Hi everyone, [I'm] Andrew Raso, CEO and Co-Founder of the Online Marketing Gurus. When it comes to search, there's only one thing [that's] consistent— the fact that it's always changing. But, there's one real game-changer on the horizon, and that's Zero Click Searches. Zero Click Searches are when the answer for a search query is displayed directly in the search result. No need to click on any links. No website needed. These are the most common for: map directions, definitions, and database-style searches. For example, "how tall is the Eiffel Tower?", or, "show me the example of $100 USD compared to AUD." In June 2019, there was a software company called SparkToro, and it published a research paper from Jumpshot that demonstrated how Zero Click Searches are dominating. They discovered 50.33% of Google Searches are Zero Click Searches, 45.25% are searches with Organic Clicks, and 4.42% are searches with Ad Clicks.
So the real question is, what does it mean for us? There's certainly no way to dance around the fact [that] on the service level, this could mean less traffic, but it doesn't mean less opportunity. There is still a flood of swithced-on users asking the questions online, and positioning your brand front-and-centre, at the top of Google with all the answers, is still a highly-profitable way to grow awareness and cultivate trust. That's all crucial for your long-term growth. There are lots of ways you can capitalise on this shift in search, and we're trying and testing new strategies as well.
[The] First step is simple: start optimising your profile and claim your brand SERPs to help drive better click-through. For example, on Google My Business, keep your Trading Hours, Address, Contact Details, and everything else up-to-date. Upload photos and respond to reviews. Make sure that you're putting on your best foot forward on every Google-owned platform. Secondly, take stock of your keyword strategy by diving into Google Search Console. Which of your target keywords are attracting Zero Click Searches? How can you target more keywords that are likely to deliver a higher click-through rate? You can even hit up Moz, SEMrush, or Ahrefs, to do some deeper digging. These tools use a metric called CPS, in other words, Clicks Per Search. They factor in everything from search volume, keyword difficulty, and even what's currently ranking to estimate the real traffic potential of a keyword. This means you can filter the terms that are most likely to appear in SERP features.
Through your research, you might even notice that some of your competitors are getting showcased in feature snippets on Google already for some of your target keywords. How can you reposition those pages and rise to the top? Use these insights to develop a priority list of content you can optimise and reformat. Thirdly, invest time in implementing schema if you haven't already.
Schema markup is the code that helps search engines better understand your content, and then develop that through more informative search results. The best part? You don't need to speak to a Dev to even get started with schema. Ultimately, effective schema is essential if you want your website pages to appear in feature snippets. But, of course! Just having schema ISN'T enough to trigger feature snippets. You need to focus on increasing your website's ranking for that keyword. Aim for the top three spots. Then, make sure to include a Google image that focuses your content around the most relevant queries. That's all from me. What strategies are YOU using to adapt to this trend? In the meantime, stay safe and see you next time.