Google has stressed the centrality of user experience (UX) in how its search engine, Google Search, operates. Like any good product, Search wants you to find the information you're looking for immediately, satisfying your search intent with just a few clicks. This efficiency has recently developed and evolved with the rise of click-free searches.
What is a clickless search? A zero search click or no search click is a search result that does not send you to a search engine or third party website.
Suppose you write What is a featured snippet? Normally, search engine results pages (SERPs) would show you links to different web pages, ranked according to their relevance and the quality of answer to your query. You would click on a link or more until you reach the correct information. With clickless searches, the required information already appears at the top or most prominent of the SERPs, which can lead to a clickless search.
That's where the problem lies for some search engine optimization (SEO) experts. Citing a SparkToro report that states that only 35 percent of organic search results end in clicks, they have noted that clickless searches cause Google to send less traffic to non-search engine sites. Meanwhile, Google is getting the majority of web traffic as people stay on the SERPs to get the answers to their queries.
Google, however, has refuted the claim, saying that web pages are receiving more clicks than ever, with billions of visits recorded daily.
How do we process these contradictory statements?
Like you, we're most concerned about how zero-click searches affect your SEO efforts. So we set out to understand how they are affected in this matter. Next, we'll lay out a plan for how you can still achieve your desired clicks and conversions with this Google search intent feature on image.
- Why did Google implement clickless search?
- Two main types of clickless searches
- What are the alternative zero-click search solutions you can adopt in 2021?
Why did Google implement clickless search?
Before rounding up the reasons, it is worth mentioning that the term “clickless searches” was not coined by Google, but by digital marketing and SEO professionals. So to rephrase the question, let's ask: What are clickless searches for, anyway? ?
Adapt to changing search behaviors
You may have noticed how various types of Google searches, such as weather forecasts, sports scores, and currency conversions, display the details you are looking for in the search results. According to Google, this type of “quick, factual information” is delivered in a way that aligns with changing consumer behaviors. After all, if you intend to know the latest NBA Playoff scores, you really don't want to dive into an entire article to fish for the numbers. You probably just want to see this:
Satisfy local searches
Additionally, position zero is useful for the types of information that impact businesses beyond the reach of traditional clicks. For example, when your store's name, address, and telephone number (NAP) are displayed to potential customers, this search appearance can lead to a visit to the site or a visit to the physical store or both (and this nuance is why traditional brands should pay attention to local SEO (more on that later).
Drive traffic to apps instead of websites
Speaking of traditional clicks, a search result that directs users to an app can also count as a non-click search. For example, searches for movies and TV shows leading to streaming apps and searches for brands and products leading to social media apps or online marketplace apps.
Clickless searches present a unique challenge for SEOs. While these changes improve the user experience of Google Search, they directly impact websites that rely on organic traffic for growth, such as brands and businesses.
Clickless searches can be counterproductive to your current digital marketing strategy. Your keyword strategy may also be affected if you are implementing search engine marketing tactics, such as pay-per-click ads, to boost your web presence and funnel qualified leads to your website.
An increasing amount of traffic is being filtered through featured snippets and other SERP features, so it's no longer enough to simply push for the highest possible rankings. It is important that any SEO strategy includes dedicated bandwidth to optimize and earn these featured snippets.”
Two main types of clickless searches
We'll see solutions soon, but first let's see exactly what we're dealing with. Whether you're doing it alone or working with an SEO agency, you need to know the types of Google searches your target audience sees. Look at them as information formats that satisfy different Google search intent use cases.
1. Featured Snippets
What is a featured snippet? A featured snippet refers to the selected text that provides the most relevant answer to a query. It can be a block of text, a list, a table, or a video. Shown in 24 percent of search results, in the coveted position zero, the featured snippet includes information pulled from a website by Google. The snippet also comes before the link, so there is a chance that a user may not notice or click on the link after reading the text.
2. Google Knowledge Panel
The Knowledge Panel Google presents database entries about entities, curated by Google's Knowledge Graph. Think of it as a preview chart about people, places, organizations and things. Appears on the right side in desktop search results and prominently/above organic SERPs on mobile devices.
This is a purely no-click search because it does not direct you to a non-search engine link at all.
