Zero-Click Searches: What Are They and Why Should You Care?


Understanding Zero-Click Searches


When a consumer searches for something on a search engine, they get directed to the SERP where they find a list of websites. At the very top of the Google search results sits a box that says "featured snippet." However, if an answer to a Google query isn't quickly available anywhere, this box will not appear.



How To Feature Your Business In Zero-Click Searches


The majority of the time, you will only find a single featured snippet.

The question for you as a business owner is, How can you feature your brand or business in the featured snippet? 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.” Essentially, your website must have content that answers very common queries that pop up. A few types of content include news articles and blogs, both of which you might see in a featured snippet. Beyond having the content available, you have to make sure that it is optimized with SEO. To optimize your website, you want to make sure that you are using relevant keywords, have internal links, and make sure that your content is up to date. 62.5% of users will never click on a search result, meaning you need to make sure that you properly optimize your website. Most people these days are using voice search, which adds to that parentage.


How To Track Zero-Click Searches

Zero-click searches benefit online consumers that want to find information with ease. However, it is important to understand that zero-click searches can be a bit difficult to track. You need to think about your customers and the journey they go on to find your business. It moves like this:

  1. Awareness

  2. Consideration

  3. Decision

  4. Share

The consideration phase is where search engines begin tracking clicks. When consumers go through zero-click searches, they go down in the local search reports. However, you shouldn't take that decline in local searches as your marketing plans aren't working.


Conclusion

As attention spans continue to decrease and more and more and people continue using voice search, zero-click searches will continue to grow as well. To keep your business at the forefront, you need to optimize your content so that it sits at the top of Google. If you're looking to learn more about managing your online presence and hopefully getting your business featured on more search engine snippets, make sure to sign up for our subscription newsletter using the box above at Gold Level Marketing.

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