By Adam Mohrbacher

It can seem too cliché to say it, but these days, nothing truly stays the same for long. Even the internet search engine, long a fixture of our digital lives, is shifting dramatically. You’ve likely noticed in your daily searches that there are a lot of new additions to your search engine results page (SERP). No longer is the SERP composed of a simple list of organic and sponsored results. AI summaries, structured snippets and more routinely appear alongside these traditional results. These changes have led to the rise of zero click marketing. Zero click marketers attempt to have their company’s content surfaced within these features and deliver value to users without requiring them to leave the SERP. Here’s how you can increase your business’s chances of ranking well and building valuable brand awareness in this new normal.

Why zero click marketing and why now?

The biggest reason why your agency must pay attention to zero click marketing is that the data already indicates how dramatically AI is altering search. In recent years, search engines have gotten much better at interpreting user questions, pulling out precise answers and presenting them in a variety of search “features” like:  

• AI overviews which synthesize information from multiple sources and provide a quick answer
• Featured or structured snippets that pull in a short passage directly from a high quality webpage
• Rich results like visuals, rankings and carousels
• Knowledge panels, which typically appear on the side of the SERP and include pictures, information, social media links, related content and more

Partially due to these features, studies show nearly 59% of Google searches in the U.S. and almost 60% in the European Union resulted in zero clicks on the results page.[i] New technologies like AI have also demonstrably reduced clicks, with Google users who saw an AI summary clicking a traditional result in 8% of visits versus 15% when no AI summary appeared.[ii]

Overcoming these obstacles and connecting with customers on the SERP requires changing how you view search engine optimization (SEO) and content marketing. You must pivot from prioritizing website traffic above all else to providing helpful, impactful information wherever potential customers choose to engage online.

Always focus on answers first

One of the best ways to leverage the promise of zero click marketing is by adjusting your content output. Today, the dominant model is still to select a keyword and then build a post around it. Marketers will start with a keyword-padded intro section to entice readers and set the table before delivering the actual meat and potatoes further down the page. Zero click marketers flip that structure on its head. Rather than starting with scene setting, you answer a prospect’s question within the first 40-60 words of your content asset.

After you cover the answer, you can then provide additional details and proof points. These could include tangible, real-world examples or original data, all delivered with a strong, unique POV.

Making this shift successfully

Pulling off this approach requires more than simply reformatting your posts. It also necessitates shifting the type of content you produce. In traditional marketing, your content choices are largely dictated by keyword volume and competition. With zero click marketing, that principle still applies to some degree, but customer intent also must be factored into the equation. Once you center intent, you will find that your posts write themselves, as you can quickly begin generating high quality content that addresses audience needs right off the bat.

Zero click marketing: a quick checklist

To further improve your content’s odds of being surfaced in search features like AI summaries, review it against the following checklist:

• Use question-based subheads that reflect real questions people might type into a search bar
• Place crystal clear answers at the top of each section
• Keep all definitions short, clear, and entirely free from jargon
• When possible, use bullets or numbered lists in your posts
• Skip long intros and get right to the point
• Always ask yourself: Could someone skim this and get the answer they need?

Adopting each of these best practices will make your content irresistible for contemporary search engines, as they will be able to quickly digest, understand and extract insights they believe will be most valuable to their users.

Final thoughts Zero click marketing is one of the latest trends in search, but it is anything but a passing fad. As technology progresses, the semantic and analytical capabilities of search engines will only continue to grow as well. Positioning your agency for success in this quickly shifting landscape means rethinking your approach to content and SEO strategies from the ground up. Elements like search volume still matter. But they are now just one of many considerations for how you source and structure your content. Agencies that put answers first and center intent will generate valuable awareness for their business, while those that don’t will unfortunately be left behind.

[i]

[ii]

The post Try Your Hand at Zero Click Marketing appeared first on ĐÇżŐ´«Ă˝ ĐÇżŐ´«Ă˝ Title Insurance Co..

By Adam Mohrbacher

Many people in 2026 are familiar with a Google Business Profile (GBP). Even if you haven’t set one up for your company, you’ve likely searched for a company and seen a GBP info box appear in your results. A GBP often includes important contact and service details that make it easier for you to reach out to the company and do business with them. In my last blog, I outlined why GBPs matter and how to optimize yours. This time around, we’ll dig deeper into how this service can not only raise awareness for your agency but also bring in new business.

Reframe and refocus

One of the most important things to realize here is that your GBP is much more than a static digital billboard. Like email, social media or your website, your GBP can serve as an important mechanism for two-way communication with a potential client base. Far too many companies consider their respective GBPs to be set-it-and-forget-it tools—a mentality that you want to reframe to take advantage.

So how can you use your GBP to win more business? The steps include answering the questions prospects are already asking, building trust and making next steps as easy as possible.

Answer before they ask

People don’t find your title agency on Google by accident. They’re searching with a specific title-related need in mind. Your GBP should make it easy for them to get the basics and decide what to do next—all from the profile. One of the easiest ways to do that is to make your core business info accurate and up to date.

