Zero-Click Searches: 10 SEO Strategies For Professional Services

If you’re in professional services—whether legal, consulting, or software—you might have noticed something alarming: website traffic is stagnating or dropping. Yet, search volumes keep rising. What’s going on?

The culprit? Zero-click searches.

What Are Zero-Click Searches?

Imagine this: You type a question into Google, and the answer appears immediately at the top of the search engine results page (SERP).

No clicks. No scrolling. Just the information you needed.

This is what we call a zero-click search. Instead of visiting a website, users get their answers directly on Google.

Why Does This Matter?

For professional service providers, clicks and conversions drive new clients to your business. If Google is answering questions for you, where does that leave your business?

Zero-click searches have reshaped the search landscape, focusing heavily on user experience and search intent. While these features are valuable for users, they challenge businesses by reducing organic search traffic and increasing reliance on alternative SEO strategies.

The Scale of Zero-Click Searches

According to a 2024 study by Rand Fishkin, 58.5% of Google searches in the United States and 59.7% in the European Union ended without a click. This staggering figure underscores the importance of adapting your SEO strategy to this new landscape.

Additionally, mobile searches and the rise of voice search have contributed significantly to the increase in zero-click experiences. Informational queries, where users simply seek an answer without requiring further exploration, dominate these searches.

Types of Zero-Click Searches

Before diving into strategies, let’s review the common zero-click search features that dominate SERPs:

• Featured Snippets: Summaries of webpage content appearing above regular search results.
• Knowledge Panels: Informational boxes for businesses, people, or entities.
• Direct Answers: Simple responses to questions (e.g., weather, calculations).
• People Also Ask (PAA): Related questions users might have.
• Local Packs: Information about businesses near the user’s location.
• AI Overviews: In-depth summaries generated by AI-powered models.

These features aim to improve online visibility while catering to specific search queries and search intent, but they leave businesses grappling with declining clicks.

10 Key Strategies to Navigate Zero-Click SEO

1. Content Optimisation for Featured Snippets

Featured snippets offer unparalleled visibility. To optimise for them:

• Create concise answers: Address common questions in 40-60 words.
• Use structured content: Include bullet points, lists, and tables.
• Focus on long-tail keywords: Phrases like “how to…” or “best way to…” often trigger snippets.
• Optimise Q&A formats: Mimic how users ask questions.
• Incorporate trigger words: Words like “how, why, best, tips, cost, guide” are snippet magnets.

Examples:

• Legal: Create a post titled “What Are the Steps to File for Divorce in the UK?” with bullet-point steps.
• Software: Publish a guide on “How to Choose the Best CRM for Small Businesses.”
• Consulting: Write a blog titled “What Are the Key Stages of a Digital Transformation Project?”

Read also: How AI Overviews Are Transforming SEO & Search Strategies

2. Enhance On-Page SEO

Even in a zero-click world, on-page SEO remains crucial. Key areas to focus on:

• Header Tags: Use H1, H2, and H3 headers to structure content logically.
• Meta Titles and Descriptions: Make them compelling and keyword-rich, e.g., “London family solicitor.”
• Mobile Optimisation: Most zero-click searches happen on mobile. Ensure fast loading and responsive design.
• Core Web Vitals: Optimise for fast load speeds, interactivity, and visual stability.

Pro Tip: Don’t ignore schema markup. Adding FAQ schema or How-To markup improves your chances of appearing in rich snippets and zero-click content.

3. Leverage Local SEO for Zero-Click Local Results

For professional services, local visibility is critical. Here’s how to dominate local zero-click searches:

• Google Business Profile: Optimise your listing with accurate details, images, and opening hours.
• NAP Consistency: Ensure your Name, Address, and Phone Number are identical across all platforms.
• Location-Specific Content: Create content addressing local issues.

Examples:

• Legal: “Understanding Employment Law in London.”
• Software: “Top Tech Meetups and Startup Events in Manchester.”
• Consulting: “How Consultants Can Help Manchester Businesses Save on Costs.”

Encourage Reviews: Positive client reviews boost rankings and credibility.

4. Keyword Strategy: Long-Tail Wins

Zero-click searches thrive on user intent, making long-tail keywords essential.

