Google has emphasised the importance of the user experience (UX) in the operation of its search engine, Google Search. Search, like any good product, wants you to find the information you need right away, completing your search intent in only a few clicks. With the rise of zero-click searches, this efficiency has recently developed and evolved.
What is a zero click search? A zero click search or no click search is a search result that does not send you to a non-search engine or third-party website.
Assume you’re typing. What is a featured snippet, and how does it work? Normally, the search engine results pages (SERPs) would display links to various web pages that were ranked based on their relevancy and quality of response to your query. You’d click on one or more links until you found the information you needed. The required information displays at the top or most visible portion of the SERPs with zero-click searches, which may lead to a no click search.
That’s where the problem lies for some search engine optimization (SEO) experts. Citing a SparkToro report claiming that only 35 percent of organic search results end up in clicks, they’ve pointed out that no click searches cause Google to send less traffic to non-search engine sites. Meanwhile, Google is getting the lion’s share of web traffic as people stay on the SERPs to acquire the answers to their queries.
Google, however, has refuted the claim, saying web pages are receiving more click-throughs than ever, with billions of visits being recorded daily.
How do we process these conflicting claims?
Like you, we are most concerned about how zero click searches impact your SEO efforts. So we set out to understand how you are affected in this matter. Next, we’ll map out a plan on how you can still achieve those desired click-throughs and conversions with this Google search intent feature in the picture.
Why Did Google Roll Out No Click Searches?
Before we round up the reasons, we should mention that the term “zero-click searches” is not coined by Google itself but by digital marketing agency and SEO professionals. So, to recast the question, let’s ask: What are zero click searches for, anyway?
Adapt to Changing Search Behaviors
You might have noticed how several types of Google searches – like weather forecasts, sports scores and currency conversions – display the details you’re looking for in the search results. According to Google, these kinds of “quick, factual information” are delivered in a way that aligns with changing consumer behaviors. After all, if you intend to know the latest NBA Playoffs scores, you don’t really want to dive into a full-length article to fish for the numbers.
Cater to Local Searches
Furthermore, position zero is excellent for information that has an impact on organisations that isn’t related to regular clicks. For example, when potential customers see your store’s name, address, and phone number (NAP), this search result may lead to a site visit, a physical store visit, or both (and this nuance is why brick-and-mortar brands should focus on local SEO — more on that later).
Drive Traffic to Apps Instead of Websites
When it comes to traditional clicks, a search result that leads consumers to an app may be considered a no-click search. Searches for movies and TV shows that lead to streaming apps, as well as brand and product searches that lead to social networking or online marketplace applications, are examples.
They says zero click searches pose a unique challenge for SEOs. While these changes enhance the Google Search UX, they directly affect websites that rely on organic traffic for growth, such as brands and businesses.
No click searches may prove counterproductive to your current digital marketing strategy. Your keyword strategy may also take a hit if you’re deploying search engine marketing tactics, like pay-per-click ads, to boost your web presence and funnel qualified leads into your website.
Two Main Types of Zero-Click Searches
We’ll get to the solutions shortly, but first, let’s take a look at what we’re up against. You should be aware of the types of Google searches your target audience sees, whether you’re doing it on your own or with the help of an SEO professional. Consider them as data formats that cater to various Google search intent use cases.
1. Featured Snippets
What is a featured snippet? A featured snippet refers to selected text that provides the most relevant answer to a query. It can be a block of text, a list, a table or a video. Shown in 24 percent of search results, in the coveted position zero, the featured snippet includes information pulled from a website by Google. The snippet also comes before the link, so there’s a chance a user may not notice or click on the link after reading the text.
2. Google Knowledge Panel
The Google Knowledge Panel features database entries about entities, culled by the Google Knowledge Graph. Think of it as a preview box about people, places, organizations and things. It appears on the right side in desktop search results and prominently/above the organic SERPs on mobile.
Because it does not direct you to a non-search engine link, this is a pure no-click search.
Other Google search tools, features, formats, and types include Definition, Calculator, and Map Results, which are immediately distinguishable from the standard link and description format of organic search results.
