Zero-Click Searches: What They Are and Why They Matter for Your Business

Posted on July 28, 2025July 28, 2025 SEO | Zero-Click Search

Estimated reading time: 5 minutes

Have you ever asked Google a question and received your answer directly on the search results page without clicking on any website? That’s an example of a zero-click search. From definitions and calculators to local business details and featured snippets, search engines now often provide instant answers right on the results page. For everyday users, this is incredibly convenient. But as a business owner or marketing director, you might wonder: What does this trend mean for your company’s SEO and online visibility? In this article, we’ll clarify what zero-click searches are and explain why they are important to understand—especially when planning your SEO services and digital marketing strategy. We’ll also share a real-world example (hint: it involves local services) and give tips on how to succeed in a zero-click world, all in friendly, easy-to-understand language.

What Are Zero-Click Searches?

Zero-click searches are search queries where the user doesn’t click through to any website because their query is answered directly on the search results page. These results include:

• Featured snippets
• Direct answer boxes
• Knowledge panels
• Local packs (Map packs)
• People Also Ask (PAA)
• AI-generated answers

A Semrush study found that approximately 58% of Google searches in 2024 resulted in no clicks. That’s significant increase from previous years, showing how search behavior continues to change.

Why Zero-Click Searches Are on the Rise

1. Google’s Enhanced Features

Google has introduced more on-page features to keep users on the SERP (search engine results page. Answer boxes, map packs, and knowledge panels often appear above traditional search results, reducing the need for users to click through.

2. User Behavior and Mobile Dominance

On mobile devices and voice search, users expect instant answers. In fact, mobile searches account for the majority of zero-click results. According to SparkToro, mobile zero-click rates are significantly higher than desktop.

3. AI Summaries

Google has started testing AI-generated answers (such as AI Overviews), which compile responses from multiple sources. Early data from companies like Search Engine Land indicates that sites featured in AI summaries might see a decline in click-through rates, sometimes by nearly 9%.

4. Multi-Step Search Journeys

Sometimes users search, see partial info on the SERP, and refine their query without ever clicking – contributing to a zero-click result, even though the user remains engaged.

Why Zero-Click Searches Matter for Your Business

Visibility is the New Click

In a zero-click environment, brand exposure on the SERP is as crucial as driving traffic. For example, appearing in a featured snippet or local pack could earn you the customer’s trust or a phone call – even without a click.

Local Leads Without Website Visits

If someone searches “[service] near me” and your business appears in the Local Pack, they might call you directly without visiting your website. This is a common situation for local businesses such as dentists, plumbers, and restaurants.

Brand Credibility

Being featured in zero-click elements (snippets, knowledge panels) signals authority and trust. Google is effectively endorsing your content as the answer.

Analytics May Be Misleading

You might be gaining leads through Google’s search features, but your web traffic may not show it. Relying only on traffic statistics could lead you to underestimate your visibility. In fact, as Rand Fishkin explains, traffic might no longer be the best goal. Instead, focusing on presence, brand visibility, and user engagement—even without a click—provides a more accurate measure of your marketing success in a zero-click world.

Real-World Example: Local Service Business

Let’s say you run “Dave’s 24-Hour Plumbing.” A customer searches “plumber near me” and sees your Google Business Profile in the top 3 of the Local Pack. It shows your star rating, phone number, and a “Call Now” button. The customer taps “Call” directly from the SERP. That’s a conversion with no website traffic. Your SEO worked, but traditional analytics won’t reveal that story.

How to Optimize for Zero-Click Opportunities

1. Target Featured Snippets

• Write content that answers specific questions clearly.
• Use headers that mirror search queries.
• Structure your answers in bullet points, lists, or short paragraphs.

2. Improve Your Google Business Profile

• Add your hours, phone number, service areas, and photos.
• Encourage customer reviews.
• Post updates and offers.

3. Use Structured Data (Schema)

• Add FAQ Schema, Local Business Schema, and more.
• Helps Google extract and display your info in rich results.

4. Rethink SEO KPIs

• Track calls from Google Business.
• Monitor impressions in Google Search Console.
• Ask customers how they found you.

5. Invest in Content That Builds Trust

• Create helpful, well-formatted answers to common questions.
• Include internal links for deeper info.
• Highlight expertise in your field.

Zero-click searches are not a threat to your digital strategy—they’re an opportunity to evolve with how users interact with search engines. Instead of chasing raw traffic numbers, forward-thinking businesses are focusing on visibility, credibility, and meeting customers where they are—often right on the search results page. By shifting your SEO strategy to embrace zero-click features like local packs, featured snippets, and AI summaries, you can stay relevant, competitive, and top of mind—even when no one clicks. The path to conversions is no longer linear, and success in search now means being seen, trusted, and accessible at a glance.

Frequently Asked Questions