeping the click.
You Can’t Rely on Traditional SEO Alone Anymore
Look I’m certainly not saying traditional SEO is completely useless.
I'm saying you can’t build your entire customer acquisition strategy on it anymore.
Google’s not in the business of sending people to your site anymore.
They’re in the business of answering questions on their platform—and keeping the user there.
And it’s not just Google anymore.
AI tools like ChatGPT, Perplexity, Bing AI—they all give direct answers now too.
No clicks. No links. No leads—unless they already know your name.
You Can’t Build on Borrowed Land
You don’t own Google. You don’t own the algorithm. Plus the damn algorithm changes as much as you change your underwear on a blistering hot summer day!
If you build your business solely around organic rankings, you’re building on shaky ground.
One change, one update, and it can all drop off. All that work you did, or money you spent on a fancy SEO company? Gone. Time to start over...
And that’s already happening to smart, experienced businesses who did everything “right.”
This isn’t a phase.
This is the new normal.
Quick Recap:
Zero-click searches are growing fast
Most people don’t click anything anymore
Traffic is going down across the board
SEO isn’t dead—its changed
You need a new plan to stay visible and win leads
✅ Action Step for This Week:
Google one question your customer might ask.Example: “How much does it cost to get rid of an old couch?”
See who shows up.Who shows up? Is it you? Is the answer helpful? Is it yours?
If you’re not on the page—make a plan to change that. Create better content. Answer that question better than anyone else. And make sure your name shows up in that box next time.
Coming Up Next (Part 2):
In the next issue, we’ll talk about what to do now that people aren’t clicking.
How do you still win jobs?
How do you still get remembered?
It’s all about building signals.
And in the next issue, I’ll show you how to build them.
That’s the Hauler’s Edge ✌️
Justin Hubbard
Whenever you're ready, here are three ways I can help you grow your business:
1. Adimize: Grow Your Business with Our Proven Google Ads System
Maximize your ad spend with a FREE Google Ads review from Adimize—my own business born out of numerous requests from fellow haulers looking to improve their marketing. With over a decade of experience in the hauling industry, we optimize campaigns to drive leads and boost bookings—using intent-driven, results-focused strategies. No contracts, no risk. Schedule your free review HERE.
2. Get Personal Help with a FREE Strategy Call
You’ve invested in experts for your golf game and finances—now let's do the same for your business. I’ve been in your shoes, and I know what it takes to break through the grind. Together, we'll identify the moves that will make your business thrive and set you on the path to significant growth. Book your strategy call HERE.
3. Order My New eBook: Beyond Breaking Even | Unlocking Profit Potential In Hauling Businesses
Discover how to drive sustainable revenue and growth in the hauling industry. This book provides targeted strategies to scale your business, optimize operations, and enhance profits while mitigating risks. With real-world examples and proven methods, you'll gain actionable insights to help businesses like yours succeed and realize their full potential. Purchase your copy HERE.
4. Financing for Trucks and Equipment
Are you planning to grow your fleet or upgrade your equipment? I can connect you with flexible financing options tailored for service businesses. Reach out, and I'll guide you through the next steps.
5. Looking to Buy a Truck?
If you’re looking for a new truck, I can connect you with a trusted dealership that specializes in our industry. Just let me know, and I’ll help you get started.
6. Simplify Payroll, Payments, and Operations
Whether it’s payroll, payment processing, or software to streamline operations, I collaborate with providers who can enhance your backend efficiency. Contact me directly, and I’ll help you find the right solution.
Comments