What is zero-click search and how should marketers respond?

The Short Version

Zero-click search represents a fundamental shift in how users consume information online. Instead of clicking a link to visit your website, users now get answers—weather forecasts, definitions, quick facts, directions, product prices—directly from Google's search results page. This trend has accelerated dramatically with the rise of AI Overviews (formerly SGE) and other AI-powered search features.

For CMOs, this isn't a crisis—it's a strategic redirect. The goal shifts from driving clicks to building brand authority, capturing attention in new formats, and owning the conversation before users even search.

Why Zero-Click Search Matters Now

The Scale of the Problem

Over 60% of searches now result in zero clicks, according to recent industry data. Users are getting answers from:

• Featured snippets (position zero)
• Knowledge panels (right-side information boxes)
• AI Overviews (Google's AI-generated summaries)
• Local pack results (maps, hours, reviews)
• Shopping results (prices, ratings, availability)
• People Also Ask sections

This means your organic traffic from traditional search rankings is declining—even if you rank #1.

What's Driving This Shift

1. User behavior change: Users want quick answers, not long-form content. They're impatient.
2. AI integration: Google's AI Overviews synthesize multiple sources, reducing the need to visit individual websites.
3. Mobile dominance: On mobile, the SERP is the destination, not a gateway.
4. Search intent evolution: Informational queries (which dominate search volume) are increasingly answered on the results page itself.

How Marketers Should Respond

1. Optimize for Featured Snippets and AI Overviews

Featured snippets remain the most valuable zero-click real estate. To win them:

• Target question-based queries: "What is...", "How do...", "Why does..."
• Structure content for AI readability: Use clear headers, short paragraphs, bullet lists, and tables
• Answer in 40-60 words: Featured snippets favor concise, direct answers
• Use schema markup: Implement FAQ schema, HowTo schema, and Product schema to help Google understand your content
• Appear in multiple formats: Provide answers as paragraphs, lists, and tables—Google will choose the best format

Example: If you rank for "best CRM for small business," structure your answer with a 50-word definition, followed by a comparison table, followed by a bulleted list of top tools. Google will likely pull one of these formats into the featured snippet.

2. Build Brand Authority and Visibility

When Google's AI Overview cites multiple sources, brand recognition becomes critical. Users see your brand name even if they don't click your link.

• Become a primary source: Publish original research, data, and insights that Google wants to cite
• Earn E-E-A-T signals: Demonstrate expertise, experience, authoritativeness, and trustworthiness through bylined content, author bios, and credentials
• Claim your Knowledge Panel: Ensure your company information is accurate and complete on Google Business Profile
• Build topical authority: Dominate a specific subject area so Google recognizes you as the go-to source

3. Create Content for Conversational AI

AI Overviews and ChatGPT-style interfaces reward content that:

• Answers specific questions directly: Don't bury the answer in a 2,000-word article
• Uses natural language: Write how people actually talk, not how SEO experts think they should write
• Provides context and nuance: AI systems favor comprehensive, balanced answers over promotional content
• Includes citations and sources: Make it easy for AI to attribute information to your brand

Tactical approach: Structure every piece of content with a clear Q&A format. Use the P.A.C.T. framework when creating content briefs—define the persona (who's asking?), the ask (what specific question?), the context (what does the user already know?), and the template (how should the answer be structured?).

4. Shift Traffic Strategy Beyond Organic Search

With zero-click search reducing click-through rates, diversify your traffic sources:

• Email marketing: Build owned audiences. Email remains the highest-ROI channel and isn't subject to algorithm changes.
• Direct traffic: Invest in brand awareness so users come directly to your site (not through search).
• Social media: Platforms like LinkedIn, TikTok, and Reddit are becoming discovery channels, especially for younger audiences.
• Apps and communities: Create direct engagement channels where you own the relationship.
• Paid search: Organic traffic is declining; paid search ensures visibility above AI Overviews.

5. Rethink Content Strategy

Instead of writing for clicks, write for:

• Citation: Create content Google wants to quote and attribute to your brand
• Shareability: Make content so useful that people share it directly (bypassing search)
• Conversion: Focus on content that drives action (sign-ups, demos, purchases) rather than just traffic
• Depth: Zero-click answers are brief; use them as entry points to longer-form content that builds relationships

Example workflow:

1. Identify a zero-click opportunity (a question Google answers in a snippet)
2. Create a 50-word answer optimized for the featured snippet
3. Link that answer to a longer-form guide on your site
4. Use that guide to capture email signups or demo requests
5. Nurture those leads through email (owned channel)

Tools to Consider

• SEMrush, Ahrefs, Moz: Track featured snippet opportunities and monitor which queries show AI Overviews
• Google Search Console: Monitor click-through rates (CTR) by query—zero-click queries will show low CTR despite high impressions
• Schema markup generators: Use tools like Schema.org or Yoast to implement structured data
• Content optimization platforms: Tools like Clearscope or MarketMuse help structure content for AI readability

Bottom Line

Zero-click search isn't a threat to organic marketing—it's a signal that search has evolved. CMOs should shift from optimizing for clicks to optimizing for brand authority, citation, and owned audience channels. Win featured snippets, build topical authority, create content for AI systems, and invest heavily in email and direct traffic. The winners in 2025 won't be those who chase clicks; they'll be those who own the conversation before users even search.