Zero-Click Searches: How to Adapt Your SEO Strategy and Thrive

So, I’ve been thinking a lot lately about zero-click searches and the stir they’re causing in the SEO world. If you’ve been keeping up with recent trends, you’ve probably noticed more noise about them too. It’s not exactly surprising given how they’re becoming more prevalent and the impact they’re having on website traffic for site owners and content marketers.

But let’s take a step back for a moment, what exactly are zero-click searches? And why are they happening more often? More importantly, what can we do to update our strategies to cope with this change?

Put simply a zero-click search is when someone types a query into Google (or any search engine, really) and gets the answer directly on the search results page. They don’t need to click through to any website because the information they wanted is right there in front of them. For instance, if you type “weather in Rome” into Google, you’ll get the forecast displayed at the top of the search results in a neat little box. No need to visit a weather website or anything like that.

These zero-click searches come in various forms. There are featured snippets, which often display a short answer to your query right at the top. Then you’ve got knowledge panels—those boxes on the right side of the search page that give detailed info on people, places, things, and so on. And let’s not forget the quick answers for calculations, conversions, or event times like football matches.

The key thing here is that these search results fulfill the user’s intent without them needing to click through to a website. That’s a pretty big shift from the traditional SEO approach, where the goal has always been to get people to click through to your site.

So, why is this happening? Well, Google’s evolved quite a bit, and its ultimate mission has always been to “organise the world’s information and make it universally accessible and useful.” Part of that mission involves providing the most convenient and accurate answers to users’ questions as quickly as possible.

Think about the user experience. If someone can get the answer to their question without having to click through multiple links, that’s a win for them. And let’s be honest, when you’re searching for simple information, how often do you actually click through to a website when the answer’s right there in front of you?

Another factor is the rise in mobile search. The vast majority of searches are now done on mobile devices. Mobile users, in particular, want quick answers. Having the information served up directly on the search page saves time and effort. Google’s focus on mobile-first indexing and improving the mobile experience has naturally increased the amount of zero-click results.

Now, with all that said, and this being the world we live in, we might wish that Google would send every user to our site for every question, but clearly, that’s not the case. They’re not going to reverse this trend, so we’ve got to figure out how to adapt our strategies to deal with it.

At first glance, it might seem like bad news. Fewer people clicking through to our sites means our organic traffic could suffer. And yes, if your content is competing for answers that Google can easily display in a snippet or quick answer box, you’re likely to see a decline in clicks. If you run a weather website or a time zone conversion site, for example, your click-through rates are probably dropping.

But on the flip side, not all zero-click searches are created equal. A lot of these searches are for simple, quick answers. These are searches that may not have resulted in valuable clicks anyway. If someone’s searching for the population of a country or doing a quick currency conversion, they’re not looking to engage deeply with a website. They just want that quick piece of information. So, you might be losing a visitor—a vanity metric—but you’re not necessarily losing revenue.

Of course, if you’re monetising purely through display advertising, zero-click searches are a bit of a headache. Less traffic means fewer ad impressions. But for those of us offering products, services, or more in-depth content, it’s not all doom and gloom.

So, how do we adapt to this new landscape? Well, I reckon we need to think about the long game.

Consider this: someone searching for “weather in Rome” might be thinking about visiting Rome on holiday. People often start their searches broad and then narrow down as they get further into planning. Their initial searches might trigger zero-click answers, but that doesn’t mean we should give up on that content. We still want to position ourselves in Google’s eyes as a resource—an expert in the area, the topic, or the brand we’re covering. And we also want to be in the users’ minds as a go-to brand.

To do this, we need to start optimising for featured snippets. One of the best ways to embrace this trend is to aim for these snippets, sometimes called “position zero.” When your content is chosen as a snippet, you’re not just providing a quick answer; you’re also positioning your brand as a trusted authority. This visibility can increase brand recognition, even if it doesn’t always result in a click.

Plus, those snippets usually include a link to your site. There’s still potential to attract clicks from users who want to delve deeper. To optimise for snippets, make sure your content answers questions clearly and concisely. Use bullet points, numbered lists, and concise paragraphs. Essentially, think like Google: how would you summarise the most relevant part of your content in a few sentences?

Secondly, we need to focus on high-intent, long-tail queries. While zero-click searches might be taking away some traffic from basic queries, users are still clicking through for more complex, high-intent searches. These are the kind of searches where users are researching products, looking for reviews, or seeking in-depth knowledge. They’re further down the purchase funnel and more likely to take action.

By focusing on these long-tail keywords—those more specific and less common search terms—you can capture users who are more likely to convert. They’re the ones ready to engage, and they’re not satisfied with a quick snippet. They want detailed content, insights, and guidance.

Thirdly, we need to double down on rich, engaging content. Even though some searches won’t result in a click, it doesn’t mean we shouldn’t be creating high-quality content. As I’ve discussed in previous posts, the depth and breadth of our content increases our relevance in Google’s eyes. It helps us become the authority in our field.

If you’re in the travel sector, for example, don’t just write about “the top five things to do in Rome.” Go further. Create detailed guides, offer insider tips, include interactive elements like maps or quizzes—anything that provides value beyond the basic answers. This kind of content is more likely to attract engaged users who want to click through and learn more.

Including structured data on your website can also help. It makes it easier for search engines to understand your content and increases the chances of being selected for featured snippets or appearing in knowledge panels. Schema markup, for example, is a powerful way to tell Google exactly what your page is about.

Fourthly, we need to build our brands. Zero-click highlights the importance of having a strong brand presence. When users get quick answers from a zero-click result, they might not visit your site immediately, but they’ll start to recognise your brand if you keep appearing. When they do want to go deeper, they’re more likely to seek you out.

Those users who trust your brand and have seen you around before are much more likely to engage and eventually become customers. It’s about staying top of mind so that when they’re ready to take that next step, they come to you.

Looking ahead, I think we’re going to see more zero-click searches. But that doesn’t mean SEO is losing its value. At the end of the day, it’s not just about the number of visitors you attract; it’s about the quality and intent of those visitors. If they’re the right fit for the services and products you’re offering, zero-click doesn’t really matter. They can’t make a purchase without eventually visiting a site, and if you’ve positioned yourself correctly, that site will be yours.

Google aims to serve users the best possible results, and if you provide valuable, in-depth content, it will lead users to you when it matters most. You might see a drop in visitors, but if your revenue goes up because you’re attracting more relevant traffic, that’s a win in my book.

So, in a nutshell, don’t be scared of zero-click searches—unless, of course, you’re solely relying on display advertising. In that case, you’ll need to rethink your strategy, perhaps by diversifying your traffic sources. But for the rest of us who have products or services to offer, it’s not the end of the world that some are predicting.

Hope that gives you something to chew over. Cheers for sticking around.