Content
Zero-Click: What It Is and How It Affects SEO
February 26, 2025
11 min
Many searches don’t end with a click. This happens because Google can provide users with an answer directly at the top of the search results — this is known as a zero-click search. The user either leaves the search or continues browsing within Google’s ecosystem. And that’s a negative trend for your website.
To understand how zero-click searches work, which types of queries lead to them, and what you can do to prevent zero-clicks from harming your site’s SEO promotion, we spoke with Promodo’s SEO experts.
A zero-click search is a search result that doesn’t lead the user to click through to a website.
This happens when the search engine results page (SERP) displays the answer to the user’s query directly at the top. Zero click search results often appear in featured snippets, knowledge panels, and other enhanced search results.
Once, we’ve identified what is zero clicks, let’s view their examples. If a user searches for “weather in New York,” Google will show the answer right on the SERP, eliminating the need to visit a website.
Zero-click content is designed for quick and convenient searches. As users become more demanding each year, they expect answers directly on the first page of search results. Search engines adapt to these needs, instantly providing information without additional clicks.
Featured snippets are special blocks in Google’s search results that provide quick and accurate answers to user queries. They occupy the "zero position" (above traditional organic results) and can significantly boost a site's visibility.
Google selects these snippets using automated algorithms to determine which webpage best answers a specific search query. Such queries often begin with question words like “who”, “what”, or “where”, and the answers can appear as:
Knowledge panels are informational blocks that contain concise, structured data about a specific person, organization, place, event, or concept.
Google generates these panels automatically using information from the Google Knowledge Graph and authoritative sources such as Wikipedia, official websites, government resources, and news platforms.
Direct answer boxes are zero-click content answers that Google provides directly for queries with clear, factual responses. For example:
Most answers in Direct Answer Boxes are generated not from individual web pages but from Google's knowledge base. This means that even websites with high-quality content can't always influence whether their information appears in these blocks.
Another example of zero click content is local packs. These appear for queries related to local businesses. They include a map with markers, a list of companies or establishments, their key information (name, rating, address, hours of operation, phone number), and sometimes additional features like “Call” or “Get Directions” buttons.
If your business has an offline presence, appearing in the Local Packs can significantly influence consumer choices. According to a BrightLocal study, 46% of all Google searches have a local intent, and 78% of local mobile searches result in an offline purchase within 24 hours.
For example, if a tourist is looking for a nearby place to eat or someone in an unfamiliar area is searching for a store, Google first displays a list of locations on a map. From there, users can explore details like takeaway options (for a restaurant) or read reviews.
Tip: To appear in the Local Packs, start by optimizing your Google My Business profile. Make sure to fill in all fields, add high-quality photos, and include a business description with relevant keywords that highlight the services you offer.
This is a dynamic block featuring additional questions related to the main search query. These questions are generated based on popular user searches and expand when clicked, revealing a brief answer sourced from a web page.
Google uses machine learning and artificial intelligence algorithms to select the sources displayed in the People Also Ask block. Priority is given to authoritative websites, but the main focus remains on how accurately the answer addresses the question.
Tip: To appear in the People Also Ask block, optimize your content by including questions in headers (H2, H3) and providing clear, concise answers within the text. Google also favors QA blocks where responses are short and comprehensive.
To improve your chances, consider adding FAQ Page Schema to your website — a special markup designed to structure pages with frequently asked questions and their answers.
Almost 60% of search queries in 2024 ended in a zero-click, and nearly 30% of all clicks go to platforms owned by Google.
Out of 1,000 Google searches in the U.S., only 360 clicks are directed to a website that isn’t owned by Google or paying for ads. In Europe, this number is slightly higher — 374 clicks out of 1,000. These figures come from a SparkToro study.
Zero-click searches have a dual impact on SEO: on one hand, they can reduce website traffic, but on the other, they create new opportunities for greater visibility. With the launch of AI Overview in 2024—already being tested in the U.S. market—it’s clear that traditional SEO strategies are no longer enough.
AI Overview is a new Google Search feature that uses Gemini-based artificial intelligence technology to generate answers to user queries automatically.
To stay competitive in 2025, it’s essential to optimize your content for both zero click SEO and AI-generated responses.
Make your content clear not only for Google’s algorithms but also for users. Go beyond “dry answers” by covering topics comprehensively, providing examples and solutions that add real value to the user. Include authoritative sources and expert opinions to build trust in your website.
Also, use headings and subheadings (H2, H3) to break up the text into logical sections that answer specific questions or explore different aspects of the topic.
Schema Markup is code that helps search engines better understand the content of your site. Essentially, it creates a "map" of the page, pointing out key information elements.
Adding structured data enhances your site’s visibility in search results and helps it appear in rich results such as:
To match user search queries, research and analyze keywords. You can use tools like Serpstat, Ahrefs, or SimilarWeb. With these tools, you can track which high-priority keywords have the highest CTR and which ones tend to result in zero clicks. This allows you to adjust your strategy to drive more traffic to your site.
However, a high percentage of zero-clicks for certain search queries, combined with high frequency, may indicate user interest. This means you shouldn’t ignore these queries. Instead, leverage them to increase your business visibility.
Regular traffic analysis helps you quickly respond to changes and improve your website's visibility in search engines.
Check which keywords were previously driving traffic but now show a decline.
Use Google Search Console to identify queries that are getting impressions but not generating clicks. Also, analyze which pages have lost rankings and whether this is linked to competitor activity.
Google's algorithms and AI prioritize fresh and up-to-date content. Regularly updating old materials, adding new facts, statistics, and industry changes will help maintain their relevance.
In order to optimize for zero click SEO, It's important to note that Google’s AI Overviews are increasingly pulling information not only from text but also from videos and images. To improve your chances of appearing in search results, include video tutorials, infographics, and other visual content, especially for complex topics.
If you’re creating your own video content for your site, consider implementing video schema markup to enhance its visibility in search results.
Adapting to new requirements of SEO, especially with the rise of zero-click searches and AI-driven features like Google’s AI Overview, requires more than just traditional strategies. To stay competitive in 2025 and beyond, businesses must adopt advanced techniques.
At Promodo, our SEO services are always on the cutting edge of these innovations. With over 20 years of experience, we help businesses optimize their strategies, ensuring that they not only keep up with but also thrive in the rapidly changing digital world. Let us help you boost your site’s visibility, drive more traffic, and stay ahead of the competition.
Journalist at Promodo
For over 4 years, I have been working as a journalist in the communications and marketing industry. I help brands communicate effectively through written content, engage with market experts, and create professional materials on topics related to business and marketing, sharing insights on working with marketing tools.
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