Consumers are becoming accustomed to zero-click search results, which provide answers to their searches directly on search engine results pages (SERPs) without requiring them to navigate to a website.

Because of this substantial change, 64.8% of Google searches will end without a click in 2020. As a result, marketers are experiencing a decrease in organic visitors site visits and conversion rates. Businesses must modify their search engine marketing strategy to account for the impact of zero-click on their visibility and web traffic.

Why zero-click searches are important?

Being included in zero-click results may not earn you a click, but it does have other advantages. Obtaining 'Position Zero' at the very top of SERPs might increase the visibility of your business to more individuals with strong buy intent. This top-of-page prominence can help you create brand awareness and credibility as a subject matter authority.

A good zero-click technique will also help you get found in voice searches (e.g., Siri, Alexa, Google Home), which only show the top results. With 122.7 million Americans utilizing voice search this year, businesses cannot afford to overlook this emerging trend in their SEO tactics.

Which Google SERP features deliver zero-click results?

Google provides zero-click results in a variety of forms depending on the nature of the query:

An infobox that provides detailed information on a search phrase is referred to as a knowledge panel. Brands can contribute information to their knowledge panel and use it as a digital business card.

Local pack: A map of business locations and Google My Business (GMB) listings that appear on the first page of search results when a user expresses local intent, for example, by using terms such as 'near me' in their query.

Featured excerpt: At the very top of SERPs (i.e., 'Position Zero'), short 'how-tos,' explanations, or descriptive definitions are shown as text and displayed as lists.

Video snippets: These are little thumbnails that appear towards the top of SERPs.

How To Improve Your Visibility in Zero-Click Search Results?

Here's how to take advantage of zero-click search results by optimizing your website:

Updating your Google My Business listing increases the likelihood that your information will display in the Local Pack at the top of relevant SERPs, as well as in knowledge panels and video snippets, placing you in front of queries with high purchase intent.

Complete your profile and include relevant keywords in your Google My Business listing. Add images and assign necessary attributes. Check that the hours of operation and contact information are correct. In addition, inquire about your customers' top post ratings and reviews.

Improve the structure of your website: A well-organized website makes it easier for Google to index the information. You can use a plug-in to automatically produce a sitemap and submit it to Google via the Google Search Console. To prevent being penalized for duplicate content, enable breadcrumbs to show visitors where they are on the site and use canonical tags to identify which exact URL represents the master copy of a page.

Use schema markup to convert your website content into machine-readable data. It informs search engines about the information on your site that is most relevant to specific queries, such as which line on a page provides the best answer to a question.

Format material for zero-click features as follows: The core of any SEO marketing approach should always be high-quality content that is information-rich, factual, and valuable. Format content for best usability to make it easier for search engines to index your information.

Check the readability of your content and aim for a Flesch reading ease score of 60 or better. To make the information more palatable, divide it into bullet points and numbered lists. Include facts and data whenever possible to increase credibility. Statistics should also be visualized with charts and graphics and placed near the top of the page.