When it comes to the SEO world, our main goal is to rank on the first page for search results and have our organic listings clicked on. With Google’s never-ending changes to its platform, webmasters are always changing ways how to optimize their content. The latest trend to follow is that of structured data and zero-click searches. Data from the company Jumpshot has found that in June, the majority of Google searches (50.33%) ended without a click on an organic or paid search listing/result. This is huge for webmasters and SEO specialists to take in as it shows a new way we might need to structure our website’s content. Let’s take a dive into what zero-click searches are and why they are important.
What is a Zero-Click Search
Zero-click searches are types of searches asked on a search engine that pulls up the answer to the query right there for the searcher to see. This is so they do not have to go to a different website to find what they are searching for. The most common searches the result in a zero-click are question-based searches or searches that trigger a rich snippet to appear at the top of the search results page. This snippet usually contains the answer to whatever query they were looking for.
What Does It Mean?
With this report coming out, it makes sense as to why the biggest trend for 2019 in SEO is to focus on structured data and schema mark up to appear in rich snippets. In addition to these, 2019 is a big year for technical SEO to help websites outrank their competitors. With zero-click searches taking up half of the searches on the web, it is time for SEOs to start crafting content that will rank for rich snippets. Depending on the type of snippet you are looking to rank for, you will need to have the content of your site not only be relevant to the topic being searched but formatted properly as well. For example, if you are trying to appear in a listed rich snippet, then you need to format your content not only as paragraphs but to include a detailed list that answers the question to whatever you are trying to rank for. Aside from listed snippets, there are also paragraph (usually answering question queries) and table snippets. While you may not have to have a table exactly to appear for a table snippet. You do need to look up the proper schema markup code in order for your content to appear for certain snippets. For table snippet, you will be fine as long as you have a comparison schema code that compares at least two different data sets on the same page.
Why We Should Care
While zero-click searches don’t lead to traffic to your website, a big concern for a lot of webmasters, they still present an opportunity for your content and brand will be more known across the web if you rank for snippets. In addition, some people may even like the answer you provide in your snippet so much that they click into your website for more information and to explore what else you have to offer.