Zero-click searches are becoming increasingly common, with users getting their answers directly from search engine results pages (SERPs) without having to click through to a website.
Does that sound like something you’ve done on Google within the last day or two?
According to recent research from SparkToro, 37% of Google searches in the U.S. end right there–on the SERP.
Think about that: 37% of potential organic search traffic for your business from Google never proceeds past Google itself.
Another 21% of those searches will simply continue on to another Google page (Images, perhaps, or Video).
That’s 58% of all Google searches in the U.S. terminating on Google.
This presents both a challenge and an opportunity for content marketing teams, especially those whose goals are based on organic search traffic in one way or another.
So, what are you supposed to do about that? You can assume to some degree that this trend will only accelerate as Google AI Overviews continue to roll out and as users pull their search behavior over to other tools like Perplexity.
Here’s how to capitalize on zero-click searches to ensure your brand remains visible and authoritative.
1. Understand Zero-Click Searches
Let’s review this again, because it’s important: Zero-click searches occur when users get the information they need directly from the SERPs, without having to click on any of the search results.
This is facilitated by Google’s standard features, such as featured snippets, knowledge panels, and other rich results. Understanding this trend is important because it signifies a shift in how users interact with search engines and consume content.
We’re witnessing a cultural and behavioral shift in how people use the internet, propelled in part by AI tools. This shift may be happening incrementally, and it may be outlandish to even discuss it as a going concern in your marketing meetings, but it’s happening!
2. Optimize for Featured Snippets
Featured snippets are concise, direct answers to search queries displayed at the top of Google’s search results. They’re a powerful tool for raising brand awareness and building trust with your marketplace.
Here’s how to optimize for them:
- Identify Snippet Opportunities: Use tools like SEMrush or Ahrefs to identify queries that currently display featured snippets. Look for keywords relevant to your business where snippets are commonly triggered.
- Answer Questions Directly: Craft content that directly answers common questions in a clear, concise manner. Aim for answers that are 40-60 words in length, as this is the typical snippet length.
- Use Lists and Tables: Google often pulls featured snippets from content structured as lists or tables. For example, if you’re creating a “how-to” guide, format the steps as a numbered list or a table.
Example: If you run a gardening website, you might create a snippet-targeted article titled “How to Grow Roma Tomatoes.” Include a short, step-by-step list of the process early in the article to increase the chances of it being featured.
3. Leverage Structured Data
Structured data, or schema markup, is a code that you add to your website to help search engines understand your content better. This can enhance your content’s appearance in the SERPs with rich results such as star ratings, event times, and more.
- Types of Schema Markup: Common types include FAQ schema, HowTo schema, and Product schema. For instance, a FAQ schema can transform your FAQ page into a rich snippet on the SERP.
- Implementation: Use Google’s Structured Data Markup Helper or plugins like Yoast SEO for WordPress to add schema markup to your site. Manually add JSON-LD (JavaScript Object Notation for Linked Data) code to your HTML if you have coding knowledge.
HubSpot has some great educational tools on schema markup best practices.
Example: For a garden center, use HowTo schema to mark up a guide on growing healthy Roma tomatoes. This structured data tells Google exactly what the page contains and can result in enhanced visibility in search results.
4. Create High-Quality, Informative Content
This is 101-level stuff, and you should already be doing this.
Remember: If you’ve got a user interface and if you’re collecting user data, you have a media business. Developing high-quality content is table stakes.
To succeed in zero-click searches, your content must be comprehensive and authoritative:
- In-Depth Articles: Write detailed articles that thoroughly cover the topic. Use subheadings, bullet points, and visual aids to make the content easy to digest.
- Visual Content: Include high-quality images, infographics, and videos. These can appear in image carousels or video snippets on SERPs, increasing your visibility.
- Regular Updates: Keep your content fresh by regularly updating it. This signals to search engines that your information is current and relevant.
Example: For a post on “Growing Roma Tomatoes,” include sections on choosing the right variety, soil preparation, planting tips, watering schedules, and pest control, complemented by step-by-step videos and infographics.
5. Optimize for Local Searches
Local searches often result in zero-click outcomes, especially when users are looking for nearby services or businesses. Your business may not be a local firm, per se, but you should consider this distinct SEO concept.
If you’re in landscaping, this is mandatory; if you’re in B2B manufacturing, this is highly helpful, and probably something your competition is not doing.
- Google Business Profile: Ensure your Google Business Profile is complete and updated regularly with current business hours, photos, and posts.
- Local Keywords: Use local keywords in your content, such as “best garden supplies in [Your City]” to attract nearby users.
- Customer Reviews: Encourage satisfied customers to leave positive reviews. These reviews appear directly in your Google Business Profile, impacting local search results.
Example: A local nursery could create content around “Best Organic Fertilizers in [Your City]” and optimize their Google Business Profile with accurate information and engaging photos.
6. Build Brand Recognition
Even if users don’t click through to your site, zero-click searches can enhance brand visibility. Users are still engaging with your content, even if you can’t track them!
- Consistent Branding: Ensure your brand’s name, logo, and messaging are consistent across all digital platforms.
- Authority Building: Publish guest posts, participate in industry forums, and engage with your audience on social media to establish your brand as an authority.
Example: By consistently publishing high-quality gardening tips on platforms like Instagram and Pinterest, a gardening brand can become a recognized authority, which helps in zero-click search recognition.
7. Monitor and Analyze Performance
Regularly monitor your zero-click search strategies to make data-driven adjustments. This is not something that you can base entirely on external metrics. Your team must be highly engaged–and looking at your content as users.
- Analytics Tools: Use Google Analytics and Google Search Console to track traffic, impressions, and search performance. Pay attention to which queries are generating zero-click results.
- User Engagement: Measure metrics like bounce rate, time on page, and interaction with content to assess effectiveness.
Example: Track how often your gardening website appears in featured snippets for queries like “how to grow Roma tomatoes” and adjust your content strategy based on performance data.
Conclusion
Zero-click searches are a significant trend in the world of SEO and content marketing. This is not to be taken lightly.
It’s also not the end of the world!
By understanding this phenomenon and optimizing your content accordingly, you can ensure your brand remains visible and authoritative. Focus on creating high-quality, structured, and locally optimized content to capitalize on the growing prevalence of zero-click searches and maintain a strong online presence.
