Google has its “difficult to crack algorithm” that everyone tries to get their hands on. Why is it that Google is building a forte like this? First, to ensure Google stays on top of the search engine game, and next, to enhance itself for its users. Among the optimization and constant upgrading Google has been doing over the past years, zero click searches were and still are significant.
A zero click search has its own significance to search engines and users. This article will explain a zero click search, its benefits, and a few examples to understand them better.
What Is a Zero Click Search?
Introduced in 2014, Google added a new feature to search results, which is featured snippets. For any search queries, the search engines give you a 3 to 4 lines answer in the zeroth position, without having to click on the link or a third-party website. This explains what zero click search is.
Here’s an example to understand a zero click search better:
The search query was about when a featured snippet was introduced, and the answer is straight. Now, this does not require you or any other user to spend more time searching for it or clicking on any other links (unless you require more in-depth information).
The Need for a Zero Click Search
The human attention span is a critical factor in digital marketing. Every effort you take in driving traffic to your website depends on the average user’s attention span. To make the digital marketing effort more interesting, below is a survey result that blows our minds.
In 2000, the average human attention span was 12 seconds. Over the years, human attention has been reduced from 12 seconds to 8 seconds. All users have is 8 seconds to give their fullest attention to learning about their search query.
Google understood this, providing users what they want, featured snippets, aka zero click searches.
Examples of Zero Click Searches
The following are a few examples to understand zero click searches better:
Direct Answer Box
When you type in a search query that needs a direct answer, Google doesn’t disappoint you in giving one. Here’s an example:
Meaning of Words
You need to know the meaning of a word to be sure you are using the right one, or you come across a new term and would like to know its meaning. Google’s SERP features made it easy via its featured snippets. Here’s what the search results page looks like:
Calculator
If you like to do some simple to complex mathematical calculations, the optimized search engine results page makes it easy for you:
Knowledge Panel
A knowledge panel is a property from Google’s database that gives you brief data about any information you are looking for. It can be based on a celebrity, animal, bird, food, or any kind. The knowledge panel is more like an online business card for your search query. Here’s an example:
Maps
If you need to know a location of a restaurant or cafe, google search engine results got you covered.
The Benefits of Zero Click Searches
Considering zero click searches, both the search engine giant, Google and users get benefits. The following will briefly explain the benefits of each.
How Is Google Benefited by Zero Click Searches?
With the intention to give users the best experience, Google has updated its algorithm over the years and continues to do so. In terms of zero click searches, Google has more benefits, but if we consider digital marketing or search engine optimization, it does not entirely satisfy with the benefits, just the search engine reaps.
Consider the examples we have discussed in the above topic. When you want to do some calculations with featured snippets of Google’s calculator, you tend to do all the necessary calculations there. You, or any other user, most likely wouldn’t prefer clicking on a third-party website to do your task.
This way, the retention rate of Google increases. With this, Google can efficiently target you with Google Ads, making money for itself.
If you ask how Google target’s with ads in zero click searches, here’s how:
Users, when they get straight answers, are likely to search for more answers. With this, Google can easily target paid ads or Google shopping. Via Google Ads or shopping, users tend to stay within the “Google Universe”- leading to an increase in Google’s retention rate.
How Does a Business Benefit from Zero Click Searches?
Benefits for your business are pretty simple yet a huge deal. When your website content is listed on the featured snippets, traffic to your site eventually increases; because users tend to click on the first links they find on the SERP page.
Appearing in featured snippets is not easy, but it also means that Google considers your website credible for the related content. Your site will be more trusted and recognizable.
How Does Google Zero Click Search Work?
Featured snippets are just one for every search query, so how do you bring your business website to the zeroth position?
According to Google, “Featured snippets come from web search listings. Google’s automated systems determine whether a page would make a good featured snippet to highlight for a specific search request.”
Your content will likely be chosen if it directly answers the search queries. Google intends to provide its users with accurate and direct answers. Hence if your content has the right keywords and answers, your content might be in the zeroth position of the search results.
However, in addition to the direct answers in your content, another factor to focus on is getting your content in position #0.
Tips to Optimize Your Content for Snippets
Getting your website on the featured snippet spot takes time and effort. Firstly you need to get your website on the first page of the search results. And for that to happen, you need to follow a few On-Page SEO methods and keep optimizing your website for a better user and search engine experience.
- Keep your business listing up to date. Add your services, timings, address, location, and reviews, and register your business directly in Google Business.
- Follow SEO strategy and optimize your website.
- Do keyword research and use them in your content. Voice search queries are increasing at this point in time; hence it is advisable to have your keyword strategy game strong.
- Look for the most asked questions and add them to your content.
- Avoid duplicate content; this ensures Google that your website is credible.
- Optimize your images: add alt texts, decrease the image size without compromising the quality, use structured data, and use the relevant file name.
- Use meta descriptions, meta titles, headings, and subheadings.
- Add internal and external links.
- Add schema markup.
- Ensure your website is mobile-friendly.
Delivering precisely (almost) what the Google algorithm expects would get your content in featured snippets. These tips will help your website index and rank in search results, followed by featured snippets on the cards.
Over to You
Given that the attention span decreases gradually and more people are moving toward voice search results, having your content clear, concise, and direct is of utmost importance. To top in the zero click searches aspect, be consistent in SEO optimizing your website.
You can also approach digital marketing agencies to handle your website professionally because we know managing your online presence with the ever-updating digital marketing trends is pretty tricky. Corberry works closely with the business to develop content strategies and has a proven record of increasing search engine rankings. Book your call today with Corberry to increase your search engine rankings.
Frequently Asked Questions
What are no click searches?
No click searches are when a user is satisfied with the featured snippet answer for their search query and wouldn’t require further clicks on any third-party websites.
What are the types of featured snippets?
There are three types of featured snippets:
- Paragraph snippets.
- List snippets (lists or numbered).
- Table snippets.
What is the disadvantage of zero click searches?
Zero click searches come with a few disadvantages. Here are a few:
- Users’ query is answered without having them visit the website, affecting the website’s traffic.
- There’s a huge competition for position 0, which requires a lot of time and effort.
- To get the featured snippet spot, you need to have your SEO strategy on point.
- SEO costs might exceed your budget if you’re just starting.
