The fast-paced nature of today’s digital landscape is best exhibited by trends like zero-click searches. Also known as zero-click results, these occur when search engines deliver direct answers on the search engine results page (SERP) so users no longer click on a link.
While SERP features like knowledge graphs clearly benefit users, they pose challenges for marketers. In digital marketing, where traffic is crucial for leading customers through the sales funnel, zero-click searches represent a huge obstacle. It raises the critical question of how companies can adapt to this new trend.
Types of Zero-Click Search Results
More than 50% of Google queries result in zero clicks. As this represents a significant loss in traffic potential, companies have to adjust their digital marketing strategies to anticipate zero-click searches. This entails understanding why the trend happens.
Generally, zero-click searches occur when users have already found the information they need from Google’s new SERP features.
Featured Snippets
Introduced in January 2014, featured snippets are pieces of content that appear at the top of Google’s search engine results pages (SERPs). They provide a direct answer to a user’s query, typically in the form of a paragraph, list (bulleted/numbered), table, or sometimes even video.
Image from Mangools
Local Pack or Map Pack
Similar to featured snippets, local pack or map pack is a feature that can be seen on top of Google’s SERPs. The only difference is that a map pack only appears if a user searches with local intent, such as using a “near me” or “near [location] keyword. Google’s local pack feature contains a map and at least three local business listings relevant to what the user is looking for.
Image from Ahrefs
Direct Answer Box
Another type of zero-click result is the direct answer box, which is a SERP feature that provides straightforward answers to specific questions. These direct answer boxes extract concise information from various sources, such as websites, Wikipedia, and government or educational resources. Google’s direct answer box helps users find relevant information without having to click through a website.
Image from Cognitive SEO
Knowledge Panel
Knowledge panels, which are located on the right side of the SERP, are triggered when a user searches for an entity like a person, place, or organization. This feature typically includes facts, images, links, and other relevant information that can help users find the answer they are looking for.
Image from Semrush
Zero-Click Search and Its Impact on SEO
Search engine optimization (SEO) is an enduring digital marketing strategy that remains relevant today. Despite the numerous changes in search engine algorithms, SEO has demonstrated its effectiveness throughout the years.
However, with the rollout of zero-click results, many worry that the long-standing digital marketing technique will lose its effectiveness. Some concerns that are raised include:
- Lower Click-Through Rates. In recent years, the majority of mobile and desktop users have been clicking on search results less frequently. Instead, they rely on the information provided directly on the search engine results pages. This shift raises concerns about decreasing website traffic, which can be a setback for companies wanting to thrive in the digital marketplace.
- Increased Competition for Visibility. The competition in the digital space has always been rough, but zero-click search has made it even more challenging. Beyond competing for being on the first page of search results, businesses must also vie for limited spots in zero-click search features.
- Loss of Brand Exposure. Websites are considered a business’s first point of contact with its customers. Nonetheless, with zero-click searches, brands may miss out on the opportunity to engage with existing and potential clients, which makes connecting with the audience more complicated.
- Content Devaluation. Zero-click searches have drastically changed the online landscape. While content remains king, quality content can be easily overlooked if it is not featured in zero-click results. Users may even skip reading a write-up entirely if they find answers directly in the search results.
Adapting Through the Changes
Zero-click search is undoubtedly a transformative advancement. While its significant impact on SEO may understandably raise concerns, it is also important to recognize the potential benefits of zero-click search.
When utilized properly, zero-click searches can improve a brand’s visibility in search results and make it easier for users to discover their content. This heightened visibility can even lead to better brand recognition and authority within the industry. Additionally, zero-click searches often result in users being more informed, which can lead them to seek out further details directly from the source—your website.
Below are some ways that can help companies adapt to the recent changes in search engines:
- Optimize Google My Business Profile
Google My Business (GMB) is a free, valuable tool that can help businesses showcase their company on Google Search, Google Maps, and Google Shopping. Utilizing this tool is an excellent way to connect with customers, post business updates, and list products or services.
