Concerned zero-click searches could reduce the impact of your high rankings? While Google’s direct answers and SERP features may not send traffic to your website, they still build authority and benefit your long-term SEO goals.
In this guide, I’ll explain the value of zero-click searches and how you can optimize your content to increase your chances of prominently appearing for these queries.
What Are Zero-Click Searches?
Zero-click searches occur when someone doesn’t click any results after using a search engine because the page provides a direct answer. You’re likely already familiar with a few ways Google does this: Featured Snippets, People Also Ask boxes, and AI overviews.
These SERP features attempt to answer simple questions by using information pulled from Google’s indexes. While websites can opt out with a nosnippet tag, the visibility these features provide makes allowing them worthwhile.
Types of Zero-Click Searches
Google provides several types of direct answers. Some sit at the top of the result page, known as position zero, while others appear further down. Google decides which to use based on the specific query. Common zero-click search features include:
- AI Overviews: The newest addition to Google’s deep bench of SERP features, AI Overviews highlight answers at the top of the search results page. Google’s AI creates these overviews from sources it thinks provide the most helpful information to users. While these overviews have links to cited sources, there’s no guarantee that they will lead to traffic.
- Featured Snippets. Featured snippets provide quick answers using short paragraphs, lists, or tables. For example, if a user wants to know the capital of Italy, Google may state it’s Rome and then offer a few quick details about the city. Alternatively, if you ask about flu symptoms, Google may provide a short list of the most common ones. The information in snippets comes from other websites, so they include the source’s title and URL.
- Knowledge Graphs. Google’s Knowledge Graph provides basic encyclopedia-style information, which Google may show above or beside search results. For example, if you search for a famous author, you’ll likely see a list of their books.
- People Also Ask (PAA). Google sometimes shows expandable boxes containing answers to related questions to save time on additional searches. They feature citations, but often, users don’t need to click them to get the information they need.
- Local Pack. Google’s Local Pack sits at the top of the results for transactional queries, such as “best restaurant.” It lists top-rated businesses located near the user and features phone numbers and addresses so viewers can take action without clicking.
- Instant answers. Google provides weather forecasts, unit conversions, and basic math functions on the page.
- Image Pack. Google may display images at the top of the page. However, these usually lead to Google Images on click rather than the source website.
How Does Zero-Click Search Impact SEO?
Even though zero-click searches don’t supply site traffic, they still benefit SEO. That’s because they can:
- Position you as an authority.
- Develop brand awareness.
- Improve conversions indirectly.
When users frequently see your brand at the top of the search, they come to recognize it. This enhances engagement and conversions when they visit your website later.
Ultimately, if you’re getting many zero-click searches, this means Google values your content. However, it could also mean you’re targeting too many easy-to-answer keywords that won’t drive conversions. It’s essential to strike the right balance to drive customer engagement.
How To Optimize Your Content for Zero-Click Search
Want to build brand awareness and credibility? Target zero-click results with these tips.
Focus on Search Intent
Google shows zero-click features for informational queries with specific answers. Only certain keywords attract these features, which is where search intent optimization comes in.
Focus on related keywords that fit your topic. For example, “How to reset an iPhone” might earn you a Featured Snippet for your comprehensive article about iPhone troubleshooting.
Find Branding Opportunities
Think of zero-click search as a chance to reach more people. Some branding opportunities include:
- Adding logos and brand colors to images, infographics, and videos in Google Business Profile, pages, and blog posts.
- Managing reviews to boost Local Pack visibility.
- Updating your Google Business Profile to improve Local Pack and Knowledge Panel visibility.
Clearly Answer Search Queries
Answer questions quickly and clearly to break into Featured Snippets and PAA. If you can’t answer queries in just a sentence or two, give a high-level answer immediately, then provide more details in subsequent paragraphs.
For comprehensive content, organize the information with multiple headings reflecting the specific questions you want to answer. Then, use bullet points, numbered lists, and tables so each section is scannable.
Keep Voice Search in Mind
Naturally, as people have shifted to browsing through phones, tablets, and smart devices, many now use voice search. However, the conversational style of voice search leads to longer, question-based queries, which also means different optimization tactics. These types of queries also lend themselves to AI overviews.
While you don’t need to drastically change your content, keep the following in mind:
- Use natural language to make your content more appealing to virtual assistants.
- Target question-style keywords.
- Include FAQ sections where relevant.
- Use structured data.
Use Schema Markup
Google understands content through complex algorithms, so it may miss finer details. Fortunately, schema markup removes some ambiguity by directing search engines to relevant details. Google may even use this info for direct answers.
For example, HowTo markup can help highlight details such as a recipe’s prep time. Google may then use this information within a rich snippet. These details can make your listings stand out. Learn more about types of schema here.
Capture Featured Snippets
To attain Featured Snippets, you need to answer questions accurately and succinctly. However, you also need to get the format right:
- Questions: Provide brief explanations in just a few sentences to capture question-and-answer-style snippets.
- Guides: Provide lists of steps or necessary items to gain snippets appearing among how-to guide queries.
- Comparisons: Use tables to capture snippets for comparative queries.
- Videos and Images: Include relevant videos and images to gain snippets for queries that benefit from visual demonstration.
Get Help Increasing Search Traffic
Zero-click searches reward you with authority and credibility. However, you also need search traffic and conversions to grow your business. Book a free SEO consultation with us, and we’ll plan a strategy that brings you more traffic while maximizing opportunities to promote brand awareness.
