Improve your SEO with Zero Click Analysis

At Bidmark, we are passionate about sharing effective SEO strategies that empower you to enhance your online presence and drive meaningful traffic to your website. Today, we’re diving into a fundamental SEO optimisation: zero-click searches. In this blog, we’ll explore the concept of zero-click SEO, how to identify and create actionable strategies for improving your content to capture and benefit from zero-click traffic.

What is Zero Click?

As search engine optimisation (SEO) evolved, zero-click searches emerged as a way to improve organic traffic levels to websites. Zero-click searches refer to search queries where the user finds the answer to their question directly on the search engine results page (SERP), without having to click through to a website. In other words, the search is completed without generating any traffic for websites. Not gaining a click could be due to a low position, or a SERP result page which prioritises a competitors site in the rich snippets, featured snippets, Google Knowledge Panels, or other formats, therefore meaning to your website missing clicks.

Identifying zero-click searches is important for understanding how your website is performing and adjusting your SEO strategy accordingly. Here are some ways to spot zero-click Google results:

Google Search Console Data

Start by examining your GSC data, you can uncover valuable insights to refine your SEO strategy. Here’s a straightforward guide to help you get started.

1. Access Google Search Console

First, log in to your Google Search Console account. If you haven’t already set up GSC for your website, you’ll need to verify your site to gain access to its performance data.

2. Navigate to the Performance Report

Once you’re in GSC, head to the Performance section. This area provides an overview of how your site is performing in search results, including metrics like total clicks, impressions, average position, and click-through rate (CTR).

3. Analyse Impressions vs. Clicks

Next, use the filter to filter for "Clicks = 0"

4. Review Search Queries

Scroll down to the Queries section of the Performance report. Here, you’ll see the specific search queries that led users to your site. Look for keywords that generate high impressions but 0 clicks. This suggests that users might be finding their answers directly on the SERP, possibly in a featured snippet or knowledge panel.

5. Look For Opportunites

Take note of any patterns in the queries. Are they mostly question-based (e.g., “what is,” “how to,” “why does”)? Such queries are prime candidates for featured snippets, which can lead to zero-click outcomes. This information can guide you in optimising your content to better compete for these positions.

6. Analyse Your Pages

Next, check which pages are associated with these high-impression queries. In the Performance report, you can toggle to the Pages tab to see which URLs are being displayed in search results. Compare the performance of these pages: are they optimised for featured snippets?

7. Check For Quick Wins

Look at the Average Position for the queries you’re analysing. If you’re ranking on the first page but still not getting clicks, this could reinforce the likelihood of zero-click results. Especially look for terms where you may already be on the first page, but not in a top position. Start with these pages as you are already close to achieving a top position.

Consider what type of SEO content is appearing in those top positions—if it's rich snippets or other formats, your strategy may need adjustment.

How to Improve Zero Click SEO?

While it might seem like a threat to organic traffic, they also present opportunities. By optimising for zero-click SEO, you can ensure your brand remains visible, even if users aren’t clicking through. Here are some effective strategies that SEO experts use to capture and benefit from zero-click results:

a) Optimise for Featured Snippets

One of the best ways to improve your zero-click SEO is to aim for the coveted featured snippet position. Featured snippets are the content blocks that appear at the top of search results, providing quick answers to users' queries. To optimise for these:

• Use clear, concise language to answer common questions.
• Organise your content into bullet points, tables, or numbered lists.
• Target question-based keywords like "what is," "how to," or "why."

This will help your content rank in Google zero-click searches, offering users instant answers while promoting your brand.

b) Structure Your Data with Schema Markup

Using structured data or schema markup helps search engines better understand your content, increasing your chances of appearing in rich snippets, zero-click ads, or other Google 0-click pages. For example, using FAQ schema can trigger rich FAQ results directly on the SERP, which can lead to zero-click traffic while positioning you as an authority.

c) Focus on Local SEO

Local searches often result in zero-click results because users get immediate information such as phone numbers, addresses, or reviews directly from the SERP. To optimise for local searches you can:

• Claim and optimise your Google Business Profile.
• Ensure your contact information, business hours, and reviews are accurate.
• Incorporate location-specific keywords in your content.

This will ensure that even if users don’t click through to your site, they can easily find your business in Google zero-click search results.

d) Create High-Quality Content

Even if your websites content doesn’t result in clicks, being present in zero-click searches can still increase brand awareness and authority. Focus on creating high-quality, authoritative content that answers user questions in-depth. Even if users find the quick answer they’re looking for on the SERP, they may return to your site when they need more detailed information.

e) Leverage Video and Image SEO

Google increasingly displays videos and images in zero-click search results. By optimising your video and image content (with proper descriptions, titles, and alt text), you increase the likelihood of being featured in these types of searches.

Conclusion

By focusing on featured snippets, structured data, local SEO, and high-quality content, you can leverage zero-click results to keep your brand front and center—even if users aren’t clicking on your website. As Google zero-click searches continue to grow, understanding and adapting to this new landscape will be key to long-term SEO success.

---