no-click (Zero Click) - the zero position, which Google called OneBox. The results can be conditionally divided into 2 groups:

Informers - answers to specific requests when there is really no need to click on a link. Usually these are questions like “what time is it”, “what is the weather”, “calculator”, “dollar rate”. Not of commercial interest.

 

Commercially colored - results from “Google My Business”, etc. For example, answers to queries “hairdressers in Yaroslavl”. This also applies to inquiries related to purchases, for example, "how many diapers does a baby need for a month" or "how to fix sheets of GVL".

 

Zero Click is most commonly found on mobile platforms. This can be easily explained by the fact that a person with a smartphone in their hands needs an answer instantly, and the waste of traffic to follow the link will only annoy.

 

How to get to zero position: content recommendations

 

 

Start by unloading queries for which your site is in the top 20, or better - in the top 10. This data will also be provided by Google Search Console.

 

Sort queries with low positions and low frequency (less than 10-50). Analyze the remaining pool - look at the output to highlight requests with sorcerers. This process can be automated using the PromoPult service. If you have a subscription, you can choose Ahrefs or SEMRush for this.

 

In turn, enter all the queries with the wizards in the selected search engine in order to find out which of them your pages are not in the zero position (there may be a lot of them). All of them need to be taken into work and the semantics should be diluted:

 

· Add words from Google search suggestions;

· Phrases-associations from the block "Search along with the request";

· Keywords based on the analysis of thematic issues.

 

Choose suitable content formats

 

· Answers to questions (FAQ). To parse requests, use, for example, answerthepublic.com. To create content, choose either simple queries (to answer in 250-350 characters), or complex ones to answer in detail in several blocks.

· Guides and instructions. Recipes and other How-To materials often end up in zero checkout. In this case, the text in the no-click-SERP serves as a snippet and pulls inward, makes you click on the link.

· Definitions. Search engines often respond with Zero Click-results to queries like "SMM is", "concrete this". Often, users receive quotes from Wikipedia as a response, but commercial impressions can be obtained for more specific requests. At the same time, the definitions in the texts should be made laconic so that they fit into zero output (250-350 characters).

· Comparisons. Content comparing any products. Its advantage is that there will be no full response in the no-click search results, so the probability of a click is higher.

· Ratings. Make a selection of the best products from your field of activity, the search engine will take the entire list (or part) in a snippet. The main thing is that the products should be listed at least once in the text.