What Is Zero-Click Search and How Does It Affect SEO?

What Is Zero-Click Search and How Does It Affect SEO?

Zero-click searches are searches where a user finds the information they were looking for on the search engine results page (SERP) and does not need to click on any other website. For example, when searching for the capital of the Philippines, users immediately find the information (“Manila”) on the SERP, eliminating the need to click any of the websites listed in the results. 

Example of a zero-click search

How do zero-click searches affect SEO?

The question “What is one common cause of low click-through rates?” can be answered by explaining how zero-click searches affect search engine optimization (SEO). 

Zero-click searches present a direct challenge to SEO since the goal of SEO is to bring visibility and traffic to a website through organic search engine ranking. If users receive their answers without clicking through any results, there is no need for them to visit the website in question. This can harm rankings, as those search engine algorithms take Google click-through rates (CTR) into consideration when sorting sites. 

The average CTR in 2023 for a page ranking 1st in the SERP is 39.8%, with 2nd and 3rd at 18.7% and 10.2%, respectively. Zero clicks hurt your SEO implementations by reducing these clicks or rendering your ranking in search volume less relevant. The instant answers resulting in zero clicks take up a significant portion of the SERP with its layout. 

With zero-click searches changing SEO and affecting your CTR, business owners can stay ahead of the curve by evaluating the business’ keywords and exploring ways to increase their search visibility outside of relying on organic traffic. 

Partner with SEO experts to help you adapt your SEO strategy for zero-click searches. 

How to adapt your SEO strategy for zero-click searches?

With zero-click searches, it will not always matter if your website ranks among the top search results. Implement ways to adapt your SEO strategy to increase your Google click-through rate despite zero clicks. 

Increase visibility by working with zero clicks

Create a more user-focused experience. Users appreciate quick and accurate responses when they search for something online. This means clear and concise answers to user queries are preferable and may appear as a SERP feature, like featured snippets, images, and the like.

What are SERP features?

SERP features are the elements that appear on the SERP when someone does an online search. These can include organic listings, paid ads, images, videos, and other types of content. SERP features help determine which content will be seen first by users who enter a query into a search engine. 

Additionally, some SERP features provide additional information about topics being searched. It can also suggest related queries to broaden the scope of results provided to users. Understanding how different SERP features work is essential for your business to maximize visibility in SERPs and reach potential customers more effectively. 

Here are some popular SERP features and tips for optimizing your content. The following will give you a higher chance of appearing, with each offering a unique way for a website to rank higher in search results. 

Featured snippets

Featured snippets are the text-based answers that appear at the top of the SERPs when users ask questions. For example, if someone searches “What are the benefits of social media” a featured snippet will appear at the top of the results page with a list of benefits. 

To be featured in a snippet and get clicks for the user to read more information, create content that directly answers the question asked. 

A featured snippet
Knowledge panels

Knowledge panels appear when users search for topics related to a specific business, person, or organization. For example, if someone searches “LeapOut Digital,” a knowledge panel will appear with information about the company and its location. 

To be featured in a knowledge panel, your website must be optimized for search engines and contain accurate information about your business or organization.

A knowledge panel
Local packs

Local packs are special sections of the SERPs that show up when users search for local businesses. For example, if someone searches “SM Store near me,” a local pack will appear with a list of SM Store branches. 

To be featured in a local pack, you must ensure your business is listed on popular directories and review sites, such as the Philippine Yellow Pages and Google My Business.

A local pack

Image saved here.

Image packs and video carousels

Image packs or video carousels are special sections of SERPs featuring images or videos related to the user’s query. For example, if someone searches “Filipiniana” or “how to use Beko PH oven,” an image pack or carousel of videos will appear at the top of the results page. 

To be featured in an image pack or video carousel, have your images or videos properly tagged and optimized for search engines. 

An image pack
A video carousel

How to optimize your content for SERP features

Now that you know more about the most popular SERP features, work with a knowledgeable SEO agency on strategies for optimizing your content. A team of experts can help you take the following steps:

Focus on creating content that directly answers user questions. This includes creating content with simple yet concise answers. Go for a format that is easy to read and navigate. 

