Turning Zero Click Searches Into SEO Opportunities

Search engines spent the last few years trying to make their results pages one-stop-shops that fully answer user requests: whether providing a map with local business options for a “near me” searches or a shopping panel when users clearly mean to purchase something. And then Google’s experiments led to the Search Generative Experience (SGE), turning into AI Overviews, to offer users a potential answer without ever needing to click through to an external website.

None of that sounds like great news for businesses looking to gain visibility and drive traffic to their own sites. In fact, this new generation of search led to changes in user behavior that created havoc for multi-location marketers; because businesses now face an era of zero click searches. But what does that all mean for marketers and their local SEO?

What Are Zero Click Searches?

A zero click search happens when users end their session or enter a new query without clicking on any of the results. While search engine results pages (SERPs) essentially list potential sites that relate to your query, zero click searches are the natural end result of search engines (and Google especially!) keeping users within their own ecosystem.

Though zero click search might feel like a recent development, its roots trace back to 2005 and the launch of Google Local, which showed local businesses directly in search results. Since then, Google continued with improving its ranking algorithm, moving through universal search (2007), Google Autocomplete (debuted in 2009 as Suggest), Google Instant (2010), knowledge panels (2012), featured snippets (2014), quick answers (2014), local map packs (2015), people also ask (PAA; 2015), and AI Overviews (2024).

The first hint of zero click searches’ growing importance then came in 2019, when a study by Jumpshot and SparkToro reported that for the first time zero click searches passed the 50% mark in browsers. The most recent SparkToro study revealed that out of every 1,000 Google searches, only 360 in the US and 374 in the EU resulted in visits to the open web—so nearly 60% of Google searches ended without a click.

SERP Features That Trigger Zero Click Searches

All those SERP improvements mean the results page looks very different to how it did in the early days of Google. Today, the right search term could result in any number of SERP features dominating the page, deterring less dedicated users from looking beyond these initial blocks for the list of potential sites to visit.

However, not every search will trigger one of these features, and not every feature will lead to a zero click search—but it certainly pays to be aware of how SERP features might impact your traffic.

Featured Snippet

Designed to quickly answer a user’s question, the featured snippet foregrounds a block of text at the top of Google’s search results. Specifically, the algorithm pulls information directly from a webpage and includes the page’s title and URL, plus any associated images or videos. This could result in a zero click, though a featured snippet excerpt could also entice readers to click the result for more information. Moreover, the page’s title and URL—so potentially your business—is still visible to users.

Direct Answer Box

User queries phrased as a straightforward and direct question may lead Google’s search results to provide an answer without a link in the direct answer box at the top of the page. And just like with a featured snippet, your business still appears with the page title and link displayed.

AI Overviews

A newer angle to Google’s SERP is the AI-generated overview providing a summary at the top of the page, combining information from several sources across the web into a short and engaging answer. It usually includes links to its sources, though often they are so succinct that many users won’t click through.

Knowledge Panel

On a desktop browser, the knowledge panel showcases information in a box on the right side of organic search results when users search for a person, place, or organization. The box may include facts, images, or links, among other details, and could well result in zero click searches.

Conversely, having a knowledge panel for your own business can increase your visibility and authority on Google, plus drive more traffic to your own website; so these SERP features can be a double-edged sword for SEO (search engine optimization).

Local Pack

Effective location-based marketers know about optimizing for the local pack, also known as the map pack or 3 pack. Whenever someone makes a location-based search, Google’s SERP displays a map and a list of local businesses that match the query. While this feature increases general visibility, it can result in a zero click search, too.

People Also Ask

A precursor to the AI overview, the PAA displays a list of questions related to the user’s query in an expandable list. Clicking on a question expands the display to show a brief answer with a link to its source. So targeted content creation aimed at landing in this feature can prove useful for brand awareness.

And every time you click one answer, Google generates additional related questions.

Optimizing for Zero Click Marketing in 4 Steps

During the Google antitrust trial, a former Google engineer revealed that Google uses clicks as a ranking factor–despite the company’s denial; though we already knew that user behavior is one of the most important ranking factors.

However, not all users are inclined to click on a link and visit a website for answers. And also, many of those zero-click searches may not have been your target audience to begin with. So it really is good and bad news at the same time that zero click searches impact Google search rankings.

Why good news, you may ask? The above-mentioned SERP features could improve your visibilityif you develop the right SEO strategies for balancing zero click marketing and overall SEO.

1. Target The Right Keywords

Aim to focus on keywords that trigger the featured snippets, local pack, and PAA boxes. Direct answer boxes or knowledge panels, on the other hand, are less likely to result in a click-through–and also don’t feature your business name in the same way.

And remember: even if the user’s query ends up in a zero click search for that keyword, the fact your content provided useful information can garner positive sentiments from users.

2. Target Featured Snippets

Featured snippets deserve your attention most of all, because these make you more prominent as a search result while pushing your competitors further down the page. Appearing in a featured snippet means Google sees your content as credible and trustworthy, a must-have for sound SEO.

Start by analyzing the current featured snippets for syntax and formatting, such as structured lists or video walkthroughs. Make sure your page follows suit. Draw the algorithm’s attention towards considering your content by using a question as your heading, making sure to provide a clear and concise answer that uses similar features to the current answer.

3. Create Relevant and Readable Content

Zero click marketing only adds another layer of urgency to your content strategy. Make sure your pages address search intent, providing clear answers through easily readable and engaging content.

Likewise, structure your page by breaking up content into short sentences and paragraphs, using subheadings, bullet points, and visuals like images and videos. Write using the active voice, and add your all-important keywords in a natural way, without shoehorning them in or shouting for attention. Following the principles of E-E-A-T (experience, expertise, authoritativeness, trustworthiness) often helps here.

4. Optimize for Local SEO

Zero click marketing presents yet another reason to get your local SEO ducks in a row. To drive visibility and search traffic for your location-based business, you should work not only towards growing your global online presence but equally support your local stores.

Our advice: hone in on geographically specific optimizations to enhance visibility in local search results.

• Optimize your Google Business Profile to boost visibility and conversions
• Respond to and actively manage reviews to build consumer trust
• Develop a social media strategy that goes beyond broadcasting
• Build backlinks and polish local citations with listings management
• Manage local landing pages and store locators on your brand’s website

Creating a strong and flexible local SEO strategy nets more than added value from zero click searches. Effective strategizing can also play a role in increasing profits. However, it requires careful management, including continual testing and learning alongside a comprehensive data-driven approach.

For a simpler way to gain control of your data and boost your online presence, harness the power of an AI-powered multi-location marketing platform like Uberall. We empower multi-location marketers with the tools you need: listings management, review management, social media management, and more. Get in touch and request a demo to see how Uberall can help you make the most of zero click marketing.