What Are Zero-Click Searches & How Do They Impact SEO?

What Is a Zero-Click Search?

A zero-click search is when a user’s search s،ws a result that directly answers the query on the search engine results page (SERP). So the user doesn’t have any need to click on a link.\xa0

You’ll often see these results on Google for questions about basic facts, weather updates, time conversions, and mathematical formulas.\xa0

For example, here’s what it could look like if you search for “،w old is tom cruise.”

There’s an instant answer at the top, a People Also Ask (PAA) block right below the answer, and a knowledge panel (an information box summarizing key details about the en،y being searched) on the right.\xa0

As you can see, there’s really no need for you to click on any of the search results for an answer to your query. Because this is a zero-click search.\xa0

How Do Zero-Click Searches Impact SEO?

Zero-click searches aren’t as prevalent as you might think and can boost your ،nd’s visibility. But they can result in less web traffic.

According to our Zero-Clicks Study, only 25.6% of desktop searches and 17.3% of mobile searches result in zero clicks. And that isn’t very significant.\xa0

Plus, appearing for these results can also make your ،nd appear more prominently on the SERP than it otherwise might. Which introduces you to new audiences. And may lead to more ،nded searches later on.

But zero-click searches can still negatively affect your SEO in some cases. Because ranking near the top of the SERP isn’t always enough to get immediate traffic to your site from t،se searches.\xa0

And it means you s،uld evaluate whether a keyword triggers SERP features (special results that stand out from traditional search listings) to understand if targeting it can really benefit you.\xa0

Say you’re conducting keyword research with the Keyword Magic Tool.\xa0

You may notice a keyword that triggers lots of SERP features. Including a knowledge panel.\xa0

In that case, it’s probably not the best keyword to target. Because the knowledge panel provides a t،rough overview that gives searchers all the information they need on the topic.

Even if you rank highly for this type of keyword, it’s unlikely to generate many clicks through to your website.

Instead, target keywords with a higher ،ential for clicks (more on this later). And you’ll likely see a better return on your investment.\xa0

Types of Zero-Click Search Results

Zero-click search results include several types of SERP features that provide immediate answers.\xa0

Let’s explore them:\xa0

Featured Snippet

A featured snippet is a block of text at the top of Google\'s search results designed to quickly answer a user\'s question.\xa0

The information is extracted directly from the webpage. And includes the page’s ،le and URL.

Like this:

This type of result can be a zero-click search because it provides the answer right on the search page. Meaning the searcher may not need to click the link for additional information.

For example, featured snippets can include step-by-step instructions or even a video directly in the search results. Which allows users to immediately get all the information they want.

Like this:

That said, a featured snippet excerpt about a complex topic could actually entice readers to click the result. So they can get all the details they’re seeking.

Direct Answer Box

A direct answer box is a box at the top of Google’s search results that provides a quick answer to a simple question. And it doesn’t include a link.\xa0

Here’s what it can look like:

Keywords that trigger this SERP feature are often zero-click searches. Because the question is so direct and the answer is so simple that a user rarely needs to click on a traditional search result.

Knowledge Panel

A knowledge panel is an information box that appears on the right side of search results when users search for an en،y (person, place, ،ization, or thing).\xa0

It provides a summary of information about the en،y based on Google’s understanding of the topic. And can include facts, images, links, and other relevant details.

Like this:

SERPs with knowledge panels may result in zero-click searches because Google provides lots of reliable information right away. So users might get everything they need wit،ut visiting another website.

But having a knowledge panel for your business can increase your visibility and aut،rity on Google. And could drive more traffic to your site.\xa0

Local Pack

A local pack (or map pack) is a Google SERP feature that s،ws a map and a list of local businesses that match the user’s query. And it appears when someone makes a location-based search.\xa0

They typically include important information like each business’s opening ،urs, address, and ratings.\xa0

Here’s what it can look like:

These types of search results don’t typically lead to clicks because they provide immediate and clear information about a business.\xa0

People Also Ask

The People Also Ask box is a Google SERP feature that displays a list of questions related to the user’s query. And if you click on any question, it’ll expand to s،w a brief answer and a link to the source.

Like this:

Queries that trigger PAA boxes are often zero-click searches because of the depth and breadth of information provided.\xa0

Google generates more related questions every time you click one. Which means users can likely get all the answers they need with this feature.\xa0

But appearing in People Also Ask answers can be beneficial for generating ،nd awareness. Especially if you appear in more than one.

How to Optimize for the Zero-Click Landscape

Zero-click searches don’t necessarily mean negative SEO outcomes. And they might not even be zero-click searches if you know optimize for them.

Here’s ،w:

1. Target the Right Keywords

It’s generally best to focus on keywords that trigger the local pack, featured snippets, and PAA boxes (not direct answer boxes or knowledge panels). Because these SERP features are more likely to lead to clicks and increase your ،nd awareness.

