What Are Zero Click Searches & How They Affect Your SEO

Intro

Zero click searches are rising rapidly. As a result, SEOs need to find creative ways to adapt to the new search engine environment.

There are various things a website and the brand behind it can do to take advantage of zero clicks. Primarily, they can be used to boost a company’s reputation - after all, there are multiple zero click results that you can rank for.

By searching your existing website for zero click opportunities and enriching your most prominent content, you can elevate your SEO and appear in the top places of search results.

Sounds good?

Here is how to go about it.

What are zero click searches?

Zero-click searches provide answers to user queries within the search results page, eliminating the need to click on any other link.

In these cases, the solution is shown upfront, on the top places of the SERPs. Here is a unit converter example:

        Note how this query has both a unit converter and a People also ask at the top of SERP. These will lead to a zero-click experience.

Zero-click results are designed to stand out from all the rest. They are straightforward and match the exact user intent.

With zero-click searches, users find what they are looking for in a split second without the need to visit other pages - unless they want to find out more about the topic.

What are examples of zero click searches?

Zero click searches provide a variety of visually appealing results in different forms. They all aim to offer comprehensive answers to users.

Some examples of zero click results include:

Quick Answers

These are featured snippets that provide the “best” answer to relatively simple questions, usually who/what/where/when/why/how (5W1H) queries.

Google actually takes an excerpt from a web page and features it at position zero in search results. It also highlights the source, i.e., website name and favicon, path, and page title.

Google uses automated systems to determine which web page has the best answer to a specific search request and features it.

Here is an example of a featured snippet:

        Featured snippet example. Soon, we will take over position zero for “what are zero click searches” queries 😉.

Images that accompany this featured snippet come from the same page or other relevant sources.

Google combines the best resources available to provide comprehensive zero click results.

Knowledge Graphs

These are knowledge boxes that appear on the right side of Google search results. They come up for zero-click searches and short queries on:

• Important personalities
• Locations and local businesses
• Media (TV series, books, songs, etc.)
• Organizations
• General knowledge

…and more.

Queries that give this type of result are often a plain name or title, e.g., Coco Chanel, House of Cards, Almonds, Rome, etc.

Local knowledge graph box for a location name search.

Knowledge graphs offer essential information related to the exact search term, usually taken from Wikipedia.

In this way, Google offers users a quick overview of basic facts, so they won’t need to visit third-party websites.

SEO Tip: Maintaining a comprehensive Wikipedia entry for your business boosts your SEO in various ways.

Knowledge Panels

Zero-click searches for prominent persons, places, and things (or “entities” as Google calls them) come up as knowledge panels.

Today, Google’s knowledge panels combine a wealth of resources: basic facts, images, YouTube videos, news stories, social accounts, and more.

Here’s what comes up for Elon Musk:

A Knowledge Panel with various info boxes. Notice that “Age” and “Children” boxes link to new Google searches for ‘Elon Musk born’ and ‘Elon Musk children’ respectively.

For such basic queries, Google offers all-rounded information so that you can find everything you need to know right here at the top.

SEO Tip: Your local news website can eventually rank in knowledge panels for local celebrities and other relevant search terms with low competition.

Calculators, Unit Converters, and Color Pickers

Earlier on in the article, we saw an example of a unit converter, on the “10 ft to meters” query.

Apart from that, Google also offers a calculator directly on the SERP, eliminating the value of multiple online calculators. Here is what that looks like:

Google’s calculator rich result.

Finally, Google also offers an easy-to-use color picker and converter, making working with colors extremely simple and intuitive. Here is what that color picker looks like:

Google’s color picker rich result.

Google has a full list of what you can do with these 3 types of rich results in its documentation.

OneBox

This type of zero search result provides factual information that does not need any citation. It appears for queries on world time differences, exchange rates, basic facts, etc.

Here’s another Elon Musk example:

The drawback for rankings here is that this type of zero-click search has no links to third-party websites.

So, it offers no SEO value.

However, other types of zero click searches can be very valuable for SEO.

How do zero click searches affect SEO?

With AI-powered tools on the rise, Google uses NLP (Natural Language Processing) algorithms to comprehend the real user intent behind each query.

