Zero-click SERPs are growing a lot in recent years. They have become a part of the search experience. You can’t do a lot about how the search engine chooses to display the information. Google, in today’s times, is experimenting with its SERPs. These experiments introduce the audience to new features.
SERP has the power to determine which links get visibility. Zero clicks are a significant cause of concern for a few industries, and businesses are trying their best to minimize the effects of no-click SERPs.
What are zero clicks searches?
A zero-click search is when the search result gets displayed directly. Google shows results that way, and users don’t waste their time in opening the link.
No click searches are quite common in mobile and voice searches. It satisfies the customers, especially when they are searching for short answers. The types of no-click searches are below.
- Database style searches: When audience search for time zones, age, currency conversions, name of products, etc.
- Encyclopedia style searches: This type of search gets displayed when people seek a definition of something.
- Map direction style searches: It’s another type of no click search and gets displayed when people seek answers in a particular direction.
In today’s times, around 30% of desktop search results are zero clicks, which is a problem for businesses. Most often, zero-click searches are by a featured snippet. Featured snippet displays direct and short answers into the search engine. Users get the required information, and thus they don’t feel the need to click on the search result.
Other essential features like Google panels, Knowledge panels, and Google instant answers display the facts and data similarly.
Google believes that no click searches make the search experience better for the users. Featured snippets solve all the queries without compelling the users to click on the link.
Understanding how no click SERPs impact users behavior
All the new features that get introduced in SERPs grab users’ attention. Search results have become a lot more complicated these days because they consist of pictures, videos, snippets, and other things.
SERPs have chosen a different way to display that information, and you can’t do anything about that as well. Google has become a new competitor of businesses. And if you are a business owner and want to survive in this environment, then you can try to do the following things.
Prioritize branding for organic search
If you develop your brand from an organic perspective, then you will be able to minimize the effect of no clicks. You will also generate traffic from branded queries. If you want to create a reliable brand from an SEO perspective, then you must understand the customer’s journey and the importance of organic channels. You need to know when and why your customers are using natural channels.
Omnichannel experience
Another important thing that you need to understand is that your customers can reach out to you with the help of various channels. You need to know that each marketing channel plays an essential role in a customer’s journey. You must use several marketing channels so that people search for your brand on Google.
Optimize your business entity
Moreover, you need to optimize your business entity and try to find out when doing people’s searches for your brand. Google’s knowledge graph will help your business to be found on various search channels.
If your business is shown in Google’s search panel, then you will be exceptional, and people would like to search for your brand. If your business is on the Google search panel, then it also means that your business is reliable, and Google likes your company.
Clustering the keywords for branding
Branded keywords can help you in improving the conversion rate of your business. If you use them, then your business will get higher visibility in search results. And if you get greater visibility, then more people would come to you and buy from you. You need to find out relevant topics and keywords that customers use to reach out to you. You can develop a topic cluster which will be related to your brand.
You can also add search CTA in your marketing assets and try to implement new ways to improve your brand performance in search engines.
Bottom line
No click searches make the user experience better but are not so beneficial for the businesses. But if you follow an effective branding strategy, then you would no longer have to worry about zero clicks in SERPs or no clicks. Your website will rank better, and the conversion rates will get improved.
Branding for SEO is quite essential and will help your business beat the competitor and reach a top position in the long run.
