Are you familiar with zero-click searches? If not, then your business may be missing out on a chance to gain in the search engine results!
In this article, we’ll take a look at what zero-click searches are, why they’re important for your business and more. Let’s get started!
What are Zero-Click Searches?
Zero-click searches are those that come up in the search results after a user types in a search query. There’s no need to click on links to visit a website for the answer to the query. Instead, the answer is presented directly on the search engine result page.
If you’re not sure what these types of searches may be, here are some quick examples:
- Featured snippets
- Instant answers
- Currency conversions
- Definitions or dictionary (and the thesaurus!)
- Knowledge panel
- Database searches (such as how tall a certain actor is)
These are some of the most common types of zero-click searches online. According to Searchmetrics, 50.3% of all searches end without a click to other content. In addition, they found that 5.3% of all searches lead to a click to organic content, while 4.4% of all searches lead to clicking on a paid ad.
So, just over 50% of searches do not lead to a click on additional content. That means that many searches end right there on the search results page. It can mean less traffic to your site; however, what would happen if you were able to rank your business over those currently showing at the top of the search results for zero-click searches?
If you could accomplish this feat, it would mean more traffic to your site, more leads, and an increase in conversions. No matter what, ending up on top of the search results, even for zero-click searches, can be a huge benefit to your business.
And don’t feel that all your other efforts are for nothing. All the work you’ve put into creating amazing content, SEO, optimisation and more are still an essential part of your company’s long-term success.
Methods to Make Zero-Click Searches Work for Your Company
Here are some strategies your company can use to increase visibility and brand awareness online! Not only that but using these methods can also result in more traffic to your site.
1). Claim & Optimise Your Google My Business Profile
The first place to start is by claiming and optimising your Google My Business Profile. Doing this means you claim your brand search (or searches related to your company and brand). It also helps you to appear higher in the zero-click search rankings and drive higher click-through rates.
On your Google My Business profile, remember to include your opening hours, business address, and all other necessary contact information. What’s more, including reviews and photos also helps your profile. That’s because Google places high value on these, which can help you appear higher in the zero-click search results.
And don’t forget to ensure your presence on other Google-owned platforms is the very best it can be. And ensure all listings are correct for your business.
2). Use Google Search Console & Other Keyword Tools for Keyword Research
Zero-click searches have everything to do with keywords. For this reason, be sure to review and consider your company’s keyword strategies. You can do this easily with a tool such as Google Search Console. Google Search Tool is a great way to see if your keywords are attracting zero-click searches. The console can also help you see which pages have the potential to rank in these types of searches. All of this can be reviewed through the dashboard.
All you have to do is go to the performance section and click the search results tab. Here, you’ll have a chance to review the top search queries for your site, along with a list of pages and their traffic data and more.
In addition, you may want to consider using other keyword tools, such as SEMrush or Ahrefs, to gain a deeper view of your keyword data. These tools use CPS metrics (clicks-per-search metric), which factors in all data from the search volume, keyword difficulty, and ranking. This makes it easier to estimate the actual traffic potential of a keyword. This is the best way to find which terms have the best chance of turning up in the zero-click search queries.
What’s more, you’ll also see which of your competitors may be already ranking for zero-click searches. It’s a good idea to analyse them and see how you might be able to position yourself above these competitors.
3). Optimise for Featured Snippets
Featured snippets, also called “position zero” or “answer boxes,” are short bits of text that come up at the top of Google’s search results. These provide a fast answer for the searcher’s query while also offering them links for additional information. This box is found above the “people also ask” box and above the very top search result.
A study by Perficient found that 30% of queries include featured snippets. If your company happens to land in position zero, you automatically gain authority over other competitors.
While it may mean your site receives less traffic (you’re providing the answers to queries, which means the user doesn’t have to leave the search engine page), it can mean that more clicks go to your site.
Here are the most important snippets:
- Paragraph: includes definitions and single-word queries
- List-based: usually answers how-to queries, with the results coming from articles that include a numbered list or steps
- Table: provides a quick overview of data
After these top three, Google usually returns videos or direct forms if the searcher is seeking information on travel and hotels.
One way to take advantage of featured snippets and gain traffic is to use more question-based queries. When a user needs a more detailed answer, they will usually click over to the site for what they need. This is because the query box doesn’t contain all the information the user is searching for.
Look to see what question-based queries your site may be able to rank for. What does Google show you? Are the results one of the three most important featured snippets (listed above)? Do the results contain more videos than text? Try to use those types of content that are showing on the page. Google will use this type of information to rank, so you want to ensure Google knows you’re the best for the top position.
Next, it’s beneficial to do your best to rank on page one of the search engine results. Research has shown that about 70% of Google’s featured snippets come from sites in the top 10 of the search results.
To make it easier for Google to rank you at the top, use these methods:
- Organise headers: format content, ensuring code is clean, and label titles with H2, H3, and more.
- Create headers that match users’ queries
- Include the query answer in the headers directly below it. Then enclose the answer in paragraph tags.
- The first paragraph tag (or the direct answer) should be no more than 54 to 58 words long.
- Format list and table information with the right tags.
- Include priming phrases when necessary. These include:
- Follow these steps
- Here are
- Start with
- And more
Once you’ve finished these tasks, then public and track the post(s) over the next several days. Then, if you don’t see the results you expected, then keep checking and making small tweaks until you appear at the top of the zero-click search results.
Summing It Up
These are only a few of the methods you can use to rank in the zero-click search results. Remember, the goal is to help Google see that your company and site provide the information search users are looking for.
Zero-click searches add another layer of opportunity to your company. They also boost brand awareness and credibility, potentially leading to more conversions. For these reasons, taking steps to improve your site’s content can help you reach the head of the search engine results and gain a lead over your competitors!