Progressively, popular queries provide zero click searches that offer users instant, all-rounded answers.

In 2020, nearly two-thirds of Google searches were zero click searches. The remaining 35% was shared between clicks on organic search results (33.59%) and paid search results (1.59%). ( source )

This may signal the end of ranking factors as we know them. As time passes, user history, preferences, and past behavior will no longer influence individualized results.

Until recently, many SEOs feared that zero click searches would negatively affect their rankings and traffic. Now, they are adapting to the new Google algorithms and new SEO possibilities.

Are zero click searches good for SEO?

Yes. Zero click searches appear in the most prominent placements in SERPs, which enhances brand visibility and credibility.

For many queries that qualify for zero click searches, more than three-quarters of searches result in no-clicks.

And considering that 91% of Google search clicks happen on the first page ( source ), you can quickly realize the benefits of a brand name that shows right at the top of search results.

In this respect, clicks and traffic are not so important when SEO increases brand awareness.

Indeed, branding is important for SEO and zero click searches are a great way to go about it.

How to do SEO for zero click searches?

In 2023, SEO experts follow Google’s lead on simplicity, speed, and convenience.

Combining standard SEO practices with the new trends offers optimal results for website rankings and brand authority.

Here are some SEO tactics to follow for zero click search optimization.

Improve user experience

User experience has been trending for years now. Today, it’s even more critical to analyze and improve the overall experience a user has with your website and your brand on various levels.

Write quality content

Content optimization is a key factor for zero click searches. Your SEO efforts should concentrate, first and foremost, on offering your users exactly what they are looking for, quickly and conveniently.

Old-style copywriting tactics that used targeted H1/title tags while providing very thin content do not work here - thankfully.

Quality content is increasingly important. If you are a copywriter who lacks expertise, you can still shape more basic information in a decent, valuable way that makes sense.

On top of content, websites need to have created some level of topical authority to rank well in zero-click or first page results in general.

Format your content accordingly

There are no magic tricks or precise techniques for your brand and web pages to appear in zero click searches in Google.

But, you can format your content in such a way that Google algorithms notice it while searching for high-value snippets.

Provided that you have gained website authority for a specific subject, you can add clear signs that your content is an excellent fit for zero-clicks.

For example, tutorials have numbered lists.

“What is [search term]?” questions are immediately followed by “[Search term] is…” answers.

See the point? Make it easy for Google to feature you in position 0.

4 tips to rank for zero click searches

Here are some practical tips to increase your chance of ranking for zero click searches.

1. EEAT

   First of all, establish your EEAT (Experience, Expertise, Authority, Trust.)

   No matter what your business status is in real life, thorough keyword research can help detect opportunities to increase your brand authority for certain queries.

2. Optimize for Voice Search

   Voice search is rapidly rising, especially among mobile users who ask their voice assistants for anything they need to find.

   Here again, people are looking for quick and straightforward answers - just like in zero click searches. Voice search results often coincide with position zero results.

   But voice queries are longer, resembling natural speech - so you need to use long-tail keywords.

3. Headings and Rich Content

   An SEO competitor analysis can help you detect substantial opportunities for zero click searches. You can then plan an SEO strategy for your high-ranking pages and modify your headings and content to match zero click queries.

   Include short paragraphs with concise information that answers common queries, and add that extra bit that will eventually make users want to find out more by clicking on your link.

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   Add impressive (and optimized) media to support your content. If your text doesn’t come up as a featured snippet, maybe your photos will.

4. Numbered lists

   Numbered lists can appear for a wide range of queries and make great couples with headings like: “5 Ways To Boost Your Rankings” or “10 Natural Home Remedies”.

   Numbered lists are also featured for “How” questions. For example: “How to Grow Longer Eyelashes” or “How Do I Find The Best Digital Marketing Company?”

Be creative and explore various SEO opportunities.

The future of zero click searches

It seems that zero click searches are here to stay. The number of clicks is not important anymore. What counts is engagement quality - and quantity.

From now on, SEO will concentrate on immersive experiences that bring online audiences closer to brands in unique, imaginative ways.