Fighting Back a Traffic-Less Site With Zero-Click Searches

Attracting website traffic is becoming increasingly difficult in today’s internet landscape. Possible reasons include the normalization of zero-click searches and platform-centric content.

Traditional SEO and content strategies might not be effective and marketers need to explore alternative tactics to maintain influence in the digital space. Below is a breakdown of this trend and industry strategies that can help website owners adapt to the challenges.

Zero-Click Dominance is a Challenge

Recent surveys and studies show that blogging and driving traffic to a website are more challenging than ever. The issue has intensified in the last two years as Google, Facebook, LinkedIn, and other major platforms encourage users to stay on their sites instead of redirecting them elsewhere.

One reason is that zero-click is taking charge and ruling over everything. Google attempts to answer user queries without clicks, Facebook is trying to keep its audience on the platform, while LinkedIn does not want people venturing outside.

An astonishing 96.5% of web pages do not get traffic from Google because users are getting their answers directly on the search engine instead of clicking through to external websites!

Further, Google is now integrating AI-generated answers in its search results pages – and taking up a significant amount of page space. The result is a reduction of room for organic search results.

As mentioned earlier, major platforms are prioritizing their content and well-crafted articles and blogs are receiving fewer visitors.

Probable Strategies to Encourage Website Traffic

In the currently challenging digital environment, website owners have the option of competing or adapting. Here is a breakdown of each approach.

Compete for Limited Traffic

Zero-click searches are on the rise, but there are some methods you can implement to bring visitors directly to your website. Competing for limited traffic lets you maintain some level of visitor engagement on your site, but these avenues are becoming more competitive and resulting in modest results.

Here are two strategies you can implement to compete for the limited traffic.

Use Specific Subreddits

Research subreddits directly related to your industry or subject and content topic. For instance, an expert selling smoke alarms should consider targeting r/HomeImprovement or r/DIY channels.

After joining the communities, share insightful and helpful content instead of overtly promoting your site. Excellent ideas include posting a quick product guide, answering common questions about the products, or starting discussions. Subreddits are great for encouraging organic participation while building credibility without triggering anti-promotion sentiments.

Genuinely contributing to discussions will encourage users to seek out your profile or website on their own, increasing organic traffic. The approach builds trust within your community and leads to indirect traffic.

Optimize Content for Long-Tail Keywords

There is a saturation of popular keywords but focusing on low-competition, unique phrases promises better chances for ranking. For example, adding details like unique characteristics, product specifications, or location can work. For the smoke alarms expert, long keywords to focus on may include “best smoke alarms for small apartments.”

Long-tail keywords are often more aligned with specific user requirements and needs. Creating content that offers answers to these queries has the potential to bring you a smaller but more targeted audience.

Consider promoting your long-tail keyword content on channels like Q&A websites, forums, and newsletters. Each channel will drive some valuable traffic back to your site while amplifying visibility for niche keywords.

Focus on Influence by Embracing Zero-Click

Over 60% of Google searches end with the users not clicking on a link!

To survive in this new reality, website owners need to focus on brand influence and increasing visibility. The approach means embracing native content and indirect influence instead of fighting to pull the users from these platforms.

Embracing the zero-click era allows your business to engage with future product users in their natural digital environments. It offers a more viable way of winning while maintaining relevance without needing clicks back to your website.

So, how do you embrace and thrive in this zero-click era?

Publish Native Content

Creating and sharing valuable content directly within Facebook, Google, Reddit, and other platforms is better than merely linking back to your site. For instance, you might have a post discussing smoke alarm installation tips live on LinkedIn so you meet users who are already looking for these answers.

However, each platform favors different content styles and formats. So, tailor your content accordingly. Reddit is suitable for discussion-oriented posts, Facebook prefers visually engaging formats, and LinkedIn is ideal for industry insights.

Last, post regularly on key platforms to ensure your brand remains visible even when not getting direct traffic. Consistently engaging with your audience helps foster trust and familiarity, so platform users are more likely to remember you when they seek more information later.

Become an Information Source for Platforms

Focus on developing highly credible, well-researched, and in-depth content that platforms can reference or reuse. Doing this solidifies your brand’s position as an authority and increases the chances of platforms referencing or sourcing from your content in AI overviews, summaries, or featured snippets.

Also, consider sharing your content across multiple reputable websites and publications to enhance reach. Platforms get their information from various sources and increasing your wingspan increases the likelihood that your content will influence the results users see.

Engage with User-Generated Content (UGC) through comments or community contributions on related but vital forums. The strategy helps expand your reach while establishing your brand or business as a thought leader. Actively participate in conversations centered around relevant topics to shape perceptions directly.

SEO and SERP Ranking Still Matters

Considering that zero-click searches are taking over, should you worry about Search Engine Optimization (SEO) and search ranking?

Yes! SEO is an integral component of any digital marketing effort and that will not change because:

• Search Engine Results Pages (SERPs) feature for over 90% of snippets and the results are from pages ranking on the first page of the results. Google still considers this a sign of high-quality and relevant information for the user, so having a strong SEO strategy is vital.
• The results provided by zero-click searches only cater to simple information pieces and answers. Users who require more information have to tap on a link to visit the website with the best content.

Conclusion

Traditional methods that solely focus on traffic are no longer yielding the expected results in this digital landscape. Instead, website owners should consider accepting the zero-click reality and focus on creating influence directly on platforms their target audiences trust most.