Zero-Click Searches: What Are They and How They’re Changing SEO Game

Last Updated on December 6, 2023 by Ryan Gosling

Have you ever quickly searched on Google for something and didn’t need to click on any search results because it gave you an answer right away?

If yes, then you’ve performed a zero-click search. 

Read this blog further to know more about zero-click searches, how they are changing the SEO strategy, and what you can do to optimize your website for these types of searches.

What Are Zero Click Searches? 

As the name suggests, zero-click searches allow users to find answers to their queries without clicking any website. Instead, Google presents snippets of information, videos, images, local packs ( Google Map results ), and more, all within the search results page to fulfill the visitor’s need immediately. 

While this is convenient for users, it presents great challenges for website owners and SEO professionals, as they get no website traffic from these searches.

But do SEO professionals need to worry about zero search results for their SEO strategy? 

The answer is both yes and no.  

How Does Zero Search Result Impact Your SEO Strategy? 

There are two choices one can adapt to when it to comes to dealing with zero-click searches.  

• With “zero-click content,” you can take a feature spot on these SERP features. The objective, in this case, would be increasing brand awareness rather than driving organic traffic. To compete for visibility on those SERPs with low potential,  you may include a strategy that uses schema markups, images, videos, and quick answers in an SEO campaign. If you want more brand visibility and organic traffic is not your priority, then the zero-click search can be the best decision for your SEO strategy.
  
• If your end goal is to increase your website’s CTR (click-through rate) and traffic, zero-click search results are not great news for your targeted keywords. If you want more leads through clicks & visits on your website, you need to choose keywords with a higher potential for clicks; it can help you generate more leads, sales, and ROI. Look at the below search result; Google’s search result shows an instant featured snippet for fulfilling the user’s query.

Think about it, why would someone read the whole business blog if they just want the answer to a very specific question? 

Should You Target Zero Search Volume Keyword In SEO? 

Suppose a keyword is super relevant to your business, but it happens to be a zero-click search. 

You don’t want to ignore it entirely, but you can’t expect to leverage it for traffic increase. 

So, what are your options?

We suggest you optimize your SEO strategy for zero-click searches because you will unlikely receive organic traffic from this keyword. You might change your aim from generating traffic to gaining brand exposure. 

For this, you need to add “zero-click content” in your content strategy. 

What Is Zero-Click Content? 

After the launch of Knowledge Graph in 2012, Google started placing tons of information above organic results or position zero results. Zero-click or no-click content is the same search result that appears at the top of a SERP. 

These kinds of content make it easy for searchers to get answers to their questions right away without having to click on links or scroll through blogs to find what they’re looking for. 

Some zero-click content examples

•    Featured snippets

Featured snippets are the most sought-after type of zero-click content on the web. There are many different types of featured snippets, such as paragraph snippets, table snippets, carousel snippets, list snippets, and video snippets. 

These snippets are best suited for question-based queries. 

•    Quick answers

Quick answers are search results that show quick answers to maths questions or conversions.

See the example below; Google has a calculator for solving basic to somewhat complex mathematical questions.

This saves searchers time & effort of moving from one spammy website to another in search of their query. 

• People Also Ask
  
  People Also Ask, or PAA, is a Google SERP feature that gives additional questions related to your original search query and quick answers. Usually, each question in People Also Asks has a featured snippet.

 These are the questions that have similar search intent & help users in knowing about the topic quickly.

•  Knowledge Panel
  
  Knowledge Panels are information boxes that help users in knowing about any topic/ brand in a quick snapshot way. These topics are already in the knowledge graph.

While Google automatically updates the knowledge panels based on changes in web content, it also looks at changes in two different ways: from the people listed in the knowledge panels and from feedback from the general public. 

• Local Packs
  
  The Local Pack is what you see in Google’s search results. It’s a bright, eye-catching map listing the businesses/places featured in Google’s business listings. These zero-click searches help in improving your local SEO efforts also.

How To Optimize For Zero Click Searches?

Optimizing your website’s content for zero-click searches can improve your website’s visibility on SERP. These types of searches have become increasingly popular due to the rise of featured snippets, voice search, and other advanced search engine technologies.

