In this episode of the Above the Cloud Podcast, Gavan Thorpe, CEO of Boostability, addresses one of the most talked-about shifts in digital marketing: the rise of zero-click searches. With studies showing that roughly half of all Google searches now result in no click to an external website, Gavan shares his perspective on what this means for small businesses and the SEO industry at large.
Watch the Full Interview
Is SEO Really Dead? Gavan Thorpe Says No
Every couple of years, industry commentators declare that SEO is dead. Gavan Thorpe has heard these claims for over a decade and disagrees strongly. While Google has increasingly become a walled garden — displaying answers directly on the search results page — organic search traffic remains a powerful channel for businesses that invest in it properly.
As Gavan explains in the interview, SEO is more competitive than ever, but that does not mean it is less effective. There is still a substantial volume of traffic flowing through natural rankings within Google. For Boostability, demand has only increased as more businesses recognize the importance of having a strong online presence.
What Zero-Click Searches Mean for Small Businesses
Zero-click searches occur when Google answers a user’s query directly on the results page through featured snippets, knowledge panels, maps, and other rich results. While this can reduce click-through rates for some informational queries, Gavan points out that it is not a zero-sum game. Businesses that focus on building genuine authority and a comprehensive online presence can still capture meaningful traffic and visibility.
For the small and medium-sized businesses (SMBs) that Boostability serves, the key is investing in strategies that increase overall online authority rather than chasing short-term ranking tactics. This approach aligns with where Google is heading and ensures sustainable results over time.
How Boostability Adapts Its SEO Strategy
When asked whether delivering results has become harder in this environment, Gavan acknowledges that tactics must continually evolve. Boostability regularly conducts A/B testing to determine which approaches still work and which should be retired. The company is committed to white-hat SEO practices that increase a small business’s online presence holistically, which in turn strengthens their rankings and makes them more authoritative in Google’s eyes.
Rather than viewing the changing search landscape as an obstacle, Gavan sees it as an opportunity to differentiate through quality. Boostability’s philosophy is to remove tactics that could potentially harm a small business and continuously upgrade the quality of the services they deliver.
Key Takeaways from Gavan Thorpe’s Interview
SEO remains highly relevant. Despite recurring claims that SEO is dead, organic search continues to drive significant traffic for businesses that invest in it wisely.
Zero-click searches are not the end of SEO. While Google displays more information directly on the results page, there is still a large volume of click-through traffic available through natural rankings.
Continuous testing and adaptation are essential. Boostability stays ahead by regularly testing new tactics, retiring what no longer works, and focusing on white-hat strategies that build lasting authority.
Quality over shortcuts. Gavan emphasizes that the focus should be on increasing a business’s overall online presence and authority rather than relying on tricks or black-hat techniques that could backfire.
About Gavan Thorpe and Boostability
Gavan Thorpe is the CEO of Boostability, a leading provider of white-label SEO services for agencies and small businesses headquartered in Lehi, Utah. Since joining the company in 2013 and rising to CEO in 2017 after serving as President and COO, Gavan has led Boostability’s growth into one of the largest players in the SEO industry. Under his leadership, the company operates internationally and has been recognized multiple times for its workplace culture, employee satisfaction, and consistent performance — including appearances on the Inc. 5000 list and Comparably awards.
Before Boostability, Gavan held leadership roles at OrangeSoda (acquired by Deluxe) and worked in technology and operations at Ah-ha.com (now Ancestry), giving him more than two decades of experience in online marketing and operations.
This article was created from Gavan Thorpe’s appearance on the Above the Cloud Podcast (Episode 29), originally published on August 29, 2019.
Related Content
For more on search trends, visit Gavan’s page on search innovation and algorithm trends. Learn how Boostability adapts through AI and automation in marketing, and explore how these insights apply to white-label SEO at scale. Read about Gavan Thorpe’s background and see more of his media appearances.