Zero-Click Searches: A Brand’s Guide to Thriving in the New SEO Landscape
Introduction to Zero-Click Searches
In simple terms, zero-click searches refer to search queries where the user finds the information they need right on the search results page, without having to click on any of the links. For example, if someone searches for the current weather, Google will show the temperature and forecast right at the top of the results page. The user gets their answer instantly, without needing to click through to a website.
The Evolution of Zero-Click Searches
Zero-click searches aren’t new, but their growth has accelerated significantly in recent years. Let’s deep-dive in the types of Zero click searches:
Featured Snippets
These are concise answers pulled from websites and placed at the top of Google’s search results. They often address queries like definitions, steps, or quick facts, reducing the need for users to visit the source website.
Knowledge Panels
Displayed on the right-hand side of Google’s desktop search results, these panels show verified information about entities like businesses, people, or places, consolidating brand data and often negating the need for further clicks.
In the below screenshot, you can see a knowledge panel for one of our clients, Jo Kelly, who is an actor, acting coach and founder of To Be or Not to Act.
Google 3-Pack
Also known as the Local Pack, this feature displays the top three local business listings relevant to the user’s search, including location, reviews, and contact info. For businesses targeting local audiences, visibility here is vital as it reduces the need for users to explore beyond the pack. Below screenshot is for one of our client, Alamo Ad Valorem, creating visibility right on the top of Google in the Google 3 pack:
People Also Ask (PAA)
This expandable list of related questions appears within search results and provides quick, concise answers pulled from various web sources.
AI Overviews
Since its launch in May 2024, AI Overviews have become a big part of this trend. These generative summaries aggregate and synthesize information from multiple sources to answer complex questions directly on the results page. Users often find what they need right at the top of the SERP, without visiting the originating sites.
Here’s a snapshot of how our client, Changing Paces, is gaining prominent visibility in AI Overviews for the query ‘top AODA consultants’, with their name suggested by Google and direct website links featured on the right.” Being a specialized SEO agency for small businesses, we keep up with every shift in the search landscape so our clients can confidently stand out, even among industry giants.
Alongside AI Overviews, we’re seeing platforms like ChatGPT and Perplexity AI transform into “answer engines,” providing conversational responses that bypass traditional SERP formats altogether. Despite this, the opportunity for brands to stand out remains strong if they understand the new rules of the game.
We’ve helped brands build strong visibility in AI-powered search results
Recent Data on AI Overviews and Their Impact
According to a recent report by BrightEdge in May 2025, AI Overviews now appear in over 11% of Google queries, reflecting a significant shift in how users interact with search results. Over the past year, Google searches themselves have increased dramatically, with Google maintaining about 90% of the market share. At the same time, AI platforms like ChatGPT have also grown significantly, with a 21% increase in the last month alone. The report also highlights that:
- Longer and more complex search queries have seen a 49% rise in AI Overview appearances.
- Overall impressions on Google have skyrocketed by 49%.
- Click-through rates have steadily declined by nearly 30%, indicating that users are finding what they need without leaving the search page.
Industries like healthcare, education, B2B tech, insurance, travel, and entertainment are seeing the strongest presence of AI Overviews. On the other hand, the e-commerce sector hasn’t experienced the same rapid growth, largely because Google is prioritizing results from its Merchant Center for product-based searches. This means that e-commerce brands now have a growing need to optimize their presence in the Merchant Center, as users can see both paid and free product listings in sections like “Popular Products” and “Deals.”
Helping eCommerce brands grow through Google’s free product listings
The Decline of Clicks Isn’t the End- It’s a Shift
Over the years, every new SERP feature has triggered concern among brands and SEO professionals. When featured snippets first rolled out, there was an uproar and many feared that these “position zero” results were stealing clicks from organic listings. And to an extent, that was true. Featured snippets did draw attention away from traditional results, especially on informational queries. But users still scrolled down, and many websites continued to receive a healthy stream of organic traffic.
Now, with AI Overviews, the shift feels deeper. These aren’t just snippets, they’re generative responses that often summarize and synthesize content from multiple sources. Naturally, this has raised concerns again. Reports indicate a drop in click-through rates, nearly 30%, and many are bracing for further traffic losses. But it’s not a one-sided story. While we’ve noticed some decline in organic traffic for certain queries, the impact has so far been modest for our clients. In fact, Google searches overall have increased by 49%, which tells us that more users are searching, just interacting differently.
The key is how we choose to interpret this shift. Yes, fewer clicks might sound like a loss but in many cases, these AI summaries are actually boosting brand credibility. For example, when searching for “MBA consultants India,” one of our clients, Lilacbuds, is now prominently mentioned in the AI Overview.This is the result of our focused, strategic SEO that aligns with how AI-driven search surfaces content.
Even if users don’t click through immediately, the brand name is seen, recognized, and remembered. That’s not lost traffic rather it’s silent branding at scale.
Looking for strategic SEO for your brand
SEO Strategies that work in a Zero-Click World
In today’s rapidly shifting landscape, with AI tools like ChatGPT, Perplexity, and Google’s AI Overviews reshaping how users interact with information, the fundamentals of SEO still hold strong. At the core of it all whether you’re optimizing for traditional search, AI Overviews, or answer engines is the goal of providing a great user experience. Some of the key strategies include:-
- Website experience: Your website must be technically sound. Fast load times, clean navigation, and mobile responsiveness are now table stakes.
- Content alignment: Your content must be aligned with real user intent. Instead of vague messaging or fluff, your pages should directly address what users are searching for clearly, concisely, and with real value.
- Structured data: Whether targeting Google’s AI Overviews or answer engine optimization (AEO) for platforms like ChatGPT, having organized, accurate, and relevant schema markup helps machines understand and serve your content effectively.
- High-authority mentions: Brands should actively seek mentions on high-authority, industry-relevant websites. These third-party validations carry weight with both users and search engines.
- Link building with Intent: Quantity won’t cut it anymore. Backlinks need to come from trusted, niche-relevant sources to add real value and credibility.
Be Ready, Not Reactive: SEO’s Next Era Has Already Begun!
This is the moment for brands to truly understand the long-term power of SEO. It’s no longer just about quick wins or short bursts of traffic, it’s about building lasting visibility and trust. When done right, SEO can shape your brand identity, help you get mentioned across AI platforms, and build enough authority that users naturally gravitate toward your site, ready to convert or engage.
In the era of AI and zero-click searches posing a challenge, what will give you an edge is strategic thinking that adapts to evolving platforms, technologies, and user behaviors. That’s why it’s essential to partner with the right minds and people who understand not just how search works, but how it’s changing. At Growth Accelerators, we are a trusted SEO outsourcing company in India, offering SEO services for search engines, Generative AI and Answer engines.
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