The Rise of Zero-Click Searches: Key Strategies for SEO Success

Intro

Mr. Limon Jonathon is an immigrant who came to the US in 2023. By 2025, he had earned enough to buy a house. One day, he picked up his phone to learn all about buying a new home. He opened Google and typed, "things to look at before buying a house in NY."

In a split second, Google showed him plenty of info in the AI Overview section. This area explained what to consider before buying a house and even suggested several neighbourhoods using data from various sources across the web.

_Google also presented a few YouTube videos and listed the four most common questions on the internet in the "People Also Ask" section. It included popular questions and answers from Reddit and Quora discussions. _

Moreover, the search also showed related queries in the "People Also Search For" section. If Jonathon needed more information, he could click the "Learn More" links.

With just one search, Jonathon got everything he needed without ever visiting a website. This is known as a zero-click search.

In this blog post, we'll take a close look at the rise of zero-click search and explain how to optimize for it.

Let's begin!

1. What Are Zero-Click Searches?

Zero-click searches happen when you ask a question on Google, and the answer appears on the search page. You don’t need to click any link to get the answer.

For example, if you search for “How many ounces are in a cup?” Google shows the answer immediately.

How It Works:

Google gathers data by scanning billions of web pages. It then shows you the best answer from these sites. This means you get your answer without leaving the search page.

Like:

• Math Problems: When you type “what is 12 x 12,” the answer immediately appears.
• Currency Conversions: Searching “convert 50 dollars to euros” displays a converter tool on the page.
• Quick Facts: Questions like “Who is the president of France?” get answered immediately.

Why Users Don’t Click on zero-click searches

Here are the top 3 reasons why users don’t click the link:

• 1. Quick Answers: You don’t need to click further when you see the answer immediately.
• 2. Simplicity: The information you need is already in front of you, saving time.
• 3. Convenience: Users can get the facts quickly without extra steps.

How User Behavior Has Changed

Due to the rise of zero-click searches, users' behavior has changed a bit. Now, they expect fast answers. They type in a question and get a quick response.

Fewer people visit the websites since the answer is provided on the search page. Moreover, many users now depend on the snippet for homework, quick facts, and simple conversions.

Adapting to zero-click search can be challenging. But at its core, you need to meet all the standards of E-E-A-T — Experience, Expertise, Authoritativeness, and Trustworthiness.

To check all these boxes, getting professional seo services can be a smart move. It gives you the freedom to focus on what matters most, while the experts handle the rest.

2. A Brief History of Zero-Click Search

Search has come a long way. At first, search engines only showed a list of links and short descriptions. Today, we get extra features that give us answers right on the search page.

In the beginning, when you searched for something, you only saw links to websites. There were no extra details. Then, new features developed, like

• Featured Snippets: These are short answers shown at the top of search results.
• Knowledge Panels: The knowledge panels appear to be on the upper right side of the screen. They show important facts about people, places, or things.
• Other Features: Tools like maps, calculators, and local search packs have also come into play. They help you get answers without clicking through multiple links.

The best thing that Google did was to put you on its page. They work hard to give you the answer immediately. And from the user perspective, they are doing it pretty effectively.

This way, you don't have to leave the search page, and your question will be answered quickly. Answer immediately. This way, you don't have to leave the search page, and your question is answered fast.

3. Types of Zero-Click Searches

Zero-click searches come in many forms. Each type gives you answers without you needing to click on a website. Below are 12 types of zero-click search explained below:

i. Featured Snippets

Featured snippets are short answers shown at the top of search results. They pull a small text from a web page and show it to you. If you ask, "How tall is Mount Everest?" you might immediately see the height.

ii. Knowledge Panels

Knowledge panels appear on the side of the search page. They display important facts about a person, place, or topic. If you search for a famous actor, you may see their bio, birthday, and movies listed. Try searching the name ‘’Tom Cruise.’’

iii. Direct Answers

Sometimes, Google pulls a direct answer from a website. These are known as direct answers. For example, if you type "What is 5 + 7?" The answer "12" appears immediately. Or type "How old is Donald Trump?" The answer seems to be 78 years.

