If you work with search engine optimization (SEO) on Google, you’ve probably come across the term zero-click searches at some point. But what are zero-click searches? And how do they affect your SEO efforts?
What is a zero-click search?
Zero-click searches refer to Google searches where the user gets answers to their questions directly in the search results without clicking any links. This is typically done through featured snippets, Knowledge Graph boxes, or other structured data-driven SERP (Search Engine Results Page) features.
A good example of a featured snippet that typically results in a zero click search is “People also ask.” This featured snippet displays relevant content in the organic search results. As a user, you can get quick answers to your questions.
This increases the likelihood that the user will find the answer directly in the search results, eliminating the need to click through to a website.
Types of zero click searches featured snippets in Google search results
- “People Also Ask” FAQ Section
- “People are also searching“
- Featured snippet (position zero)
- Graph boxes
- Rich snippets (Recipes, step-by-step guides, etc.)
They appear at the top of the search results page, what copywriters call “above the fold.” This is the page view before a scroll. However, you will typically find “People also search” and “People also ask” snippets further down the page (Below the fold).
Importance for SEO
Seeing more featured snippets taking up position zero results and generally more of the top of page 1 can be cause for concern, with good reason. Zero click searches, like anything else, have inherent advantages and disadvantages.
This could be about:
- Less organic traffic: Websites may experience a decrease in clicks and traffic as users get answers without visiting the page itself.
- Increased brand exposure: Being featured in featured snippets can increase brand visibility, even without direct clicks.
- Focus on structured data: Implementing schema markup (Structured data) is of great importance in increasing the chances of appearing in these featured positions.
While it may be hard to imagine how you can benefit from zero-click searches, since the user gets precise answers in the featured snippets, it is certainly possible.
Strategies for dealing with zero-click searches
A big part of the zero-click user experience is giving users quick answers to their searches. In other words, this means creating relevant and targeted content. At the same time, you should actively use structured data to optimize your content so that it is more likely to be featured.
The 2 zero click search snippets we can influence are:
- Win featured snippet (Text excerpt from a selected website)
- Join the “People Also Ask” section
Analyze the selected featured snippets in Google’s search results here. That is, those that make sense for your business.
Accelerate with structured data
If you have content about cooking and recipes, then it is obvious to implement recipe schema markup. If you run a webshop with products, then product schema markup is essential. You should also implement as much relevant structured data as possible.
This can involve anything from:
- Local business
- Organization
- How-to
- Breadcrumbs
- Article/blog
- Author/person
- Video
Focus on the content
Although zero-click searches typically suggest that people get the answer on their first search, they may still click through to a featured snippet. That’s why it’s important to understand your visitors. That way, you can target your content to encourage your target audience to read on.
To encourage people to click further, you can work with the following elements:
- Headlines
- Videos
- Longtail keywords (e.g. hv-questions)
- Length of content
- Placement of questions and answers
- Copywriting
💡 For hv questions, you can use freemium SEO tools like AnswerThePublic and AlsoAsked.
Zero-sum game or new beginning?
By working with the aforementioned elements and content, you can increase your chances of appearing in the featured snippets in Google search results. While you may not get the same direct benefits as with traditional clicks, there are still good reasons to optimize for zero click searches.
More visibility increases brand awareness and helps establish you as an authority in your field. When Google selects your content for featured snippets, it signals to users that you are a trustworthy source of information.
Between the lines, it can encourage users to become visitors when they want to find more knowledge about their queries. This can take your searches from zero to click searches, potentially leading to more organic traffic and more conversions.
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