Zero-Click Searches: How to Optimize When Users Don’t Leave Google

The role of the Search Engine Results Page (SERP) stayed the same for decades. The SERP shows a list of sites likely meeting the user’s search intent, and then the person clicks on each link to visit the corresponding website. Simply put, the SERP connected the searcher to the original content, resulting in clicks and views for the pages ranked on the SERP.

However, how people find information is beginning to fundamentally change. For the majority of searches, the SERP is now the final destination. According to SparkToro study, 58.5% of searches end up being zero click. Marketers must now quickly adapt to this shift in search behavior or rapidly lose brand visibility, which will impact growth and sales.

What Are Zero‑Click Searches?

A zero-click search is when content on the SERP page provides the answer and the searcher does not visit any websites that are shown, meaning the search results in zero clicks. However, the format of the information answering the search on the SERP varies.

Common types of zero clicks are a result of one of the following:

• AI Overviews/SGE: When a user types a search in the form of a question, Google uses GenAI to analyze multiple sources and write a response. Typically, the answer also includes citations to multiple sources. According to Pew Research Center, 18% of search results include an AI Overview. AI Overviews can now answer relatively complex questions, such as how to optimize a webpage for a keyword or how to change a car’s oil.
• Featured Snippet: The SERP displays the best answer to the question from a single source at the top of the page. Sometimes this is a simple answer, such as August 2, 1776 for a query about when the US Declaration of Independence was signed. Previously, featured snippets also included answers for more complicated questions. They are increasingly now used for shorter questions, while AI Overviews are starting to be used for more complex searches.
• People Also Ask: In the middle of the page, SERPs often include a section titled People Often Ask. These results include text taken directly from a single site. Because the searcher can expand this section and view information without technically going to the source, it creates a zero-click search.
• Local Packs: When a query involves a local business, the SERP often displays information about the business, which is called a local pack. Because common information about the business is included, such as operating hours, type of food served, and address, the searcher may get all the information they need without any further clicking. However, sometimes the user does click on these links and go to the original site, so it’s not always a zero-click result.
• Image/Video Carousels: In some cases, the SERP also includes a picture or video. Occasionally, the searcher gets the answer from the image, such as a floor plan for an apartment. However, in many cases, especially You Tube videos, this type of content does result in a click.

What Do Zero-Click Searches Mean for Brands?

When a searcher finds the answer on the SERP and does not click on a link, the brand does not get a visitor to its page. In many cases, especially with AI Overviews, the searcher may not even realize which company or publication provided the answer to their question.

As a result, brands are seeing a significant drop in organic click-thru rates. A study by Authoritas found that a site holding the #1 site rating could lose 79% of traffic if they are now listed below the AI Overview. The impact is also being carried over to publications. Research by the Wall Street Journal found that due to zero clicks that organic traffic dropped at numerous publications, including WSJ, Business Insider and New York Times.

Many brands have invested considerably in content marketing, which is based on the premise that when you provide information that speaks to solving someone’s challenges, you build trust and they will turn to your brand when they are ready to make a purchase. However, zero clicks lessen the relationship and trust that brands can build through traditional methods of ranking high on SERP. While providing engaging and relevant content is still foundational, brands must find new ways to help their new best client find their information.

In addition to needing to look for new ways to gain visitors and build brand awareness, the metrics that SEO professionals have relied on for decades, such as page views and clicks, are no longer accurate measurements. This makes it more challenging for websites to know when they are succeeding with their SEO efforts. Instead of the gold standard for SEO being ranking in the top position or on the first SERP page, marketers need to optimize for landing in a position-zero feature, such as People Also Ask or AI Overview, as well as brand mentions.

Improving Visibility in a Zero-Click World

With the changes in search habits and trend toward zero-click searches, marketers must quickly shift their strategies. By taking specific actions that optimize brand visibility even if a user does not click on a SERP, companies can continue to attract new potential customers. Organizations need to review their current SEO strategy and update the plan to account for the reduction in clicks from SERPS.

Here are five ways to continue to grow your brand and sales in a zero-click environment:

1.     Prioritize optimizing keywords more likely to display in AI Overview.

Because AI Overviews are only currently showing up in a small portion of searches, marketers should focus on optimizing content and targeted keywords most likely affected by the changing search behavior. Because of the structure of an AI Overview, they are most helpful and most common for informational searches, meaning searches that ask a question that has a direct answer. These are often targeted because they typically have a concrete answer.

For example, health searches that have content on trusted sources and set answers often show up in AI queries. But more controversial questions such as “Should I get a Covid vaccine?” are less likely to have an AI Overview. If there are not factual and straightforward answers from reputable sites, then Your Money, Your Life topics often do not end up with AI Overviews. For example, complex legal and financial topics such as custody laws in NY or “When should I file for bankruptcy?” tend to result in traditional SERP pages.

