News in the Channel - issue #39

ZERO-CLICK SEARCH

optimising your Google Business Profile.

further than SEO. Commercial: These keywords help people research products or services. These include price comparisons, feature guides for specific products, reviews and high value thought leadership. Users searching for these terms are slightly further on in their buying journey and will likely appreciate some in-depth content. This could be where your expertise has its chance to shine. Transactional: This is for your e-commerce style searches, for people about to buy. They’re most used for specific products, or search terms that end with ‘buy’ or ‘for sale.’ Bear in mind that if you’re trying to rank for these terms, you’re going to be competing with sponsored Google Shopping content. Target a wider channel presence We say this a lot to clients. Even if SEO has been a big winner for you in the past, don’t put all your eggs in one basket. If you’re in B2B, consider targeting Google, LinkedIn, Meta and YouTube, for B2C, TikTok is another consideration. Even if SERP Features are pushing your content down the page, ranking via many channels gives you the best chance for success. What’s coming next? The situation is still volatile. Google is hinting about introducing ads to AI Overviews, but diversification, in terms of keyword strategy and marketing channels, are still going to be the key to success. For more information about how to develop your strategy, speak to GetCrisp. n

How to optimise my site around zero-click searches?

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‘Around’ is the watchword here. When you’re carrying out keyword research, it’s important to know where you’re going to come up against AI Overviews and Local Packs. Keyword tools like SemRush or Dragon Metrics will let you know which SERP Features trigger against certain terms, which is helpful. Once you know what you’re up against, there’s a few strategies that are relevant. Target featured content In plenty of cases, brands are trying to work SERP Features to their favour. AI Overviews need sources, and if your content is authoritative enough, you can rank at the top of the pack. You can do this by checking what Google currently ranks as the featured snippet for your chosen keyword and matching the terminology or formatting of your content to that snippet, just making it better! Consider search intent As mentioned earlier, when users search on Google, there are different outcomes to be expected, this is known as search intent.

As the names suggests, a zero- click search is a search event in which the user does not click on any of the results brought up by the search engine.

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Navigational: These are direct searches from users trying to find your brand specifically. To start driving navigational searches, you need to look