The hidden danger of depending on zero click search snippets for brand traffic

Our data showed a steady increase in impressions over the last three months but our real site clicks went down by twenty percent. People were finding all their answers in the search engine summary boxes without ever going to our landing page.

We changed our content strategy by rewriting articles to focus on in-depth implementation guides and downloadable templates of simple definitions. When visitors want a tool instead of a quick fact they finally have a reason to click on the link.

Traffic quality got better. Bounce rates went down because people came with a clear intention to use our product.

Have you seen a decrease, in traffic because of search summaries and how did you change your content strategy to fix it?