An example of Google My Business
To fully optimize a GMB profile, it is crucial to include all essential information, such as the business name, address, phone number, and hours of operation. Enhancing the GMB listing can also be achieved by using high-quality images and regularly posting updates to keep the profile engaging.
- Target Local Audiences
Leveraging the local pack feature is a great way to connect with nearby customers. This feature highlights local businesses in search results, making it more convenient for potential customers to find and choose a company in their area.
To make the most of it, focus on local keywords in the business description and posts. This can help Google understand the business’s relevance to local searches.
- Implement Structured Data Markup
Another essential tip businesses can use to adapt to zero-click search is implementing structured data markup. This is an annotation system entities can add to their website. Structured data allows search engines to automatically read a site and directly pull product data from a website’s HTML.
Here is a step-by-step process on how to implement a structured data markup:
- Access Google’s structured data markup helper tool.
- Select a data type, such as articles, events, movies, restaurants, or local businesses.
- Paste the desired URL into the tool and click “Start Tagging.”
- Highlight the relevant sections on the left side to mark up the page.
- Once finished, click the “Create HTML” button at the top right to generate the HTML.
- Add the generated markup to the webpage and test the schema markup to ensure it works correctly.
- Focus on Long-tail Keywords
Keywords have a vital role in SEO campaigns, especially with the rise of zero-click searches. Long-tail keywords are particularly effective for optimizing websites and content for these types of searches. Because they are more specific and have less competition, companies that focus on long-tail keywords are more likely to appear in zero-click search results.
- Give Importance to Search Intent
When a user conducts a search, there will always be a motivation behind their query. This concept is known as search or user intent, and here are its four main types:
- Informational Intent. Users are looking for answers or information regarding their queries.
- Navigational Intent. Users with this intent aim to find a specific website or page.
- Transactional Intent. Users are about to make a purchase or complete a transaction.
- Commercial Intent. Users are comparing products or services with the intention of purchasing in the future.
Understanding the intention behind a user’s query can help businesses deliver more accurate and relevant information. By aligning content with user intent, entities can improve their chances of being visible in featured snippets or other zero-click search results.
- Optimize Website for Voice Search
Voice search is becoming increasingly prevalent, making optimization for local businesses an essential component of any SEO strategy. Voice search queries are often conversational and frequently framed as questions.
Structuring content to directly address user questions can help businesses enhance their chances of appearing in voice search results, which often manifest as zero-click searches.
- Outsource Your SEO
While SEO has been around for a long time, it can still be quite complex for many businesses. Continuous technological developments and changes in search engine algorithms make it even more challenging to navigate. For this reason, outsourcing an SEO agency can be a smart move.
Partnering with experts enables businesses to access specialized knowledge and the latest digital marketing strategies. Such an approach will not only allow internal teams to focus on core operations but also ensure that all SEO tasks are handled by professionals. Outsourcing can also lead to more effective campaigns, better resource allocation, and, ultimately, improved search visibility.
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Sources:
https://mangools.com/blog/google-featured-snippets-guide
https://ahrefs.com/seo/glossary/local-pack
https://cognitiveseo.com/blog/17398/google-answer-box/#1
https://www.semrush.com/blog/google-knowledge-panel
https://www.semrush.com/blog/zero-clicks-study
https://support.google.com/merchants/answer/6069143?hl
https://www.wordstream.com/long-tail-keywords
https://socinova.com/zero-click-searches/
https://www.oncrawl.com/technical-seo/zero-click-search-what-is-it-how-optimize-for-it/#
https://www.semrush.com/blog/google-my-business/
https://www.semrush.com/blog/google-my-business
https://www.semrush.com/blog/search-intent/#the-four-types-of-search-intent
Jomer B. Gregorio is a well-rounded expert when it comes digital marketing. Jomer is also known as a semantic SEO evangelist and practitioner. Check out our Digital Marketing Services today and let us help you in achieving positive and profitable results for your business.