Sure, there’s the simple fact that not clicking on Google is better for Google’s bottom line. But behind the more cynical explanation is a genuine concern for user experience.<\/p><\/blockquote>\n
Google’s success as a company depends on providing the most accurate and intuitive experience possible for searchers. Historically, that meant presenting users with the best list of web pages for their queries.<\/p>\n
But over the years, Google has discovered that people always ask simple questions, like “How old is Queen Elizabeth?” In that case, it would be a pretty bad experience to send someone to a random web page to read an entire biography just to find the answer.<\/p>\n
The best experience is to simply extract the answer and show it to the user.<\/p><\/blockquote>\n
For some definition searches, you don’t even have to actually search. Google’s autocomplete includes the definition in the query bar before you hit enter.<\/p>\n
So there’s a rationale for the zero-click madness. If it didn’t work for the user, you can bet Google would stop doing it.<\/p>\n
Featured Snippet<\/h2>\n
The answer box and knowledge panel are both examples of featured snippets: a prominent piece of information that appears at the top of search results and contains a link to a website (or websites) to learn more. And rather than viewing featured snippets as their traffic-hogging rivals, most SEO strategists see them as the creme de la creme: the elusive \u201cposition zero\u201d in search results.<\/p>\n
And while the answer box and knowledge panel may rely heavily on verified sources like Wikipedia, other types of featured snippets will pull information from the website that presents it in the most organized, optimized, and reliable way. Virtually any form of useful content is fair game, from how-tos to in-depth definitions and explanations to \u201cbest of\u201d product lists.<\/p>\n
Rich Snippet<\/h2>\n
Whether or not it contains a featured snippet, almost every Google SERP layout includes the familiar list of ten organic results. Within this list, a rich result is anything beyond the standard blue website link. This can be as simple as a website link with several links to internal pages nested underneath. Or it can include reviews, carousels, or any number of additional features that use structured data markup.
\nThe best part is that you can often get rich snippets simply by adding structured data markup to your code. However, it\u2019s worth noting that structured data is not a ranking factor. However, it can help your listings stand out, so it\u2019s worth implementing in most cases.<\/p>\n
That said, there\u2019s a long and growing list of structured data options, and adding one to your site will be a waste of time. Having the markup in place doesn\u2019t guarantee that Google will actually use it. Look at the SERPs for your priority keywords and note the types of rich results that appear most often or that would logically appear for search. Focus on those. And follow Google\u2019s structured data guidelines.<\/p>\n
Organic Search Results<\/h2>\n
By definition, organic results are really anything in the SERP that isn\u2019t a paid ad. However, when most SEOs refer to organic search results, they mean the list of 6-10 blue links.<\/p>\n
After the January 2020 major update, the mobile and desktop SERPs look very similar. Each organic listing now consists of a Favicon followed by a breadcrumb trail. The page title appears on the next line, then the meta description.<\/p>\n
Top Stories<\/h3>\n
Is your search topic newsworthy? Then be prepared to see some Top Stories included in your results. These are stories from (mostly) trusted sites that are 100% algorithmic in nature, based primarily on keywords, timeliness, and publisher\/article popularity. While blog posts and AMP pages sometimes make their way into Top Stories, the best way to earn one of these spots is to actually be a publisher or media site. Other than that, ask them to talk about you or your products.<\/p>\n
Video and Image Results<\/h3>\n
If Google deems it useful, they will include video results (thumbnails, with a link to the video) and image results (a collection of images pulled from Google Images, with a link to see more). Struggling to crack the first page of Google for a hyper-competitive keyword? Then, optimized video and images could be your ticket in.<\/p>\n
Twitter Results<\/h3>\n
If a search query returns Top Stories, there\u2019s a good chance it will also return Top Tweets. After all, social media often reflects trending topics. Like their news counterparts, Top Tweets are extracted using a simple search algorithm: keyword or hashtag, recency, popularity.<\/p>\n
Sitelinks<\/h3>\n
Sitelinks are a form of structured data markup that allows your website to display internal or organizational pages below the home page in SERPs. These typically appear for branded searches. However, you can optimize for them by using skip links (or anchor links) marked with navigational html.<\/p>\n
“People Also Ask”<\/h3>\n
Sometimes Google will encourage you to dig deeper into your search by providing a list of related queries to your results. If you like meta examples, here are the “People Also Ask” results included in the search query “people also ask Google:” Because of this element’s ability to expand on a topic, it’s a great place to look if you’re looking for keyword or content ideas.<\/p>\n
Local Search Results<\/h3>\n
Local SEO isn’t just for local businesses. It’s also used by larger companies with physical locations nearby. And when Google thinks you’re looking for a business near you, the SERP layout looks very different.<\/p>\n
Google Reviews<\/h3>\n
There are two main types of reviews that can appear in SERPs: Google reviews and structured reviews. Structured reviews appear as part of your website’s search results and can include star ratings for products, recipes, and more.
\nGoogle Reviews are Google’s answer to Yelp and will appear independently of any information pulled directly from the website. As you would expect, these only appear for physical locations.<\/p>\n
Local Three Pack<\/h3>\n
Also called the 3-pack or “Local Three Pack,” the Local Pack features a prominent map with three local businesses that fit the searcher’s needs. Unless your business is in a small town and\/or a niche industry, competition to get into the 3-pack can be fierce. Include as much relevant information as possible on your Google My Business profile and solicit those reviews!<\/p>\n
Related Searches<\/h3>\n
The related search queries at the bottom of the page<\/a><\/strong> are an incredible source of data to power up your keyword research. You may discover alternate phrases or overlapping topics that you hadn’t considered. If Google goes out of its way to show them to you, they probably matter!<\/p>\nPaid Search Results<\/h3>\n
Finally, we have the old staples: paid results. These include PPC ads and PLA (Product Listing Ads, also known as Google Shopping feeds). Google ads can appear above or below the results, but will only allow up to four ads above the organic search results.<\/p>\n
Conclusion<\/h2>\n
What do you get out of owning a featured snippet? From being included in the local three pack? From providing the definitive answer to a user\u2019s question? Or from dominating the SERP real estate \u2013 standard organic listings, Google news, video, Twitter, and images \u2013 for a high-priority search term?<\/p>\n
The answer is that you\u2019ll increase your website traffic, ergo, the possibility of increasing your revenue.<\/p><\/blockquote>\n
Google will never provide complex information, instructions, or in-depth articles within the SERP because that would be a terrible user experience. If you want to comparison shop, you\u2019ll have to visit multiple websites (Google Shopping has many limitations). If you want to look closely at something, read beyond the news headline, or watch a video, you\u2019ll have to click.<\/p>\n
So Google SERP is a platform, not a limitation.<\/p><\/blockquote>\n
But optimizing for SERP is different from SEO optimization of your website and you need a holistic approach to be successful. Don’t waste too much SEO resources on queries without clicks. Contact our team to get real results!<\/p>\n","protected":false},"excerpt":{"rendered":"
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