Zero Click Searches: Adapting Your SEO Strategy to Featured Snippets

Zero click searches take place when a search engine gives an answer to a query directly on the search engine results page (SERP) & most often through featured snippets. These snippets usually appear in a variety of formats, including paragraphs, lists, listicles & videos. 

These snippets also provide users with impromptu answers, understating the need for them to click through a website. Hence, we think of adapting a SEO strategy that may help optimise for featured snippets which is quintessential for maintaining visibility and capturing organic traffic for your site.

Let’s see why we need to explore the aspects of zero click searches that have changed the way users interact with search engines like Google.This process presents both challenges & opportunities for businesses and marketers. 

What Are Zero-Click Searches?

When a user receives the result he was looking for on the search result page itself, without the need to click on a website is known as Zero-click searches. This is made possible through featured snippets, on-SERP features & knowledge panels. The snippets give out relevant information to users’ search query and satisfies user intent immediately.

Impact Of Zero-Click Searches On SEO 

Zero-Click searches have impacted websites significantly. Users are valued by zero-click search, but companies that depend on click based traffic are observing fewer clicks for organic searches. These companies have to change their strategies and increase engagement. Let’s see how: 

Reduced Click Through Rate (CTR): Decline in clicks will be observed on websites those in the past received traffic for search queries.

Increased Importance of Ranking: Getting featured as a snippet helps the website of a company to insure its authority and trustworthiness to users. 

Heightened Focus on Search Intent: It’s important to understand users search intent, as it will open snippet opportunities for the website.

Optimising for Featured Snippets 

The SEO strategies should focus more on optimizing featured snippets by these methods:

Target Long-Tail Keywords

• Target question based queries and keywords like “How” or “why”.

• Usage of tools like Google’s People Also Ask (PAA) and answer the public to create opportunities for potential snippets.

Structure Content for Snippets

• Creating a logical content hierarchy by using clear and understanding headings and subheadings.

• Including bullets points and tables where required.

• Write a short and simple answer at the start of your content, not more than 40-60 words.

Providing Comprehensive Information

• Maintaining clarity and easy to read content while addressing the topic in-depth.

• The content should be updated, authoritative and relevant for the user.

Leverage Schema Markup

• For a search engine to understand your content better, use structured data for your content.

• FAQ, How To, and Article are some schema types that can be used to increase snippet eligibility. 

Monitor & Adjust

• To identify snippet captures successfully, use tools to analyze and track performance.

• With diverse changes in search trends, refine your strategies based on results.

Beyond Featured Snippets

Optimize For Voice Search

With the continuous growth in the usage of voice assistants, queries are becoming conversational. So it is advised to refine your content according to this shift. 

Enhance Local SEO

Keeping your google business profile updated is essential because for local businesses, zero-click searches often provide search results with google maps locations or local packs. 

Focus on Branding

Being in a Snippet is very helpful as they increase the brand’s visibility & brand authority among users who don’t even click.

The Tech Tales is the best agency for search engine optimization New Zealand. Here, get several custom mixes of digital marketing services and website development.