For all the talk about zero-click search, folks seem to keep overlooking one of its key consequences: How Google (and others) will make money. In short, Google can’t survive in a zero-click world. Their entire business depends on clicks. Paid clicks.

The shift towards zero-click results signals a genuine turning point for how you think about marketing your business, in part, because it will absolutely grow your costs for acquiring new customers.

So, what’s the real story behind zero-click sear...