Is your website not gaining any actual traffic despite having a strong content? Are you getting no engagement in your blog posts? Well, in most cases, the reason is zero click searches.
An article says that about 80% of users resolve their 40% of queries without clicking any link. Zero-click searches happen when a user gets the relevant information within the search engine itself, without having to visit the webpage.
This is a real threat to content marketing and digital marketers. Remember when Bill Gates said “
But, he never realized that search engines will isolate genuine information from marketing tactics. Don’t worry, we have other ways around. Even with zero-click searches, we have some smart ways to reach your potential customers and target audience.
In this blog, we will look at the methods to gain genuine traffic to your website despite zero-click searches.
How Zero-Click Searches Occur
Before moving on to know how to bring traffic to website, let’s learn how zero-click works and how it impacts traffic acquisition and marketing strategies.
When you search for something and you get the information immediately, your search often ends there, you don’t need to look any further.
Search engines take that particular idea into play and refine their SERP features to give the most immediate and straightforward answer to the users.
This includes, AI overview, featured snippets, people also ask, and knowledge panels. Let’s have a look at each of them briefly.
1. AI Overviews
AI overviews summarizes information from various sources and provides a comprehensive answer to the search query. This improves your user experience by avoiding the need to read every page on the search results.
2. Featured Snippets
Featured Snippets are extracts from websites or sources that directly appear on the search engine results page. It extracts the key information that is relevant to the search query and displays it on the results.
3. People Also Ask
People also ask (PAA) is a section that displays the collection of questions and answers that are related to your search query.
For example, look at the figure below. The search query is “What is People Also Ask”, and the PAA section shows several related questions like: “What do people also ask mean?”, “What is an example of people also ask?”, “What are the top 10 questions on Google”,.
The PAA section gives you the complete range of knowledge around a search query solving the subsequent doubts and questions.
4. Knowledge Panels
Knowledge panels are small information boxes that appear on SERP. These are often information about persons, places, literary works, movies and so on. It usually contains facts and key information for people to quickly understand.
How it Affects Your Business and Marketing Strategies
As a business person, if you use search engine optimization, you know how content works.
When a user looks for something on the internet, a good content will attract them through search engine visibility. Then they will click the page and will look for the information they want.
They get informed and become aware of a possible solution for a certain problem. They eventually get converted into a customer through the sales funnel.
This is where information is used along with conversion strategies in a subtle manner. Things like featured snippets, knowledge panels and AI overviews provide the information directly to the user without needing to visit their products or services.
Ways to Tackle Zero-Click Searches and Gain Traffic
Zero-click searches can be a challenging thing, if you rely only on search engine optimization strategies. But there are other ways to increase your traffic.
It is obvious that search engines are shifting towards AI-based answer engines, where information is processed and delivered to the user in an instant manner.
So, switching to advanced search engine optimization techniques like featured snippet optimization, answer engine optimization and schema markups can increase your chances of gaining visibility. Let’s briefly discuss the steps to increase your traffic.
1. Optimize for People Also Ask Section (PAA)
People also ask (PAA) feature gives a group of questions related to a specific topic. So, optimizing your content for PAA will gain you a possible position in the search engine results.
Write FAQs on the respective topic incorporating closely related keywords with higher search volumes.
Use third party platforms like reddit and quora to understand the niche and its common queries.
Create a cluster of long tail keywords that are closely related and write a comprehensive piece of content.
2. Optimize for Featured Snippets
Featured snippets are like the number one spot for SEO marketing. It gives you an authoritative position for the search query. It will boost your performance and SEO leading to gaining more organic traffic.
Find search queries people look for the most and answer them in a most concise manner.
Use active voice and keep your readability scores higher for easier comprehension.
Structure your content in a way both the user and algorithm understands better.
Make sure the answer is more direct and relevant to the search query.
3. Use Scheme Markups
Schema markups combat zero-click searches by presenting your content prominently in SERP. Schema markups help search engines to understand the context and relevance of your content in a better way. It displays your content in rich snippets like knowledge panels, featured snippets and PAA sections, increasing your click through rates.
Use keyword rich structured data that includes the search query and its respective answer.
Present them in an organized manner often with templates such as article schema, person schema, organization schema, and many more.
4. Optimize for Voice Search Queries
According to data, around 20.5% of people are already using voice search in search engines by 2025. This is expected to grow even more in the upcoming years along with developing AI-based overview.
Find conversational keywords and use them in your content. Also incorporate long tail keywords.
Use WH questions such as what, where, why, when, which, and how. These are more often used in voice search queries. Focus on navigational queries, quick facts and product or service information.
5. Create More Channels of Traffic
Try to get traffic through other modes of outreach. Create a list of profiles for referral traffic to your website.
Participate in forums and engage with communities offering genuine pieces of information and redirect them to your website.
Contribute to guest articles and gain a link to your website.
Generate a list of emails and start a newsletter.
Engage regularly in social media and promote your content with redirect links.
Utilize Expert Digital Marketing Solutions
Team up with infiniX360 ,one of the leading SEO services in Chennai that help your business to achieve traffic organically even in this zero-click Search Era with the advanced and adaptive solutions.