Using the right keywords and phrases makes it easier for search engines to find and index your content. Focus on making each piece as comprehensive and detailed as possible. 

Moreover, make sure your website is optimized for search engines. This means ensuring your title tags and meta descriptions are accurate and relevant to the site’s content. Additionally, have an XML sitemap containing all your website’s critical pages so that Google can also index them. 

Remember to monitor your progress to stay ahead of the competition. Use tools such as Google Search Console and Semrush to track your website’s performance and identify improvement areas. Lastly, keep an eye on what your competitors are doing in terms of SEO. 

Partnering with a good SEO agency increases your chances of appearing in the most popular SERP features and your visibility in search results. With simple strategies and continual monitoring, lead the competition and get your website to the top of the SERPs. 

Refocus on keywords with higher potential for clicks

Apart from creating content to appear in SERP features, you can also work on your keywords by evaluating them and shifting your focus to those with a higher potential for clicks or Google click-through rate. This way, you are not just competing for SERP feature space but are also working outside of it to leverage searches that do not yield zero-click results.  

CTR measures how often people searching for a specific keyword click on your website in SERPs. To get more traffic from organic searches, focus on optimizing keywords with higher CTR. This means finding keywords that yield searches people are likely to click when they appear in the SERPs. 

Long-tail keywords

Long-tail keywords are more effective than short-tail ones when generating clicks from SERP listings. They have more specificity than short-tail keywords, which makes them more targeted and easier for potential customers to find your website. 

For instance, a long-tail keyword like “non-life insurance for pet dogs” is much more specific than the generic term “non-life insurance,” so it can help you reach searchers looking for a particular product. You’re more likely to generate clicks from SERPs when you use long-tail keywords. 

Another advantage of targeting long-tail keywords is that they tend to have lower competition. Therefore, it’s easier for your website to gain rankings, especially if you optimize your content around them. This can lead to faster and more sustainable results in terms of organic traffic and CTRs. 

The best way to determine which long-tail keywords to use is by utilizing keyword research tools such as Google Keyword Planner. They will provide you with a list of relevant long-tail keywords based on your seed terms, so you can quickly identify the best ones to target. 

Once you have identified the most promising keywords, ensure to incorporate them into your content in an organic way. This will make it easier for search engines to crawl and understand your content, helping you gain rankings for those keywords. 

Keywords that do not entail a quick answer

Use keyword tools like Semrush when researching the right keywords for your website. Semrush provides a comprehensive suite of features and data points that can help users find high-value keywords without SERP features or zero-click searches, which won’t provide any website traffic or conversions. 

Keep in mind, however, that SEO takes time and effort to yield results, so be sure to stay consistent with your efforts over the long term for the best results. It is also best to consult only with SEO experts with a good track record. 

Why you need a partner SEO agency

Zero-click searches are changing SEO, and businesses must adjust their strategies accordingly. Now that you know what one common cause of low click-through rates is, partner with the right SEO agency to stay ahead of the curve and ensure your website remains visible in organic search results. 

LeapOut can help you accomplish this goal! We have access to tools and resources necessary for effective SEO campaigns. We can provide actionable insights and advice on optimizing your website for better visibility in search engine results pages. 

Identify any weak points on your website and suggest changes or updates to improve its performance with LeapOut’s experts. This can include improving page speed, optimizing content for specific keywords, and more. 

LeapOut’s experts can also help monitor your website’s performance to ensure your efforts are paying off. We provide valuable feedback on where there is room for improvement or adjustment in your SEO campaigns. 

Let LeapOut help you create and implement an effective SEO strategy! We can help identify opportunities for improving your website’s rankings in SERPs and target the right keywords that are likely to bring in more traffic and leads. 

With our help, you can be assured your website is properly optimized for visibility and organic search traffic. 

Save time and money while achieving better returns on your SEO efforts. Contact LeapOut today!