Clout is the New Click: Strategizing for Zero-Click SERPs

“Yes, we’ll let you crawl us, you just make sure to give us credit when we give you the data. […] We [SEOs] made Google just as much as they made us, and all they owe us is what they promised at the outset: traffic and credit.”

This is one of the most apt descriptions of the relationship between SEOs and Google, and was shared by Rand Fishkin in 2016, months after the introduction of the featured snippet earlier that year. When Rand made that statement, it was at a time where Google had all but plagiarized the bulk of the information shown in featured snippets and answer boxes, without attributing all information to the original content creators they scraped the data from. Since that time, they’ve done a better job of providing the appropriate clout from those answers to the websites who provided them, while still keeping the core answer in the search result. Today, Google continues to change the way that search results are displayed in an effort to provide answers, not websites. Great for the customer, but not so much for the business.  Continue reading “Clout is the New Click: Strategizing for Zero-Click SERPs”