Google's algorithm undergoes constant evolution with its sole aim being to provide the best user experience. Google further enhanced its search results with the recent introduction of zero-search clicks in March 2020.
What are Zero-Click Searches?
Zero-click (or No-click) searches refer to search results that appear at the top of the first SERP (Search Engine Result Pages). Google’s motive was to optimize and add convenience for mobile searches with this step. The ultimate goal was to eliminate searches that do not satisfy a user’s intent quickly. Under a zero-click search, a SERP displays the answers for a query in a featured box or “snippet”. Many articles classify zero-click searches into multiple categories. But collectively, zero-click searches are of three types namely-- Text or database style: queries related to currency (conversions), measurement, data and time, age, and names of people and products.
- Encyclopedia style searches: queries related to definition (including the “what”, “how”, and “who”).
- Directional or map-based searches: local searches (including “near me”) related to events, venues, stores, restaurants, etc.
Impact on Search Engine Optimization
Currently, over 32.5 desktop searches and 62.5 mobile queries result in no-clicks. Earlier, a user would require to go through a certain amount of clicks to reach an answer. Google reduced this number with a zero-click feature. However, this advancement proved to be harsh for many content developers and marketers. Zero-clicks enable users to attain information without clicking on the link. Consequently, it led to a drop in click-through rates for websites. Marketers and businesses depend on keywords that control many factors for successful optimization. Search volume and search visits are two noteworthy factors. Volume refers to the number of times a specific keyword is used for a search. While search visits account for the average monthly user number, click on links for queries. A well-known SEO analytics tool like AHREFs provides insights into the keywords responsible for volume and visits. According to one of its reports, 8.6 percent of clicks go to the featured snippet while 19.6 percent of clicks prefer the first natural result under the snippet. Although the number may not be substantial, featured content still attains significant traffic. Businesses and marketers lost a huge amount of web traffic owing to this feature. Google features content based on its quality, freshness, and by detecting a user’s search intent. Zero-clicks have reduced CTR for paid ads. This indicates that businesses and marketers should prepare themselves to optimize content and form a new SEO strategy.Optimizing with Zero-Click Searches: Professional SEO Services
It might seem that zero-click searches have no benefits and cannot be controlled. However, as per Professional SEO Services, zero-click searches can provide many opportunities. Many digital marketing experts called featured snippets as “position zero” as Google positions them at the top of a results page. Also, often snippets target queries with long-tail keywords. A Hubspot survey reported that 51.7% of users agree that zero-click searches enable ease of search query. In the same study, 23.6% claimed that the searchability will remain the same. Rest 21.56% suggested that featured snippets might toughen the process.
(Source: Hubspot) Regardless of what users think, it is evident that Google will always favor rich content. Zero-click searches suffice the ultimate aim of every ad, i.e. awareness and familiarity. They provide an effortless way to share information, build credibility, and improve brand awareness. Businesses must focus on creating value with creative content marketing. Zero- clicks focus on user intent. So, businesses must value the richness of content rather than keywords. Businesses with zero-click searches can attain higher SERP visibility with inclusion even in voice searches. Google also features content targeting keywords with high CTR. In addition, businesses and marketers need to focus on CPS (Click per Search). CPS refers to the average number of clicks in all searches for a page. CPS enables estimation of the actual traffic potential. With this, businesses can attract organic traffic to their website. 
