The Rise of Zero Click Searches and How to Make Them Work for You

Search engines are constantly changing how they work, so it’s easier for users to find what they’re looking for. Unfortunately, this isn’t always as helpful for companies who have an SEO campaign. This is because it requires regular updating and search engines are not always clear about how they rank webpages. One of the growing trends for search engines is the rise of zero click searches.

What is a Zero Click Search?

A zero click search provides users with answers without having to click on search result links or visiting another webpage.  For example, if they’re looking for the pound to dollar exchange rate, the search engine will present this information in a box at the top of the first page. Unless a person wants to order currency online, there’s no need for them to go further.

Do Zero Click Searches Affect Businesses?

The simple answer to this is yes; research suggests at least 50% of Google searches end in a zero click search result. Furthermore, the figure may be higher for searches on mobile devices. However, this does depend somewhat on the type of search. The most common for zero click searches are:

• Basic information, e.g. dates, times, currency conversions, and people, place and product names.
• Questions with succinct answers, providing the same level of detail you’d find in a dictionary or encyclopaedia.
• Locality-based, e.g. ‘cheap eats near me’.
• ‘How to’, e.g. ‘how to make apple pie’.

If you’re relying on these searches to drive people to your site, you may find your web traffic falling. However, there are ways you can address this shortfall.

Zero Click Search Strategies

Zero click searches aren’t going away. If anything, they’re going to become more common. And, even for users who want to find out more, they’re more likely to click on one of the top links on the page. This means businesses must get onto the first page of search results through:

1. Targeting keywords: Use your site’s analytical tools to identify your top ten keywords based on Click Through Rate (CTR) and use these wherever possible.
2. Optimising content: Design content as you’d like it to look in a zero click search result (right at the top of the page). Ask yourself if the content is clear, easy to understand and concise. If the answer is no, rework the content, making sure to include keywords, so you become the expert users want to listen to.
3. Using other channels: Use other channels such as social media and targeted emails to drive people to your site. This can increase your ranking with search engines and, even if it doesn’t, it helps circumvent the problem of zero click searches.

By implementing these strategies, you should see an improvement in your search engine rankings and improve your chances of appearing as the primary source in zero click searches. Remember, however; this won’t happen overnight. It’s important to ensure the strategies are part of a wider marketing and SEO plan which is not only followed but reviewed and refreshed regularly.