A new reality and what to do about it: getting used to zero-click searches on Google

What are “zero-click” searches?

A zero-click happens when someone types a query into Google, sees the answer directly in the results (in a box, a map, a currency converter, or an AI overview) and doesn’t click anywhere else. The session ends right there, in the SERP (search results page). This is not “the end of SEO,” but it is a new playing field: some searches now finish with a glance, not a visit to your site.

In 2024, SparkToro/Similarweb calculated that out of 1,000 Google searches in the EU, only about 374 clicks went to the open web; the rest were “zeros,” clicks into Google’s own properties, or abandoned sessions. In 2025, AI Overviews accelerated this trend: Pew found that when people see an AI summary, they click a link in about 8% of cases; without it, about 15%. In other words: visibility in the SERP is rising, but clicks are shrinking. Google disputes the methodology, but independent studies point to the same direction – more impressions, fewer clicks.

Experts at MarketingTechNews argue: don’t fight zero-clicks, make peace with them and use them as a visibility channel, not just a traffic source. This requires a mindset shift: from “bring me a click at any cost” to “get noticed, solve a problem, and win the visit through another channel.”

Why are zero-clicks increasing? In plain terms.

• The SERP is now the answer. Over the years Google has added features that deliver the answer right on the page: featured snippets, People Also Ask, weather, currency converters, maps, shopping boxes. AI overviews are the newest layer – a full answer without leaving the page.
  
  
• The query shows intent. If someone searches “what is X,” “weather in Malaga,” or “EUR to USD,” the intent is informational or quick-answer. No click is needed.
  
  
• Mobile = less scrolling. On phones, sessions are short; the higher the answer is placed, the less likely users are to scroll down to organic links.
  
  
• AI overviews change behavior. Where there is no AI summary, about 60% of searches end without a click; where there is one, that number jumps to ~80%. Multiple reports from 2024–2025 confirm the same trend.

Is this bad news? Only if you measure it wrong.

• Fewer clicks ≠ less value. If someone sees your brand in the SERP, gets their answer, and later comes to buy via a brand search, email, or social – the zero-click already worked for you. Search must now also be seen as a visibility channel, not just a traffic driver. Visibility → demand → conversion through another channel.
  
  
• But keep perspective. The share of organic clicks is falling in many markets, and news publishers are especially affected. BrightEdge and independent researchers report more impressions but around a 30% drop in CTR since spring 2024.
  

How to adapt: a practical guide

1) Recalculate your KPIs – stop measuring only traffic from Google.
Track:

• brand search volume,
  
  
• growth of direct queries and “retained” channels (email, social, subscriptions),
  
  
• non-click visibility in the SERP (snippet, PAA, inclusion in AI sources).
  
  

2) Write content so AI will cite you.

AI overviews rely on structured, authoritative, topic-focused information. Best practice: one clear answer (2–3 sentences) at the top, then expansion; definitions, numbers with sources; clean H2/H3 structure. This raises the odds you’ll be among the cited sources.
Read more: how to optimize your site for AI search →

3) Use a “SERP-first” format for short queries.

For quick questions, build “answer blocks”: a 40–80 word summary + conditions/“if–then” rule + a simple table or steps. The goal is to be quoted in the snippet, not necessarily to get the click.

4) Build topic authority with depth, not just keywords.

AI favors sources that cover the whole subject consistently. Create thematic clusters: guides, calculators, frameworks. This improves your chances of being included in AI summaries.

5) Fix your Google Business Profile.

For maps, “near me” searches, opening hours – keep your GBP updated with categories, Q&A, reviews, real-time attributes. These generate zero-clicks but drive actual sales.

6) Invest in channels beyond Google.

AI search (not only Google) is bringing new traffic, but it doesn’t yet replace organic losses. Email, owned communities, podcasts, partnerships, and social hooks are your insurance against SERP volatility.