iv. Learn More Boxes

These boxes show a brief answer and include a link to learn more about the topic. They give you a taste of the information without a click. For example, if you type, ‘’how to race the best 5k," it will show some links and recommendations on the top right section of the SERP result.

v. People Also Ask

People also ask feature list-related questions with brief answers. For instance, if you search for a recipe, like "recipe of KFC's fried chicken," you might see extra questions like "What is the secret ingredient in Kentucky Fried Chicken?" along with short answers.

vi. Local Packs

When you search for nearby restaurants or stores, Local Packs show up with maps, ratings, and addresses. They help you find local options fast. Try searching for the term "nearby restaurants." You will get a list of restaurants with their location maps.

vii. AI Overviews

These are summaries powered by artificial intelligence. They gather facts from different sources and show you a quick answer. If you search for a historical event, you might get a brief overview. For example, if you type "what a bear market is," it will provide an AI overview, as shown below.

viii. Calculators & Converters

For math problems or unit conversions, Google gives you a built-in calculator or converter. Ask “convert 10 miles to km,” and you see the result immediately.

ix. Definitions

Google shows definitions directly on the search page. If you search for the meaning of a word like “serendipity,” you’ll see a clear definition.

x. Image & Video Carousels

These display a row of images or videos related to your query. For example, if you search for “cute puppies,” you get a gallery of pictures right away.

xi. Discussions and forums

These sections show social media posts or reviews. Usually, they are links from Reddit or Quora. They let you see a snippet of public opinion on a topic. Type in "How can I name a star?" The zero-click search will show these results.

xii. “People Also Search For” Suggestions

This feature offers additional search ideas. When you search for something, you might see a list of other related topics to explore. This section is usually found at the bottom of the SERP result page. Here is an SS of the previous search results people also searched for in the section.

4. How Zero-Click Searches Impacted SEO and Website Traffic

As said earlier, zero-click searches give you the answer right on the search page. This means you often don't click on any links.

For example, if you search for "What is the capital of Germany?" The snippet shows "Barlin" immediately. As a result, fewer people click through to visit websites.

Impacts on Publishers, Brands, and Businesses

When users get their answers without clicking a link, websites receive fewer visitors. This is a big problem for news and health sites, which usually rely on visits to share detailed information and earn money from ads.

Fewer revenue opportunities

With a drop in traffic, there are fewer chances to earn ad revenue. If a website loses many clicks, it also loses the money it could make from ads. Fewer visitors mean fewer advertisers, and that leads to lower earnings.

User Behaviour

This has resulted in a shift in user behavior. Now, users expect quick answers. They often only click on a website if they need extra details. For instance, if you search for a recipe, you might see the basic steps in a snippet and only click the link if you want full instructions.

Adapting Strategies

Some websites are changing their methods. They add unique details or extra insights that can't fit in a quick snippet. This encourages users to click through to learn more.

5. Who Benefits from Zero-Click the Most?

Zero-click search changes the game in many ways. Not everyone wins, though. Here’s a look at who gains the most from this shift:

#1 The Users:

• Quick Answers: People benefit the most by getting answers immediately. Instead of clicking through several pages, they see the answer right away.
• Time-Saving: Imagine needing a fact for homework. Zero-click search gives you the answer in seconds.

#2 Big Brands and Trusted Websites:

• Increased Visibility: Big brands with strong reputations often appear in featured snippets or knowledge panels. Even if users don’t click, these brands stay visible.
• Building Trust: When a trusted website is shown as the answer, it builds confidence. Over time, that trust may lead to more dedicated customers.

#3 Content Creators with Quality Content:

• Authority and Expertise: Websites that create detailed, well-structured content are more likely to be featured. This boosts their authority.
• Long-Term Benefits: Even if zero-click search lowers immediate clicks, appearing in prominent spots on the search page can lead to better brand recall. For example, someone might remember the quality answer and search for more information later.

#4 Local Businesses:

• Local Packs and Maps: Zero-click search often features local pack results. If you search for “pizza near me,” you get a map, ratings, and quick info on nearby restaurants.
• Driving Offline Visits: Even without a click, local customers might visit the business in person. This is good for local stores, cafes, or service businesses.

