Google wants all your frogs. Zero-click search is devouring Emoji sites

Google’s ongoing push toward zero-click search has now hit emoji sites hard. With Google’s latest update offering a direct “copy” button for emojis right from the search results, users no longer need to visit dedicated emoji websites. This keeps engagement firmly within Google’s SERP, effectively cutting out smaller publishers who built value around these micro-utilities.

Key Takeaways:

Google continues to consolidate user actions within its ecosystem, reducing outbound clicks.
Sites relying on simple query-based traffic (like emoji search, conversions, or definitions) are the first to feel the impact.
Organic traffic volatility will increase as Google expands “instant answers” and SERP features.
Diversification and monetization efficiency are now critical survival tactics for web publishers.

What can you do about it?
Unfortunately, not much. Focus on monetizing existing users more effectively, building loyal audiences, and reinvesting revenues into more resilient business models ones less dependent on Google’s goodwill or traffic generosity.

Direct copying will capture a significant portion of Emoji site's traffic.

Sites like Emojipedia or popular Emojiterra gained a millions of Ad monetized sessions from organic search. It would be interesting to see how the website traffic in this vertical will consolidate.