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Why Google’s Zero-Click Searches Equal Zero-Sum Game for Marketers

In many ways, Marketing is survival of the fittest. It is an industry of eat or be eaten. And, in recent years, Google has been making it harder and harder for digital advertisers to eat. The search engine’s algorithm is smarter than ever before, and this means it is learning to deliver user search results without the need to click through to any given website. Featured snippets, calculators, definitions, news briefings, weather: Google is simply getting better at providing what the user wants directly from the search…