A Guide to Zero Click Searches: How They Work and What They Offer
Search engines are constantly innovating to improve user experience. This explains the rising popularity of zero click searches, which are becoming increasingly common as search engines attempt to streamline their approach.
While this benefits users, it can also leave business websites out of the loop if they’re no longer receiving the same clicks as they used to. Fortunately, it’s possible to leverage these emerging changes to your advantage when you have the right information.
What Are Zero Click Searches?
Like all other online searches, zero click searches begin with a simple query. The difference lies in the search results page, which provides a snippet of information at the top, along with the usual list of search results. The information presented to user within the snippet can range from text to images to maps to definitions and more.
Under ideal circumstances, the snippet satisfies the user’s purpose for the search and there is no need to click any results. However, this usually only applies to simple searches where the user is not looking for detailed, complex information.
What Benefits Do They Offer?
Honing your marketing approach is key to overcome the downsides of zero click searches. First and foremost, your business must have a comprehensive Google My Business listing in place. This is information, which can include business description, phone number, location, address, and reviews, ensures you appear on local searches, which are often the most lucrative when it comes to converted web visitors to customers.
Second, you should update your website to improve the chance that its content will be used in the People Also Ask feature that regularly accompanies snippets. Use of more conversational, long-tail keywords can meet the criteria of People Also Ask, so they should be featured on your site along with shorter keywords. If your site is included in People Also Ask, you’ll experience the advantage of increasing authority and trustworthiness among your target audience.
The digital marketing landscape is constantly changing, and our team at SonicSEO.com is happy to be your guide. We can assist you with keyword selection, brand development, and so much more, all of which strengthens your connection to your user base. We also track marketing trends and updates to better serve you. Let’s discuss your marketing strategy today!