Then, clearly articulate what you do and what you don’t. Use the services, business description and Q&A sections to answer common questions. For example, do you handle residential deals or commercial transactions? Refis or investor transactions? The more transparent you are, the more prospects will be inclined to check you out further.

Trust is not just nice to have

The great German philosopher Friedrich Nietzsche once said: “I’m not upset that you lied to me, I’m upset that from now on I can’t believe you.” Although far from his most well-known aphorism, his words powerfully convey how, without trust, everything becomes harder. This is certainly true for title insurance, where trusting relationships are key to getting deals done.

Thankfully, your GBP offers several tools for building and reinforcing trust. Responding to customer reviews shows you are present and professional. Posting photos can show that you are a real local business and humanize your team. And posting routine updates can demonstrate your capabilities and illustrate the customer experience you offer.

By taking these steps, anytime a prospect lands on your profile, they will immediately know you are a real, reputable agency well worth their time. This is particularly important in title insurance, where unfortunately fraud runs rampant.

Make “next steps” a breeze

Once your profile is effectively answering questions and building trust for your company, they will be more primed to contact you. You must make this as easy as possible by doing the following:

• Choosing your primary call to action (CTA) and sticking with it. Too many profiles ask users to take multiple actions.
• Taking advantage of GBP CTA tools like pre-built buttons. These features make your CTA highly visible, so visitors no longer waste time searching for a link.
• Using A/B testing after your CTA has been live for a few weeks. Test variables like CTA wording, landing page, offer vs. no offer, and more.

The goal of this exercise is simple: Your CTAs should be set up to be as attractive, visible and usable as possible. That’s what can make your GBP a driver for business growth.  

Don’t leave money on the table

Many businesses these days have already optimized their GBP. But if they aren’t using it to also generate leads, they may be leaving money on the table. By using your GBP’s tools and features to answer questions before they’re asked, build trust, and nurture next steps, that doesn’t have to be your agency’s story.

The post Want More Leads? Use Your Google Business Profile! appeared first on ĐÇżŐ´«Ă˝ ĐÇżŐ´«Ă˝ Title Insurance Co..

By Adam Mohrbacher

Google first went online in 1998, and for decades, it has been an important way businesses attract new customers. One of the tools the search engine offers is Google Business Profile (GBP). Business owners can create a free profile on the site, list their firm’s essential information and highlight their unique selling propositions. Even better, they can share posts on their Google Business Profile page, promote special offers, develop FAQs and respond directly to customer questions and reviews. In short, it’s an essential way businesses get found online today, close more deals and grow their market impact.

Yet even with this obvious importance, far too many companies either don’t have a Google Business Profile or have yet to optimize theirs. We’ll aim to change that with this 30-day guide. Follow along, and in just four weeks, you won’t just have a new online profile, but a valuable new marketing tool at your disposal.

Week one: Fix the foundation

During the first week of your GBP optimization effort, you should focus squarely on the basics. Google your agency’s brand name and see what comes up. If you have a listing, follow Google’s steps to claim your page. Then ask yourself if the information listed is still accurate and what adjustments, if any, are necessary. If no major details are present, you’ll need to start from square one.

Select your business’s primary and possibly secondary categories. Be as specific as possible by selecting “Title Company” for your agency. If you choose to add a secondary category, be sure it accurately describes a service you offer. Some to consider might include “Escrow Service” or “Notary Public.” With your categories set, turn next to completing other profile details. Update your description, hours and your contact information. Don’t forget to confirm your service offerings as well.

Week two: Make it credible and conversion ready

Once you have the framework of your profile established, you can begin adding color and content. Add strong aesthetic elements that are essential to any well-established brand. Upload your company logo and other branding details. Consider also adding photos and videos that highlight your company’s internal culture and service offerings. Next, write and publish one to two posts on your profile that provide an announcement, tool, tip or special offer. You want to make your profile as warm, inviting and credible as possible here. Why? Well, Google reports customers are 2.7 times more likely to consider a business reputable if they find a complete profile.[i]

Week three: Ensure your profile is responsive and up to date

During week three, shift your focus to ensuring your Google Business Profile is as responsive and current as possible. Designate someone on your team to monitor and respond to any reviews customers leave on your profile. Make sure whomever you select to manage the profile also understands your brand guidelines and tone of voice so you can speak to your customers in a unified way.

Week four: Create a long-term content plan

Building off week three, create a long-term content plan for your Google Business Profile. Think of your GBP as another social media profile where you can share critical updates and connect directly with your customers. Shoot for updating your Google Business Profile one to two times per week. You should also audit your profile on a quarterly basis, upload new videos or photos and make necessary updates.

Whip your GBP into shape

Almost 30 years after Google came onto the scene, the site remains just as important as ever for thousands of businesses across the country. Title agencies must take advantage of the platform’s features if they want to stay competitive in a rapidly digitizing world—chief among them being your Google Business Profile. While no one wants another profile to manage, it’s possible to whip your GBP presence into shape in just a few weeks. And this will put you on solid footing to form closer connections with your customers and drive more business down the line.

[i]

The post Your 30-Day Journey To A Better Google Business Profile appeared first on ĐÇżŐ´«Ă˝ ĐÇżŐ´«Ă˝ Title Insurance Co..