SEO experts are always on the lookout for ways that they can improve click-through rates and get to the top of SERPs.
In recent years, however, zero click searches has emerged as a digital phenomenon. These searches have altered the SEO game and offer their own benefits and disadvantages.
Keep reading to learn more about the zero click search dilemma, how to adapt and how you can make this new phenomenon work for your advantage.
Zero click searches are those where users search Google and find what they need, without ever having to click any results. Users aren’t sent to third-party websites from organic search results, but instead remain on Google.
An analysis from 2019 shows that approximately 50% of all total searches end with no click. We can gain additional insights by looking at zero-click search statistics.
These stats show that clickless search is not something users care about. Almost two-thirds of users are happy with the clickless search process and believe it will deliver more accurate results.
They should be. For users, the most important part of a Google Search is to find the information they need as soon as possible.
What should you do as a business owner and SEO? What can you gain from Google zero-click searches?
Let’s get together to find out.
Google’s goal is to give the most relevant results possible for your queries in the fastest time. Google has many featured snippets. People also ask boxes.
Optimizing for featured search is the best way optimize for zero click searches. That’s why featured snippets are so useful. They provide quick information without the user needing to click through to browse multiple websites.
Here’s an example.
We want to know who created the computer. Google will give you a summary of the person’s name, images and a brief bio.
This information suffices if we are only trying to find the name and address of the person who invented computers. We close the search and do not click on any results.
Another example is the one where you can immediately find the information you need by simply reading the highlighted snippet.
Let’s get to the solution. Here are some ways to position your brand so that it appears in zero click searches.
Direct answer boxes (like those in the examples) should only contain facts. There should be no opinions or guesses. Just facts. Most cases are straight from Google and there is no link to any external websites. However, this is not always true. Both of our examples contain a link to a website.
These are the criteria you can use to optimize your website and make it appear as a first or actual zero result for such queries:
This is a quick SEO tip you may not have known about featured snippets.
Enter the query, then enter the name of the website in the search field.
You can then exclude the top results and see who is next to be featured in that position. The same principle can be applied to multiple websites. This is a great way to determine if your website will be featured and who is ahead.
The “People Also Ask” boxes provide answers to most frequently asked questions. These PAA boxes can sometimes be featured at the top SERP, and this is when they add extra value.
The query in this case is “How to Become a Millionaire”. The zero position is a featured list and the first is a PAA.
This is where ranking number 1 doesn’t suffice. Users will, most likely, find the information they need either by clicking on one of the first results or following the link to the second result.
You also have to ask boxes about optimizing for people.
You must first target the questions that you see and then provide short answers in your article. PAA answers can be in any format, including videos, paragraphs or lists. As long as Google recognizes that your answer is the best, it will work.
The bulletlists , numbered , paragraphs and tables are the most common featured snippets. People also ask if they can be a featured quote, which is also discussed above. To determine which formatting is most useful to you, take a look to the SERP and use the same formatting as it has.
Optimize your writing if the search results have a bullet-list featured snippet. A well-written featured summary could increase clicks and convert a zero click searcher to one who clicks on your result.
You are not the only one responsible for creating a personal or branded panel. Google decides whether to show a panel for a person/brand. However, a Wikipedia page can increase your chances of getting such a panel.
Go ahead and create a Wikipedia Page for your brand. This will provide additional benefits to your business.
The knowledge panel contains additional information about people, businesses, animals, frameworks, etc. On desktop devices, it is typically displayed on the right-hand side of the screen.
It’s designed to provide general information about the query so that the user doesn’t need to spend too much time searching for broad data. You might want to know the date WordPress was launched.
Just type “WordPress” to instantly view the knowledge panel. You can quickly see the information and, if you don’t need it, you can exit the search.
Local businesses have the opportunity to be listed on local panels . To be eligible for this panel, you will need to create a Google My Business Account and verify your business.
You will appear in search results based on factors like distance, relevance, prominence, and other business information.
If you have a physical address, your business will be listed on Google Maps. 76% people who perform a local search with their smartphones visit the actual place within 24 hours. Additionally, 24% of these searches result in a purchase so it is important to set up if your business is local.
Zero click searches can be a positive thing for user experience because they provide relevant and quick information.
It is easy to modify your marketing plan. Focus on optimizing featured snippets and being careful with keyword strategies. Making the most of rich snippetsf.
This is how you can make zero better than one and create new opportunities for your business.