A zero click search on Google is when a query is answered directly on the search results page without needing to click through to a website.
Zero click search on Google is most common when elements can provide immediate information on the results page. Elements include featured snippets, knowledge panels, and quick answers.
Zero Click Search Examples
- Featured Snippets: Short answers or information boxes at the top of the results page that answer a question directly.
- Knowledge Panels: Information boxes on the right side of the search results, often used for businesses, famous people, events, etc.
- Local Pack/Map Pack: Displays local businesses related to the search query. Users can get contact details and directions without visiting a website.
- People Also Ask: Lists related questions with dropdown answers directly on the results page.
- Instant Answers: Information like weather forecasts, sports scores, or calculator results shown directly on the page.
Zero Click Can Reduce Website Traffic
Is zero click search keeping people from visiting your website?
Yes, zero-click searches can reduce the number of visits to your website, especially if users find the information they need directly on the search results page.
If you have content that appears in a featured snippet, for example, users might read the answer on Google without clicking through to your site.
However, there are strategies to optimize for these types of searches while still driving traffic to your website:
How can you benefit from zero click searches?
Optimize for Featured Snippets
Structure content in a way that can be pulled into a snippet, such as using bullet points, lists, or question-and-answer formats.
Even if users get some information from the snippet, they may click through for more details.
Use Local SEO for the Local Pack
Ensure your Google Business Profile is fully optimized with current information, as users may still click through to visit your website or call your business.
Create Engaging Content Beyond the Basics
Provide unique insights, examples, and detailed content that goes beyond the quick answers Google provides, enticing users to visit your site for more comprehensive information.
Optimize for “People Also Ask” on Google
Address related questions within your content to appear in these expandable answer boxes. If users are interested in related topics, they may click through for more details.
Focus on Branding and Awareness
Even if users don’t immediately click, appearing in these prominent positions helps build brand awareness. When users see your brand in a featured snippet, it increases the chances they’ll remember you and possibly seek you out later.
Zero Click Search
While zero-click searches can impact website traffic, they don’t always mean a lost opportunity for your business.
Instead, think of them as a chance to build visibility, provide value directly on Google, and encourage users to seek out your site for further information.
Optimizing for these features can enhance your overall presence on Google, even if not every interaction leads directly to a click.
