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.
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!
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:
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.
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.
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.
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:
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.
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.
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.
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!
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.
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.
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.
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.
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