Zero-Click Searches: What They Are and How to Optimize for Them

In the world of SEO, there are a lot of acronyms and buzzwords that can be confusing for newcomers. One term you may have heard is "zero-click searches." What are zero-click searches, and why should you care? In this blog post, we will discuss zero-click searches and how you can optimize your content to rank higher in these results.

What is a zero-click search?

A zero-click search is an online search where the searcher does not click on any results. Instead, they find the answer to their question directly on the search engine results page (SERP). This can happen in a few different ways.

The first way is through featured snippets. Featured snippets are brief answers to common questions at the top of the SERP. These snippets are pulled from websites that Google deems trustworthy and authoritative. For more details, check out SEMrush's article on Featured Snippets

The second way zero-click searches can occur is through rich results. Rich results are similar to featured snippets, but they also include additional information such as images, videos, or product reviews. For more details see this article on rich-snippets.

Finally, zero-click searches can also happen when people use voice search. With the rise of smart speakers like Amazon Echo and Google Home, more and more people are using voice search to find information online. Due to the nature of voice search, these zero-click searches often result in featured snippets or rich results.

Why are zero-click searches important?

Zero-click searches are important for a few reasons. First, they are on the rise. A recent study found that zero-click searches have increased by over 50% in the last two years.

This is likely due to the rise of voice search and the increasing use of featured snippets and rich results. As more people use these features, zero-click searches will become even more common.

Second, zero-click searches can be great for users. If someone can find the answer to their question without having to click through a website, that's a good thing! They save time and effort, and they are more likely to be happy with the results.

Third, zero-click searches can be good for your website. Even though the user doesn't click through to your site, you still get some benefits. Your website's title and meta description are still displayed on the SERP so that you can make a good impression. Plus, if your website ranks in a featured snippet or rich result, that can help increase your brand awareness and visibility.

But isn't this akin to Google stealing my content?

A common concern with zero-click searches is that it takes away traffic from websites. After all, if the user doesn't have to click through to your site, why would they bother?

There are a few reasons not to worry about this too much. First, as we mentioned, zero-click searches can still be good for your website. Even though the user doesn't click through, you still get some benefits regarding brand awareness and visibility.

Second, zero-click searches are not necessarily bad for website traffic. Remember that featured snippets and rich results are only displayed for a small percentage of searches. So while zero-click searches may rise, they are still fairly rare. Most searchers will still have to click through a website to find the information they want.

Finally, you can optimize your content to rank higher in zero-click searches.

So how do you optimize for zero-click searches?

There are a few things you can do to optimize your content for zero-click searches.

First, make sure your content is comprehensive and clear. If you want to rank in a featured snippet or rich result, your content needs to be well-written and easy to understand.

Second, use keyword research to find the right keywords to target. zero-click searches often happen for common questions, so you'll want to use keyword research to find the most popular search queries in your industry. Once you've found the right keywords, please include them in your content naturally.

Third, formatting is important. When Google pulls featured snippets and rich results from your website, they will often reformat the text and images to fit their design. So it's important to format your content in an easily scannable way. Use short paragraphs, clear headings, and bulleted or numbered lists.

Finally, don't forget about mobile. zero-click searches are more likely to happen on mobile devices, so it's important to ensure your website is optimized for mobile. This means having a responsive design, fast loading times, and easy-to-use navigation.

By following these tips, you can optimize your content for zero-click searches and ensure your website gets the visibility it deserves.

Terry Rajaram

Terry’s cauldron of knowledge in the digital world is the result of a background in advertising, graphic design, web and multimedia development… 25 years in this business.