Designing a marketing strategy for no clicks seems contradictory at first. But this has long been a reality. And not just a passing trend. On the contrary: in the future, you will have to deal with more and more zero-click searchers. You should therefore adapt your advertising strategy to the new circumstances at an early stage.
In the following, you will find out what exactly is hidden behind the term zero-click marketing. We will inform you about the challenges and opportunities that informative search engine results have in store for you so that online prospects will continue to pay attention to you in the future.
What is behind zero-click marketing?
Search engines are increasingly providing the expected answer to queries – market leader Google already does this in over 50 percent of all cases. This relieves users of the need to visit other external websites. However, the new user-friendliness presents you and your company with a previously unknown challenge. After all, how can you maintain your online visibility if the search results already meet the needs of your customers?
This is where the innovative solutions for zero-click marketing come into play. Thanks to them, you can even turn the growing challenge into an opportunity. By realigning your traditional marketing strategies, you too can be directly present in the search results. But how can you target your content to zero-click searchers?
Accept the challenge!
You may already be aware of the risks from your own experience. The more often internet users know the answers to their questions in the search results, the greater the drop in the number of visitors to your website. As a result, you not only lose insight into valuable user data for efficient marketing concepts. With reduced visibility, you will also be forgotten by your target group. However, zero-click marketing already has a solution for you. Because you too can make potential customers aware of your company without detours. By specifically adapting your content to zero-click inquiries, you can even increase your reach. And build trust with your target audience in the long term.
However, all content is not suitable for zero-click searchers. Instead, you can increase your chances of appearing directly in the search engines with the following measures:
- Draft precise, short, structured answers to frequently asked questions
- Define terms in a way that is also understandable for laypersons
- Create comprehensible step-by-step instructions
- Create lists with bullet points and basic notes in short paragraphs
- Integrate relevant facts and figures into clearly understandable tables and diagrams
- Keep your contact details and opening hours up to date
- Use descriptive file names, alt texts and captions
- Use long-tail keywords for specific search queries and optimize content for voice-activated search queries (voice search)
- Ensure mobile-friendly operation and fast loading times
All of these measures will help you gain a reputation as a reliable source of information and increase your findability and relevance. The easier your zero-click marketing solutions are to extract, the more likely you are to appear in one of the three common formats on search results pages:
- Featured snippet in the form of a text excerpt, list or table
- Knowledge card with concise detailed information on specific topics
- Local Pack with basic information on local forms or service offerings
Never forget to check your results regularly and adapt them to changes in algorithms or behavior. Because you can measure your performance even without a click rate.
How to measure your performance in zero-click marketing
Traditional analysis tools for click rates and dwell times on your website do not work for zero-click marketing. However, thanks to a wide range of SEO tools, you can alternatively
- track how often your content appears in search results, in which positions it ranks
- compare the share of your website in the overall visibility in the search results with your competitors
- use the click-through rate to determine how many users visit the results page of your website despite the desired information
- Recognize the online visibility or brand perception of your brand
Zero-Click-Searchers to your advantage
Adapt to the new circumstances. By having a presence directly on the search results page, you can expand your visibility and increase the recognition value of your company. You can also boost customer confidence with clear answers and relevant information. However, you need to be patient. This is because the first reliable results can usually be seen after around a year. Then, however, well thought-out zero-click marketing will help you to implement the knowledge gained to your advantage. And take your business to a new level.
