All About Zero-Click Searches

Zero-click searches are becoming increasingly common, where users find the information they need directly in the search results without clicking on any links. According to a study by Semrush, 57% of mobile searches and about 25% of desktop searches end without a click on an organic or paid result.

There are several reasons why this trend is becoming the norm. When users search for local businesses, Google often displays all necessary details—like location, contact information, and business hours—right on the results page. Similarly, for quick conversions, such as currency or measurement conversions, Google provides tools directly in the search results. Information about public figures or celebrities is often summarized in knowledge panels, providing users with immediate answers.

These enhanced SERP features, such as knowledge panels, local packs, and conversion tools, satisfy user intent by delivering precise information instantly, reducing the need for further clicks. Now with the addition of AI tools in search the need to click through the results lower on the page to locate an answer is diminishing.

So what does this mean for businesses?

Strategies to Mitigate the Impact of Zero-Click Searches

While zero-click searches can reduce the number of visitors to your website, adjusting your SEO strategy can help you maintain visibility. One approach you can take is to focus on securing content from your site in the featured snippets—those concise answers Google displays at the top of the search results can get you in front of customers’ eyes where they’re more likely to click through.  And while capturing these snippets may not directly increase traffic, it positions your brand as an authority, making users more likely to remember and visit your site in the future.

If you want to identify opportunities for featured snippets, use keyword research tools that allow you to find what keywords are triggering the featured snippets and assess their difficulty. By targeting these keywords and optimizing your content, you can improve your chances of capturing these valuable positions.

Beyond optimizing for featured snippets, consider diversifying your traffic sources. Social media, email marketing, and participation in online communities are all effective ways to drive traffic to your website. By building a strong brand presence across multiple channels, you can engage your audience directly, reducing your reliance on search engine traffic only.

As zero-click searches continue to rise, adapting your SEO strategy and expanding your online presence can help you maintain and grow your website’s traffic.