Successful SEO For Zero-Click Searches
A Zero-click SERP is one where the answer is displayed directly at the top of a Google search result. The user’s search intent is satisfied without having to click any actual search result links.
How To Receive Clicks
SEO professionals and content creators must adapt to Zero-Click with different tactics, like using the click metrics when making decisions for target keywords, starting a holistic on-SERP strategy and optimising content for featured snippets.
CPS and CTR
CPS (clicks per search) should become one of the core metrics to use in keyword research to better identify which target keywords will provide the best ROI. Many SEO tools offer a CTR (click-through-rate) metric, helping your arrive at an organic score.
Featured Snippets are important because they allow you to gain more organic traffic without creating new content or backlinks. To rank for featured snippets, identify high-potential opportunities and create a plan to update your pages to win them.
It’s a good idea to mark up your answers using Schema (for structured data). Although it doesn’t seem to increase your chances of ranking, it can make it easier for Google to understand what your content is about.
The text & image of the featured snippet are usually pulled from different websites. To make your image appear, add an image directly under your paragraph. To win the image, use an alt tag that is a variation of the headline used in the featured snippet intro.
SEO For A Zero-Click Future
Featured snippets are not as volatile as you think (yet). If you follow the optimisation strategies laid out for you here, there’s a chance it will win you a featured SERP that’ll keep for a while!