5. Is Website Traffic Still Relevant in a Zero-Click Era?

In the past, more traffic meant more success. Today, it's all about the right kind of traffic.

Quality vs. Quantity of Traffic

Having a lot of visitors is great, but only if they care about what you offer. For example, if you run a furniture shop online but most of your visitors want to buy onions, that traffic won’t help you sell furniture. It is better to have fewer visitors who really want what you sell.

High-quality traffic means people who take actions like signing up or making a purchase.

Tracking Visibility Beyond Clicks

Clicks are not the only sign of success. Sometimes, your site shows up as the top answer on Google—even if no one clicks. This builds trust and shows people that your site is an authority. Just being visible can help your brand.

For example, if people see your answer in a featured snippet, they might trust your site later when they need more details. So, track your brand’s presence on search pages too.

Metrics That Still Matter

Even with zero-click searches, some numbers continue to be important:

• Conversion Rate: How many visitors take action? A small group of buyers can be more valuable than lots of casual visitors.
• Engagement: Are people staying on your site or reading your content? This can show that your audience finds value in your work.
• Brand Visibility: Even if they don’t click, being at the top of search results builds credibility.

For example, if your online store gets only a few clicks but most of those visitors buy something, then you are doing well. On the other hand, lots of traffic that doesn’t convert is not helpful.

6. Is SEO Dead Because of Zero-Click Search?

The short answer is no—SEO is not dead. It has simply changed. Let’s break it down:

Addressing the Fear

Some worry that zero-click searches will kill SEO. They fear that if users don't click on links, then SEO becomes useless. However, this fear overlooks one key point: SEO is not only about clicks.

Showing your content in a featured snippet, knowledge panel, or other search feature builds trust.

For example, even if someone doesn't click your website, seeing your answer on the search page makes your brand look reliable. This trust can help later when the user decides to learn more.

Why SEO Is Evolving, Not Dying

SEO is simply getting smarter. User behavior has changed. Now, people often ask questions on sites like TikTok, YouTube, or Reddit. These platforms deliver quick answers and advice.

SEO has adapted to this by focusing on quality content and engaging users wherever they are. Instead of just hunting for clicks, SEO now works on being part of the overall conversation.

For example, a well-optimized video on YouTube can drive viewers to your website later on.

7. How to Adapt Your Marketing Strategy for Zero-Click Search

One norm in marketing is that you must be where your audience is. You cannot afford to miss out on those spaces. Experts at Upspell, a Professional seo agency, now say that when 60% of searches turn into zero-click searches, adjusting your strategy gives you a huge advantage.

Below are some key strategies to benefit from zero-click searches:

i. Increase Traffic through AI Citations

When an AI overview gives an answer, it often includes a link. Searchers may click that link if they want more details or a fuller picture.

For example, an AI overview about a famous landmark might embed a link to the official tourism site. This can boost your organic traffic even if the answer is shown on the SERP.

ii. Be Smart with Your Keyword Strategy

Keyword research is crucial in zero-click search. Understand that some keywords work better for AI overviews, some for featured snippets, and others for “People Also Ask” sections.

• For instance, when you search for "best coffee machine," Google shows a list of popular products.
• Choosing the right keywords for each feature can make a big difference.

iii. Structure Your Content for Zero-Click Search

Organized content stands a better chance of being picked up by Google. Here are some ways to structure your content:

• Use active voice: This makes your writing direct and engaging.
• Keep sentences and paragraphs short: This helps readers quickly understand the message.
• Include lists and bullet points: These break up the text and highlight key points.
• Add clear headings and subheadings: They guide readers through your content.
• Answer user questions directly: Cover the most common queries in your content. For example, a FAQ section about a product can earn its place in a featured snippet.

iv. Boost Your Expertise, Experience, Authority, and Trustworthiness

Google loves content that comes from a trusted source. Improve your site by:

• Adding a detailed "About Us" page
• Collaborating with industry experts
• Regularly refreshing old content
• Earning high-quality backlinks from reputable websites

