Should You Be Worried About Google Zero-Click Search Results?

Lately, web designers and search engine optimization (SEO) experts have been sounding the alarm on a growing trend: zero-click search results on Google.

If you haven’t heard this term and/or aren’t familiar with the concept behind it, we want to bring you up to speed. We are going to begin by telling you what zero-click search results are. Then, we’ll get into the bigger question of why you should or shouldn’t be concerned about them. 

Understanding Zero-Click Search Results

What you really need to know about zero-click results is that a large number of Google searchessome estimates say more than halfnever leave the company’s ecosystem. A person searches something, for example, and ends up at Google Maps, YouTube, or another Google-owned web portal to find the answer.

For users, a zero-click search result can be fast and convenient. However, for companies who rely on Google for lead generation, it can be disconcerting to know that fewer and fewer users are finding their way to third-party sites on the web.

Assuming that you get a lot of business from Google, or you prioritize SEO as part of your online marketing plan, you might be worried. However, there’s a decent chance these search queries aren’t that relevant to your business.

Why Your Business Might Not Be Affected

While it’s true that more and more Google searches are resulting in zero offsite clicks, it’s also true that users are interacting with search engines in ways that are relatively new. For example, people commonly ask Google to forecast the weather, get the starting time for the big game, or find driving directions.

There are specific web tools and portals losing traffic based on those sorts of search trends, but they may not fall within your company’s area of influence. Google isn’t recommending realtors, making appointments with architects, or giving inside advice on insurance products (as examples) within its family of web properties.

In other words, many of the zero-click search results are coming from new, information-based searches that don’t relate to industries like yours.

Looking for SEO and Online Marketing Alternatives

While we stand by the notion that most small and medium-sized companies aren’t being affected by zero-click search trends, that isn’t the same as saying they will never be affected. In fact, it’s almost inevitable that marketers reading this article will be at some point in the future.

Google changes like all companies do, and SEO is in a constant state of flux. The key is to understand that and adapt to conditions as they are right now and will be in the near future. For 2020, that means continuing to prioritize search engine optimization in its various forms. It also means keeping an eye on the horizon and experimenting with new ways to reach out to buyers over the web.

Contrary to what some business owners, executives, and web designers get locked into thinking, there are ways to find customers that don’t revolve around organic search results. The beginning of a new year is a great time to re-examine them and size up opportunities for the future.

Are Your SEO and Online Marketing Strategies Setup for Success in 2020?

Every month we talk with business owners and executives who are following old playbooks for online marketing success. What helped you find customers five years ago won’t work today, and in fact might hurt your search visibility or leave you playing catch up with your competitors.

Today’s SEO for Business owners

If you are a successful business owner, then you’re probably at least familiar with the basic notions behind search engine optimization (SEO). You know that a strong position in Google can help you win new customers every week. And you also probably know that search engine algorithms and formulas are constantly changing and that a lot of the old tricks and ideas aren’t working anymore.

However, that does not mean you should give up on SEO. For one thing, the benefits of high search visibility are bigger than they’ve ever been. By some estimates, Google currently processes more than 4 billion searches per day. It has immense referral power for your company, and you don’t want to surrender that traffic or those sales opportunities. Keeping up with the latest search trends probably isn’t quite as difficult as you might think. In fact, you just have to know which current trends and ideas matter most.

In order to help you cut through the outdated information, we’ll take a look at what business owners need to know about SEO today…

Google’s Basic Formula Still Applies

At the heart of all search, visibility is the understanding that Google “reads” your website with automated spiders, looking for terms that match up with the ones searchers use. Also, it will see whether other high-quality websites within your industry link to you as a valuable resource. Get those two things right, and you’re bound to appear in Google more often.

You Can’t Spam Your Way to Success

In the “old days,” a lot of companies tried to game the SEO system by adding low-quality junk pages to their websites that featured the same search terms over and again. Others got away with directing thousands of meaningless links to their sites. These kinds of tactics stopped working a while ago because they could harm your search visibility. You can’t spam your way to SEO success anymore.

Geography Matters a Lot

Being that Google has essentially killed off the Yellow Pages, and millions of users are looking for answers from the phones and tablets while on the go, search engines now factor in geographic location more heavily into their algorithms. It’s important you have geographic terms in your website (like city and state names) so buyers and search spiders can tell where you do business.

Good Web Hosting Makes a Difference

Speed, consistency, and secure connectivity all count as search signals now. It means that fast and stable websites are more likely seen by customers. You can give your company a small advantage over your competitors by paying a few more dollars a month for good web hosting. It also happens to be a great way to improve website performance at the same time.

Mobile Search is a Huge Trend

Mobile search apps, digital assistants, and voice search tools are changing the way SEO works. That’s because people speak differently than they type. Websites with lots of natural language content are getting a big boost. Writing in the form of blog posts and frequently asked questions will help your website climb the Google ranks.

AI is Changing Everything

Google’s RankBrain and other artificial intelligence technologies are moving beyond additional keyword matching. They use advanced formulas to “understand” contextual relationships between pages and ideas on websites. They also determine quality by evaluating citations, links, grammar, and more. In other words, Google is mimicking its human users and figuring out which search results are good ones.

While it’s true that SEO is undergoing huge transformations, it’s also true that savvy marketers are getting a bigger return than ever on their campaigns and efforts.