Zero-click Searches

Zero-click searches refers to a phenomenon where a user enters a query into a search engine (Google, Bing) and receives a satisfying answer directly on the Search Engine Results Page (SERP), without needing to click any link or visit an external website.

According to market data (e.g., SparkToro), over 50% of all Google searches now end without a click. In the era of AI Overviews (AIO), this trend is accelerating, shifting the search engine’s role from a “signpost” (directing traffic to sites) to an “oracle” (providing answers directly).

What drives Zero-click searches?

The rise in clickless searches is driven by search engine features designed to keep the user within the ecosystem:

AI Overviews (AIO): AI-generated topic summaries at the very top of results.
Featured Snippets (Position Zero): Extracted definitions, tables, or lists from your website.
Knowledge Panels: Information boxes on the right side (company data, bios).
Local Packs: Maps and business listings displayed for local queries.
Direct Answer Boxes: Calculators, weather, currency converters.

Is Zero-click search a marketing failure?

For a marketer used to measuring success by “sessions,” Zero-click looks like a loss. However, in the Delante (8K+) strategy, we interpret it differently:

Zero-Click Influence: Even if the user doesn’t click, they see your brand as the author of the answer (e.g., in an AI Overview). This builds expert trust and brand awareness (Top of Mind).
Intent Verification: Zero-click filters out low-value traffic (“what is the weather”). Users who decide to click on your link despite the AI answer demonstrate deep research or purchase intent.

How to optimize for Zero-click (On-SERP SEO)?

The strategy for dealing with this phenomenon is called On-SERP SEO. Its goal is to maximize the utility of the “ad space” that is the search result itself:

Optimizing for Featured Snippets (concise definitions at the start of articles).
Ensuring clear Favicon and Site Name visibility so the brand is recognizable in AI results.

Managing Google Business Profile so contact details are visible without visiting the site.

Will Zero-click searches kill SEO?

No, but they change its purpose. SEO is no longer just a game of "Traffic"; it is becoming a game of "Share of Voice." In B2B and E-commerce industries, where decision-making is complex, users still click to deepen their knowledge. Zero-click mainly affects simple informational queries.

How to measure success in a Zero-click world?

Traditional Google Analytics (GA4) is blind here (it doesn't see non-clicks). You must monitor Impressions in Google Search Console and rankings in special modules (Featured Snippets/AIO) using SERP tracking tools.

Is it worth fighting for a position that yields no clicks?

Yes. If you don't occupy the "Featured Snippet" or "AI Snapshot," your competitor will. They will then build authority in the customer's eyes, even if no site visit occurs. It is a battle for screen "Real Estate."