The zero-click search tendency is one that continues to grow. There’s a litany of terms — things such as currency conversions, word definitions, time zones, and how-to queries — where nobody is clicking through.
This is because now more than ever, Google is implementing featured snippets. These featured snippets allow consumers to type in a keyword and get their answer in a short blurb at the peak of the search. It makes for quicker, more efficient searches that don’t demand clicking to obtain the answer.
It is also because most new SERP (Search Engine Result Page) features like media elements and paid advertisements have taken over the top places in those keyword searches. They make clicking on certain types of search results entirely unnecessary for the end-user.
For SEO professionals on the market, this can create a real issue. After all, the purpose of SEO is to get the user to click through to your website. However, with featured snippets, what is an SEO expert to do to draw that click through to their website?
Here is a little bit of a breakdown on the zero-click search and how you can combat it.
What’s a Zero Click Search?
Before, Dallas SEO company might have been more focused on Google’s Zero-Click Search Trend here we would like to discuss the zero-click search. Though we touched on it a bit above, a zero-click search is one where the answer is displayed right at the peak of that Google search result. Whereas old search algorithms from Google would create the most important results, it now provides you the answer directly.
The intent of this user is fulfilled with no user having to click on any true search results hyperlinks. The zero-click search is most common for voice and mobile searches because more users than ever are using these formats to discover practical, brief answers to their particular questions.
A zero-click search may comprise database-style searches that center around time, date, time zone, currency conversions, names and ages of products and people, and so on. There are also dictionary searches looking for definitions or “what if” searches. And lastly are direction-style searches that center around questions with “near me” and so on.
A whopping around 33% of all desktop searches are of those Zero-click lookup varieties. And on mobile, that number nearly doubles, jumping up to 66 percent for zero-click search success. To say that they have risen in prevalence would be putting it lightly.
How to Boost Click-Through’s
Because the zero-click search has dominated SERPs thanks to those zero-click features, SEO professionals, as well as content creators, need to make adaptations using different tactics to get the click-through results they wish for.
The main goal of SEO is very much the same: to take up as much of that prime page 1 property as possible to win the best rankings. Those top rankings are where consumers go for almost all their advice and anything less than page 1 is a failure for SEO experts.
Factor in CTR (Click-Through-Rate)
The vast array of SEO tools will offer a click-through-rate (CTR) metric. This shows search volumes with clicks from searches without clicks with what’s known as clicks per search (CPS) metric. CPS is one of the core metrics which SEO experts will use to recognize those target keywords that provide the maximum traffic yield on investment.
CPS should stay one of the very valuable metrics available To SEO pros when they decide on which keywords to pursue. This may also account for things like keyword difficulty, current rankings, and search volume too.
Optimizing for Featured Snippets
Those featured snippets are perhaps the main real estate to conquer SERPs in the world of zero-click searching. They are important to win since they allow you to acquire more organic traffic without needing to create new backlinks or content.
Generally, featured snippets are won by the pages that are already ranking on page 1 of the Google search results for that keyword. This means improving your past standing success is as important as it was before.
Those featured snippets are now more important than ever because Google now shows those featured snippets for a massive around 12 percent of all of their search questions. Getting into these snippets means a lot of eyeballs.
The key to rank for featured snippets would be to identify the high-potential opportunities available to you then create a step-by-step plan to update those applicable pages so that you could win them in the featured snippet space.
To find those excellent opportunities, you can find three steps to follow:
- Pull a standing report to find those applicable keywords
- Filter those keywords which are currently standing in the top 10 positions
- Filter by those keywords that currently display those featured snippets
It’s, of course, a good idea to double those findings by typing them into Google and seeing what’s created. The first place is that Google thinks is the most relevant to this keyword research. And because of their significance in SEO, most rank monitoring tools will monitor SERP features.
The good thing to remember is that featured snippets are not as volatile as they may occasionally appear. If you follow accessible optimization strategies, you can feature in these SERPs and hold that place for weeks or months at a time.
As consumer behavior varies, mobile browsing becomes more prevalent over desktops, and voice searching becoming more mainstream, Google will continue to adapt to whatever the new search reality is and SEO professionals will have to adapt with it.
Implementing changes to rank for featured snippet content can lead to huge shifts in organic traffic for your website. To say that those top spots on page 1 are significant is putting it lightly; it could make or break your business.
Employ the changes necessary to get your company website into those coveted areas and you’ll have a leg up on the competition. Understanding Google’s Zero-Click Search Trend. That’s typically why it’s a good idea to enlist assistance from qualified Dallas SEO companies. Their experience will let you help to fight against Google’s Zero-Click Search to improve your website traffic and searches.
Mike Patel is a digital marketing enthusiast, innovator and President of a leading Digital and E-commerce Development Agency in Dallas, Texas. Mike holds a BS, Computer Science degree from Wayne State University and is a key player in the E-commerce development and digital marketing industry since 2004. The scope of technology in his extensive experience of more than 15 years ranges from Magento, Shopify, BigCommerce SEO (Search Engine Optimization), PPC (Pay Per Click) management, E-commerce SEO, Google Shopping Ads and more.