What Are Zero Click Searches Workarounds You Can Adopt in 2021?
If we can’t beat Google, let’s join Google! Obviously, there are significant benefits to features like the Knowledge Panel Google adds to Search from time to time. So, why don’t you aim to improve your click-throughs by applying Google search intent marketing tactics to your SEO?
1. Own the Featured Snippets/Position Zero
Did you know that you have the option to inform Google to exclude your content from SERPs’ featured snippets? This means you can also choose to opt-in. Between the two choices, which is better?
If you consider that opting out of featured snippets could lead to a 12 percent traffic loss, you’d rather stay in the game and shoot for the stars, right? However, you can win featured snippets if you’re already in the top 10 of SERPs for a target keyword.
Any SEO company worth its salt would say it’s challenging, but it doesn’t mean it can’t be done. Here are some tips and tricks on how to get a featured snippet and satisfy Google search intent for a relevant keyword:
Perform a technical SEO audit and check if there are featured snippets you already own.
- If you have a few hits, then you’ve got some idea on how to do search intent marketing. You may, however, want to check if the snippet makes sense, i.e., it truly answers the query. You can adjust the content as needed.
- Regarding your keyword research, look for long-tail keywords with a high click per search (CPS).
- Craft compelling, value-adding content to rank within the top 10 of your target keyword.
- What is a zero click search but another way to gain an impression for your brand? Here’s an example of how to get a featured snippet to garner clicks for your site:
Let’s say you get the featured snippet for the long-tail keyword, “What is the stock market?” In writing your content or producing a video, provide a clear and concise definition of the stock market. At the same time, expand the topic to cover how the stock market works. This is to pave the opportunity for click-throughs from those who want to learn more about the stock market.
2. Leverage Your Google My Business Listing
We mentioned how business information is presented by Google in prominent areas of the SERPs. You must have claimed your Google My Business (GMB) profile if you’ve been working on your local SEO with an in-house team or as part of the SEO services of an SEO agency you’re using.
If not, leverage this free local listing tool from the search giant. Claim and optimize your GMB listing to establish your credibility and rank in Google Maps Local 3-Pack. Increase your visibility and conversion by updating your name, address, phone number, store hours, website, reviews and even images – details that appear in special boxes in the SERPs, similar to the Google Knowledge Panel.
3. Use Schema Markup
Schema markup allows you to structure your data so that Google can fetch it and display it with more context in the SERPs. It’s one of those nice-to-haves in your suite of SEO services. When combined with your optimized GMB profile, you’re providing search engines and users with rich information about your business, which can bolster your clicks and conversions.
But it doesn’t end there. Your marked-up data can be fetched, ranked and displayed in the “People Also Ask” box.
4. Apply Technical SEO Thoroughly
While it isn’t a guarantee that you’ll nail how to get a featured snippet, it’s ideal to cover your bases when it comes to technical SEO. Initially, you have to ensure your web pages can be crawled and indexed by Google. But as you add more pages and grow your SEO efforts, you should keep a few things in check to maintain or improve your search visibility:
- Site structure
- Site loading speed
- Structured data
- Thin and duplicate content
What is a featured snippet tactic you can implement ASAP? Consider the Knowledge Panel Google offers and whether your web pages can rank for it. You may have some questions that can only be answered once you start developing your search intent marketing strategy. Remember that you can do this on your own. But if you’re not confident, you can also partner with an SEO company that has extensive experience in optimizing your web pages for Google Search.
This is a complicated and delicate subject. We hope that this article has shed some light on how to make zero-click search work for you. One SEO firm may support Google, while another believes the search engine is syphoning off online visitors.
Nonetheless, the majority of SEO practitioners agree with Google’s statements that websites should receive more traffic, not less. And with each passing year, it becomes more so.
We prioritise what is best for our clients at Finsbury. Our tailored SEO services equip brands and enterprises to take on zero-click searches head on. We approach each case individually and identify the best line of action. You can also take advantage of our strong technical and local SEO.
So, what is a zero click search workaround that fits into your SEO strategy? Get In touch with our SEO Agency London today!