Zero Click Searches: Understanding Their Impact on SEO

In today’s digital landscape, many searches result in zero click searches, where users don’t click through to a website. Instead, the answer to their query is found directly on the search engine results page (SERP). These occurrences are known as “zero click searches.” The growing prevalence of these searches presents both challenges and opportunities for businesses aiming to maintain visibility in the competitive world of search engine optimisation (SEO). This article explores different types of zero click searches and why they are becoming more common. It also explains how businesses can adapt their SEO strategies to optimise for this trend.

What Are Zero Click Searches?

Zero click searches occur when users receive the information they need directly from a search engine’s results page without needing to click on any links. These searches occur when a search engine feature answers a query directly, allowing users to get the answer instantly.

For example, a simple weather query might trigger a zero click search result where the current temperature and weather conditions appear right on the SERP, leaving the user with no reason to visit a website. The search engine pulls information from external sources, such as weather websites, and displays it without redirecting users.

While zero click searches are beneficial for users, they pose a dilemma for businesses. These results often feature answers sourced from other sites, meaning the original source of the information does not receive the click-through traffic that they might otherwise have gotten. Consequently, websites lose out on potential advertising revenue, customer engagement, and opportunities to build direct relationships with users.

The Growing Trend of Zero Click Searches

The rise in zero click searches is not just a passing phase but a long-term trend that has been accelerating over the past few years. In 2017, only around 54% of all searches resulted in zero clicks. By 2021, that number had risen to 62.41%. This increase results from the growing number of features in Google’s search results that answer queries directly, without users needing to navigate to other websites.

The rapid expansion of zero click searches is also driven by an overall shift in user behaviour, with more people opting to access answers quickly and without the need for further exploration. People are increasingly relying on social media, AI tools, and other search engines as their go-to sources for information, leading to fewer clicks on traditional websites.

Why Are Zero Click Searches on the Rise?

Several factors contribute to the rise of zero click searches. This is especially true with Google’s search features and changes in online content consumption.

1. Search Features That Provide Instant Answers

Google has introduced numerous features designed to give users quick, reliable answers directly on the SERP. These include AI-driven overviews, featured snippets, direct answer boxes, knowledge panels, and local packs. Each of these tools provides users with immediate information without the need to click through to an external website.

For example, featured snippets offer concise answers to questions like “What is the capital of France?” or “How tall is Mount Everest?” by displaying the answer directly at the top of the search results, often using text pulled from authoritative sources. Similarly, local packs show a map with businesses near the user’s location, eliminating the need for users to visit individual business websites.

2. Google’s Shift Towards Its Own Services

Another factor contributing to the rise of zero click searches is Google’s increased focus on promoting its own products and services. For instance, Google often features results from YouTube, Google Flights, Google Maps, and other Google-owned platforms at the top of the SERP. These features not only answer user queries but also keep users within the Google ecosystem, further reducing the likelihood of clicks to third-party websites.

3. The Growth of Social Media and AI Tools

As more people turn to social media platforms and AI-powered tools for answers, traditional websites are losing clicks. Social platforms like TikTok, YouTube, and X (formerly Twitter) are increasingly being used as search engines in their own right. Meanwhile, AI tools such as ChatGPT and Perplexity offer users conversational search experiences that bypass the need for traditional web browsing altogether.

This shift in behaviour has increased competition for organic traffic. Businesses must now compete for visibility across more platforms.

Types of Zero Click Searches

Zero click searches take many forms, depending on the type of search feature that triggers them. Below are some of the most common types:

AI Overviews

AI overviews are generated summaries provided by large language models like Google Gemini, which summarise information from multiple sources and display it at the top of search results. These summaries provide users with the key facts and details they need, often accompanied by citations and links to the sources used to compile the information. AI overviews are helpful for queries needing information-based answers. However, users may leave the search page without clicking links.

Featured Snippets

A featured snippet is a prominent block of text that appears at the top of search results, summarising the answer to the user’s query. Featured snippets can take various forms, including text, images, tables, and videos, and often include a link to the source website. For example, if a user searches for “how to boil an egg,” the featured snippet might display step-by-step instructions directly in the search results. Featured snippets are one of the most significant drivers of zero click searches.

