Throughout the development of Google Search, Google has emphasized the importance of the user experience (UX). Search wants to help you find information quickly, satisfying your search intent within a few clicks. The use of zero-click searches has recently increased and evolved this efficiency.
What is a no-click search? Search results for zero-click or no-click searches don’t send you to a third-party website or non-search engine.
Imagine you type What is a featured snippet? A search engine results page (SERP) displays links to different web pages ranked according to their relevance and quality of answers to your query. You’ll click on one or more links until you find the right information. Searches that require zero clicks already have the required information prominently displayed on the SERPs, so no clicking is required.
What is a Featured Snippet?
Google’s featured snippets are highlighted text excerpts displayed at the top of search results pages in what is known as “Position 0”. They provide users with quick answers to their searches. Users are more likely to see featured snippets when they enter informational search queries
This is the challenge some search engine optimization (SEO) experts face. The report cites a SparkToro report that claims that only 35 percent of organic search results result in clicks, indicating that no click searches prevent Google from sending traffic to non-search engine websites. The majority of web traffic is directed toward Google, where people stay on the SERPs to get answers to their questions.
Google, however, refutes the claim and says web pages receive more clicks than ever, with billions of visitors every day.
What is the best way to handle these contradictory claims?
As with you, our primary concern is the impact zero-click searches have on your SEO efforts. As a result, we set out to understand how you are affected by this issue. Using this Google search intent feature, we will plan out how to still reach those desired click-throughs and conversions.
β’ Why Did Google Release No-Click Searches?
β’ The Two Main Types Of Zero-Click Searches
β’ How Can You Adopt Zero Click Searches Workarounds in 2021?
Why Did Google Release No-Click Searches?
In summarising the reasons, we should point out that the term “zero-click searches” was not coined by Google itself, but by digital marketing and SEO professionals. So, to rephrase the question, try asking this: What exactly are zero-click searches?
Changes In Search Behavior Require Adaptation
If you’ve ever searched for weather forecasts, sports scores, or currency conversions on Google, you’ve probably noticed the search results display the details you’re looking for. This kind of “quick, factual information” is delivered in a way that is aligned with changing consumer preferences, according to Google. For example, if you want to know the NBA Playoffs scores, you don’t want to dive into a full-length article to fish for information.
Adapt to Local Searches
In addition, position zero is useful in providing information that is beyond what is available through traditional clicks. Local SEO can be crucial for brick-and-mortar brands, so they should take notice of how their store’s phone number, address, and website appear to potential customers (and I will discuss local SEO more later in the article).
Drive Traffic To Apps Rather Than Websites
When it comes to traditional clicks, a search result that sends users to an app may also qualify as a no-click search. A couple of examples are searching for movies and TV shows that lead to streaming apps, and searching for brands and products that direct you to social media apps or online marketplace apps.
The result of a no-click search may prove counterproductive to the current strategy you are implementing for digital marketing. In addition, your keyword strategy may also be hindered by your use of search engine marketing tactics, such as pay-per-click ads, which you may use to boost your web presence and funnel qualified leads into your website.
Two Main Types of Zero-Click Searches
Let’s first look at what we’re dealing with, and then we’ll talk about workarounds. No matter whether you’re doing SEO yourself or working with an agency, you should be aware of the types of Google searches your targeted audience makes. Think of them as different types of information formats that satisfy different Google search intents.
1. Featured Snippets
How does a featured snippet work? Featured snippets are selected pieces of text that provide the most relevant answer to searches. There are numerous options for presenting content, such as a block of text, a list, or a video. As a featured snippet, Google pulls information from a website and displays it in 24 percent of search results. Additionally, the snippet is followed by the link, which means there is a chance the user will miss the link after reading it.
2. Google Knowledge Panel
This panel displays entries from the Google Knowledge Graph about entities. Imagine it as a preview box containing information about people, places, organizations, and things. In desktop search results, it appears on the right side, while it appears prominently above organic search results on mobile.
In this case, it is a purely no-click search, since it doesn’t take you to a non-search engine link at all.
