What Are Zero-Click Searches and How Do They Impact SEO in 2024?
Zero-click search, or no-click search, which refer to situations where users do not click on any link, have risen in the last few years. Such searches take place when a user sees the answer to his or her query at the SERP (Search Engine Results Page) and does not need to navigate to the actual website.
Non-click searches can have a significant impact on SEO in 2024 and beyond as more internet users start using such queries. Knowing what non-click searches are and making content effective for them will be essential for the brand and publishers that target to rank in the search results.
What Counts as a Zero-Click Search?
There are a few key things that qualify a search as a “zero-click”:
– Featured Snippets – These are the highlighted answers that appear at the top of the search results, and if they provide the sought-after answer, users may not be required to scroll further.
– Knowledge Panels – Knowledge panels in the sidebar can often provide as much information as needed to meet search intent.
– Apps – Many search engines show apps as part of the search results on SERPs.
– Rich Results – Depending on the type of search, such as reviews, images, or videos, they can give direct answers.
As a result, any search scenario that does not require a user to click on a particular site to satisfy their query can be qualified as a zero-click search.
Key Stats and Trends
Here are some key statistics and trends demonstrating the prevalence and growth of zero-click searches:
– According to the research done on Google search, more than 50 percent of the mobile searches being made don’t have any click-through.
– It’s critical to note that click-through rates are relatively low, standing at 6% for Google featured snippets.
– The adoption of featured snippets has continued to rise, with searches ending in featured snippets increasing by more than 35% in 2020 compared to 2019.
– According to specialists, as of 2024, a significant portion of search queries are zero-click searches, indicating a trend where users find the information they need directly on search engine results pages without clicking through to other websites.
It is obvious that zero-click searches are becoming increasingly widespread and will become the primary type of search in the future.
As to the implications of SEO in 2024, the following can be stated:
First, let’s dive into optimizing for Featured Snippets and Knowledge Panels.
In 2024, featured snippets and knowledge panels will be essential elements that brands have to fight for to occupy the space in the search results related to the query. Tactics could include the following:
– Pages and content must be designed and formulated to conform to the requirements of featured snippets
– Ensuring you have sufficient structured data and schema markup to feed the knowledge panels
– Developing content with the view to ranking for a featured snippet
Enhancing Rich Results
This means that implementing rich results such as stars of reviews, images, or videos can lead to more appearances of your site under the category of zero-click info. Potential enhancements include:
– Increasing the number of images and other media objects on a page
– Coming up with strategies that would help websites adopt voice search to enable smart speakers and assistants
– Strategizing content presentation in easily understandable forms like tables and bullet points
Prioritizing Depth and Expertise
High-quality, detailed content covering specific topics will have a higher chance of appearing as featured snippets and being represented in knowledge panels.
Strategies may involve:
– Carrying out extensive studies about various subject matter to develop more knowledge
– Creating a comprehensive guide and ultimate material on the topic
– Producing several pages centered around a topic and providing all the information on it
Curating Quality Creator Content
Other types of creative user-generated material, such as videos or reviews, could reduce the click-through rate. Businesses can also collect and present the social content directly onsite to offer quick answers to the searchers.
The Takeaway
Zero-click searches have become an emerging trend that is significantly altering the landscape in SEO. To remain relevant in 2024 and beyond, businesses must stop focusing on rank and begin to focus on the featured snippets, knowledge graphs, rich results, and expert content. Instead of focusing on trying to be at the top of the organic search result list, the new target will be to rank high enough on the SERP directly to answer user’s queries without them having to click on any link. By not embracing this new reality, companies will find themselves struggling to attract users and traffic through SEO.
Bill Yeager, Co-Owner of High Point SEO & Marketing in CT
