Zero Click Search Decreased Traffic and Conversions. What Can We Do?

If you’ve searched on Google and had your question answered without having to click through to a website, you’re already familiar with zero click searches. Google shifted how it drives website traffic on its search engine results page (SERP). Due to this, your business may have noticed a decline in conversions.

This SEO update raises questions. Namely, what caused this change? And, if people aren’t clicking through to my website, does the content my team works diligently to create even matter?

Short answer, yes. Specifically, top-of-funnel, informational content creates value for your brand in an On-SERP SEO landscape. We’ll explain. In this post, your business will learn:

  • What are zero click searches?
  • What is top-of-funnel content?
  • What can my business do about this SEO update?

A Definition of Zero Click Search

In layman’s terms, a zero click search happens when you type a query into Google and have your question answered without having to leave Google’s ecosystem for another website. These answers are aptly called Google Quick Answers.

Quick Answers can also be called featured snippets. In case you’re still scratching your head, we’ve provided a visual reference from Google’s Webmaster blog.

A featured snippet on the Google SERP

While featured snippets and Quick Answers are helpful to site visitors, they impact organic traffic your business may have received. Since an adequate answer was provided to the user on Google’s SERP it means fewer users are clicking from the SERP through to sites, including yours. On-SERP SEO optimizations can help your business rank when these results are served to visitors, but top-of-funnel content can be a strategic way to bypass the zero click search quandary.

The goal is to appear on Google’s SERP as early and frequently as possible, and to have your brand top-of-mind in the time of a purchase decision. Quality, top-of-funnel content conveniently helps check off every one of those boxes.

What is Top-of-Funnel Content?

Content is typically divided into top-of-funnel (ToFu) content, middle-of-funnel (MoFu) content, and bottom-of-funnel (BoFu) content. To connect with traffic in a world where Google SERP real estate is shrinking, the antidote is contained in the useful information top-of-funnel content creates.

Top-of-funnel, or ToFu Content – Top-of-funnel content is high level, general interest, informational and educational. It doesn’t lean on heavy-handed asks or sales messages. Blog posts (though not all depending on the subject matter) are considered top-of-funnel.

Top-of-funnel content builds trust between site visitors while simultaneously encouraging familiarity with your brand. Brand being the key differentiator here. Your top-of-funnel content is typically how an individual will first encounter your brand online, which is why there’s a correlation between branded search and top-of-funnel content.

Zero click search has shifted practices from focusing on incorporating the right keywords in content to brand awareness and brand building.

An Actionable Tactic Your Business can take to Direct Traffic from a Google SERP

So, what can my business do about the emergence of zero click search and On-SERP SEO?

Create more top-of-funnel, ToFu content.


Branded searches are more impactful to your business goals than generic search queries. ToFu content build the audience of direct visits to your site. With branded search, users are specifically seeking your business, and have a likelihood of converting into a customer. The correlation between branded search and a loyal, paying customer is strong.

ToFu content gently introduces your brand to the individual you’re looking to earn business from, while steadily building trust. The modern decision-making process is non-linear, and being a helpful brand with informative, top-of-funnel content encourages additional site traffic. This creates a positive reinforcement loop, where prospective customers return to your site specifically to have their questions answered. Those prospective customers will reward your business with a well-earned sale if you’ve created impactful, informative content.

The Evolution of SEO to On-SERP SEO – What’s Next?

The latest SEO update brings numerous considerations. Those considerations will naturally lead to tactics your team will need to make. In a follow-up post, we’ll share additional tactics beyond creating more top-of-funnel content.

If your business needs additional context, call our team. We’ll do our best to help you become first in a zero click search world.

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