Zero click searches: How companies remain visible despite falling click rates

‍What are zero-click searches — and why are they increasing?

More and more search queries are being answered directly by Google & Co. without users having to click on a website. These so-called Zero Click Searches are changing the search engine landscape and presenting companies with new challenges.

A zero-click search occurs when a search query is answered directly on the search results page (SERP) without the user clicking on an organic search result. This is done by Featured Snippets, Knowledge Panels, Direct Answers, or other Google integrations.

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Why are more and more searches being answered directly in Google?

• Google wants to provide users with instant answers and thus improve usability.
• The share of mobile searches is growing, and users prefer quick, direct answers.
• Voice search and AI-powered assistants use zero-click searches to output voice answers.
• Google increases its time spentby keeping users within its own ecosystem and referring less to external sites.

For companies, this means: Less organic traffic — but new opportunities for visibility.

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How do zero-click searches work?

Google uses various elements to provide information directly in search results. The most important are:

1. Featured Snippets

These highlighted boxes appear above organic search results and provide a direct answer to a search query. They can be presented as text, lists, or tables.

Example: Searching for “How tall is the Eiffel Tower? “shows the answer directly in Google — without clicking on a website.

Optimization tip: Clearly structure content, with headlines, lists and direct answers to typical questions.

2. Knowledge Panels

These info boxes appear when searching for brands, companies or personalities and contain information from trustworthy sources such as Wikipedia or company profiles.

Optimization tip: Use Google My Business and structured data to display company information in knowledge panels.

3. Direct Answers

When searching for weather, stock prices or definitions, Google directly displays an answer from its own data sources — without an external link.

Optimization tip: Companies in YMYL (Your Money, Your Life) industries should rely on high-quality, expertly tested content to be recognized as a reputable source by Google.

4. People Also Ask (Similar Questions)

This question box shows related searches with short answers.

Optimization tip: Provide content in FAQ formats to appear in this box.

What impact do zero-click searches have on SEO?

For companies, the increasing share of zero-click searches means:

• Fewer organic clicks: Many search queries are answered directly so that users no longer click on a website.
• More visibility in SERPs: Anyone who appears in a featured snippet or knowledge panel remains present — even without clicks.
• Changed success metrics: Click-through rate (CTR) alone is no longer a sufficient indicator — Brand presence in search results is becoming more important.

According to studies, over 50% of all searches no longer organic clicks. Mobile searches, where the number of zero-click searches is even higher, are particularly affected.

Companies must therefore adapt their SEO strategy in order to remain relevant despite falling click rates.

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Strategies for companies: How to remain visible despite zero-click searches

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1. Optimizing for featured snippets

Websites that appear in featured snippets are displayed prominently despite a lack of clicks.

What helps?

• Provide clear, direct answers to common questions.
• Content with H2 and H3 headings, lists, or tables structure.
• Formulate questions in headings and answer them directly.

2. Using Google My Business and Local SEO

For local businesses, Google My Business is the key to greater visibility.

What helps?

• Complete the company profile completely and update it regularly.
• Actively collect and respond to customer reviews.
• Include location-based keywords in titles and descriptions.

3. Align content strategy with long-tail keywords

Short, direct questions are often answered through zero-click searches. More complex searches, on the other hand, are more likely to result in clicks.

What helps?

• Use long-tail keywords, which cover more specific searches.
• Address topics comprehensively instead of just optimizing individual terms.
• Design content to provide additional information that can't be included in a snippet.

4. Use FAQ pages in a targeted manner

Google loves structured answers — so well-optimized FAQ pages are a chance to remain visible in the SERPs.

What helps?

• Use structured data (FAQ scheme)to make answers machine-readable.
• Put questions and answers into specific paragraphs.
• Research and answer relevant, frequently asked questions.

5. Create valuable content that goes beyond the short answer

The more complex a topic is, the more likely users are to keep clicking for more information.

What helps?

• Create detailed, in-depth contentthat go beyond simple answers.
• Include infographics, videos, and interactive contentto increase added value.
• Build authority on a topicso that Google recognizes the page as a reliable source.

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Using zero-click searches as an opportunity

Instead of seeing zero-click searches as just a problem, companies can also use them as Opportunity for more visibility look at. Anyone who manages to appear in the right SERP elements remains present — even without clicks.

An overview of the most important measures:

• Optimize for featured snippets and create structured content.
• Use Google My Business and Local SEOto be present in local searches.
• Use long-tail keywordsto reach users with detailed information.
• Mark FAQ pages with structured datato appear in “Similar Questions.”
• Provide comprehensive content, which make users visit the website after all.

Google will continue to expand zero-click searches — companies must adapt to their Reach and brand presence to secure. If you implement the right strategies early on, you can secure competitive advantages in the long term.