Ever searched for something on Google and found the answer right there on the results page, no clicking required? That’s a zero-click search –when Google (or another search engine) gives users exactly what they need upfront, no need to visit a website. Great for users, maybe not so great for brands.

Some examples include: 

• Basic facts –“How old is Dog Digital?”
• Weather updates –Current conditions or forecasts.
• Math formulas –Quick calculations like “area of a circle formula.”
• Conversions –Currency (“£1000 into euros”) or time zones (“10am GMT to EST”).

With more searches ending in zero clicks (60% by the end of 2024), brands need to rethink how they show up in search.

What Do Zero-Click Search Results Look Like?

• Featured Snippets –That handy answer box at the top of Google results. A quick summary, pulled from a webpage.
• Direct Answer Box –Short, sharp, factual responses (like “What’s the capital of Scotland?” – no need to click).
• AI Overview –AI-generated insights, often blending multiple sources.
• Knowledge Panel –That big information box on the right (think: celebrity bios, company overviews).
• Local Pack –Map listings with reviews when searching for businesses near you.
• People Also Ask –Those expandable questions that just keep going.

Why Should You Care About Zero-click Searches?

Zero-click searches are a double-edged sword for brands. On one hand, they boost visibility by positioning your content at the top of search results, making it easier for users to discover your brand. Being featured in these results can also drive branded searches, where users later look up your business directly. However, the downside is that fewer users may click through to your website, reducing overall traffic and potentially impacting your search rankings. Since clicks are a key engagement signal for search engines, a drop in traffic could affect your site’s long-term performance. This shift means brands need to rethink their SEO strategies to balance visibility with actual engagement.

What Can You Do?

• Be the Authority –Create content that’s informative, clear, and structured for search engines.
• Optimise for Featured Snippets –Use bullet points, tables, and direct answers to common questions.
• Diversify Your Strategy –Don’t just rely on organic search. Use social, email, and paid ads to keep traffic flowing.

SEO is evolving, and so should your strategy. Let’s shape what’s next—together.