Direct Answer Boxes

Direct answer boxes are similar to featured snippets but typically provide shorter, more straightforward answers to specific questions. These answers often appear in response to queries that can be answered with a simple fact, such as “Who was the first president of the United States?” Direct answer boxes help users find quick information without needing to click on any results.

Knowledge Panels

Knowledge panels are information boxes that appear on the right side of the SERP when searching for a well-known person, place, or entity. These panels provide a summary of key details about the subject, such as a person’s biography, important dates, or a company’s key facts. For example, searching for a celebrity might bring up a knowledge panel displaying their date of birth, career highlights, and links to their social media profiles. If the panel contains the information the user is looking for, they do not need to click.

Local Packs

Local packs are used to display nearby businesses or places, often in the form of an interactive map. For example, if a user searches for “restaurants near me,” Google will display a map with restaurant listings and key details such as address, phone number, and reviews. Local packs are valuable for businesses targeting customers in specific locations. However, they can lead to zero click searches if users find what they need directly in the pack.

People Also Ask

The “People Also Ask” (PAA) feature displays a list of related questions that Google believes may be relevant to the user’s original query. Clicking on these questions will reveal an answer, often drawn from other websites. While users may click on some of these questions, many will get their answers directly from the PAA box without needing to leave the SERP.

Strategies for Optimising in the Era of Evolving Search Features

Businesses cannot prevent zero click searches, but they can use strategies to improve their inclusion in these results. Additionally, these tactics help drive more traffic to their sites.

1. Refine Your Keyword Strategy

Choosing the right keywords to target is critical in optimising for zero click searches. Some keywords, such as those related to featured snippets or local packs, may provide excellent opportunities to raise brand visibility without relying solely on traditional clicks. Tools like Ubersuggest can help identify keywords that trigger zero click features, enabling businesses to optimise their content for these search results.

2. Structure Content for Featured Snippets

To increase the likelihood of being featured in zero click search results like snippets and direct answer boxes, businesses should structure their content clearly and concisely. This includes:

• Using active voice
• Keeping sentences and paragraphs short
• Organising content with headings and subheadings
• Using bullet points or numbered lists to break up information

Answer specific questions about your industry or products to boost your chances of being featured. This approach helps you appear in relevant search results.

3. Boost Your E-E-A-T

Google places significant importance on expertise, experience, authoritativeness, and trustworthiness (E-E-A-T) when ranking content. Optimising for E-E-A-T can increase the likelihood of your site being featured in zero click results. Create a detailed About page and collaborate with industry experts to improve E-E-A-T. Also, update old content and earn high-quality backlinks to boost credibility.

4. Implement Schema Markup

Schema markup is a form of structured data that helps search engines understand the content of a page. Use schema markup to send clear signals to Google about your content. This helps Google feature it in zero click results like product listings, reviews, and snippets. Types of schema markup to consider include:

• Product schema
• Review schema
• Organisation schema
• Local business schema

5. Optimise for Local SEO

Local SEO is essential for businesses looking to appear in map packs, knowledge panels, and localised featured snippets. Optimise your Google Business Profile and gather high-quality reviews to boost local search visibility. Maintain consistent NAP citations to boost your chances of appearing in local search results.

6. Embrace “Search Everywhere” Optimisation

To stay ahead in the age of zero click searches, businesses should adopt a “search everywhere” optimisation strategy. This involves ensuring your content is visible across multiple platforms, including social media, AI-powered tools, and alternative search engines. By diversifying traffic sources, businesses can increase their visibility and minimise the impact of Google-centric zero click results.

Conclusion

Zero click searches are now an integral part of the search landscape. Advanced search features and changing user behaviours drive this trend. While these searches can be a challenge for websites that rely on clicks for traffic, businesses can optimise their SEO strategies to make the most of available opportunities. Refine your keyword strategies and structure content for zero click features to boost visibility. Additionally, optimise for E-E-A-T and schema markup to increase your chances of appearing in these results. Embrace a “search everywhere” approach to keep your business visible across diverse platforms. This strategy ensures continued growth and visibility.