The goal of any website is to keep users on it and interacting with your company, and Google is no different. They want you on Google.com for as long as possible. And over the years, they’ve tweaked their search engine results page (SERP) with this in mind. That’s where the term “zero-click search” comes into play.

What is zero-click search? It’s when users can find the answers they’re looking for right on the SERP without having to visit any external websites. Google makes this possible by displaying relevant information directly in the search results: featured snippets, knowledge panels, location and contact information, reviews, etc. A good example of this is when you search for a local restaurant and Google serves you not only their phone number, location, and menu but also provides a link where you can request a reservation—all without visiting the restaurant’s website or even calling them. Or when you ask Google a question like “What is the state bird of Michigan?” and it simply gives you the answer in a snippet at the top of the SERP (it’s the American robin, in case you were wondering) without directing you to another website.

Consumers like zero-click because it gives them the information they want right away; it saves them time and effort. By eliminating the need to navigate through different websites to get the information they’re looking for, it improves their user experience. For small businesses, especially service industry businesses like pest control and lawn care, it’s a little more complicated. There’s no question that Google zero-click searches will result in fewer visits to your website and a drop in organic leads, organic search results, and conversions from website visits, but that doesn’t mean you won’t get leads or conversions from zero-click searches, as long as you know how to leverage them so that your business appears at the top.

Even though zero-click search results are designed to keep users from clicking through to your website, what’s on your site is vitally important to your ranking. Google is looking for content that addresses your target consumers’ search intent and directly answers their questions. Create high-quality content that meets this criteria, and you will significantly increase your chances of appearing in featured snippets, which will increase the number of consumers who find you via zero-click searches. This is also a good way to increase your brand awareness and position your company as a thought leader, subject matter expert, and trusted business, all of which can help increase your organic traffic and organic results and potentially attract leads.

Additionally, making sure that your company’s vital information—name, locations, hours, contact information, and services provided—is up-to-date and consistent across online platforms is crucial. This will increase your likelihood of appearing on knowledge panels.

The bottom line: zero-click search has become a vital aspect of online search behavior. Understanding and optimizing your content for zero-click can have a positive impact on your marketing efforts and lead generation. Not sure where to start? Coalmarch is here to help. Our digital marketing experts understand this landscape and how it affects businesses like yours. Set up a free consultation today to see how we can help your business capture more leads and level up your growth!