Zero-Click Marketing: Why 60% of Searches end before a click

What Is a Zero-Click Search?

A zero-click search happens when the search engine (like Google) satisfies the query inside the results page:

• A paragraph featured snippet answers a “what” or “why.”

• A People Also Ask accordion reveals related FAQs.

• A knowledge panel shows opening hours, price, or biography.

• New AI Overviews summarise multiple sources with citations.

Because the information need is met immediately, the user ends their journey—or reformulates the query—without clicking any organic link.

However, it is easy to assume that this only relates to traditional search engines like Google and Bing. You also need to consider all areas where your users are spending their time, like YouTube, Tiktok, Instagram – not to mention forums like Reddit.

They’re all focused on keeping users on their platforms and satisfy the search query natively.

The shift in search behaviour over the last 15 years

Year	Milestone	Impact on Click-through
2010	“10 blue links” dominate	Users must click a result
2014	Introduction of featured snippets	First mass zero-click surface
2016	People Also Ask boxes expand rapidly	Answers layered directly in SERP
2020	Voice assistants normalise “read-out” answers	Zero clicks, zero screens
2023	Reddit & Quora answers promoted in Google	Community content answers niche queries
2024	AI Overviews pilot	Multi-source summaries reduce CTR
2025	AI Overviews on 13.14 % of all queries (March data) Semrush	Zero-click share projected to grow

How zero-click is measured

Most zero-click statistics come from click-stream panels—opt-in browser and ISP data that record whether a Google query is followed by a click.

Key findings (US + EU, 2024)

• 58.5 % (US) and 59.7 % (EU) of Google searches resulted in zero clicks. Source SparkToro.

• Mobile zero-click rate is higher than desktop (screen size = answer density).

• The presence of a featured snippet correlates with a 12-point lift in zero-click likelihood.

Take-away: 

A re-evaluation of metrics starts to become important here as we move away from clicks and traffic and move onto visibility and brand awareness.

Why It Matters for Brands

1. Attention without traffic

Your potential customer still sees an answer—just not on your site. Branding inside that answer (logo, name, citation) keeps you front of mind in the decision making process.

2. AI Overviews amplify authority

You cannot miss AI summaries now if you regularly use search engines. So showing in these is important for a couple of reasons.

·      You get some benefit as Google is using you as an authority on the subject,

·      If the customer drills into the citations, you are visible (=greater brand visibility).

3. Competitive moat

Snippets, knowledge panels and entity optimisation are harder to copy and replicate than Google Ads. If you can secure these positions, you hold more ‘real estate’ giving you a tactical advantage against your competitors.

This can be compounded if you’re also bidding for the keywords – so if you have the budget test to see if this has a positive impact.

4. Traffic is more qualified

Although overall traffic may be going down… the quality of the traffic you’re getting should improve.

·      Higher intent traffic for those that click after receiving an instant answer.

·      You also get traffic from users further down the funnel who have previously searched and are not ready to convert.

·      Smaller volumes BUT higher conversions!

Three zero-click marketing myths - Debunked

Myth	Reality
“Zero-click is killing search.”	Google handled 20 % more queries in 2024 than 2023. Search demand grows, it just resolves sooner. SparkToro
“Clicks don’t matter anymore.”	They matter on different surfaces (e.g. social DMs, product feeds, app installs). Measure the full journey.
“Only Google does this.”	TikTok, LinkedIn, Reddit, Spotify, even ChatGPT deliver “instant answers” with no external URL. Visibility is cross-platform.

Next Steps: Audit Your SERP Footprint

1. List your top 50 converting keywords. Pull from GA4 or your CRM (if you don’t know either one of these acronyms speak to your digital marketing colleagues... or send me an email ).

2. Depending on you’re personal experience level OR budget either…

   • Google each query in an incognito window (or use a SERP API). Note the features present: snippet, PAA, local pack, video, AI Overview.

   • Use SEO tools like SEMRush, Search Console or Ahrefs.

3. Score visibility opportunities.

   • Quick win – you rank top 3 but no snippet: rewrite intro to 40-50 words (the sweet spot). Portent

   • Medium – entity missing from knowledge panel: update Wikidata, add sameAs links.

   • Long-term – AI Overview cites competitors: refresh content, add expert quotes, schema. I would recommend engaging with a SEO expert to help with more complex tasks like ‘schema’.

4. Repeat monthly; track impression share & branded query volume in Search Console.

Final Word

Zero-click isn’t an SEO apocalypse—it’s an evolution of attention.Brands that optimise for answers and authority win mind-share before a visit, during an AI summary, and after the click (when it finally comes).

Written by Lee Richards, founder of Zero Click Marketing.Last updated: 31 May 2025