The rise of zero-click searches and how to optimize for them

Zero-click searches are reshaping SEO as we know it. These are results where Google provides the answer directly on the search engine results page (SERP), eliminating the need for users to click through to a website. 

For small and medium-sized businesses (SMBs), this trend presents both challenges and opportunities. Let’s explore what zero-click results are, why they’re increasing, and how SMBs can adjust their strategies to succeed.

1.  What are zero-click results?

Zero-click results occur when Google answers a search query directly on the SERP, meaning the user doesn't need to visit a website. These results often come in the form of:

• Featured snippets: Short text excerpts that directly answer a question.
• Knowledge panels: Fact boxes sourced from trusted sites, like Wikipedia.
• Local packs: A map and business listings related to the search query.
• Instant answers: Direct responses to things like calculations or weather.
• People Also Ask (PAA): Lists of related questions with clickable dropdown answers.

While convenient for users, zero-click results can be frustrating for businesses that depend on clicks to generate traffic and leads.

2. Why are zero-click results becoming more common?

Google’s goal is to provide users with the best possible experience, which increasingly means delivering fast, concise answers without needing them to visit external websites. This shift is driven by several factors:

• Mobile usage: With the majority of searches now coming from mobile devices, users expect quick, on-the-go answers.
• Voice search: As voice search usage grows, search engines prioritize direct, quick answers that don’t require additional clicks.
• Improved search features: Google’s expanding range of rich snippets and information panels are designed to offer immediate answers, keeping users on the SERP longer.

According to research by SparkToro, nearly 65% of Google searches in 2020 ended without a click, making zero-click searches a critical factor in SEO strategies.

3. How do zero-click results affect SEO?

Decline in organic clicks

For SMBs, the biggest impact of zero-click results is a potential drop in organic traffic. If Google provides an immediate answer on the SERP, users are less likely to visit your website. This is particularly true for informational queries like "What is SEO?" where a featured snippet might give the user everything they need.

Increased importance of featured snippets

While zero-click results can reduce overall clicks, they also present an opportunity: being featured in a snippet can significantly boost brand visibility. Featured snippets often get prime real estate on the SERP, increasing your brand’s authority, even if users don’t click through to your site.

Greater focus on Local SEO

For SMBs with a physical presence, local search results have become a crucial component of zero-click searches. Google’s local pack displays essential business details—like address, phone number, and hours—directly on the SERP. While users may not click through to your website, they may still contact or visit your business based on the information provided.

SMB Tips: rankingCoach helps you manage your business listings across multiple platforms, ensuring your information is accurate and consistent—essential for appearing in the local pack. rankingCoach also helps you monitor and respond to customer reviews with AI, boosting your chances of appearing in local search results.

Reduced visibility for smaller businesses

Zero-click results can make it harder for smaller businesses that rely on organic traffic. Larger brands are more likely to be featured in knowledge panels or have their content pulled into snippets, making competition tougher.

4. How SMBs can adapt to the rise of zero-click results

Despite the challenges posed by zero-click results, there are several strategies SMBs can adopt to remain competitive and even benefit from this trend.

Optimize for featured snippets

Winning a featured snippet can help you stay visible even if users don’t click through. To increase your chances:

• Answer questions directly: Provide clear, concise answers in the first few sentences of your content. Use tools like AnswerThePublic to find popular questions in your industry and create content that directly answers those queries. 
• Use structured headers: Break content into sections using H2s and H3s for better readability and SEO.
• Incorporate lists and tables: Google often pulls structured information, like steps or comparisons, into snippets.

SMB Tips: rankingCoach's AI SEO tasks analyze your website and suggest precise improvements to refine your meta descriptions, body text, and headings—all optimized for Google’s search algorithms.

Optimize for Local SEO

For SMBs with a physical location, optimizing for local SEO is essential. Make sure your Google Business Profile is complete and accurate. Include up-to-date information such as address, business hours, and contact details. Encourage customers to leave reviews, as positive reviews can improve your visibility in local packs.

Focus on building brand authority

As Google increasingly relies on trusted sources for zero-click results, building your brand’s authority is crucial. Focus on creating high-quality, in-depth content that positions you as an expert in your field. The more authoritative your site, the more likely Google is to pull your content into featured snippets and other rich results.

SMB Tips: Invest in link-building strategies to earn backlinks from reputable websites, boosting your site’s authority in the eyes of Google.

Provide more value on-page

If users aren’t clicking through as much, make the most of the clicks you do get. Create engaging, value-driven content that encourages users to explore your site further. Use internal links, CTAs (calls to action), and multimedia like videos or infographics to keep visitors on your site longer and guide them toward conversions.

5. What the future holds for zero-click results

As zero-click searches continue to rise, it’s clear that Google will keep pushing for an improved user experience by providing direct answers on the SERP. SMBs must adapt by focusing on building brand authority, optimizing for rich results, and making the most of local search opportunities.

Zero-click searches don’t have to mean lost traffic for your business. With rankingCoach’s AI-powered features, you can optimize your content, improve your chances of being featured, and ensure your business remains visible.

Ready to compete in the zero-click world? Try rankingCoach360 today and stay ahead of SEO trends.

Start now with rankingCoach 360