Like everything in digital marketing, the search landscape has changed massively in recent years. It used to be simple – a Search Engine Results Page (SERP) would show a list of results, and a user would click through to the most relevant for them.
Now, there’s not only the list of search results but there are also panels where the information you need is clearly displayed, meaning you don’t even need to click through to a specific website to find what you’re looking for. These are zero-click searches.
You might be feeling a little nervous about how the rise of zero-click searches will affect your SEO efforts, so we’ve put together this article with more information about zero-click searches and how you can adjust your strategy to optimise for them.
What is a zero-click search result?
The term zero-click refers to search results that you’re shown without the need to visit another website. There’s no further click needed, hence the term zero-click. For example, if you were to Google “What size is a double bed?” the answer is presented to you at the top of the page – you don’t need to click through to another website to find out.
Google introduced this type of search as its primary focus is on improving user experience. The less a user needs to do to find out the answers to their questions, the better.
And people are using them. Recent research has found that around 80% of consumers rely on zero-click results at least 40% of the time (source: Bain & Company). With approximately 8.5 billion Google searches per day (source: SEO.AI), there is plenty to go at.
There are several different types of zero-click results, and the ones that appear will depend on the search query.
Summary of main types of zero-click results:
- Featured snippets
- Direct answer box
- Knowledge panels
- People also ask
- Google Business profiles
- AI overviews
Featured snippets
The double bed example we gave above is an example of a featured snippet. It’s text at the top of the page which gives a direct answer to your question. There will be a clickable link to the website where the information appears below the text.
Direct answer box
Think of a direct answer box as a condensed version of a featured snippet. It’s for short, simple answers to questions. An example of this might be if you were to ask a celebrity’s age. The number would appear at the top of the page with a picture of them and their date of birth.
The text for the answer is larger than other text on the page, making it more prominent.
Knowledge panels
A knowledge panel is an information box that comes up on the right-hand side of the search results. This typically appears when you’re searching for a place, person, or a brand and provides you with key information.
For a brand, this can include a summary, ratings, social media profiles, delivery and returns information, date it was founded, head office address, and videos.
People also ask
People also ask is a list of questions that are related to your initial query. They are displayed as a list, with each one expanding when you click on it. More questions are generated when you click on one.
Google Business profiles
Google Business profiles often come up if you do a “near me” search. For example, restaurants, shops, and hotels will all appear. If you’re searching on desktop, you might see a list of profiles and an additional profile on the right-hand side.
AI overviews
AI overviews appear at the top of the search results in the same place as featured snippets. These answers are generated by Google’s AI tool, Gemini, which summarises information from various sources. The sources are then listed next to the text.
The text also includes citations, and users can access this by clicking the link icon at the end of each paragraph.
How to optimise for zero-click search
So now you know all the places where you can appear for zero-click searches, let’s get down to the nitty gritty – how can you optimise your content to appear in these spaces?
1. Use numbered lists or bullet points
Breaking up chunks of content by adding in numbered lists and bullet points not only gives users a better experience once they’re on page, but it also might help you appear in those zero-click positions.
For example, numbered step-by-step instructions for choosing a mattress may appear for someone looking for help with making a decision.
2. Make your content easy to read
Content that’s easy to read and easy to understand is more likely to appear in these zero-click spaces. Use the active voice in your writing, make sure the reading age of your content is low, and use short sentences and paragraphs. We recommend keeping paragraphs to around three lines of text.
3. Structure with h2s and h3s
Using h2s and h3s is excellent practice for structuring your content. Not only does this make your article easier to understand (both for Google and for users), but it highlights important areas that may appear in zero-click results. Use FAQ sections and question headings to effectively answer queries.
How can you measure if it’s working?
In the old days, it was very easy to see if your SEO efforts were working. You could simply have a look at your organic traffic in Google Analytics for the answers. However, if you’re not actually receiving traffic directly from these zero-click searches, how do you know if they’re getting seen? And is it enough?
Instead of looking at traffic metrics, you’ll be measuring brand awareness instead. There are some metrics that you can track to help with this:
- Use an SEO tool. This will tell you about your positioning for search terms and if you’re in a zero-click position.
- Check if your direct traffic is increasing. If so, this is an indication that your brand awareness is growing.
- Have a look at Google Search Console and track your impressions. If you filter this by your brand’s name, you’ll see how many times you were searched for.
Re-thinking your SEO optimisation strategy is a big job, but we’re here to help. We can create content optimised for zero-click results and regular old-fashioned search to help you get your brand seen. Get in touch today to find out more.
