Local Search News – How Zero Click Searches Can Generate Brand Awareness and Foot Traffic
Local search refers to internet searches that focus on products and services available locally. Businesses looking to appear in local search results must claim and manage their listings accordingly.
Not only can companies claim business listings, but they can also boost their visibility in local search results by linking and content marketing. Understanding current local search trends will allow your company to optimize its online presence for an enduring presence on search engines.
Google’s Zero Click Search
As Google continues to introduce SERP features that answer search queries without requiring users to click, marketers must adapt their strategies accordingly. This is particularly relevant for local businesses as zero click searches can create brand awareness and drive foot traffic directly to them.
Featured Snippets (featured snippets) are short answers that appear at the top of an SERP for question-based searches, such as “how to”, “where is” and “who is”. These may also appear as paragraphs or lists.
Marcus Tober at SEMrush recently published a study which puts zero click searches far lower than previously claimed. According to Tober’s estimate, zero click searches comprise 25% of desktop Google searches and 17% on mobile, significantly lower than what the Sparktoro study claimed at 65% of all Google searches. If you want your business to appear as featured snippet, be sure you have an engaging Google Business profile complete with photos and reviews; schema markup may also help display additional information in SERP results like how-to schema that displays steps or FAQ page schema that displays questions and answers on one page! To increase your chances, make sure your Google Business profile includes photos and reviews as well as creating how-to schema that displays steps on how-to do something or FAQ page schema that displays questions and answers within SERP results.
Apple Maps’ Reliance on Yelp Data
When it comes to local search, many of the top results come from vertical sites that have established themselves through ranking highly for specific keywords. These websites may serve as aggregated sources of business listing data supplied from various sources.
Local marketers still have many opportunities for getting their information into organic and paid search results, the easiest being through claiming business listings through Google or Yahoo! local business centers.
Businesses should also look into ways that they can collect reviews and ratings in-house or through external sources to give themselves the best chance at becoming top results. A great strategy would be asking customers for reviews through text/email campaigns with links directly to websites where they can leave feedback with just two thumbs-up/thumbs-down indicators.
Apple’s New Ratings and Reviews In-House
Local search engines utilize proprietary business listings databases created in-house or licensed from third-party data publishers for ranking local search results, in addition to traditional ranking signals (keyword relevance, distance from centroid etc).
Businesses looking to be found through local searches should claim their listing through search engines’ business center, but even without one they can still appear through building content which incorporates locally relevant keywords.
At a time of increasing search engine algorithm changes, it is critical that solar, HVAC, home performance and building sector companies stay ahead of the curve when it comes to SEO. A key principle of local SEO is building E-A-T (expertise, authority and trustworthiness). To do this, make sure your NAP information matches up with that on Google My Business profile.
Apple’s Zero Click Search Impact
As a local search practitioner, you may have heard how Zero Click searches are revolutionizing traffic expectations and multi-touch attribution models. But it’s important to keep in mind that Zero Click doesn’t simply involve increasing website visits; its purpose extends further.
Studies conducted by Rand Fishkin and Sparktoro indicated that in 2020 nearly 66% of Google searches ended without clicking through to another web property. Such searches tend to occur more often on mobile devices where users seek quick and practical solutions without additional research or typing.
Additionally, as the pandemic continues to shift more people away from computers and desktops and toward smartphones, this number may continue to increase. If this trend holds true for your solar, HVAC, home performance or building sector company listings then keeping your Google Business Profile current with reviews could help take advantage of it and capitalize on it. You could also apply this strategy on other online platforms where competitors exist such as homeperformance rating sites or better building sector directories.