Have you heard the term no-click, or zero-click, search? If not, it’s defined as “queries in search engines that do not send you to a third-party website from an organic search result.” Wondering why this matters?
Well, the new reality of SEO is that roughly 62% of all global searches result in zero clicks. In fact, even the search we performed to get this statistic was technically “no-click,” as we got the data we needed from the snippet provided on the results page. Here’s what this new shift in SEO means to you and your internet marketing.
Why Zero Click?
People want quick facts and fewer clicks, constantly on the search for instant gratification and immediate answers to their questions. This has always been the case, but Google just keeps getting better all the time at providing it – hence why no-click searches are on the rise. But, while this is beneficial to the average person, it leaves businesses wondering how it will affect their SEO strategies and rankings. Keep reading – we’ll get there soon.
What Does Google Say?
Google caught wind of all the chatter about zero-click searches, and gave a detailed response in this post defending their increase. They mentioned that “Google Search sends billions of clicks to websites every day… and beyond just traffic, we also connect people with businesses in a wide variety of ways through Search, such as enabling a phone call to a business.”
The tech giant went on to explain: “When it comes to local businesses, we provide many ways for consumers to connect directly with businesses through Google Search, many of which don’t require a traditional click. As an example, people might search for business hours, then drive to the store after confirming a location is open. Or they find restaurants on Google and call for information or to place an order, using phone numbers we list.”
In addition to these points, no-click searches also often lead to the reformulation of queries. For instance, someone may find that their initial search didn’t yield the results they wanted. So, they won’t click on a search result but will instead reword their query and try again. Zero-click searches may also lead the person searching directly to a business’ app.
What Can You Do?
With all this in mind, there are a few key points we’d like to call out. First, just because no-click searches are on the rise doesn’t mean your SEO efforts are doomed. In fact, strategic SEO work and high rankings are still extremely important. Keep the pedal to the metal on those fronts!
Additionally, prioritize the following:
- Add schema markup and optimize for featured snippets.
- Also optimize for on-SERP elements like video carousels, image results, recipe carousels, local packs, Google shopping and interesting finds.
- Keep quality as your main goal, including your own content and your content on third-party sites; quality still reigns supreme in SEO.
- Make sure you set up – and maintain – Google My Business.
- Limit your title and snippet characters so they all appear in the SERP.
While SEO algorithms and best practices seem to change every day, and no-click searches may seem like a net negative for your marketing, there’s still a lot you can do to maximize your marketing. Give our tips a try and if you still have questions, we’d love to help you improve your SEO.