Definition

A zero-click search is a query that gives the user an answer directly on the results page, with no click to an external site. This includes featured snippets, knowledge panels, AI overviews and voice assistant responses.

A growing share of search

Several studies report that more than 60% of Google searches now end without a click to an external site. The trend keeps accelerating with engines built on LLMs.

Strategies against zero-click

• Optimize for featured snippets and people also ask blocks
• Strengthen brand visibility in the SERP (logo, business panel, reviews)
• Track AI citations and share of voice in generated answers
• Create high-value content that AI cannot summarise in one sentence
• Protect strategic domain names to avoid hijacking what little traffic remains