Here is an example of the knowledge panel that Google presents in the SERPs when you type the TV show Friends :
Other Google search tools, features, formats, and types include Definition, Calculator, and Map Results, which you can easily identify because they stand out from the typical link and description format of organic search results.
What are the alternative zero-click search solutions you can adopt in 2021?
If we can't beat Google, let's join Google! Obviously, features like the Knowledge Panel that Google adds to Search from time to time have important benefits. So why not aim to improve your clicks by applying Google search intent marketing tactics to your SEO?
1. Own Featured Snippets/Position Zero
Did you know that you have the option to inform Google to exclude your content from SERP featured snippets? This means you can also choose to participate. Between the two options, which is better?
When you consider that opting out of featured snippets could result in a 12 percent loss of traffic, you'd rather stay in the game and shoot for the stars, right? However, you can earn featured snippets if you are already in the top 10 of SERP for a target keyword.
Any SEO company Anyone worth their salt would say it's a challenge, but that doesn't mean it can't be done. Here are some tips and tricks on how to get a featured snippet and satisfy Google search intent for a relevant keyword:
- Perform a technical SEO audit and check for featured snippets you already own.
- If you have some results, then you have an idea of how to do search intent marketing. However, you may want to check if the snippet makes sense, that is, if it actually answers the query. You can adjust the content as needed.
- Regarding your keyword research, look for long-tail keywords with a high click-through-per-search (CPS).
- Craft engaging, value-added content to rank within the top 10 for your target keyword.
- What is clickless search if not another way to get an impression of your brand? Here is an example of how to get a featured snippet to get clicks to your site:
- Let’s say you get the featured snippet for the long-tail keyword, “What is the stock market?” When writing your content or producing a video, provide a clear and concise definition of the stock market. At the same time, expand the topic to cover how the stock market works. This is to pave the opportunity to click through for those who want to learn more about the stock market.
2. Take advantage of your Google My Business listing
We mentioned how Google presents business information in prominent areas of the SERPs. You must have claimed your Google My Business (GMB) profile if you have been working on your local SEO with an in-house team or as part of a company's SEO services. seo agency that you are using.
If not, take advantage of this free local listing tool from the search giant. Claim and optimize your GMB listing to establish your credibility and ranking on Google Maps Local 3-Pack. Increase your visibility and conversion by updating your name, address, phone number, hours of operation, website, reviews and even images - details that appear in special boxes in the SERPs, similar to Google's Knowledge Panel.
3. Use schema markup
Schema markup allows you to structure your data so that Google can retrieve it and display it with more context in the SERPs. It's one of those nice elements in your suite of SEO services. When combined with your optimized GMB profile, it provides search engines and users with valuable information about your business, which can boost your clicks and conversions.
But it doesn't end there. Your flagged data can be fetched, sorted and displayed in the “People Also Ask” box.
4. Apply technical SEO thoroughly
While it's not a guarantee that you'll know how to get a featured snippet, it's great for covering your bases when it comes to technical SEO. Initially, you need to make sure that Google can crawl and index your web pages. But as you add more pages and increase your SEO efforts, you need to monitor a few things to maintain or improve your search visibility:
- Site structure
- Site loading speed
- Structured data
- Thin and duplicate content
What featured snippet tactic can you implement as soon as possible? Consider the Knowledge Panel that Google offers and whether your web pages can rank for it. You may have some questions that can only be answered once you start developing your search intent marketing strategy. Remember that you can do this on your own. But if you're not sure, you can also partner with a SEO company who has extensive experience optimizing their web pages for Google Search.
Conclusion
This topic is complex and nuanced. We hope this article has helped clarify how you can make the no-click search situation work for you. A web positioning company You may be on Google's side, while another may think that the search engine is hogging web traffic.
Still, most of the SEO professionals They agree with Google's pronouncements about sending more traffic to websites, not less. And he does it more and more every year.
At IndianWebs, we prioritize what is best for our customers. Our SEO services Madrid and Barcelona are fully personalized and allow brands and companies to take care of searches without clicks. We treat each case uniquely and determine the best plan of action individually. And we have a solid Technical and local SEO that you can take advantage of.
