In the marketing world, zero-click content sounds like precisely the content we’d want to avoid creating – but that simply isn’t true.
Zero-click content has increased since Google rolled out knowledge graph results in 2012, and it’s as simple as it sounds: It’s content that doesn’t require you to click on it. Zero-click content provides answers without asking you to click on anything to find more information.
The Featured Snippet
You may not know what it’s called, but you’ve most certainly encountered the featured snippet. Sometimes found before the ads and sometimes after, the featured snippet is the blurb of information that readily pops up when you ask Google a question.
“The People Also Ask” Box
The “people also ask” box is a list of similar questions that’s made up of sites that Google views as high authority. The “people also ask” box allows users to see suggested or similar questions they can view responses to in a dropdown box.
If you’re searching for an application, Google provides you a grid of results that might be ideal for you. Although upon first glance it may seem that these will redirect the user to the application site, clicking on the logo will reveal additional information from Google about the application. The user never leaves Google to view all of the relevant information.
How Does Zero-Click Content Impact Organic Results?
Since the majority of zero-click content appears ahead of organic results, there are a few important takeaways.
- Create your own zero-click content – While it’s true that zero-click content is difficult to track, it’s still important. Create valuable, standalone content that doesn’t require the user to click. Increase your impressions, don’t bury the lede, and create enough engaging content so your post is rewarded and valued. If users and Google see value in your zero-click content, it could lead to measurable results down the road.
- SEO is more important than ever – As organic results get pushed down the page by zero-click content, it becomes increasingly more important to make sure your content is ranking on the first page of Google.
How to Create Zero-Click Content
There are a number of things you can do to increase the odds that Google will value your content and display your own zero-click results.
- Help Google understand your content – The easier it is for Google to determine what your content is, the more likely it is that Google’s algorithm will recognize it as high value. For example, if you’re writing a tutorial, use numbered lists so Google can identify the content as instructions. Similarly, if you’re writing a definition, start by saying what the word means, so Google knows what content will likely follow.
- Learn from what’s successful – One of the best ways to figure out what Google recognizes as high-value content in your industry is to figure out what’s being displayed.
- Offer Google structured data – Following the helpful content update, we all understand how important it is to give Google an indication of what is on the page. Provide Google with cues as to what your content is about. For example, if you’re writing a recipe, include ingredients, instructions, and cook time. Providing structured data makes it easier for Google to crawl and categorize your content.
Don’t Confuse Zero-Click Content With No-Click Content
While they may sound like the same concept, there’s a difference between no-click and zero-click content. No-click content is often found on social media platforms and there are many more aspects of the content within your control.
No-click content means you are not requiring your audience to do anything to obtain the information in your content. There are no “read more” or “click now” calls to action; the entirety of your content can be viewed without any action from the user.
The Combined Value of Zero-Click and Optimized Content
Whether you’re writing blog posts or zero-click content, making sure that your content is optimized for Google is vital. It’s imperative to make sure that you:
- Do keyword research – For both organic content and zero-click content, you should conduct plenty of keyword research. It’s important to make sure you’re targeting the most relevant keywords for any content you write.
- Format your content – Google values content that it can understand. Follow a template and give Google indicators of what kind of content you’re providing.
Contact Us for Help With Creating Zero-Click Content
Need help figuring out where to start with zero-click content? Contact our team of digital marketing experts today to get started!