Approximately 65% of Google searches in 2020 concluded without a click through to an external website. SEO marketing has been significantly impacted by this shift in user behavior. It makes sense why marketers are rushing to change.

In order to improve your search engine marketing (SEM) strategy and increase your exposure on search engine results pages (SERPs), take a deeper look at how zero-click search results impact SEO marketing.

What is a zero-click search result?

Zero-click search results direct readers to another website from the top of a SERP by providing straightforward solutions to their questions.

Low-click and no-click searches make up zero-click searches. A low-click search lets consumers accomplish tasks without ever leaving Google's properties, such in the case of Google Maps, Shopping, Bookings, etc. On the SERP, a no-click search yields a brief response in the form of a knowledge panel, calculator, glossary, featured snippet, or quick response.

The influence of zero-click outcomes on SEO marketing

Marketers can anticipate a decline in organic website traffic in a zero-click search environment since fewer consumers will click through from a SERP to an advertiser's website. Lower click-through rates will cause a decline in leads and conversions from organic traffic for many companies.

Zero-click searches do, however, present a chance to increase brand recognition. Even in the unlikely event that the search does not provide any organic traffic to your website, creating excellent content that can achieve "position zero" on SERPs as a featured snippet, for example, may boost the exposure and reputation of your brand.

Acquiring the top spot on search engine results pages (SERPs) is even more crucial in light of the growing popularity of voice search, which returns just the top result. You may improve the likelihood that your content will appear in voice search results by optimizing for highlighted snippets.

"Can you recover some lost website traffic using pay-per-click (PPC) marketing?" is a question that some individuals might have. The decision is still pending.

By gathering more results with fewer clicks and requiring all purchases to be completed within its ecosystem, Google is attempting to retain people within its virtual space (e.g., with Google Shopping). As a result, retailers will be unable to grow their list, offer a distinctive brand experience, run retargeting advertisements, or do cross-selling on their websites. Conversely, search engines will keep changing how SERPs present PPC advertisements in a zero-click setting in order to keep advertisers since they cannot afford to lose out on advertising income.

With innovative and adaptable SEO marketing, you can win the game of zero-click results.

In order to benefit from zero-click search, you should review your keyword and search engine marketing plans. Additionally, take another look at your success metrics and look for ways to improve the experience of your target audience with your zero-click search results. If users find your zero-click results useful, they are more inclined to go over to your website.

You must first perform an SEO audit to ascertain where you are and where you want to be. Next, create an SEO plan that is flexible enough to change with the ever-changing search engine marketing environment. Verify that all of the tools at your disposal—structured data, local SEO, BERT update, and Google My Business listing—are assisting you in becoming more visible.