Statistics show us there is an increase in “Zero-Click Searches”. This is basically all about the fact that during 2019, for 51% of the searches performed on Google, no click led to an external website. Rand Fishkin responded to this and said that Google is the competitor of everyone now in searches.
It has been mentioned that since there is 51% less potential traffic, sites end up receiving 51% fewer leads and revenues. The problem is under-recognized and generating value is becoming a huge priority that cannot be dismissed.
Are Zero-Click Searches Actually A Thing?
It has been argued by some that Zero-Click Searches do not actually exist. Many individuals claim that the fact that there is no click done on a search does not mean anything and that this has always been the case. This is not true because of several different things.
For starters, Google keeps rolling out new products and starts to show data directly in search results. This includes things like match results and even recipes. Because of this, people do not need to leave the search page and access a site to find more information. So, yes, zero-click searches are actually a thing.
What Can You Do?
The trick to surviving in this Zero-Click Searches Google World is to create content that is better than what Google manages to offer. It is as simple as that. You have to adapt many things and you need to make sure that you can offer the highest possible quality, higher than what the competition does, of course. When you manage to do this, traffic is delivered.
The reason why people do not click on searches is that they either find what they need just by looking at the search results page or they do not find something that seems to be worthy of checking out. At the same time, you need to think about some very important things, besides where keywords should be placed and what SEO tools to use:
- Page Title
Really good content marketers always talk about the fact that they spend more time creating their titles than developing content. While this is a stretch, it is usually mentioned to highlight the importance of the title.
Think about what you do when you look for something on Google. Most people first check the title of the result and if they do not find something that they like, they move on.
- Page Meta Description
Most descriptions you see online have a big problem: they are really salesy. In an attempt to sell something, businesses try to sell instead of trying to highlight why the user should click on the result.
The best meta descriptions include the keyword that you optimize for but they also give a reason why a click should happen. This is your main “selling point” and usually the first interaction with a potential visitor.
Spend as much time as you spend on your title on your description. Also, use Google Search Console to get as much information as possible about what is clicked and what is not clicked. Experiment with different descriptions to see what works in your case.
- Get Feedback
There are many different feedback sources available for most webmasters but they do not take advantage of them. For instance, any social media presence can be used to learn more about the target audience. You can experiment on social media with different titles and messages so you can see what draws people to clicking. Use the insights offered by the social media platform of choice.
At the same time, you can actually ask people to participate in a survey. Few take advantage of the opportunity offered by a digitized world that gives you information.
To sum up, you do not have to start investing in PPC when your SERP click numbers go down. You just need to improve the quality of the content you optimize. This will help you generate more clicks because people will be more inclined to click. At the same time, as you get more known in the industry, people associate the brand with quality, which is definitely something that should be a priority for most websites.