Words: Belinda Connolly
As the name suggests, zero-click content provides immediate answers to user queries. It is essentially an information-rich snippet displayed directly on search engine result pages (SERPs) or in a social post, eliminating the need for users to visit a website to get more information.
Zero-click content is a hit with users, who prefer to bypass traditional means to quickly find what they are looking for while staying on the one page. That said, from a marketing perspective it seems that zero-click content is counter-intuitive. Isn’t the point to drive traffic back to a website or landing page? How would zero-click content still boost engagement and visibility? Read on to find out.
The importance of zero-click content
Zero-click content has emerged as a game-changer for both users and businesses alike. And it is easy to see the attraction for users: snippets of concise text, no pop-ups, no going down rabbit holes – just the black-and-white answer delivered with minimal effort.
Here’s why zero-click content is important:
- Increased website visibility: By optimising your website for zero-click content, you can increase your online visibility. When search engines display your content in featured snippets, knowledge panels or other rich results, your brand gains prominent exposure. This visibility can drive organic traffic, establish credibility and attract potential customers.
- Authority and trust building: When your content appears in zero-click snippets, it reinforces your brand’s authority and expertise in the industry. Snippets This credibility can positively impact brand perception, leading to higher engagement and conversions.
- Enhanced user experience: Zero-click content delivers quick and concise answers to user queries, saving them time and effort. Users can find the information they need at a glance, without having to navigate through various websites. This streamlined experience leads to higher user satisfaction and increases the likelihood of return visits.
Give the people what they want
According to a presentation at the recent Adworld Conference, between 30 and 80 per cent of traffic is ‘dark’ traffic. Essentially, this is socially driven traffic that does not pass a referral string – while it looks like direct search, it actually comes via socials. This means that when people see your content, they Google to search the name, rather than clicking a link from the post.
In a bid to get around this, platforms are now prioritising native content to keep users from leaving their platform. Content that offers standalone value with no need to click is going to remain popular for people who have a quick question and need a fast answer.
So, the idea behind the zero-click content may not be to improve user experience at all, but a canny way for search engines and social channels to keep users on their page instead of following the trail to the answers they are seeking. In any case, the less time users need to spend getting the information they need, the better.
The SEO question
The rise of zero-click content means factoring it into your SEO strategy to ensure you are still providing the best user experience while meeting your marketing goals.
Which bring us to another important question: how important is SEO if people aren’t visiting your site?
The answer? Very. While zero-click content presents an opportunity for brands to capture immediate attention on SERPs and on social channels, SEO remains vital for long-term success. SEO ensures that your brand is visible and competitive in search results, both within zero-click content and traditional organic listings. By optimising your website and content, your brand can increase the chances of securing zero-click features like featured snippets, knowledge graphs, and local listings.
SEO allows brands to target specific keywords, improve website structure and enhance user experience, all of which contribute to higher organic rankings and sustained visibility. Ultimately, a comprehensive SEO strategy complements zero-click content by driving organic traffic, establishing authority, and generating lasting brand impact.
How to implement zero-click content on websites
To effectively implement zero-click content on your website, consider the following strategies:
- Structured data markup
Implement schema markup on your website to provide search engines with structured information about your content. Schema markup – AKA structured data – is code that helps search engines understand the content and context of web pages more effectively. It provides additional information about the content, its properties and relationships, making it easier for search engines to interpret and display relevant results. Adding schema markup increases the chances of it being featured in zero-click snippets.
- Optimise content for featured snippets
Featured snippets are selections of content displayed on the search engine results page. Make sure to craft your content in a way that directly answers common user queries. Identify relevant keywords and phrases that are likely to trigger featured snippets. Format your content using lists, tables or paragraphs to provide concise answers that align with user intent.
- Create clear and concise meta descriptions
Write compelling meta descriptions that highlight the key information users can find on your website. These descriptions should accurately summarise your content while incorporating relevant keywords. Well-crafted meta descriptions increase the likelihood of search engines selecting your content for zero-click snippets.
- Focus on local SEO
Local businesses can benefit from zero-click content by optimising for local search queries. Ensure your website is listed on Google My Business and provide accurate location information. By optimising for local search intent, you increase the chances of appearing in local knowledge panels or map results.
Incorporating zero-click content strategies can revolutionise your online presence and improve user experience. By optimising your website for featured snippets and rich results, you can increase visibility, build authority and provide valuable information to users.