Other Google search tools, formats, and types include Definition, Calculator, and Map Results, which you can easily recognize from the typical format of links and descriptions found in organic search results.
What Are Zero Click Searches Workarounds You Can Adopt in 2021?
Rather than beating Google, let’s join Google! A feature like the Knowledge Panel that Google adds to Search periodically has significant benefits, as we all know. So why not use Google search intent marketing tactics to improve your SEO click-through rate?
1. Take over the Featured Snippets/Position Zero
Are you aware that you have the option to tell Google to remove your content from the featured snippets on the SERPs? Therefore, you have the option of opting in as well. Which option is preferable?
Considering opting out of featured snippets could result in a 12 percent traffic loss, wouldn’t it make more sense to stay in the game? If your site is already ranked in the top ten results for a targeted keyword, you may win featured snippets.
Although SEO companies say it’s challenging, this doesn’t mean it can’t be done. The following are tips and tricks on how to get Google to include your featured snippet and satisfy the search intent for a relevant keyword:
β’ Conduct a technical SEO audit and find out whether you already own any featured snippets.
β’ If you get a few hits, then you’ve had some experience with search intent marketing. It may be beneficial to check whether the snippet makes sense, i.e., if it truly answers the question. You can adjust the content accordingly.
β’ When researching keywords, look for long-tail keywords with high click-through rates (CPS).
β’ Create content that is valuable, compelling, and ranks among the top ten for your targeted keyword.
In the end, what is a zero-click search but an additional way to boost your brand’s visibility? Below is an example of how to get your site’s featured snippets clicked:
For example, suppose you get the featured snippet when you type in the long-tail keyword, βWhat is the stock market?β If you write or produce a video, be sure to explain what the stock market is clearly and concisely. In addition, expand the discussion to include how the stock market operates. This will help both those who are interested in learning more about the stock market and those who want to click through.
2. Use Google My Business To Your Advantage
Google presents business information prominently in its SERPs. Google My Business (GMB) profiles must be claimed if you have been working on local SEO with your team or through an SEO agency you are working with.
If not, you can get a free local listing from Google. Make sure you claim and optimize your Google My Business listing to gain credibility and rank in the Google Maps Local 3-Pack. Make sure your name, address, phone number, store hours, website, reviews, and even images are updated in the SERPs – these details appear in the Knowledge Panel, similar to Google.
3. Using Schema Markup
By using schema markup, you can structure your data so that Google can retrieve it and display it with more context in the SERPs. One of the nice-to-haves in your SEO toolkit. As a result of your optimized GMB profile, search engines and users have access to rich information about your business, which can influence clicks and conversions.
However, it doesn’t end there. Using the “People Also Ask” box, you can fetch your marked-up data, rank it, and display it.
4. Implement Technical SEO Thoroughly
Getting a featured snippet is not guaranteed, but covering your bases when it comes to technical SEO is ideal. Initially, you need to ensure Google can crawl and index your website. However, as you add more pages to your site and increase your SEO, it is important to keep a few things in mind to maintain or improve your search engine visibility:
β’ Structured data
β’ Site loading speed
β’ Site structure
β’ Thin and duplicate content
How can you implement a featured snippet strategy as soon as possible? Examine the Knowledge Panel provided by Google and whether your site can rank for it. You might have some questions you can only answer once you begin developing your search intent marketing strategy. It is entirely possible to go it alone. Alternatively, if you’re not confident, you can also team up with an SEO company that has extensive experience optimizing pages for search engines.
Summary
Topics like this are nuanced and complex. With this article, we hope to clarify how to take advantage of zero-click search. Some SEO companies may support Google, while others may believe it is hoarding web traffic.
Despite these statistics, most SEO professionals share Google’s view that websites should receive more traffic, not less. That’s why it increases each year.
We at Mac J Web prioritize our clients’ best interests. Through our customized SEO services in Las Vegas, businesses and brands can take on zero-click searches head-on. We treat each case individually and determine the right strategy for each business. Moreover, we have strong technical and local SEO capabilities.
Therefore, what is a zero-click search workaround that you can include in your SEO strategy? Feel free to send us an email or call us at (858) 598-4909, and we will align it for you.