Key takeaways:

• More searches result in zero clicks, indicating that many contractors are receiving less traffic to their sites.
• It means you need to update your contractor SEO strategy and optimize it to get seen in the new result formats Google is showing, which are replacing traditional websites.
• Tempesta Media can help contractors improve their search visibility as search trends continue to evolve.

Do a quick Google search for an HVAC contractor in your zip code. What do you see?

Chances are, you’ll get an AI overview and some Google map results. It takes a bit of scrolling to see an actual website.

Why is Google doing this?

Google’s goal is to keep users on its result pages by providing all the information they need without requiring them to click on a website. It’s working, with nearly 60% of searches not leading to a click (we refer to these as zero-click searches).

Here’s why zero-click searches are a major trend to keep an eye on.

What Are Zero-Click Searches?

A zero-click search happens when:

• A user looks up something on a search engine.
• They leave the search engine without visiting a website.

In the past, a zero-click search usually meant the person didn’t find what they wanted and would do a second search. Now, Google has new result formats that provide people with exactly what they’re looking for, without needing to visit a website.

These formats look like:

• Featured snippets with a short answer to a question.
• AI overviews that summarize information from multiple pages.
• Google Business Profiles serve as a calling card for local businesses.
• Local map results with a list of nearby businesses.
• People also ask for quick answers to common questions.

With so many result types providing instant information, fewer people are clicking on your website, and you have less control over what they see.

This new way of searching is here to stay and will become even bigger because:

• Zero-click searches are convenient for mobile users (who represent 64% of web traffic).
• 62% of American adults use AI several times a week. AI models like ChatGPT are the new search tools of tomorrow, and they mostly lead to zero-click searches.

Why Zero-Click Searches Matter for Contractors

More zero-click searches mean less traffic to your site, but it’s not all bad. People are still finding you, but they’re learning about your business via Google rather than your website.

It means you need to rethink how you optimize your content to show up in these new result types and instantly answer common questions people have about your business.

5 Strategies to Get Seen in Zero-Click Searches

How do you get seen in zero-click searches? If you don’t have an SEO strategy in place, it’s time to look into it. And if you have an existing SEO campaign, it’s time to update it.

Optimize Your Content.

Google’s featured snippets and AI summaries (as well as responses from other AI models) draw on content from your site.

Make your content easier to reference by using a Q&A format and writing clear, concise content that is structured with headers. It should be up-to-date, easy to scan, and rely on your industry expertise.

You can take it a step further by adding calls to action within your content, for instance, in the answer to an FAQ question, so your business gets a direct mention in a ‘People also ask’ result.

Use Schema Markup

Adding schema markup to your site is a technical SEO strategy that helps AI and traditional search engines understand your content. This makes it easier to pull relevant elements and display them in zero-click searches.

Double Down on Your Google Business Profile

Claim your Google Business Profile, update it, and make it stand out with images and responses to the reviews you get. It can become a powerful tool for lead generation.

Focus on Reputation Management

Google’s new result formats draw attention to reviews and ratings. Enhance your online reputation by responding to reviews and encouraging customers to leave a star rating on your Google Business Profile. It’s a great way to stand out from the competition in Google Map Pack results (a group of three local businesses typically shown for searches like “HVAC near me”).

Prepare For Zero-Click Searches With Tempesta Media

Zero-click searches are on the rise, and this trend is here to stay. With the right strategy in place, these zero-click searches can keep bringing you leads, but you might need to make a few changes to your SEO efforts.

Tempesta Media can help. With a full suite of solutions designed for the trades, we specialize in getting contractors like you seen in search results and keeping up with changing search trends.

Worried about zero-click searches and how they could impact your business? Schedule your discovery call to learn more about how Tempesta Media can help or explore our solutions for the trades.

FAQ

What’s a zero-click search?

A zero-click search is a search that doesn’t result in a user clicking on a website. Instead, the user finds the information they need in an AI overview, featured snippet, or other immediate result type.

How can I get my contractor business seen in zero-click searches?

Contractors can enhance their visibility with a robust Google Business Profile. It’s also a good idea to optimize your content with a Q&A format for AI overviews and People Also Ask results.

Can zero-click searches generate leads for contractors?

Yes, in fact, your Google Business Profile can become a great tool for lead generation. You can also optimize your content to have AI overviews, featured snippets, and even People also ask results that mention your business.