By Clint Sanchez · Published · Updated · 8 min read
Quick answer
A zero-click search is a Google result that answers the query on the results page, so the searcher never clicks a link. The six common types are instant answers, definitions, maps, calculators, Knowledge Panels, and featured snippets. A business can appear in them by keeping a complete Google Business Profile, answering question-style headings directly, and adding schema markup. Featured snippets are pulled almost entirely from page-one results, so ranking still matters.
Key takeaways
- A zero-click search answers the query on the results page, so the searcher never visits a website.
- Google shows six main zero-click result types: instant answers, definitions, maps, calculators, Knowledge Panels, and featured snippets.
- According to Search Engine Land, zero-click Google searches rose to nearly 65% in 2020.
- According to an Ahrefs study, over 90 percent of featured snippets are pulled from pages already ranking on page one.
- A complete Google Business Profile is the fastest way for a small business to appear in Knowledge Panel and Maps results.
- Question-style headings answered directly in the copy, plus FAQ schema, give a page more chances to win a snippet.
- Searchers with complicated problems still click through, and they are usually further down the sales funnel.
For a Denham Springs auto shop or a Baton Rouge plumber, most zero-click results are the Map and the Knowledge Panel, not a snippet. A searcher on Florida Boulevard types the business name, sees hours, phone, and reviews, and calls without visiting the site. If the Google Business Profile is missing hours or a phone number, that call goes to the shop across the street.
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Zero Click Searches
You’ve probably seen them before – those search results that show the answer to your search at the top of the page in a simple snippet, so you don’t even have to leave Google.
But what are they, and how can you make them work for your business?
We’ll take a close look at what zero-click searches are best for, how you can make the most of them, how you can improve your visibility, and even boost your search engine ranking so when a searcher is ready to click on a link, it’s front and center.
Keep reading to learn more about zero-click searches and why you should strive to make them work for your business.
What is a zero-click search?
Zero click searches are a type of search engine result that provides the answer to the user’s query without them having to click on a link.
They’re also commonly referred to as featured snippets, answer boxes, or knowledge panels.
Zero-click searches are usually divided into one of six categories of results:
Instant Answer
Instant answers provide just that – instant answers.
Searchers do not need to click through to a website unless they need more information.
They answer the question right there.
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These are great for users with pretty simple questions and need a quick answer (such as settling an argument with a friend or finding out the time or temperature).
Definition
Have you ever wondered what the definition of a word is but didn’t want to have to visit a website to find it out?
Definition zero-click search results give you the word’s definition right there on the SERP.
No need to go any further.
Map
Have you ever needed to find the address of a business but didn’t want to leave Google?
Maps zero-click search results give you the answer right there on the SERP.
You don’t even have to type in the address.
Just type in the business name, and Google will do the rest.
Calculator
If you need some help with your kid’s homework or need a calculator to help calculate your mortgage payments, you don’t need to leave Google to find one. Instead, a zero-click search provides a calculator right on the results page.
Knowledge Panel
The Knowledge Panel is an information box that appears on Google when you search for entities (people, places, and organizations) in the Knowledge Graph. It can help get a quick snapshot of relevant content based on what Google knows about available content on the web related to your query.
Businesses, brands, and musicians can create their own “knowledge panel.” This is like an online business card. We’ll talk more about this later.
Featured Snippets
The answer to a user’s query is drawn from these portions of text, which are known as “Position Zero” or “Position #0.” It’s called “Position 0” or “Position #0” because it sits above the top spot in SERPs. These are featured snippets and include things like lists, short “how-tos,” and tables.
Needless to say, if your website is selected as the featured snippet, this can improve your visibility and authority on this topic.
Now that you know what zero-click searches are, let’s look at how you can make the most of them for your business.
How to make the most of zero-click searches
You can do a few things to make sure your website is as visible as possible in a zero-click search.
Create a Google Business Profile (Google Business Profile) Listing
A Google Business Profile (formerly known as Google Business Profile) is a free and easy way to make sure your business is included in Knowledge Panel and Maps.
When someone searches for your company, they’ll see the following on the knowledge panel on the right:
- Name
- Images
- Business description
- Phone number
- Map location
- Address
- Google reviews
Needless to say, getting leads from your Google Business Profile listing is much easier than getting them from your website within the SERPs simply because there’s just more convenient information right in front of the user’s eyes.
Additionally, optimizing your Google Business Profile will make your business more visible in zero-click searches, which means you’ll get more conversions.
