Are you concerned that your SEO efforts are being damaged by zero-click searches? Or perhaps you’ve noticed a drop in the effects of your SEO and aren’t sure why. Whilst zero-click searches can help to raise brand awareness, they very rarely result in traffic or conversions. Here’s everything you need to know about zero-click searches, and how they might be impacting your brand:
What Are Zero Click Searches?
If the concept of zero-click searches is new to you, you need to know that these are search engine requests that don’t send you to a third-party website as the result of your organic search result. This is more common than you might think, with recent statistics suggesting that 50.3% of all searches (across all search engines, including Google, Bing, and Yandex) did not lead to a click to other content. By contrast, only 5.3% of searches lead to organic content click whilst 4.4% of searches ended with a click through to a paid advert or content link.
These zero-click searches are great news for the search engines, because they keep the user on the search engine itself, rather than driving them to a different website. But they are not good news for website and business owners.
How Can You Use This Knowledge?
They say that knowledge is power, and once you know what zero-click searches are, and how they have the ability to divert traffic from your website, you can use this knowledge to your advantage. Many websites are noticing a drop in organic traffic to their websites since the prevalence of zero-click searches has increased, but you can overcome this by rethinking your SEO strategy. Here are some approaches to consider, depending on your business model:
1. Focus on Longtail Keywords
The longer the keyword that your organic content is focusing on, the less likely it is that it would lead to a zero-click search. The best keywords to use for this purpose are ones that are between four and six words. A good example of this is the search term ‘jewellery’, which would lead to a prominent zero-click target.
By contrast, the search term ‘buy gold geometric jewellery’ would lead to specific, clickable search results. Think deeper: think about the longtail keywords that would drive interested and relevant consumers to your website.
2. Emphasis on Analysis
If you want to fully understand your SEO conversions and performance then the analysis is key; digging deep and analyzing everything you do will make better decisions about the direction of your campaigns, and will enable you to more fully understand which keywords are (and which keywords aren’t) working for you.
3. Hone Your Landing Pages
Finally, in order for your website, and your landing pages, to rank highly you should hone them to ensure that they contain the specific and relevant information and keywords that you want to target via the search engines that you are using. If your landing page answers the query in the search keyword, you are more likely to drive organic traffic to your site.