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In the past few years, the digital landscape has undergone a pivotal shift. As searches are no longer confined to a desktop and almost everybody carries a smartphone in their pockets, the internet has become accessible at any time from any place. In 2016 this change forced Google to implement a new feature called mobile first indexing. While this change happened nearly 8 years ago, it had a deeply felt impact on search engine optimization (SEO), this is still felt today. As individuals rely on their smartphones now more than ever, in 2023 63% of all Google searches came from mobile devices, of these 63% of the searches, 61% were zero click searches. A zero click search occurs when a search engine results page (SERP) displays the answer to a person’s search, it is a result shown without being sent to a webpage. With Google’s new search AI feature questions can now be directly answered on the results page without having to click into any pages. These changes in the digital landscape have created a new for change. Digital marketing experts have been testing new SEO features to optimize for mobile first indexing and growing trend of zero click searches
What is Indexing and Mobile First Indexing?
To better understand the issue it is important to first understand what exactly is indexing. Indexing is the process when a search engine like Google, downloads a web page. Next it will pull the links and learn the information on the page, next the information is analyzed and stored in Google’s servers. Indexing a page allows for the search engine to quickly recall the information and deliver relevant results to searches. Traditionally a search engine would first index the desktop version of a page and the mobile version would take less priority. However, this has now flipped as Google now uses mobile first indexing, making mobile versions of webpages more important. Mobile first indexing means that the mobile version of content will be indexed and ranking a webpage. Meaning that a website that does not have a mobile version will not perform as well as one that does in search rankings. This fundamental change in search behavior highlights the importance of having a mobile friendly and optimized website to be competitive and visible on a search engine results page.
The Rise of Zero Click Searches
A zero click search refers to search questions answered by a snippet on the search results page. A zero click search does not require a user to click through or even access a website. For example, if someone wants to know the weather before a trip they will simply search the weather forecast for that area. Google’s search engine will display the weather forecast on the search results page, or if you want to see the time in a different time zone. One search and you have the answer instantly. This shift in search trends has had significant implications for SEO and website traffic as it reduces the number of click throughs to the sites providing information. With only increasing numbers in mobile device usage, zero click searches have only become more common. Mobile users want quick and concise information in the palm of their hands, and search engines aim to provide that information directly in their SERPs.
What do Zero Click Searches and Mobile First Indexing Mean for SEO?
With mobile first indexing solidifying itself as the new industry standing and zero click searches on the rise, SEO has transformed forever. These changes highlight the need to cater towards mobile optimization and content that is tailored for zero click searches. At Simple SEO Group we specialize in SEO best practices and digital advertising, here are some tips to help optimize your site and remain relevant on SERPs.
Use Content Strategies
The prevalence of zero click searches means that websites must now focus on curating concise and accurate information that is easy to read. By using structured data and schema markup you can help search engines better understand and present your content in a way that is likely to be in an instant answer format. While zero click searches may reduce the click through traffic on your website, appearing as the top answer for a question as a featured snippet can help enhance brand visibility and authority.
Improve User Experience
By creating the best user experience possible you can create a seamless mobile experience which can push individuals to take action on the site and improve engagement, both of which are important for search results rankings. Common steps to take when improving user experiences include mobile optimized images and videos, easy to tap buttons and links, and avoid using intrusive pop ups that ruin the mobile experience.
Utilize Local SEO
Be sure you are optimizing your site for local searches. Many mobile device searches have local intent such as something like a flower shop near me or who is the best lawyer in a certain city. By making sure your business listings have accurate and up to date information and encouraging customers to leave reviews, you can improve your local visibility.
Looking Ahead
As mobile searches continue to dominate and zero click searches show no sign of stopping, optimizing your website to be mobile friendly is no longer just an option but a necessity. With Google’s new generative AI search functions, search queries can now be answered by AI crawling web pages. The SEO landscape is facing great changes, but these changes represent an opportunity to get ahead. Taking advantage of new strategies geared towards mobile searches and zero click searches your business can get a leg up on the competition.
About us
At Simple SEO Group we have delivered results driven online marketing and web development services since 2008. We serve clients from small and mid-sized businesses to fortune 1000 companies alike. To date we have helped over 400 brands improve their online presence and grow their business online. Contact us today to learn more about how we can revolutionize your business’s online presence.