Sometimes, you don’t need to read a complete article to get the information you need. All you need is a quick answer. Google’s caught on, so you’ll increasingly see searchers who get their info without leaving the Search Engine Results Page (SERP), i.e., who perform zero-click searches.
In this article, you’ll learn how zero-click searches affect your SEO and how you can make the most of them.
1. What Do Zero-Click Searches Look Like?
In addition to the usual quick-question & short-answer format (e.g., “How tall is the Eiffel Tower?”), zero-click searches can also happen when:
- A searcher poses a question that can be responded to straightforwardly (with no nuance):
- A searcher gets information by scanning the SERP and reading the “People Also Ask” section:
- A searcher looks for specific tools, and Google displays a list within the SERP:
- A searcher makes a local query (e.g., best hairdressers, mechanics) and can gauge all the information from the SERP and the Google Business Profile:
And that’s just the tip of the zero-click iceberg! Essentially, if the searcher gets the information they used Google for without clicking away from the SERP, it’s a zero-click search.
Now, all is well as long as your business gets traffic, but it can get complicated in SEO.
2. How Do Zero-Click Searches Affect Your SEO?
On the one hand, zero-click searchers don’t need to visit your website, so you get few organic visits.
But, on the other hand, zero-click searches can still bring business to your business (if you’re in the right niche).
For example, a local business will be fine with zero-click searches because of Google Business Profiles. But if you run an eCommerce store, you won’t be happy to see fewer visits to your product pages.
Measuring the Impact of Zero-Click Searches
In terms of SEO KPIs, zero-click searches may:
- Reduce your ranking page’s click-through rates (CTR), which could technically affect its ability to rank. (I say technically because if your page is positioned in a Featured Snippet or another placement where searchers consume the SERP content, it’s technically performing better than other competing pages.)
- Reduce your traffic. (If searches get their information from a competitor’s zero-click placement, fewer will scroll down to access your page. Additionally, zero-click features occupy the first few positions in the SERP, so even if you’re #1 for the query, you’ll get less attention.)
Think about the bigger picture.
Google’s primary goal has always been to provide answers to searchers as quickly as possible. Previously, this meant we had to ensure our page was the last page in the searcher’s keyword journey.
But today, this means that we won’t lose in the long term if we provide answers through zero-click placements. It’s all about that last, intent-meeting click!
Should You Optimize for Zero-Click Searches or Avoid Them?
With over 25% of desktop searches being zero-click in 2022, you can’t ignore zero-click searches.
Instead, use the hybrid model. Avoid the zero-click searches you can’t benefit from and optimize for the ones that help you meet your business goals.
I say business goals because while SEO is crucial for driving traffic that leads to conversions, it’s still just a channel. Don’t miss the forest for the trees!
3. How to Optimize for Zero-Click Searches
Use Zero-Click Search Formatting
- Use headings that correspond to PAA questions.
- Include FAQ sections that cover PAA questions, especially for prominent keywords.
- Use numbered or bullet-point lists for instructions and listing items.
- When providing definitions, start the paragraph with the keyword. (E.g., if the question is “What are zero-click searches?” your definition should start with: “Zero-click searches are…”)
- Use tables to format comparisons and data.
- If you’re in eCommerce, use and optimize your Google Product Feed.
- If you run a local business, optimize your Google Business Profile.
Analyze and Learn from Your Target SERP
For example, if the SERP features many videos, you may be better off creating an optimized video with a catchy thumbnail than an article.
Similarly, if the SERP is rich with images, create infographics and diagrams with optimized alt text.
Look at what works for the other SERP competitors and run a sanity check: what’s the most helpful way to present this content to my audience in the search?
If you run a hiking store in the US, you’ll want to create a detailed, experience-backed article with a FAQ section to target this keyword.
For example, I used the following process when creating the “How to perform a technical SEO audit” article:
- I reviewed the SERP to identify pressing audience questions and pain points.
- I analyzed my competitors; quite a few had poorly-formatted lists that didn’t follow an intuitive way people performed technical SEO audits. (Most forgot they were speaking to an audience who weren’t professional SEOs but marketers and business owners who needed a job done, not a treatise on search bots, so I knew I had to format my content as an intuitive, step-by-step checklist.)
- Did I need to be very verbose? No. My audience wanted insights, and they wanted them now. I focused on the actionable items and how to perform specific parts of the audit.
