Unfortunately (for some) and fortunately (for others), Google has evolved to answer questions, elementary or not, directly from the results in the serp, without the need to log in directly with the user on the websites that offer the relevant information. .
This offers time savings for users, but obviously implies a reduction in visits to the detriment of those sites that act as a source of information.
On the one hand, we therefore have a legitimate desire of people to obtain answers to their needs more and more quickly, on the other hand, the equally legitimate need of content creators to obtain a return – of visits and, consequently , economic – of your work.
Zero-click searches occur when users find the answer to their needs directly on Google's serp, through special boxes in evidence (snippets) that offer the requested information. 0 results are constantly growing, especially from mobile devices, which affects the possibility of getting clicks.
According to Ubersuggest studies, 62,41% of global searches obtain 0 clicks, evidently since the public finds satisfaction directly in the previews present on SERP.
Voice assistants are an introduction in recent years that are concerned with responding to searches based on the best selected result.
Evidently, all this raises protests from sellers, who feel illegally expelled from the SERP positions they convert by a player in the market with which they cannot compete, namely Google.
Search with 0 clicks on Google: How to solve it?
One situation, although drastic, is to prevent Google from indexing the site, preventing it from extracting the information used to provide the answers in position 0.
Which sounds a little like cutting off your arm to remove an ingrown toenail.
First, we need to think about how to maximize the return on the traffic opportunities we have left.
For example, we could work on SEO optimization of meta tags, whose content affects the way users receive content, making them more incisive and attractive.
First of all, the title and meta description are strong sources of interest and allow you to increase CTR (click-through rate). CTR measures the click-through rate in the number of times a piece of content appears to users: the higher the CTR, the greater the success of a piece of content.
How can you improve these fields to increase click-through rate?
The Title (the title of the content for search engines) and the Description (the summary that summarizes the content for users in a synthetic way) play an important role.
Target analysis
Capturing the attention of your audience is easier if you know what your audience's preferences are, their unmet information needs, and the alternatives offered by the competition.
Google Trends allows you to find out which search terms are seeing a spike in interest during this particular period. For example, an external event may occur: a mention from an influencer, the increase in the cost of an alternative product, etc. – which leads to an increase in interest in another topic.
Google Suggest it puts us on the right path as soon as we type searches in the Google bar, completing the phrases from frequent searches that may therefore be of reasonable interest to us.
At the bottom of the Google serp we find suggestions in the form of searches linked to the ones we write. These are useful tips on blog topics and ideas for creating more captivating headlines.
Ask questions in the title.
The audience's attention is spontaneously captured by the questions posed at a glance in the title. They serve at the same time to “challenge” the intelligence and knowledge of the reader, and on the other hand to allow us to understand the topic of the content.
A title like this <<Do you know why you lose 50 euros every day?>> is a title with greater impact than <<10 tips to save every day>>, since it encourages the reader to ask themselves questions about their own life. , and wonder if you can find ideas to improve it in the article.
Present the benefits in the title.
To attract the attention of users, it is advisable to filter from the title the advantages that the content can offer, and that are difficult to find elsewhere.
Some examples could be:
<<Warren Buffet's savings tips that you have to try>> : This title presents contents that offer economic advantages born from the experience of the well-known investor, therefore of safe effectiveness.
<< The method to lose weight while you sleep >> suggests two benefits at the same time: weight loss and the possibility of gaining it while you sleep. Therefore, it attracts clicks from those who are looking for less tiring or time-consuming methods.
Use of numbers in the title
If you plan to create a list of contents, you can already indicate in the title that the article will offer a series of elements, among which readers will surely find some useful ideas or some notions that they do not know.
A title like <<50 curiosities about the movie Alien>> allows the user to understand that they are faced with a decidedly succulent guide in terms of interesting elements about a much-loved film.
brand authority
0 results can reduce the chance of getting clicks, but at the same time they can become a source of authority for the brand.
In fact, appearing prominent compared to the other results leads to greater brand visibility and greater chances of appearing trustworthy in the eyes of the public.
Even if they don't bring real traffic, raised boxes help you build a great reputation in your industry and make profits indirectly, even in the absence of clicks.
