Did you know that over 64% of online searches end without a click to a third-party website because of Google's zero-click search results?
So, what does it mean for your real estate business? How can you navigate the new challenges and tap into the new opportunities?
Learn what zero-click search results are, what they mean for your digital marketing plan, and how you can adjust your SEO strategy to win the zero-click search game.
What Are Zero-Click Searches?
You get zero-click search results when you see answers to a query at the top of a search engine results page (SERP) without clicking through to a third-party website.
Zero-click search results can appear in various formats, such as featured snippets, instant answers, definitions, maps, local packs, calculators, and knowledge panels.
If you aren’t getting the clicks and driving traffic through organic search, should you throw your hands in the air and give up on SEO?
Not so fast. Even though searchers may not click through to your website, getting your business or content seen on relevant SERPs can help you increase brand exposure and build credibility. Let’s look at how you can turn this crisis into an opportunity.
What Does Zero-Click Searches Mean for Real Estate Agents?
Now that searchers can get the information they need without visiting a website, click-through rate (CTR) isn’t the be-all-end-all for measuring the effectiveness of your SEO strategy.
For example, a searcher may see your business listed on the local pack. Instead of clicking through to your website, they may give you a call. You got a lead even though you didn’t get the traffic.
Alternatively, searchers may see your content in a few featured snippets. They become aware of your business and develop trust in your brand. They may be more likely to engage your services when they receive your direct mail.
The changes mean you need to adjust your key performance indicators (KPIs) and adopt a more holistic way of measuring your SEO effort. For instance, you can ask prospects and clients how they hear about your business to see if your SERP presence is yielding leads.
How To Leverage Zero-Click Searches to Gain Visibility and Build Credibility for Your Real Estate Business
Getting the coveted position zero on a SERP can help you gain brand exposure and build trust with your audience. Here’s how to get on zero-click search results:
Complete Your Google My Business Profile
Claim your Google My Business listing to get featured in the local pack. Complete your profile with a keyword-rich description, photos, reviews, and contact information. Also, format the phone number and address in the same way as they appear on your website and other third-party listings to improve local SEO.
Update Your Google Knowledge Panel
When users search for people, places, organizations, and things, the relevant information appears on the knowledge panel— an information box on the top right corner of Google SERPs. You can turn this zero-click feature into your virtual business card by suggesting a change to the knowledge panel associated with your business name.
Optimize Content for Featured Snippets
Give your website a makeover by targeting the right keywords and positioning information as answers to questions your target audience often queries. Publish high-quality content and follow formatting best practices (e.g., using header tags) to make it easy for Google to show the answer in bullet points or a numbered list.
Keep Up with SEO Best Practices
Use schema markup to make it easy for Google to crawl and index your website content. Include descriptive title and meta tags for all your pages and add alt text to your images. Also, ensure your website is optimized for mobile devices and voice search queries.
Final Thoughts
Zero-click searches offer real estate agents new opportunities to get found by prospects and customers. Incorporate the strategies here into your market plan to get your content in front of your target audiences to enhance your visibility and credibility.
