Zero click searches and the impact on SEO

What are zero click searches?

Zero click searches occur when the user enters a search query with Google search and is presented with the answer within the search engine results page directly. Therefore, they do not need to click through to find out more.

These are just some of the ways that Google is providing answers directly within their results pages;

AI Overview
Featured snippets
Knowledge panels
Direct answer boxes
Local packs listings
People also ask

AI overview

AI Overview is a feature, which is continually being tested and refined by Google and not available for all queries. The generative AI summary appears at the top of the search results for mainly information-based queries. These answers are created by using a large language model (LLM) that summarises the information.

Featured snippets

These snippets feature at the top of the search engine results and provide concise answers. The information is pulled directly from webpages, so your brand name is associated with the content.

Optimising for featured snippets is vital for maintaining visibility in the SERPS. However, competition for this position has only increased, While engagement in term of click through will be lower, the brand name association is still there and will resonate with audiences, resulting in potentially either direct traffic or brand name increases further down the line.

Knowledge panels

Knowledge panels provide a summary of key information and often appear on the right-hand side of the search results. The content can vary from facts, images or links. These panels show information from websites that Google has deemed as authoritative.

Direct answer boxes

These boxes appear at the top of the search results and provide those very quick answers. These tend to be answers based on facts, such as key dates, unit conversions, weather forecasts and those very quick fast facts. Yes our SEO is a rock chick, sorry about that!

Local packs

These are often referred to as Google Places, or local listings. Being listed here is often reliant on a business having a physical presence in the area, or providing services to that surrounding area.

Do we need to be zero click focused?

Well, YES! Google, as a search engine has always strived to provide a ‘good user experience’, so it if can serve you the answer instantly, why wouldn’t it? However, with the steady introduction of more and more features, the concept of zero clicks has ramped up somewhat in 2025.

Now more than ever, users are expecting Google to provide quick answers to queries, be it a weather report or the cast of a movie – these answers are provided without a click through.

In 2024, close to 60% of searches on Google resulted in zero click-though. The graphic below demonstrates both no-click and low-click searches, this is where the user is taken to a Google owned platform such as YouTube, Google Maps, Google flights etc.

Credit: Spark Toro

How to optimise for zero clicks

As the SEO landscape continues to change, SEOs need to adapt and become even smarter with SEO strategies for clients. Whilst still adhering to Google guidelines, best practice and (common sense)!, Here are just a few points that we focus on at CWA;

Smart keyword research – which keywords will deliver brand awareness or leads in the zero click and traditional search
Content Planning – structure content to be user-friendly, as well as answering questions
Optimising for E-E-A-T. (Expertise, Experience, Authorativeness and Trustworthiness
Implementing Schema markup.

Conclusion

Zero clicks is here to stay and as Google continues to improve the experience of answering search queries, we need to adapt our SEO strategies too. Adapting is nothing new in the SEO industry, but if your SEO agency is not discussing this with you, or you would like to find out more get in touch with our SEO team today.