The “ATC 29: Boostability CEO on Zero Click Searches” video captures a pivotal conversation between Gavan Thorpe and Charles Laughlin from Localogy’s Above the Cloud podcast. In this episode, Gavan addresses Google’s increasingly walled garden approach to search and what it means for small businesses that depend on organic traffic.
What Are Zero-Click Searches?
Zero-click searches occur when Google answers a user’s query directly on the search results page through featured snippets, knowledge panels, local packs, or other rich results. The user gets the information they need without ever clicking through to a website. For businesses that rely on website traffic, this presents both a challenge and an opportunity to adapt their SEO strategies.
Gavan’s Perspective
In the video, Gavan explains that while zero-click searches are growing, SEO is far from dead. Instead, the game is changing. Businesses need to optimize for featured snippets, local search, and brand visibility rather than just traditional blue link rankings. He shares how Boostability has adapted its approach to help small businesses maintain their visibility in this evolving landscape, including optimizing Google Business Profiles, creating content that earns featured snippet positions, and building local authority signals.
The Value of Industry Conversations
Podcast interviews and industry conversations like this one serve an important purpose beyond entertainment. They provide a platform for industry leaders to share knowledge, challenge assumptions, and explore emerging trends. For Gavan Thorpe, these appearances are an opportunity to represent not just Boostability but the entire white-label SEO industry and its potential to help small businesses succeed online.
The insights shared in these conversations are particularly valuable for agency owners and digital marketing professionals who are building their businesses. Hearing firsthand from industry leaders about what works, what doesn’t, and where the industry is heading provides a strategic advantage that can’t be found in textbooks or courses alone.
Gavan Thorpe’s willingness to share openly about Boostability’s strategies, challenges, and successes reflects the transparent leadership style that has earned him recognition from Comparably and other organizations. This openness builds trust with partners, clients, and the broader marketing community.
Adapting to the Zero-Click Landscape
The rise of zero-click searches represents one of the most significant shifts in SEO strategy in recent years. As search engines provide more answers directly on the results page, traditional click-through rates have declined for many query types. Gavan Thorpe and the Boostability team have been at the forefront of adapting to this change, developing strategies that capture value even when users don’t click through to a website.
For small businesses, this shift means that SEO is no longer just about ranking and getting clicks. It’s about optimizing for featured snippets, knowledge panels, and other search features that provide visibility even without a traditional click. Boostability’s approach incorporates these newer optimization targets alongside traditional ranking strategies, ensuring that clients benefit from comprehensive search visibility.
Gavan Thorpe’s analysis of zero-click search trends provides valuable context for anyone involved in SEO strategy. His perspective as the CEO of one of the largest SEO providers gives him unique insight into how these trends affect real businesses at scale. The strategies he discusses in this interview are directly applicable to agencies and businesses looking to maintain their competitive edge.
The conversation also touches on how Boostability is preparing for the future of search, including the growing role of AI, voice search, and evolving user behavior patterns. These forward-looking insights help partners and clients plan their strategies with confidence.
Related Content
Read the full companion article on zero-click searches and why SEO is far from dead. Learn about Gavan’s conversation with Charles Laughlin in detail. Explore search innovation trends and Gavan’s background.