Zero-Click Search & The Future of SEO

What is Zero-Click Search?

In ChatGPT, users get their answers without having to scroll through the top 3-5 listings in Google, or with zero-clicks. For nearly as long as they’ve been around, Google has been the primary search engine of the internet. However, with the advent of OpenAI, this is changing fast. This has Google playing catch-up by implementing features of their own, like Gemini (previously BARD) and “AI Overviews” (previously SGE) - with the same intention of serving a zero-click search result.

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It's worth mentioning that both products serve the same purpose - search. So, the search machine that wins out here, will be determined by user preference over time. Right now, in SEO we consider what "type" of queries users are searching when using one vs the other, but in time, and as the products improve - I believe everyone will stay with Google/AIO or move to Gemini/ChatGPT. Perhaps further reduced to browser vs app.

We could (and will) write a whole post on this topic, but the point is that zero-click search is here to stay.

Beyond The Search Engine

While ranking in Google and other top search engines remains relevant, it’s important - now more than ever, to expand marketing efforts beyond the reach of Google’s ever-volatile algorithm. The traditional focus of SEO has always been optimizing websites for search engine results such as Google or Bing.

However, today’s digital landscape requires a more broad approach. Costumes are engaging with brands through a variety of channels like Facebook, Google, Ads, and so on. So, SEOs who understand this interconnected ecosystem, and can optimize across all touchpoints will be valuable assets indeed.

The Power of Cross-Channel Optimization

Imagine the customer journey as a series of interconnected steps. For example, your customers may see a social media post that leads them to your website, where they then subscribe to your mailing list or make a sale. Cross-Channel Optimization guarantees a consistent message and smooth user experience across these touch points. An SEO with expertise in this field could develop a unified strategy through the entire journey, optimizing each touch point.

The Future-Proof SEO

If you’re not first, you’re last (I know you did the voice lol) It’s a great quote to use in this context because if we don’t adapt now, the priority of SEO - or even manual optimization could be replaced by automation and PMAX campaigns LOL! I’m kidding, but I’m exaggerating the point to say that, as digital marketers we should aim to be as useful in every case as possible. Things are changing fast, and you never want to have all your eggs in one basket. So don’t wait! Here are three ways SEOs can prepare for the future:

• Content Marketing: Learn how to create, write, and produce high-quality content that’s engaging to your user and optimized for various platforms (websites, socials, youtube, email)
• Data Analysis and Measurement: SEOs who can analyze data from multiple sources and translate it into actionable insights will be in high demand. Google is offering a course in Data Analytics at Coursera!
• Technical SEO with a Broader Scope: While technical SEO remains important for websites, consider expanding your knowledge to include technical aspects of other channels like Google ads, social media, graphic design, or email marketing automation.

TL;DR

Funny, to put this at the end here but, the main takeaway is that SEO is changing. The future is bright for those who see this change and can adapt fast! By embracing a holistic approach and considering the entire customer journey, SEO can become an even more crucial part of omnichannel marketing strategies. Developing new skills in content marketing, data analysis, and a broader technical skillset will be important for SEOs to thrive in the future. Follow me here or at Digital Valley 360 for more.

Till next time friends - thanks for reading!