Why?

• They’re specific and cater to users seeking direct answers.
• They often trigger features like featured snippets and People Also Ask results.

Examples:

• Legal: “How much does a family lawyer cost in the UK?”
• Software: “What is the best project management software for startups?”
• Consulting: “How can a consultant help with SME cost reduction?”

Read more about effective keyword research and how it can transform your search engine rankings.

5. Technical SEO and Structured Data

Without solid technical foundations, your SEO efforts may fall short. Improve your technical SEO with these steps:

• Regular Site Audits: Fix issues like broken links and slow pages.
• Schema Markup: Add FAQ, How-To, or Review schema to help Google present your content as search features.
• Site Speed: Optimise for fast-loading pages.
• Monitor Analytics: Use Google Analytics and Search Console to track organic traffic, rankings, and user engagement.

6. Adapting to AI Search Engines

AI-powered search engines (e.g., Google’s Gemini, Bing AI, Perplexity) are reshaping zero-click trends.

How to Adapt:

• Generative Engine Optimisation (GEO): Craft content aligned with AI algorithms.
• Structured Data: Use schema markup to improve AI understanding.
• Comprehensive Content: Ensure your site is seen as an authoritative source.
• Monitor AI Platforms: Stay updated on AI-driven search developments.

7. Focus on Content Strategy and Thought Leadership

Content remains king, but it’s evolving. Strategies to focus on:

• High-Quality Content: Address user pain points and questions directly.
• User Intent Alignment: Write for different stages of the buyer’s journey.
• Thought Leadership: Publish case studies, guides, and whitepapers.

Examples:

• Legal: “How to Choose the Best Divorce Solicitor in the UK.”
• Software: “A Complete Guide to CRM Implementation for SMEs.”
• Consulting: “The Ultimate Guide to Operational Efficiency for Small Businesses.”

Read more: Top 15 FREE AI Tools To Boost Your SEO Efforts This Year and take your SEO strategy to the next level.

8. Leverage Video and Multimedia Content

With video featured snippets on the rise, multimedia content is a must.

• Create Short Videos: Answer common questions in your field.
• Optimise Metadata: Include relevant keywords in titles, descriptions, and transcripts.
• Use YouTube Timestamps: Highlight key sections of longer videos.

9. Embrace E-E-A-T Principles

Google’s E-E-A-T (Experience, Expertise, Authoritativeness, Trustworthiness) guidelines are critical in a zero-click world.

• Showcase your team’s credentials and experience.
• Update content regularly with the latest industry insights.
• Obtain backlinks from reputable sources to boost authority.

Discover the latest trends shaping the future of SEO. From AI-powered tools to evolving search algorithms, gain expert insights to refine your strategy and achieve measurable results.

10. Utilise Social Media and Off-Site Presence

While zero-click searches dominate Google, don’t ignore other platforms.

• Active Profiles: Maintain LinkedIn, X (formerly Twitter), and other relevant platforms.
• Share Expertise: Post snippets of your knowledge to build a following.
• Engage in Discussions: Increase visibility by participating in industry conversations.

Read also: Building Trust Online: Key Strategies for Professional Service Providers

Measuring Success in a Zero-Click World

Traditional metrics like organic traffic may not tell the full story. Focus on:

• Brand Mentions: Monitor search volume for your brand name.
• Social Engagement: Track likes, shares, and comments.
• Direct Traffic: Measure direct visits to gauge brand awareness.
• Conversion Rates: Assess conversions from search engine rankings and organic queries.

Final Thoughts: Thriving in a Zero-Click World

Here’s the truth: Zero-click searches are here to stay. As Google and other platforms prioritise instant answers, businesses must adapt to remain competitive.

By optimising for featured snippets, embracing local SEO, and creating high-quality zero-click content, you can maintain online visibility and attract potential customers.

Remember, it’s not just about clicks anymore—it’s about owning the space where your audience is searching. Start implementing these strategies today and turn the zero-click challenge into an opportunity to stand out.

Need help navigating zero-click SEO? Let’s talk!

Our dedication to excellence is highlighted by our recognition from Clutch as a Top SEO Company for Business Services in the UK.