Zero-Click Searches: How to Win When Google Keeps Users on the SERP

Key Takeaways

• Definition: A Zero-Click Search occurs when a user gets the answer they need directly on the Search Engine Results Page (SERP) without clicking on any organic or paid link.

• SERP Features Driving the Trend: This behaviour is fuelled by Google’s use of features like Featured Snippets, AI Overviews, People Also Ask (PAA) boxes, Knowledge Panels, and Local Packs.

• SEO Paradigm Shift: Traditional SEO metrics (clicks) must be broadened to include SERP presence, brand authority, and impressions. Success involves capturing visibility and trust directly on the SERP, rather than solely driving traffic.

• Queries at Risk: Queries most likely to result in zero clicks are simple informational, local intent, quick facts/data, and basic how-to questions.

• Winning Strategies (Optimisation): To succeed, marketers must:

  • Target Position Zero: Aggressively pursue Featured Snippets by providing short, structured, definitive answers (e.g., lists, tables).

  • Dominate Local: Fully complete and manage the Google Business Profile (reviews, posts, accurate information) for local queries, where conversions often happen on the SERP (calls, directions).

  • Earn PAA Visibility: Structure content using question-based headings to earn spots in People Also Ask boxes.

  • Build Authority: Focus on creating clear, accurate, expert-led content to be sourced by AI Overviews and earn high-value clicks for complex topics.

• Metric Evolution: New Key Performance Indicators (KPIs) should track SERP impressions, Featured Snippet wins, Local Pack visibility, and Branded Search Volume alongside traditional traffic metrics.

As Google continues evolving toward a more intuitive, answer-driven search experience, the rise of zero-click searches has become a major concern for marketers, content creators, and SEO teams. A zero-click search happens when users get the information they need directly on the search engine results page (SERP), meaning they never visit a website.

With Google now showing more featured snippets, AI overviews, knowledge panels, local packs, and quick-answer boxes, the number of searches ending without a click continues to grow.

But this trend is not just a threat. If you understand how zero-click behaviour works, you can adjust your strategy to win visibility, brand authority, and conversions, even when users stay on the SERP.

This article explains what zero-click searches are, why they matter, and the strategies you can use to succeed in this search environment.

What Are Zero-Click Searches?

A zero-click search occurs when the user completes their query without clicking any organic or paid results. This typically happens when Google surfaces an answer immediately through features such as:

• Featured snippets
• People Also Ask (PAA) boxes
• Google’s AI overviews
• Knowledge panels
• Weather boxes and calculators
• Local packs (maps listings)
• Quick facts or definitions
• Traffic and sports scores

Google is becoming better at anticipating user intent and providing instant answers, especially for simple, informational, or local queries.

Why Zero-Click Searches Matter for SEO

Traditional SEO strategies assume that visibility leads to clicks, which then lead to conversions. But with zero-click searches, that journey becomes shorter, and sometimes visibility itself becomes the conversion.

Key implications for your SEO strategy:

• Organic click-through rates may drop even when rankings remain strong.
• Position zero (featured snippets) becomes more valuable than position one.
• Growing your brand presence in SERPs is now as important as driving traffic.
• Success is measured not just in clicks, but also in impressions, engagement, and brand recall.

Instead of fighting the trend, modern SEO requires learning how to leverage it.

Types of Queries Most Likely to Zero-Click

Some queries will naturally result in on-SERP answers. These include:

1. Simple informational queries

Examples: weather today, time in Brisbane, definition of ROI.

2. Local intent

Examples: coffee shop near me, dentist Parramatta.

3. Quick facts and data

Examples: population of Sydney, currency conversion AUD to USD.

4. Basic how-to or troubleshooting

Examples: how to screenshot on Windows, iPhone will not turn on.

By understanding these categories, you can decide where to invest your optimisation efforts.

How to Win in a Zero-Click Search World

You cannot stop Google from providing instant answers, but you can position your brand to benefit from increased SERP visibility, trust, and engagement.

1. Optimise for Featured Snippets (Position Zero)

Featured snippets are the most valuable placement in a zero-click SERP.

To win featured snippets:

• Identify the questions users ask in your niche.
• Create short, well-structured answers that are clear and direct.
• Use formatting such as lists, tables, and definitions.
• Ensure your page is authoritative and well-optimised overall.

Even when users do not click, they see your brand first, which builds instant authority.

2. Build for AI Overviews While Still Optimising for Traditional SEO

Google’s AI overviews pull information from trusted sources. You can increase your chances of inclusion by:

• Publishing clear, accurate, evidence-based content.
• Using schema markup.
• Including concise summaries at the top of your pages.
• Building topical authority across clusters of related articles.
• Earning high-quality backlinks.

3. Dominate Local Search and Google Business Profiles

Local searches are among the highest zero-click queries, but they also offer huge opportunity.

To optimise for local visibility:

• Complete your Google Business Profile with photos, categories, and services.
• Keep your opening hours, menus, and booking links up to date.
• Encourage and respond to customer reviews.
• Publish regular Google Posts.
• Use local schema and embed Google Maps on your site.
• Build consistent local citations across directories.

Many conversions happen without a website visit through calls, bookings, directions, or menu views directly on the SERP.

4. Earn Visibility in People Also Ask (PAA) Boxes

PAA boxes expand frequently and give you multiple chances to appear.

To optimise for PAA:

• Write content that answers question-style queries.
• Use H2 or H3 headings phrased as questions.
• Provide short, precise, helpful responses.
• Include examples, definitions, or step-by-step guidance.

5. Strengthen Your Brand Signals Across Channels

A strong brand reduces dependency on clicks because users begin searching for you by name.

Build brand signals by improving:

• Social media presence
• PR and digital coverage
• Content marketing quality
• Review profiles across platforms
• Consistent messaging and visual branding

6. Shift KPIs from Clicks to SERP Presence

In a zero-click environment, metrics must evolve.

New KPIs to track:

• SERP impressions
• Featured snippet wins
• PAA appearances
• Local pack visibility
• Branded search volume
• Engagement with Google Business Profile features

Traffic remains important, but visibility and trust have become key steps in the conversion funnel.

7. Create High-Value Content Worth Clicking On

Even in zero-click SERPs, Google rewards pages that offer expertise and depth.

Make your content:

• Unique
• Valuable
• Expert-led
• Comprehensive
• Easy to scan
• Rich in examples and visuals

Users may get a quick answer on the SERP, but they will visit when they need deeper solutions rather than simple facts.

The Bottom Line: Zero-Click Searches Are Here to Stay

Zero-click searches are part of Google’s mission to deliver instant answers. While they reduce traditional clicks, they open new opportunities for brand authority and visibility.

The brands that succeed will be those that:

• Embrace SERP features
• Build strong topical authority
• Focus on visibility as much as traffic
• Create content that earns trust at first glance

If you focus on attention and relevance even when clicks do not follow, you will stay ahead of competitors who still measure success the old way.