What are Zero Click Or Searches Without Clicks?
The Zero Click Search, which would translate as searches without clicks, is something that recently worries content creators a lot because it could negatively affect the SEO positioning of many web pages.
It is estimated that more than 60% of searches made on Google over the last few years ended without a click on any of the sites that were offered as a result. This data is even more alarming when it comes to mobile devices, where it exceeds 70%. But what exactly is Zero Click Search, and how can it affect a web page?
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What Are Zero Click Searches Or No Click Searches?
The term Zero Click Search, also known as searches without a click, refers to those searches that end without a click on any of the web pages suggested as a result in Google.
The fact that there are searches without a click is due to the fact that Google itself offers an answer to the user, so they do not have to go to a site. If you have already got an answer to what you were wondering, what need is there to visit a web page that will give you the same?
Google also offers answers in the SERP of any topic and sector, so the user can find anything from a movie listing to how to do a yoga posture, a recipe, or the benefits of a certain product without having to click on one. Web page.
Here is an example of a rich text snippet that Google has grabbed for the “marketing” query. It is popularly called “position 0”. Someone looking for a quick answer has it, and there is no click.
How Does Click Less Search Affect You?
These advances in Google algorithms and this precision to offer such specific answers to users are affecting web pages, which can see all the positioning work in danger, among other things.
These are the consequences of Zero Click Search:
Organic Clicks Are Reduced.
Many web pages saw reduced organic clicks, especially those that came from mobile devices, when Google began to provide direct answers to users in the same SERP. This is large because the user already has the answer, so they don’t need to visit any web pages.
To this, we must add that Google, whenever possible, tries to take the user to a web page of its property when looking for maps, images, news, or videos.
We Lose Potential Leads.
The fewer visits a web page has the less chance of generating leads. This is one of the main concerns of brands since the objective of having a web page with the content is to get visits that become leads and then become customers. But with Zero Click, by losing organic clicks, you also lose a lead generation.
Impressions On Our Page Are Reduced.
If the user already has the answer to what he was looking for, he does not pay attention to the web pages that appear in the SERP, so he loses visibility and reaches. Also, by losing organic clicks, Google stops considering that site relevant, so it loses position and stops showing it.
All the consequences are related to each other since the fact that the user can have a quick response makes him lose interest in the web pages that offer information about it, which translates into a significant decrease in organic visits, leads, customers, range, and visibility.
How Do You Recover Traffic From Searches Without Clicking?
Although it may seem that Google is only going to harm web pages and that there is nothing to do about it, with a good job of content creation, web traffic can be recovered. Here’s what to keep in mind to go against no-click searches:
Consider Search Intent
When creating content, you always have to take into account the user’s search intention in order to create rich snippets or enriched fragments. These are text fragments written in such a way that the search engine can clearly understand the information or data on that web page and decide to display them in response to some searches.
In other words, having the user’s search intention clear, you can offer a direct and understandable answer so that Google decides to show it. In this way, in addition to recovering web traffic, you can beat the competition and be ahead of it in the SERP. Also, the chances of getting the click increase when you are at the top of the results.
Use Long-Tail Keywords
There are several reasons why using long-tail keywords is a very good idea, one of them being that it is highly rated by Google. In addition, these types of keywords have less competition, which makes them easier to the position. In fact, through these keywords, it is also easier to appear in the rich snippets.
Improve Your Web Content
It is essential to offer content that is interesting, original, attractive, and of quality. In addition to the fact that the user may have the page as an information reference, Google also values and positions it. This means that you have to avoid writing the same thing that the competition has written or doing it in the same way.
In addition to the text, including maps, graphics, photographs, videos, or any other resource that can make the user’s reading more enjoyable is beneficial and can help in positioning. The more relevant information is given, the more likely that Google will consider that web page as a reference in the sector.
Index In Other Search Engines
Although Google is one of the most used search engines, we must not forget others, such as Ecosia, DuckDuckGo, and Tor, among others. So you have to try to index in other search engines that, although not as popular, can also generate web traffic. In addition, and taking into account the privacy problems associated with Google, more and more people prefer to look for alternatives. In fact, there are countries where Google is not the public’s first choice.
We can conclude that although Google is trying to improve the user experience by offering answers to your questions without having to click on a website, with a good content strategy, you can stop the drop in web traffic, visibility, and reach that it causes.