Navigating your SEO game in a zero-click SERP world

Let’s be real: Google’s search results are not what they used to be. If you’ve been in digital marketing for even five minutes, you’ve probably heard the term “zero-click search” being thrown around (and maybe panicked slightly). Don’t worry – I’ve been there too.

In this blog, we’re going to break down what’s actually going on with the rise of zero-click searches, why your website traffic might be looking a little sad lately, and how you can still totally thrive in this new search landscape. Oh, and because we’re all data-driven marketers here, I’ve packed this with 20+ juicy stats to back it all up. Let’s get into it.

First, what even is a zero-click search?

Basically, a zero-click search is when someone types a question into Google, and they get their answer right there on the SERP – no clicking needed. Google’s literally handing people the answers on a silver platter, which means fewer people are clicking through to actual websites.

It’s all thanks to things like:

• Featured snippets (those little answer boxes at the top)
• Knowledge panels (the info boxes about brands, people, places)
• AI Overviews (yes, AI is officially everywhere)
• Local maps and shopping carousels

According to Search Engine Journal, nearly 50% of all Google searches end without a single click. Yep, half.

The fast facts: What the stats say

Before we dive into how to actually win in this zero-click world, let’s just lay down some cold, hard numbers:

1. 50% of Google searches are now zero-click (Search Engine Journal).
2. On mobile, it’s even higher – 60% of searches never get a click (Embryo).
3. Google AI Overviews are now showing up in 5% of all searches (Search Engine Journal).
4. 12.3% of searches have a featured snippet (SEMrush).
5. The top three organic results only get 41% of clicks now – this number is dropping (Search Engine Journal).
6. Local “near me” searches result in 33% of clicks going to map packs (Embryo).
7. 50% of voice searches are zero-click (SEMrush).
8. Brands with Knowledge Panels see a 20% lift in branded searches (Embryo).
9. Pages using structured data are 30% more likely to land a rich result (SEMrush).
10. FAQ pages increase snippet chances by 15% (SEMrush).
11. Voice search and AI answers are making natural language keywords more important.
12. 70% of users trust featured snippets as much as traditional results (SEMrush).
13. Google My Business profiles can boost clicks by 30% (Embryo).
14. Businesses with consistent NAP data (Name, Address, Phone) get 15% better local visibility (Embryo).
15. 40% of searches include some type of rich result (Search Engine Journal).
16. Users only spend 9 seconds scanning featured snippets (SEMrush).
17. Video snippets increase CTR by 50% (Embryo).
18. Google’s helpful content update is pushing more brand authority signals (Embryo).
19. Searches with words like “best” or “top” are 20% more likely to trigger snippets (Search Engine Journal).
20. 62% of users research brands on Google before buying (Search Engine Journal).

Phew. That’s a lot. But don’t stress – let’s talk about how to actually use this info.

Why zero-click isn’t the end of the world

I know it sounds scary: people not clicking, traffic dropping, AI stealing the spotlight but this isn’t the end of SEO – it’s just a new phase! Think of it like this: your brand is still showing up, people are still seeing you, and your impressions matter.

More and more, it’s about:

• Visibility over vanity metrics
• Brand authority over quick wins
• Trust signals over pure clicks

Clicks aren’t everything anymore. Sometimes, users getting the answer they need and remembering your brand is just as valuable as a visit to your site.

How to win in a zero-click world (yes, it’s possible)

Featured snippets = VIP section of Google

If you want your brand to stand out in today’s search results, featured snippets are where you want to be. They’re the first thing people see, and they make your brand look authoritative.

Pro Tips:

• Use clear headers (H2s and H3s) that literally echo the search query.
• Format answers in lists, tables, or short paragraphs.
• Add FAQ sections – pages with FAQs are 15% more likely to grab snippets (SEMrush).

Knowledge panels and brand authority

Google loves a brand that looks put-together. Knowledge panels not only give you more visibility but also boost brand trust.

To do:

• Set up and fully optimise your Google My Business profile.
• Keep your NAP details consistent everywhere – this can lift local visibility by 15%.
• Encourage reviews. Real talk: reviews drive conversions and show Google you’re trustworthy.

Structured data = your secret weapon

Structured data (aka Schema Markup) is what makes things like product stars, how-tos, and FAQs show up on the SERP. It’s like giving Google cheat notes about your content.

Bonus tip: Adding Schema can make you 30% more likely to appear in rich results (SEMrush).

Create content for humans and AI

AI overviews are not going anywhere. To get featured in these:

• Write clear, accurate, and factual content.
• Answer questions upfront.
• Don’t ramble (save that for group chats).

Remember: Google’s helpful content update rewards people-first content

Don’t sleep on local SEO

If you have a physical location, local SEO needs to be on your radar. Local map packs grab 33% of all clicks on “near me” searches. So make sure:

• Your map pin is correct.
• Reviews are flowing.
• Local keywords are in place.

What to measure (when clicks aren’t everything anymore)

Honestly? The old “I need more clicks” mindset is a little 2015. In the zero-click era, you should be looking at:

• Impressions – How often are you showing up?
• Branded search volume – Are more people searching for you specifically?
• Engagement with SERP features – Are they calling you, finding you on the map, or seeing your reviews?
• Assisted conversions – Even if they don’t click right away, are they coming back later to convert?

Google Search Console is your best friend here. Also, don’t forget tools like SEMrush to track those sweet snippet wins.

AI overviews: The new kid on the block

Let’s talk about Google’s AI overviews because whether we love them, hate them, or are just slightly confused by them, they’re officially part of the search party now. They give users instant answers by summarising multiple sources.

You can’t really control them, but you can:

• Make your content accurate, concise, and trustworthy.
• Build your brand authority.
• Optimise for conversational queries (hello voice search).

And yes – video content increases click-through rates by 50%, so start thinking visually too.

The takeaway: Don’t panic, just pivot

Zero-click search isn’t the enemy – it’s an opportunity to show up bigger, bolder, and smarter.

• Get your featured snippets game tight.
• Build out your knowledge panel and local SEO.
• Use structured data.
• Focus on brand visibility.
• Track the right things (not just clicks).

Honestly? The brands that will thrive in this new search world are the ones that care about long-term brand building, not just short-term traffic spikes. And if that sounds like you? You’re already ahead of the curve.