How to Leverage Knowledge Panels in Zero Click Searches
If you’re a small business owner and want to rank for zero-click search results, it can be done.
The best thing you can do is get listed on Google Business Profile (GBP). Rankings in zero clicks depend entirely on how high your business goes in Knowledge Panels (and Maps).
Trust us: as experts in search engine optimization and small business marketing, we’ve seen it repeatedly.
To make sure your zero-click snippet is as effective as possible, you must include all the relevant information.
This means adding the following to your GBP:
- Name
- Images of your business
- Business description
- Hours of operation
- Accepted methods of payment
- Contact information
This makes it easy for potential customers to find what they need and take the next step in doing business with you.
Tips to Rank in Featured Snippets
The featured snippet (position #0) is a great way to get your website noticed. It can make all the difference in getting potential visitors interested and coming back for more!
Why? Because:
- It puts your company in front of consumers who might be interested in what you have to offer
- You’re also more likely to get clicks from zero-click search results because they appear on the top of SERPs.
- Shows that you’re an authority on the topic and that you’re an expert; If Google or Bing shows your website in the featured snippet, then you’ve been vetted and are an authority on the subject.
After all, there’s no shortcut around SEO best practices, ethical link building, and content creation that gets your site noticed.
And zero-click search results depend entirely on how well your website and its content are optimized.
We can help you optimize your zero-click search results and bring more traffic to your website. We’ll also help you build links and create relevant content so that Google will notice you! Contact us today to learn more
Optimize Your Content for Snippets
If you can make it easy for Google’s algorithms to see that you offer the best answer to a user’s question, you’ll have a better chance of ranking higher in zero-click search results. This means that you’ll need to focus on optimizing your content for snippets.
Using a headline such as, “What is a good auto repair shop in Denham Springs?” and answering the question in your content, you can make it easier for Google to determine that your website is the best answer for that particular search.
Like with any other content that you’re trying to rank in the SERPs, you want to follow the basic principles of SEO. This includes using keyword-rich titles, meta descriptions, and body copy, as well as making sure that your website is fast and mobile-friendly.
You also want to:
- Include high-quality, relevant content on your website;
- Target question-type searches using your keywords to place organically in your copy (then, answer those questions);
- Make sure every page has an optimized image that will be visible in a snippet.
- Include Schema.org markup on your site to help Google better understand your content
- Consider adding an FAQs page (with FAQ Schema) to your website, which can be a source for multiple snippets from one page.
Why SEO and SERP Ranking Still Matters
Did you know that zero-click Google searches rose to nearly 65% in 2020?
So you may be wondering if SEO and SERP ranking still matters.
Is Search Engine Optimization worth doing if over half of the people who search never see your website?
The answer is a resounding YES!
While zero-click search results continue to grow, that doesn’t mean SEO and SERP ranking are no longer necessary. In fact, they are more critical than ever.
Back to SEO, why does it matter?
First, according to a recent study by AHREFs, over 90 percent of snippets and position #0 results are pulled from page one of SERPs. A strong SEO strategy will help you show up in this sought-after spot on Google which has the most relevant information for searches that show up at or near its top spots!
Second, according to the same study, when there’s a featured snippet at the #1 position, it only gets ~8.6% of clicks (on average), while pages that rank right below them will receive 19%.
And lastly, zero clicks are for simple answers and information. “How tall is the Louisiana state capital?” or “How do I wind a watch?” can be answered in these little blocks at the top of your page. Still, if the searcher needs help with something more complicated like installing updates on their computer system, then they’ll likely need a website to give them more in-depth help.
Plus, those searchers are likely further down the sales funnel and more likely to convert than someone who just needs a simple answer.
In short, don’t abandon your SEO and SERP ranking efforts – they are still important for driving traffic to your website. And, at BlakSheep Creative, we can help you optimize your website so that it appears higher in zero-click search results.
So what do you think? Is zero-click search something you need to worry about? Let us know in the comments below!
At BlakSheep Creative, we specialize in helping businesses with their online marketing. We can help you improve your website’s SEO and land those zero-click search results. Contact us today for more info!
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About the author
Founder & Lead Developer · Denham Springs, LA
Clint has built and marketed websites for 26 years, since founding BlakSheep Creative in 2000. He is also a 29-year firefighter and a 23-year member of IAFF Local 557, which is where the bias toward plain answers over sales copy comes from.
- Veteran-owned
- Firefighter-owned
- IAFF Local 557
Common questions about seo
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What is a featured snippet?
How do I optimize content for featured snippets?
Is SEO still worth it if most searches end without a click?
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