Zero-Click Searches (and How To Adapt SEO Strategies)

Zero-click searches have been around for a long time, but are becoming more prevalent than ever.

With AI overviews impacting clicks and people using search in new ways, it’s important to adapt. Rethinking your SEO and marketing strategy can help your business stay visible and make the most of opportunities in the shifting search landscape.

What Are Zero-Click Searches?

A zero-click search is any search that doesn’t result in a click. 

Typically this happens because the user finds what they’re looking for without clicking on a result. Sometimes it’s because they don’t find any listings that meet their needs – in which case, users will often change their search terms or question, then try again.

For example, searching ‘what is a zero-click search’ in Google will show you this:

For the majority of users searching for this, they now have their answer, without clicking on any result.

There might be a small minority who aren’t satisfied, or have follow up questions. Some of this minority might click on the results listings to get more information. Some of them will put a more specific query into Google to get a different search page, meaning the original search is still zero-click.

These are different to zero search volume keywords, which are keywords with zero, or close to zero, monthly searches. 

Zero-click searches on the other hand could have a large search volume, but little potential to drive traffic to a website.

In recent years, there’s been a rise in zero-click searches. Understanding why can help us strategise effectively.

Why Do We See Zero-Click Searches?

Google is a website with a problem.

All websites want traffic. For many commercial websites, traffic means conversions. For Google, the funnel is a bit less direct, but the same essential formula. More users on their website means more visibility of ads and more money.

Google’s purpose is to give the user answers, directing them to other websites that meet their needs.

To fulfil its purpose, it has to direct users away from it, which is not good for a commercial website.

Over the last few years, Google has slowly been changing its methods to keep people on their website while still providing users with answers. For example, answering a user’s query through things like featured snippets – or more recently, AI overviews. 

Alternatively, Google wants a user to make a new search. For example, encouraging users to interact with ‘People Also Ask’, or by providing a lot of information, so the user realises they need to search again to slim down the result.

All in all, Google doesn’t actually want users to click on organic listings. Google has even been seen linking to other Google searches in their AI overviews, rather than linking to third party websites for their sources.

How Does Google Do It?

We’ve already mentioned a few key features that are designed to answer the user’s query directly (AI overviews, for example), but they’re not the only features. Let’s take a look at this broad-search SERP for ‘cupcakes’.

Without scrolling at all we can see:

• PPC ads (‘Sponsored’ results)
• 2x organic listings, which include schema on the pages
• A knowledge panel
• Recipes rich snippet

If we scroll down, the features continue. We find one more organic listing below the recipes, then we reach Shopping results, then video results, then eventually, the rest of the organic listings.

Above the fold, there are only 2 organic listings. Another is just below the fold. But all the rest are a significant scroll down the SERP.

Only the top 2 positions will generate a significant number of clicks. Position 3 will get some. Position 4 onwards will have a significant drop off.

The SERP here is saturated with information beyond just the organic listings.

This is, of course, a very broad term. 

If we take more specific informational or commercial terms, we’ll see much more specific SERP features – and likely fewer of them. However, they all have the same purpose (to keep users on Google as much as possible) and the same effect (fewer clicks available to organic listings).

The Impact of AI Overviews

Recently, Google has introduced AI overviews that summarise findings from multiple websites in one place. They’re most commonly found on informational searches, but can be found in certain commercial searches too.

By providing an answer directly in the results page, users often don’t need to click on any results. Sometimes a user might want more in depth information, or might not trust the AI’s answer, but it’s clear that AI overviews are having a serious impact on click-through rates.

Google has been trending towards being an ‘answer engine’ for a long time, but AI overviews mean there’s an even greater chance of a zero-click search.

How To Spot if Zero-Click Searches Are Impacting Your Traffic

There are some general indicators that you have a zero-click problem to look out for:

• High impressions but low clicks (especially if you rank well)
• Rankings improving, but traffic not following suit (especially informational rankings)

If you’re seeing either of these happening on your website, you can spot check some of the terms that are being affected.

Ask yourself: What features are in the SERP – is there an AI overview, for example? If I was searching for this term, would I find what I needed without clicking?

This can help you gain an understanding of whether your traffic is being impacted by zero-click searches.

How to Adapt SEO Strategies Around Zero-Click Searches

Zero-clicks are a reality, particularly with the ongoing SERP changes and rise of AI. However, there are ways we can adapt our marketing strategies to help. Here’s how to strategise around zero-click searches:

Strategising Around Zero-Clicks

1) Avoid Targeting Too Much Content Around Simply Answered Queries.

For example, answers to questions that are just a few words.

Review your keyword strategy and ask yourself how much detail is the user likely to need for this answer. The best keywords to target for informational searches are going to be those that need more complex answers, perhaps where you can offer unique expertise or insight.

You could also consider trying to hone in on your commercial and transactional keyword strategy, and move the focus away from informational intent keywords. It’s typically informational terms that have the most risk of being zero-click.

You can use tools to check whether your target keywords have AI overviews. For example, many ranking tracking tools now have information on which keywords include AI overviews. This can be useful when analysing and reframing your keyword strategy.

Not sure where to start? Get in touch with us!

2) Consider if You Can Answer a More Complex Follow-Up Query

If you’ve discovered some zero-click terms, you don’t necessarily have to give up on this audience entirely.

One type of zero-click search we looked at was someone then changing their search query to look for more specific information.

Ask yourself: What’s the next step in the funnel after this search? What related information might someone be looking for?

From here, you might find some great content ideas to pull that same audience in, while avoiding zero-click searches.

3) Use Schema To Win the Clicks That Are Available

Check your results against the top organic listings. You might find that they’re standing out more than yours due to schema, which could lead to them gaining the clicks that are available.

Depending on your page type, there could be some schema markup that could help to enhance its appearance in the search results. This could help you get spotted amongst the busyness of the page and get the clicks that are available.

4) Diversify Your Marketing

Organic listings can be powerful, but they’re not the only way to reach your online audience.

In fact, wider brand strategies and authority are having more of an impact than ever on organic listings themselves and your position in the SERP.

By diversifying your marketing, you can be seen by more of your audience and maximise your visibility. 

For example, using PPC on key terms could help you win a greater share of the SERP. Social media can be used to share more top of funnel content to improve your reach and the value you provide to your customers.

Offline marketing and DPR are fantastic to improve brand awareness, meaning users are more likely to choose you over a competitor they’ve not heard of before.

Developing your brand strength, online and offline, could also help to improve your visibility and even appearance within AI overviews.

Is There Value in Optimising for Zero-Click Searches?

While getting more traffic to your website is pretty much always going to be a good thing, there are other goals that are also valuable.

Brand awareness is extremely powerful when it comes to connecting with your audience, gaining a good reputation and ultimately building enough trust that a user will convert through your website.

Being seen in zero-click searches, such as featured in AI overviews or featured snippets – can still help to improve your brand awareness. 

AI overviews can pass clicks onto your website, but this is likely to be a very small number currently. If you want to appear in AI overviews, your goals should go beyond just clicks to your site.

What Does the Future Look Like?

Zero-click searches have already reshaped how we think about our search strategies and things are continuing to change. It only took AI overviews a few months to dramatically change the face of the search landscape, and it’s not finished developing yet.

We don’t know what organic results will look like in a few years – especially with the launch of AI mode – but what’s clear is that search won’t stand still. From generational language shifts to the AI search platforms, new challenges and opportunities are emerging all the time.

Your strategy needs to be able to adapt to whatever the future looks like. If you want to work with a leading digital marketing agency, get in touch with us!