{"id":12426,"date":"2021-01-19T11:30:11","date_gmt":"2021-01-19T17:30:11","guid":{"rendered":"https:\/\/www.advicelocal.com\/?p=12426"},"modified":"2021-01-19T11:30:11","modified_gmt":"2021-01-19T17:30:11","slug":"zero-click-search-what-it-has-to-do-with-google-my-business","status":"publish","type":"post","link":"https:\/\/www.advicelocal.com\/blog\/zero-click-search-what-it-has-to-do-with-google-my-business\/","title":{"rendered":"Zero-Click Search & What It Has to Do With the Google Business Profile"},"content":{"rendered":"

Today, I\u2019m back to talking about Google Business Profile (formerly Google My Business), but in relation to zero-click searches<\/a>. For a refresher, a zero-click search is when a user searches for something specific on Google and they get the answer to their query directly in search results. Simply, they do not have to click through to the business\u2019 website to get their answer.<\/p>\n

\"Advice<\/a><\/div>\n

Google Business Profile & Zero-Click Search<\/h2>\n

As local marketers, we want the user to click through to the business\u2019 website to read, buy, request an appointment, etc. In the world of zero-click searches, this could make a business owner feel like they don\u2019t need search engine optimization (SEO) for their website. However, this is totally wrong! Stay with me\u2026 I\u2019ll explain why SEO is important below.<\/p>\n

Now let\u2019s talk about how often a zero-click search occurs that can in fact be getting new business for your customers. In the example below, the user runs a search for \u201cprobate litigation McKinney.\u201d<\/p>\n

\"Probate<\/p>\n

As you can see in this example, because the website references \u201cprobate litigation\u201d the Luc\u00e9 Evans Law Google Business Profile listing appeared in maps. The GBP listing for Gibbs Nolte Robison Rose appeared as well, as their website mentions that \u201cestate lawyer\u201d is the practice area that probate falls under.<\/p>\n

If they did not have this content on their website \u2013 and optimized for search \u2013 each Google Business Profile listing may have not surfaced in maps. So, does a business need a website, and need it optimized for search? Yes<\/em> \u2013 and right there this example proves it.<\/p>\n

From maps the user can click to visit the website or for directions. When they click on the business name, the detailed specifics about the listing become visible. They can now call the business directly from maps, view their products, ask a question and much more. At this point the user hasn\u2019t clicked to the business\u2019 website, but they are learning all about the business.<\/p>\n

Auditing the Google Business Profile Listings<\/h3>\n

I did a quick audit on a few of the GBP listings that came up above Luc\u00e9 Evans Law and Gibbs Nolte Robison Rose in maps. The other listings had at least one of the following:<\/p>\n