How Your Business Can Combat a Rise in “Zero-Click Searches”

by Conor McDonough, Partner, Scribendi Digital Marketing

Zero-click searches are searches on Google that don’t result in a click through to a website. The searcher is able to access the information they need right there in a search result on the Google page.

Between January and December 2020, nearly 65% of Google searches ended without a click to another web property — up from 50% in June 2019, according to a SimilarWeb study published by Rand Fishkin, founder of SparkToro. Source

This rise in zero-click searches can be attributed to Google’s emphasis on specific aspects of a website: schema code and meta text, as well as their emphasis on a fully flushed out Google My Business listing. 

What is a Schema Code?

A schema code is a hard-coded markup on the technical back end of a website that Google and other search engines have all agreed to as a metric for determining the type of business the website portrays. There are schema code markups for every business type, from contracting companies, to retail, to law firms and accounting firms. Every website should include a custom schema code on the back end of every page of the website, but most do not. Yet. 

What is Meta Text?

Meta text is the sample of text found below the link to your website in a Google search result. For example, here is ours:

Those small snippets of text below the links are called “meta text.” They can be written using specific keywords on the back end of the website. They give immediate information right there on the Google search result page and help with your SEO.

By securing and installing the correct schema code, writing your meta text with the proper keywords, and completing every aspect of your Google My Business listing, you will have a leg up in the growing world of zero-click searches. You’ll be able to provide immediate access to the information a searcher is looking for, whether they find it in a search result or click through to your website.

For a full analysis of your website and how it measures up to Google’s standards, call Scribendi at (339) 244-4222 or fill out our contact form. We build schema codes, write keyworded meta text, and can help you to fully flush out your Google My Business listing.