Additionally, the length and structure of the search matters. Pew Research Center found that searches that have more words, use a question format, and are complete sentences are more likely to result in AI Overviews. The study found that only 8% of searches with one to two words showed an AI Overview, but the majority (53%) of searches with 10 or more words displayed an AI Overview.

2.     Optimize content for selection in AI Overviews.

Brands should then begin to optimize their content and strategy to improve the chances of landing the position-zero features, starting with those likely to appear on these type of pages. Pew Research Center found that only 8% of searchers whose search resulted in an AI Overview clicked on a traditional link on the SERP. By using specific techniques, brands can improve their chances of landing in an AI Overview or other position-zero features.

SERPs often select AI Overviews based on the structure of the content. By creating content that answers a question directly and uses short paragraphs, you can increase the likelihood of being featured. Additionally, use schema markup to provide structure to your website’s pages and sections. By using schema to identify the type of content, such as Article, NewsArticle, FAQPage and HowTo, or BlogPosting, marketers can help search engines understand the content, making it more likely to be selected.

While heading structure in content helps readers more easily follow the information, it also makes it more searchable by search engines. Marketers should use a defined H1, H2, and H3 heading structure throughout each web page. Be sure to use titles that are descriptive and mimic the current question format that is often used for AI Overview pages. Additionally, use numbers and bullets when possible, to help organize the text and make it more scannable.

3.     Optimize visual images and video for zero click.

Many organizations focus on text content and overlook a key part of today’s SERP pages. SERPs now include a high number of visual elements in their carousel and image packs, and optimizing videos, images, and infographics can improve ranking for zero-click SERP features. Brands whose visual elements are featured on SERPS gain significantly increased exposure, even if the user does not click on the link.

Start by ensuring that all metadata and alt text fields use keywords and descriptive text that focus on search intent. Make sure not to overlook filenames, such as infographics and videos, and use contextual keywords on each element filename. For each video included in your content, make sure you include both transcripts and closed captions that include the keywords. Additionally, make sure to use trusted platforms, such as YouTube, and embed schema with each file.

4.     Focus on local SEO.

While local SEO has always been key for businesses with a physical location that customers visit, zero-click SEO makes it even more important. By improving local SEO, you can increase the odds of your business appearing on the SERP page in sections that provide the answers without the user having to visit your website. Because many local business searches involve questions about directions, hours, and reviews, local SEO makes it easier for potential customers to find the information they need to visit your location.

The foundation of local SEO is your Google Business Profile (GBP). First, you must claim and verify your GBP over email, mail, or phone. By fully completing all sections of the GBP and using your legal business name, Google may show the information directly on the SERP page, providing zero-click visibility. Make sure you select the categories that best describe your business, and use secondary categories whenever possible. In addition to keeping the information updated, be sure to include photos and regularly respond to reviews in a professional manner.

Local SEO increases your chances of being included in the 3-pack section of the SERP, which includes a map and three local businesses satisfying a search, such as “pizza near me.” If it is a specific query about your business, such as “Is Sarah’s Dog Spa open on Sundays?”, Google can use this information to answer the question and display just your information in the Local Pack.

5.     Create a cross-channel brand presence.

Previous search behavior made it necessary to prioritize keywords and traditional SEO. The new paradigm means that organizations must look for other ways to improve their brand reputation and visibility. By increasing the focus and visibility of other channels, you can make it more likely for potential customers to learn about your company and gain trust, even if they never click on a link to your site from a SERP.

When people see your brand show up in multiple places, they develop brand recognition. The quality of the content then helps them gain trust in your company. Start by reviewing the common channels, such as Google, YouTube, Google Business Profile, Reddit, newsletters, and podcasts, and determining what channels your target audience uses most commonly for information. Then begin optimizing each of the channels for search as well as providing content that helps solve your audience’s problems.

Throughout all channels, be sure use the same brand voice — meaning that you use the same tone and language to talk to current and potential customers. Look for ways to repurpose content, such as turning a successful blog into a Facebook post or an Instagram carousel into a YouTube video. Each channel also provides more opportunities to show up on the SERP. With these repeated messages in different places, customers have more opportunities to build trust.

Evolving Your Strategy for a Zero-Click World

While traditional SERPs are still the majority and gaining clicks is a priority, we are at the beginning of a shift. In the future, it is highly likely that many more, if not the majority of, SERPs will move to zero clicks. Because SEO does not happen overnight, adjusting the strategy and seeing the results in SEO often takes six months to a year. By beginning to use strategies to create brand visibility and customer trust in a zero-click world now, brands can continue to gain loyal customers through online channels.