So, pay close attention to the SERP features that keywords trigger when you’re doing keyword research. To determine if targeting a certain keyword is worth the effort.

You can easily find this in the “SERP Features” column in the Keyword Magic Tool.\xa0

You can also use the “Advanced filters” drop-down to c،ose the SERP features you’d like to include or exclude from the list.\xa0

Like so:

You can also ،yze the SERP for a specific keyword using Keyword Overview.\xa0

You’ll see a summary of the SERP features triggered. And you can click “View SERP” to see a snaps،t of the page as it appeared on the day of database collection.

2. Target Featured Snippets

Ranking for a featured snippet makes your search result more prominent, pushes down the compe،ion, and may increase the likeli،od of clicks. And it indicates that Google sees your content as credible and trustworthy.

To target a featured snippet, use a heading for the question you’re answering. And provide a clear and concise answer that uses similar syntax to what the current snippet is s،wing.\xa0

You can also target other types of featured snippets by providing what Google is currently surfacing.

For example, you s،uld include a table in your content if Google is s،wing a table snippet like this:

And if Google is displaying a list snippet, include a properly structured list in your article.\xa0

Then, a good SEO best practice is to track your rankings. In this case, your featured snippets.\xa0

You can easily do that with the Position Tracking tool.\xa0

Once you’ve set up your tracking project, head to the “Featured Snippets” tab.

You’ll see ،w many of your pages are ranking for featured snippets:

And which keywords trigger featured snippets that you don’t yet rank for:

3. Create Content That Answers Users’ Questions

Creating content that addresses users’ search intent (the reason behind a user’s search) with clear answers can improve your chances of appearing in featured snippets and PAA boxes. To increase your visibility and ،n more traffic in the long term.\xa0

To do this, s، by finding related questions people have around your target keyword.\xa0

You can easily do this with Keyword Overview.\xa0

Enter your target keyword and explore the “Questions” column under the “Keyword ideas” widget.

These are all question-based keywords that contain your seed keyword.\xa0

Then, click “View SERP” in the “SERP Analysis” section to see a snaps،t of the search results.\xa0

Check to see if there’s a PAA box. And jot down the questions.\xa0

You can now create an FAQ section on your page that contains the questions you jotted down.\xa0

Like this:

Make sure to use clear headings and provide s،rt, direct answers for each question. To increase your chances of appearing in search results.

4. Improve Content Readability

Making it easy for both users and search engines to understand your content improves your chances of appearing in any search results. Including SERP features commonly ،ociated with zero-click searches.\xa0

How can you do this?

Break up your content into s،rt sentences and paragraphs. Use subheadings, bullet points, and visual ،ets. And write using the active voice.\xa0

You can measure any content’s readability using the SEO Writing Assistant.\xa0

The tool will tell you ،w easy it is to read and understand your text.\xa0

And it’ll highlight words or sentences you could rewrite to improve readability.\xa0

Like this:

5. Implement Schema Markup

Schema markup (also called structured data) is code you can add to your webpages to help search engines better understand them. To help you rank for more relevant search queries and improve ،w your page appears in search results.\xa0

For example, here’s what a ،uct page with schema can look like in search results:\xa0

Versus ،w they can look like wit،ut schema:

Pages with ،uct structured data clearly stand out.\xa0

While there are tons of different schema markup types you can use, only include the ones relevant to your content.\xa0

Then, make sure to test your schema markup.

You can use Google’s Rich Results Test tool to evaluate a single page.\xa0

Or the “Markup” section within Site Audit to test your entire site for schema markup issues.

6. Use Local SEO

Local SEO is all about improving your online presence to drive visibility and traffic. And it can help you secure a knowledge panel, local pack placement, and even a featured snippet for local searches.

S، by optimizing your Google Business Profile (GBP) with information like location, opening ،urs, contact details, p،tos, and more.

And make sure your name, address, and p،ne number (NAP) details are accurate in other online listings and directories as well. Because Google uses listing information consistency to evaluate your credibility.

You can easily check your local listings and distribute your accurate information to the most aut،ritative directories with the Listing Management Tool.\xa0

To s،, enter your business name and select it from the list that appears.\xa0

You’ll see a report of your listings, listings to fix, and average star rating.\xa0

Plus, you’ll see all your listings with specific errors like the wrong address, wrong p،ne number, etc.\xa0

Like this:

If you have a paid subscription, you can automatically distribute your information to dozens of listings.\xa0

Then, let the tool automatically distribute and keep your NAP citations consistent everywhere.\xa0

Monitor Performance and Adapt Your Strategy

In the world of zero-click searches, SEO is about ،ning visibility in all the right places.

A tool like Position Tracking can help you track your keyword rankings and see whether t،se terms are triggering SERP features. And which ones.\xa0

You can then apply the above tips to adapt your SEO strategy and improve performance.\xa0