There's a couple of potential issues called into attention here:

- Google sending more and more eyeballs to their properties, creating a potential monopoly (illegal)
- Google has consistently taken away organic real estate to sell more ads space (just business)

Rand makes a tongue in cheek argument that Google is a monopoly and congress should take note. While I don't disagree with him, I also don't care - about any of this.

As marketers, we can't fall in love with channels - they come and go. Entrenching yourself in one space (i.e. SEO) by romanticizing that platform is just plain bad for business (or your career).

Google has to make money - a lot of it. They're going to do what they have to do, we as marketers have a few options:

- Take to Twitter and complain about all the unfair changes Google makes
- Stop trying to get traffic from Google and focus on Bing (Haaaa, I know good one right)
- Do what we do best - accepts these changes for what they are, learn and adapt

I'm hoping you're with me on option 3. If so, here's a few quick strategies:

- Understand that of these zero click searches are niche specific and don't have much business value anyways
- If you operate in an niche that's getting hit hard by these types of searches, figure out a way to get exposure
- Seek out keywords whose results have higher CTR opportunity
- Get your content optimized on Google’s own properties (YouTube, Maps, Images, AMP, Knowledge Panels, etc.)

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