What are zero click searches?

Zero click searches are quietly reshaping how users interact with search engines – especially Google. While this change might go unnoticed by many users, it has major implications for businesses, marketers and SEO professionals alike.

So, what exactly is a zero click search, what’s causing it, and most importantly, how can you adapt your SEO strategy to stay visible? In this guide, we answer all of these questions and more as we take a deep dive into zero click searches.

What is a zero click search?

A zero click search happens when a user finds the answer to their search engine query directly on the search engine results page (SERP), without needing to click on any of the listed websites.

In other words, the user’s journey ends on the SERP itself.

For example, if you search for “What’s the time in Tokyo?” or “Calories in a banana”, Google may show the answer at the top of the page in a featured snippet, a local pack, or a knowledge panel. These are all designed to deliver instant information.

More recently, Google has introduced AI Overviews – generative AI-powered summaries that combine information from multiple sources to answer more complex queries. These can appear above the traditional search results and can give users everything they need without ever clicking through to a website.

While this offers speed and convenience for users, it’s changing how traffic flows from search – and has major implications for SEO and content strategy.

What’s causing zero click searches?

There are several reasons why zero click searches are becoming more common. Google’s goal is to answer user questions as quickly and efficiently as possible, often without requiring a visit to another website.

This shift is partly driven by Universal Search – Google’s ability to blend different types of content into the SERP. Instead of showing just traditional blue links, search results may include images, maps, videos, featured snippets, local packs and now AI-generated content. This variety improves the user experience, but it also reduces the likelihood of a user clicking through to a standard webpage.

Here are the main features contributing to zero click behaviour:

1. AI Overviews (formerly known as SGE)

One of the most recent developments is the introduction of AI Overviews – a generative AI-powered feature that provides comprehensive answers pulled from multiple sources. These overviews appear at the top of the SERP for certain queries and can include summaries, links, and follow-up prompts. While still rolling out gradually, they have the potential to significantly reduce clicks by giving users a full answer without needing to explore individual sites.

As AI Overviews become more common in Google’s results, they represent a new challenge – and opportunity – for SEO. Appearing in sources cited by AI Overviews could offer valuable exposure, but it may also mean fewer clicks, particularly for informational queries.

2. Featured snippets

Google often displays featured snippets (also known as “answer boxes”) at the top of the results page. These provide a short, direct answer pulled from a high-ranking webpage. Since users can get the information they need instantly, they often don’t need to click through to the source site. As mentioned above, these are becoming slightly less common due to the roll out of Google’s AI Overview feature.

3. Knowledge panels and carousels

When users search for things like people, places, or companies, Google may show a knowledge panel on the right-hand side of the SERP. These panels are powered by Google’s Knowledge Graph and other sources like Wikipedia, offering fast facts and summaries that reduce the need for clicks.

4. Local search results

Searches with local intent, such as “restaurants near me” or “GP in Manchester”, often trigger a local pack. This includes a map, contact details, opening hours and reviews – allowing users to make decisions straight from the SERP without needing to visit a business’s website.

5. Quick answer tools

Google now handles many functional queries directly on the SERP. This includes things like weather forecasts, currency converters, sports scores, calculators and unit conversions. These tools provide instant, interactive answers without requiring any external links.

Why zero click searches matter for SEO

Zero click searches can reduce the amount of organic traffic websites receive – even when they appear at the top of the SERP.

This is because users are getting their answers directly from the SERP features, like featured snippets or AI Overviews, without clicking through. In some cases, your content might be quoted or referenced in the Overview, but the user may never actually visit your site.

Still, there are upsides.

Being featured in a snippet or cited in an AI Overview can boost your brand’s visibility and authority. It helps establish your site as a trusted source of information – even if you don’t get the click.

The key takeaway is this: SEO is no longer just about ranking on page one. It’s about owning the space where users are getting their answers, even if that space sits above the traditional blue links.

How to optimise for zero click searches

To stay competitive, you need to adapt your SEO strategy for this evolving SERP landscape – including AI-driven features.

Here’s how to optimise your content to gain visibility in zero click formats:

1. Target question-based and conversational queries

Think about the kinds of questions your audience is asking – especially those with straightforward answers. Use keyword research tools, Google’s “People also ask” box, and even AI chat interfaces to identify common questions.

Structure your content to directly answer those queries, using headings and short, factual answers. At Click, this is what our User Focused Content service is designed to help brands achieve.

2. Optimise for featured snippets and AI Overviews

Both featured snippets and AI Overviews rely on clear, structured content. Use short paragraphs, bullet points, and step-by-step lists to help Google pull concise answers.

For AI Overviews specifically, focus on clarity and trustworthiness. Google wants to include information from authoritative, well-written sources – especially ones that follow EEAT principles (Experience, Expertise, Authoritativeness, Trustworthiness).

3. Use structured data and schema markup

Schema markup helps Google understand your content’s format and purpose. Adding the right schema (e.g. FAQPage, HowTo, Product) can improve your chances of appearing in enhanced search features – including AI-generated summaries and snippets.

4. Build authority and trust

AI Overviews favour content from trusted sources. To position your site as an authority, prioritise quality content, cite reliable sources, and showcase author credentials where relevant. Make sure your content is accurate, up to date and clearly written.

5. Continue to offer in-depth value

Even if you optimise for zero click features, your full web content still matters. Once a user does click through, they should find detailed, engaging and helpful information. Consider expanding on what’s presented in the snippet or overview, and include internal links to related resources.

At Click Consult, we help brands adapt to the evolving search landscape – including the rise of zero click searches and AI Overviews. Our expert team can develop a strategy that ensures your content stays visible, authoritative and aligned with your SEO goals. If you’d like to explore how zero click optimisation could benefit your business, get in touch. We’d be happy to talk through the opportunities.