SEO Strategies against Zero-Click Searches | Neubrain | SEO

With featured snippets and knowledge graphs, movie times, and carousels for podcast episodes, Google’s SERPs are becoming an increasingly one-stop-shop to meet your needs. This has increased what is called “zero-click search”. With this search, the results page provides enough information to discourage users from clicking on organic search results.

As already reported, these Zero click searches make up almost 55% of all Google search results, so overall they outperform organic search results. And as users become more and more dependent on these built-in SERP features, such as classified ads, social media feeds, familiar paid results, all visible on Google itself, SEO practitioners need their jobs. You might think that it isn’t. This is to optimize the remaining 45% of the space.

But see it as an opportunity, not meaningless. Like the big changes in the appearance of Google’s results page, zero click isn’t as a hurdle as you might think. Read below for more information on how to customize your search strategy for Zero click to work.

  1. Focus on Clicks per search in Keyword Research If you are working with
    SEO, you will be familiar with the strands of data that the leading keyword tools use to determine the best term for optimization. B. Search volume and where the page is currently ranked by these terms. However, in the increasingly zero-click SERP landscape, there is one often overlooked indicator that may rethink a broader strategy. This is CPS or Clicks per search. The CPS data is especially useful in the context of Zero clicks because it takes into account the traffic rate of these keywords by those who find the page via SERP, as well as the number of people searching for the term itself. If your page ranks high but your CPS is low, you know it’s time to optimize the content for related keywords at a better CPS rate.
  2. Required Location of Featured Snippets
    Featured snippets make up the majority of the Zero click landscape, although they only appear in 12.3% of search results. Ahrefs found that about 82% of this was presented in paragraph format, 11% was presented as a list, and 7% was presented as a table. Therefore, in addition to identifying opportunities for featured snippets related to your website, you should also consider the best way to format your content to maximize your chances of filling in a particular featured snippet.
    SEO tools such as Ahrefs and SEMrush can use featured snippets to tell you which searches already exist. Keep it concise and use HTML to mark up the list or table within 55 words.
    With the user’s intent in mind, adjust the content to match how the current featured snippet of the query is displayed in SERP.
  3. Another reason why Zero click search, which optimizes content on Google’s page
    Has become so popular is that Google has a huge amount of resources and tools available. From a commercial point of view, Google naturally wants to promote and prioritize these features among users. Therefore, it’s important to optimize your company profile and content for all Google properties accordingly. This is most likely to appear at the top of the SERP. This is beyond the limits of regular organic search. To maximize the visibility potential of
    SERP in these areas, you need to make sure that you have entered all relevant information in your Google My Business profile. This is also an advantage for Google Maps presence. Similarly, you have the best chance of being seen and improving your CPS rate.
  4. Incorporating Structured Data into Content Markup
    Although it is not necessarily a ranking factor in itself, schema markup is important. When used in combination with Google My Business profile updates, you can get important information about SERP business hours and contact details.
    Content highlighting is useful when trying to rank big answers, snippets, or “people ask” questions about target keywords, as well as events and information that might appear in the carousel view. increase. As mentioned earlier, optimizing these features can take up more space on the results page. This type of visibility is very important as the click less search environment grows.
  5. Thorough optimization with relevant images
    In the Zero click SERP landscape, optimization is important for all Google metrics, including image search. Incorporating eye-catching, unique, and relevant images into your website is something you’ll learn in Web Design 101, but it’s easy to use in the context of SEO.
    Image filenames and alt text are two signals traditionally used to rank images on Google’s image search engine. However, you can benefit from optimizing the image within Google’s Organic SERPs, as well as making it appear higher in the image results.
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