So, how can you optimize for zero-click searches? Here are five key strategies to consider:

• Keyword Research And Targeting

Keyword research is the foundation of any successful SEO approach, and optimizing for zero search results is no exception. Start by identifying the high-volume, long-tail keywords relevant to your business and ensure that your content focuses on these keywords. You can use SEO tools like Google Keyword Planner or SEMrush to conduct thorough keyword research and target specific queries that align with your business goals.

• Creating Content That Answers Searchers’ Questions

Understanding the user’s query intent is the key to optimizing for zero-click search. For this, you must create content that answers searchers’ questions clearly and concisely. Use headings, bullet points, and lists to make your content scannable and easy to read.

• Structuring Content For Featured Snippets

Featured snippets are the holy grail of Google’s zero-click searches. You can increase your chances of being featured by structuring your content in a specific way. Aim to answer the search query in the first paragraph of your content, use descriptive subheadings, and include tables, charts, or images to support your answer.

• Optimizing For Voice Search

Voice search is rapidly becoming a popular way for users to search the web, and optimizing for it can help you rank higher in zero-click search. Use natural language in your content and aim to answer questions in a conversational tone. Also, ensure that your website is mobile-friendly and has a fast loading speed.

• Utilizing Schema Markup

Adding a schema markup is a method to help search engines understand the content on your website better. It provides additional information about your content, such as reviews, ratings, and pricing, which can appear as rich snippets in the SERP. Using schema markup increases your chances of being featured in zero-click searches.

Optimizing for zero-click searches is all about providing the best possible user experience. By focusing on keyword research and targeting, creating content that answers searchers’ questions, structuring content for featured snippets, optimizing for voice search, and utilizing schema markup, you can increase your chances of ranking high in zero-click searches and get a featured snippet of your website’s content. 

Tools for Measuring and Tracking Zero-Click Searches

Several tools can help you analyze your website’s performance and track zero-click searches. Here are some of the best ones out there:

• Google Search Console

Google Search Console (GSC) lets you monitor your website’s overall performance on Google Search. You can track zero-click searches through Google Search Console, as it shows the number of times a user found the answer to their query on the search results page because of no-click content. 

• SEMrush

SEMrush’s Position Tracking feature helps track your website’s rankings for specific keywords. Its organic research tool identifies the top-performing pages on your website. Using these features, you can gain insights into your website’s performance in Google’s zero-click searches and adjust your SEO strategy accordingly.

• Moz

Moz’s zero-click search tracking feature, available in the Moz Pro tool, monitors the number of zero-click searches any website receives. Its ability to track search visibility is one of the most useful features. This feature helps in analyzing & identifying which search queries/ keywords generate the most zero-click searches and which drive website traffic.

• Ahrefs

Ahrefs is another popular SEO tool for tracking your website’s backlinks, organic traffic, and keyword rankings. Ahrefs’ “Site Explorer” tool lets you see your website’s top organic search keywords, including your competitors. By analyzing your competitors’ keyword rankings, you can identify which keywords are driving zero-click searches and create content to target those keywords.

Effective measuring and tracking of zero-click searches help improve your website’s performance. The tools mentioned above are the best to help you achieve that goal. Whether you choose to use Google Search Console, SEMrush, Moz, or Ahrefs, analyze the data and use it to make informed decisions about your website’s SEO strategy.

Need Help With Google’s Zero-Click Searches?

Getting to position zero is difficult, and remaining there is even more difficult. SEO is all about researching the best results and then spending hours attempting to outperform them. That implies that after you’ve grabbed the top spot, it won’t be soon before your competitors turn their attention to your content and put their best effort into developing something better. Outperforming your competition might be easier with a responsive website, full SEO, and content team. 

Schedule a free consultation with our SEO agency to see how we can help you regularly rank higher by delivering high-quality content customers demand. 

In Conclusion,

Zero-click searches are changing the way users search and expect to receive information. Users now get their answers without clicking on a website link with the help of voice search queries. This has made things difficult for those websites to get a featured snippet that doesn’t have structured content and not prioritizing enhance the user experience by optimizing through no-click content. 

However, you should not lose all hope. There are still ways to adapt for zero-click searches google, as discussed in the blog. You should create content that provides value optimized for featured snippets, and also your website should be mobile-friendly and offers a good user experience. 

Overall, the impact of zero-click searches on SEO is significant. Still, it’s important to remember that the ultimate goal is to provide users with the information they need most efficiently and conveniently. By understanding the trends and adapting to change, you can continue to reach your target audience with structured no-click content.

Zero-Click Searches FAQ