Zero-click searches don’t improve traffic to a website, but still, they can help a business to
enhance visibility and brand awareness. A zero-click search happens when users search for
their answers directly on the search engine results page (SERP) instead of clicking through
any website. Search engines use features such as AI overviews, featured snippets, local
packs, people also ask boxes, knowledgeable panels, top stories, breadcrumbs, video SERP
features, sitelinks, etc. Therefore, a business or company should implement the right
strategies to win a zero-click search market.
How to build a zero-click strategy?
1. Identifying zero-click keywords
Identifying zero-click keywords allows a business or company to understand the current
landscape effectively, which helps them know the areas that need improvement. Using tools
such as SEMrush provides methods to evaluate the target keywords. The position tracking
feature in the tool enables a website to configure all the targeted keywords that have a
zero-click SERP feature.
2. Optimizing the existing content with schema markup
Schema markup (structured data) plays an important role in helping LLMs and search
engines understand the content that gives ways to rank in AI overviews. Moreover, it
contributes more to growing brand awareness among customers.
A business or company should consider adding schema markup to pages where it doesn’t
rank for zero-click searches. FAQ page schema, HowTo schema, and LocalBusiness schema
are the three types of schemas to consider for adding to a website.
3. Creating content for unanswered questions
A website should search for questions asked by the audience properly, which help steal
from its competitors. It should consider creating content for relevant keywords that don’t
have content for.
4. Building topical authority in answer engines
Topical authority is how much a search engine trusts a website to fully cover a subject and
its related subtopics. It happens when the content demonstrates relevance, deep
knowledge, and helpfulness across a particular topic. Topical authority in the zero-click era
becomes the source for AI systems by weighing EEAT signals.
Although it is possible to demonstrate EEAT in various ways, a website can consider using
some other strong signals. They include first-party data and original research, incorporating
expert quotes, using author schema, showcasing the experience and expertise, etc.
5. Voice search integration and conversational queries
Voice search enables a website to know how people interact with search engines again. A
user will type a keyword and a shortcut when typing a query instead of asking a complete
question. However, the voice assistants or AI search will take the keyword naturally, which
means the content needs evolution.
It is wise to focus on local intent and voice optimization because the integration between
voice search and local SEO creates unique opportunities. Keeping the business name,
address, and phone number (NAP) consistent across all online listings will help avoid
confusion.
6. Creating layered and connected content that sparks curiosity
Creating layered and connected content is one of the ways to win in zero-click searches
because it sparks curiosity among customers effectively. Another thing is that it gives ways
to guide, engage, and convert visitors into buyers.
7. Keeping users at the center of a strategy
Brands must invest in understanding their customers and generate content that resonates
with them. Putting users at the center of everything on search engines will lead to positive
outcomes.
8. Optimizing content for context over keywords
Brands should consider optimizing content over keywords to get better prospects. They
should give more importance to AI-driven content to generate the best results. Apart from
that, conversational AI enables a brand to guide customers when they search for some
details online. Therefore, a website should create clear and valuable insights that align with
the user intent.
