As a consumer, you expect search results to quickly give you the information you’re looking for. As a business owner, your business’s online presence should be prepared to meet consumers’ ever rising standards for convenient and accurate information.
The average attention span of a consumer is eight seconds.
To meet this need, Google rolled out “zero-click searches.” These unique search results showcase information about businesses or answer simple questions without consumers needing to click on a website for the information. The answer appears at the top of Google’s search results and no clicks are necessary.
Read on to further understand zero-click searches, how they can benefit your business and how to get your business’s content to appear as a zero-click search result.
Understanding Zero-Click Searches
Above is a screenshot of a zero-click search result.
Typed in the search bar is “attention span of a human.” The very first result that appeared is a zero-click featured snippet answering the query. There’s no need to click anywhere else to get the information.
Featuring Your Business in Zero-Click Searches
Most times, only one featured snippet appears at the top of search results. As a business owner, how can you get your business to appear in the featured spot?
Google says, “Featured snippets come from web search listings. Google's automated systems determine whether a page would make a good featured snippet to highlight for a specific search request.”
This means that your website needs to have content that helps answer common queries that searchers have. Blogs and news articles are two types of content that can help your site be included in featured snippets.
Not only do you need to have the content, but you need to make sure it’s search engine optimized.
When optimizing your content, make sure your business’s information is up to date, you’re using relevant keywords, linking internally and using text in your images.
It’s even more important to make sure your website is properly optimized because more people are beginning to use voice search.
There are many more things you can do to optimize your content and website, so check out some of our other resources to learn more:
Keep in mind that getting into the featured snippet spot takes a lot of time and effort. Your main goal should be working towards getting your webpages on the first page of the search results.
Ultimately, Google determines which website best answers a query and will feature it based on its algorithm. If you make it into a featured snippet, congrats!
How Do Zero-Click Searches Help My Business?
Working towards having your business’s content appear in the zero-click featured snippet benefits your business in one major way.
If your business consistently provides answers that consumers are searching for, your brand will become more recognizable and more trusted. Essentially, having your business appear in the featured snippet assists the awareness and consideration phases of your sales funnel.
Final Thoughts
Zero-click searches are continuing to grow as we see attention spans decrease and more people using voice search. They are a great way to draw new customers into your sales funnel.
If you want to keep your business ahead of the competition, make sure your website has optimized content and that you’re making regular updates.
We know that managing your online presence can be tough, but we’re here to help! Our team at RevLocal has the knowledge and expertise you need to improve your business’s digital landscape.
Request a demo with one of our consultants in your area to get started on your journey with RevLocal!
Taylor Rice, Blog Contributor
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