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.
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