Zero Click Searches: Definition & How They Impact SEO

Ever Googled something super quickly and got the answer right away, without leaving your search results?

Welcome to the world of zero-click searches!

What Are Zero-Click Searches?

Zero-click searches are the immediate answers users get directly on the results page. Such answers are usually featured at the top of SERPs, saving time and effort from clicking on any other links. Zero-click searches are helpful for users but challenging for SEO.

So, in essence, when you ‘ask’ a question, Google pulls information from various sources and presents it in prominent snippets, People Also Ask questions, local packs, etc., so you don’t have to look any further.

Following the AI chatbot model of instant gratification, while strengthening users ‘faith’ in the Google search engine and prolonging their time spent on it, the zero-click trend floods the SERP scene with almost 60% of searches resulting in zero clicks in the U.S. and EU alone.

From a technical point of view, there are many reasons that fuel this rising trend.

Why Are Zero-Click Searches Growing?

As search engine algorithms evolve, new trends are bound to emerge. Zero click searches are no exception!

Thanks to the advancements in search engine technology, search engines are getting smarter!

You’ve probably seen this yourself.

Just think of how you went about searching for a business location a few years back: you’d have to go into Google Maps, type in a business name or address for directions, and then go back to Google search to find out more about it.

But today, all you need to do is type in a brand name, and you get their location, operating hours, services they offer, photos, and reviews right on the search results.

Similarly, when looking for a video on a particular subject, you’d traditionally go to YouTube and search for it. Now, however, you just need to type your query and get video results from multiple sources right up front.

Search Engines Prioritize Immediate Answers

So, yes, today, search engines prioritize the delivery of immediate and comprehensive answers.

New features like AI Overviews, which generate AI-based summaries right in the SERP, are making it even easier to get information without clicking.

Other more conventional highlights include featured snippets that pull concise answers from web pages, knowledge panels with quick facts about entities, and People Also Ask (PAA) boxes that offer popular questions and answers on a specific topic.

The result?

Users not only find what they are looking for without a second click but also get additional information that may even save them the trouble of performing a second search for extra input related to the initial query.

Voice Search Keeps Rising

On top of that, virtual assistants like Siri or Alexa and the rise of voice search and audible answers have naturally led to zero clicks. It’s worth noting that today, approximately +20.5% of people worldwide use voice search.

But, when no clicks take place, how can searches lead internet users to a website? And how does this affect its overall SEO performance?

How Do Zero-Click Searches Impact SEO?

Zero clicks can have a notable impact on conventional search engine optimization strategies.

Potential For Less Website Traffic

It goes without saying that when users don’t have to click on a search result, they don’t visit any other web page except Google. So, organic traffic is unavoidably reduced.

In fact, a recent survey denotes a 15% to 20% loss in organic search traffic due to the no click trend.

Shifting Focus From Click Search To No Click Visibility

In this new landscape, simply ranking high might not be enough to guarantee traffic.

Websites should adopt innovative SEO strategies to earn a spot in different zero-click features. In fact, ignoring zero-click searches means risking visibility, which, Redbrandly’s Stephanie Yoder points out, is especially critical in competitive industries “where brand awareness is just as important as website visits.”

True, the effect of zero-click searches varies among different industries.

For example, local businesses can increase their foot traffic precisely because they appear right up front in Google’s local pack. On the flip side, information websites may see a more significant dip.

The Importance Of Zero Click Content

Today, a good part of your SEO strategies should focus on creating zero-click content (also called no click content), in other words, content designed to appear directly within the zero-click SERP features.

Interestingly, a 2024 study found that for every 1,000 Google searches in the US, only 360 clicks made it to a non-Google-owned property, while in the EU, this number goes up to 374 clicks out of 1,000 searches.

In this changing ecosystem, website owners and SEO professionals should target all different zero click SERP features available to increase visibility.

Types Of Zero-Click Searches

Understanding all the different ways Google provides direct answers is a key component of a successful SEO strategy. Here are some common types of zero-click search results:

1. Featured Snippets

Featured snippets are concise, direct answers to user queries pulled from web pages and displayed at the very top of the search results (position 0) in the form of paragraphs, lists, or tables, often accompanied by an image or two.

2. Knowledge Panels

Traditionally populated by Wikipedia content, these information boxes appear on the side of desktop SERPs when you search for entities like people, places, organizations, or things.

They typically provide a summary of key information from authoritative sources. However, a respected website can work its way into the knowledge graph’s images or other related information.

3. Things To Know

The "Things to Know" feature appears below the PAA for certain queries and takes up significant space on the SERP. It presents an expandable list of subtopics and questions related to a search query.

By offering top-level information, users have more incentive to explore a topic without leaving the SERP by skimming through the headings and clicking on them to see a short description, followed by the source link for further reading.

4. Direct Answer Boxes

These position zero boxes give a quick answer to a simple question, with or without including a link to an external source.

For instance, when searching for ‘current time in Dublin’, you’ll get the answer right from Google’s database. But when looking for the ‘hex code for color pink’, you will see an answer box with the relevant color code, and the source it comes from underneath.

5. People Also Ask (PAA) Boxes

These interactive boxes display popular questions related to your original search, with expanded answers coming from websites outside of Google.

6. Local Packs

Such results come from Google My Business profiles and appear for local searches. They typically include a map, business information, operating hours, and reviews directly in the search results.

7. AI Overviews

These are AI-generated summaries that take over the top of the SERP, combining information tiles from various web sources to provide a concise answer. Some pieces of information here, also include links to the sources used.

How To Optimize For The Zero-Click Landscape

While the rise of zero-click searches presents challenges, it's definitely not the end of SEO! Here are some tips to help you stand out in 0 click SERPs.

Research Your Industry’s Featured Snippets

Not all search queries give a featured snippet. So, before putting time and effort into crafting SEO content, run a niche keyword research to see which queries already appear with a featured snippet.

Then, select those query/keyword combinations with relatively low competition and shape your content in a featured snippet format.

Use A ‘Featured Snippet Friendly’ Format

When writing featured snippet content, use your target keyword, or better, your target search query, in a heading. Below it, include a concise answer, approx. 310-340 characters long.

Use simple wording and short sentences. You can also add lists, preferably with short headings for every bullet point, as well as information tables where suitable.

Target PAA Questions

The People Also Ask section offers more chances for your content to rank in zero click results.

So, check existing PAA questions on your target keyword and its variations, and include them in your texts either as your core title, in-text heading, or FAQ question.

Include Original Visual Content

Always add high-quality images, videos, and/or infographics to your web pages and posts. This offers your content more opportunities to rank in image packs, knowledge panels, and various top-of-page snippets.

Maintain High Topical Authority

Once Google notices that your website is a credible and valuable source, then you can have better luck appearing in a no click search.

Plus, you can retain your non-click snippet status longer than an ephemeral source of information that’s just done a good job on their on-page SEO for a particular topic.

Use Schema Markup

Diligently adding schema markup to your pages helps search engines decipher your content more easily and add it in a 0 click result. You can leverage schema markup to showcase your EEAT and content elements, such as images and videos.

Optimize For Voice Search

Use natural, conversational language in your content and target long-tail keywords that mimic spoken queries. At the same time, ensure your website is perfectly optimized for mobile devices and that your pages load fast.

Work With Professional SEOs

Because zero-click searches are changing the SEO game and because search engines keep updating their SERP features, websites need more than just a nice design and quality content.

They need professional SEO services.

At Atropos Digital SEO agency, we stay updated on all current and upcoming trends so that your website stays ahead of the curve and at the top of SERPs. Schedule your SEO strategy call today.