Zero click searches are rapidly becoming the norm in the online search industry. According to some estimates, almost 65% of all searches made through Google were zero-click searches. However, Google has contested that figure by saying that the initial search for a complex task is likely to be a zero-click search. This inflates the statistic to a significant degree.

For instance, someone searching for real estate property wouldn’t type in precisely what they’re looking for. They would type in a generic search term that could display Maps for real estate property for sale near the user. This would most likely end in a zero-click search as the user specifies the area in the following search, e.g., real estate property in Manhattan.

But let’s be clear, these unintentional zero-click searches are not the ones we mean when we say “zero-click searches impact SEO.” We mean feature snippets and instant answers, which can improve a website’s ranking drastically. As such, we’ll be going over what zero-click searches are, how they impact SEO, and what businesses can do to receive more zero-click searches.

So let’s dive in.

What are Zero Click Searches?

As evident by the name, a zero-click search is a search that provides users with the answer on the search result page. Users do not need to click any link or visit another website to satisfy their queries. Here is an example zero-click search.

Zero click searches are becoming more and more common as people find users find it more convenient. These searches are also beneficial for search engines as it allows them to provide a better user experience. There are many different types of zero-click searches, which we discuss below.

Types of Zero Click Searches

• Featured Snippets

It’s the dream of every SEO to have their content end up on a featured snippet. That’s because featured snippets are the coveted “Position Zero” that answers user queries on the search page. Featured snippets are usually composed of shortlists that answer queries of ‘how to.’ An example of a featured snippet is shown below.

• Instant Answers

Instant answers are like featured snippets, except they’re a whole lot simpler. They give quick answers to simple questions that are often facts. An example of instant answers is attached below. Note how Google offers additional pieces of information like the circumference of other planets as well.

• Calculator

Google also provides both normal calculators and currency conversion calculators as zero-click searches. This zero-click search allows for quick conversions such as one currency to other or unit conversions.

• Definitions

Definitions or meanings of words appear as featured snippets and are a standard zero-click search among users. In the image below, we can see that definitions are also presented as dictionary entries.

• Map Results

Map results are for location-based queries. For example, in the image below, Google provides a zero-click search for the distance between New Jersey and Texas. As such, users do not have to go beyond the SERP for location-based queries.

• Google My Business Profiles

Google My Business profiles are extended feature snippets that provide a brief overview of a business. If a user wants a quick summary of what the company is about, these profiles serve as zero-click searches. In the image below, you can see the Google My Business profile of Accurate Digital Solution.

Why are Zero Click Searches Popular?

Now that we know what zero-click searches are, it’s easy to see why these types of searches are popular. Particularly, there are three reasons why zero-click searches are taking over the internet.

• Convenient

Firstly, zero-click searches are highly convenient for users. Users spend only 45 seconds on a website and just 60 seconds browsing search results. This means that they want quick answers to their queries, and zero-click searches provide them just that.

• Trustworthy 

Users trust Google for almost everything nowadays. From fiscal advice to medical decisions, users want to take advice from Google. Zero click searches compound the trust factor as Google provides quick and reliable answers to every query. Since the source is clearly defined and readily available, users feel no hesitation in trusting the solution provided by Google.

• Demand

Finally, the trend for zero-click searches suggests users have a demand for it. That’s why Google is making efforts to provide as much information in feature snippets as possible. And with better zero-click search results, more users would want to conclude their search on the SERP.

What Role do Zero Clicks Play in SEO?

When it comes to Search Engine Optimization (SEO), zero-click searches are causing a disturbance. The entire concept of zero-click searches is that users do not need to visit the website to get the information. In comparison, the objective of SEO is to rank the website as high as possible.

Thus, the two are at odds with each other. The better the SEO, the higher the website will rank. And if it ranks higher, then Google might turn the info into a featured snippet so that users don’t have to visit the website at all. Wikipedia lost 21% of its traffic after the launch of zero-click searches.

But it’s important to remember that appearing on position zero isn’t all that bad either. Having your content appear in a featured snippet may rob you of a few clicks, but it also garners credibility and trust among users. Not to mention, position zero steals 8% of all clicks on the first page. So there’s still a case to be made to appear in featured snippets and get zero-click searches.

How to Receive More Zero-Click Searches?

So what should content creators and SEO specialists do? How can they develop content to receive more traffic from featured snippets and potential zero-click searches?

The first thing to do is adapt the SEO strategy to take up as much first-page real estate as possible. The established methods of accomplishing this are:

• Target keywords that have a higher click per search (CPS)
• Create content pillars. Content pillars develop multiple pieces of content centered around the same topic to become an authority on it.
• Develop content to win featured snippets. This means including lists and steps in your content so that Google provides it in a featured snippet for users.
• Optimize each element of the website to increase the chances of appearing on page 1.
• Provide short and concise answers to relevant questions. You can take these questions from existing snippets; the ‘people also search for’ section and related queries at the bottom of SERP.

How Accurate Digital Solutions Can Help You?

Accurate Digital Solutions has a whole team of Search Engine Optimization specialists who provide 360-degree SEO services. This includes creating content that ranks as a featured snippet and optimizing the website to gain traction from top click searches. If you want to appear in the coveted position zero of SERPs and gain credibility with your target audience, then contact Accurate Digital Solutions for zero-click search services.