- I linked to my other resources for those wanting to learn more.
- I added relevant images and examples.
- Plus, I got feedback from SiteGuru users and online forums for additional questions and issues they faced to make my content more comprehensive.
Implement Structured Data
Structured data is how we point to things on our websites and pages and tell Google: “Look, this is an image! This is an FAQ section! This is a review!”
Check your structured data and use the suitable types to make it easier for Google to “pull” your content into zero-click features.
Keep Your Content Fresh
SEMrush’s study into Featured Snippets showed that a lot of the Featured Snippet content is dated. So, if your topic is subject to frequent changes, add dates to your page titles.
(Don’t add dates to your URLs! It’s not a great idea to change your URL as the dates change.)
4. How to Avoid Zero-Click Searches
Evaluate Your Keywords for Zero-Click Signals and Potential
- Is the keyword you’re targeting very simple?
- Does it already have zero-click placements like Featured Snippets that meet the search intent in full?
- Does the topic show signs of being able to be satisfied with a quick answer in the future?
- Is your keyword a question?
Look at my earlier example on types of backlinks. Now, look at this query about Google ranking factors:
For now, the existing Featured Snippet isn’t enough. However, there’s a PAA section, and the Ahrefs article could be synthesized into bullet points. Still, a significant percentage of searchers would need to click through to get the details and examples of how each factor works in practice.
Target Keywords that Require Detailed Content
Target keywords that require in-depth content to fully meet the search intent.
For example, the technical SEO audit example below can offer some bullet points, but there are too many points to be covered in the SERP. The searchers will still need to click through.
I recommend targeting long-tail keywords (3+ words in the query).
They’re detailed, with lower volume and specific requirements that don’t make it easy to synthesize an in-SERP answer. Plus, they’re usually very specific to a target audience segment, so it’ll be easier for you to provide an answer so good that it leads to a conversion.
Perform SERP Research to Avoid Zero-Click Searches
Perform SERP research in addition to keyword research:
- What does your target SERP look like? Is it feature-rich, with paid ads, instant answers, PAA sections, Featured Snippets, knowledge boxes, etc.?
- Does it feature videos and images?
- When do organic text results start to show?
For example, the SERP for “how to do SEO for Google My Business” is so full of features that organic results appear way down on the page (if you don’t count Google’s own page).
Pro tip: There will be more and more SERP features, especially with the rise of AI. It’s hard to find a SERP that doesn’t at least have a PAA box. So, understand your risk and aim to cover the topic in depth with E-E-A-T best practices.
Use Tools to Keep an Eye on Zero-Click Searches
Tools like SEMrush and LowFruits display SERP features, so you know if your target SERP has distracting features that could lead to low- or zero-click searches. (SEMrush also calculates the potential visibility your content could get in the SERP.)
You should also consistently monitor your keyword performance, especially for SERPs where your pages rank prominently. If the SERP intent or configuration changes, you could lose visibility.
You can keep an eye on this (and much more) on auto-pilot with SiteGuru’s weekly SEO audits. You’ll know if your rankings start to decline.
A Note on Optimizing for BARD and Search Engine AI
Some featured snippets will inevitably be replaced by Google’s chat AI. If you want your content to appear in the chat, use the best practices I mentioned earlier, especially for straightforward answers.
However, the really interesting part is how Google will use BARD to respond to more subjective queries like: “Is it easier to learn to play the piano or the guitar?”
In that case, it’ll want to compare different perspectives to provide a good, tailored answer. Focusing on long-tail keywords and specific questions is still the best way forward. Make sure you sprinkle in your expertise and experience.
Other postulates of SEO still stand: formatting, structured data, and topical authority. Give Google a good reason to include your content in its answers.
Wrapping up: Are Zero-Click Searches Bad for Your SEO?
Ultimately, zero-click searches aren’t bad for business when they increase your share of voice, brand awareness, or conversions. When it comes to SEO, you shouldn’t see any detrimental effects (especially if you only participate in a few zero-click-search SERPs).
However, keep an eye on the keywords full of SERP features. As Google doubles down on providing faster answers, adjust your strategy and expectations.
If you run a new business, use long-tail keywords to compete for regular SERPs and modify your content to target profitable zero-click SERPs.
Search engines are changing, but that’s no reason to panic. Monitor your results, do your best to give your target audience the value they need from your website, and you’ll be golden!