When your site shows clear expertise, it is more likely to be selected for zero-click results.

v. Improve Your Site’s Quality and Authenticity

A high-quality website builds trust. Consider:

• Creating a comprehensive “About Us” page
• Working with experts in your field
• Updating your content with the latest information and data
• Getting backlinks from trusted sites

For example, a local restaurant that offers accurate menus and regular updates can gain trust and rank higher for local queries.

vi. Implement Schema Markup

Schema markup helps search engines understand your content better. By tagging your text with schema, you can increase the chances of Google displaying your content as a rich result.

vii. Optimize for Local Search Results

Local SEO is vital for appearing in zero-click results. Improve your local presence by:

• Building local backlinks
• Increasing NAP (Name, Address, Phone) citations
• Creating local-specific content

For example, a nearby hardware store can use local SEO to appear in the local pack for "tools near me."

viii. Perform A/B Testing

Constantly check if your strategy works. If your current tactics do not bring the desired results, test new approaches. Change headlines, images, or content structure and compare the outcomes.

ix. Update Content Regularly

Outdated content can hurt your rankings. Keep your content fresh by:

• Revising FAQs
• Adding new information or data
• Checking for broken links and updating them

For instance, updating a blog post with new trends or statistics can help maintain its relevance.

x. Use NLP (Natural Language Processing) Words

Search engines are smarter now. They understand long-tail keywords and natural language better. If you use sensible and optimized natural language terms, you will have more chances to be featured on the search engine result page.

For example, instead of using jargon, ask, “How do I fix my leaky faucet?” to match a typical search query.

8. Winning the Zero-Click Game: What You Can Do

Zero-click search can take up a lot of space on the results page. This means fewer people might click on your link. But you cannot protest or change how Google works. Instead, you need a smart plan to succeed. Here are some tips to win in this new search game:

Focus on Conversions

Even if visitors don’t click, your goal should be to create content that leads to sales, sign-ups, or other actions. For example, a clear call-to-action on your homepage or blog post can help turn a quick glance into a loyal customer.

Optimize for Featured Snippets and More

Write answers to common questions clearly. For instance, if someone asks, "What are the benefits of regular exercise?" your article should provide a simple list that can be easily snipped into a featured answer.

Focus on Branded Searches

When people search for your brand name, they are more likely to click on your content. Make sure your brand appears as a trusted result. For example, include your brand name often in key parts of your content and meta descriptions.

Create Comprehensive Content

Answer Users’ Questions Thoroughly. Write detailed posts that cover a topic completely. If someone asks about "how to start a garden," offer step-by-step instructions. This helps show your expertise and encourages those who want more than a quick answer to click through.

Optimize for Users, Not Just for Google

Write in simple language. Use short sentences and clear paragraphs. Think about what your readers want to know, not just what will rank high. For example, a helpful guide with pictures and bullet points often does better than a long, confusing article.

Expand to Other Platforms

Be everywhere your audience is. Use places like YouTube, Reddit, and LinkedIn to share your expertise. For instance, create short videos on YouTube that explain your topic or share detailed posts on LinkedIn. This builds your reputation and can drive traffic back to your main site.

Don’t Forget the Basics

Keep Your Foundation Strong. Good website design, fast loading times, and clear navigation are still very important. Make sure your site is easy to use and looks professional. Basic practices often support all your other efforts.

By following these tips, you can work with zero-click search rather than against it.

Final Thoughts

Zero-click searches are here to stay and have changed how people find information online. Users like Jonathon can now get quick answers without leaving Google's search page. That's great for users but challenging for businesses trying to stand out.

The key takeaway? You can't fight the rise of zero-click searches—but you can adapt.

Focus on creating content that works with this new reality. Structure your posts to grab featured snippets, answer common questions clearly, and ensure your brand is visible in local packs or knowledge panels. And don't forget: it's not just about clicks anymore—it's about building trust.

At Upsell, we know how to navigate this evolving SEO landscape. Whether it's optimizing for AI overviews, crafting content that ranks, or boosting your local SEO game, we're here to help. Let us take your brand to the top of those search results—zero-click or not.