30-second summary:
- While there are issues around zero click search, there are useful insights for brands looking to connect searchers into their purchase funnel that go beyond boosting SEO.
- Ron provides an overview of the various zero click SERP features and their functions, including the answer box, the “people also ask” box, and the knowledge graph.
- The first use case for these features is to qualify whether a keyword is worth targeting.
- Secondly, brands can get specific on the types of information people are interested in and better understand the needs of potential customers.
- Brands can then create relevant and meaningful content for potential customers that aligns with the product or service they are selling.
- Lastly, marketers must keep in mind that zero click is a free resource for achieving greater results.
Zero click search has been the phrase scaring people in the SEO world over the last couple years, and will likely continue to cause problems with how SEOs try to measure success into the future.
While Google scraping content from brands and then not sending visits to those brands isn’t necessarily a good thing, there are some powerful data points we can leverage from their use of zero click search results.
One good thing about zero click search results is that they can help you better understand the intent of the user performing the search. Building search strategies focused on aligning your content to the interest of the user is what sets high performing SEOs apart from the rest.
Gone are the days of writing content that includes the right keywords in the right places to trick Google into connecting your content to a search query and ranking it in a favorable position.
Now, we have to spend a lot