Zero-Click Search: will SEO have to adapt?

It used to be all about keywords, rankings, and CTR. Today, SEO faces a new challenge: being visible even when no one clicks.

With the rise of zero-click searches, users get what they want without leaving Google.

And if traffic decreases, it doesn’t mean visibility no longer matters — it just means it’s taking a new form.

What is a zero-click search?

These are searches that end without the user clicking on any result.

This happens when Google provides an immediate answer, for example through:

• featured snippets
• knowledge panels
• weather boxes, currency converters, sports scores
• AI-generated results (SGE - Search Generative Experience)

According to updated research by SparkToro (2024), less than 40% of Google searches today lead to clicks on external sites.

The share of zero-click searches — meaning those resolved directly on the SERP without clicks — is therefore over half, with even higher values on mobile devices.

Is organic traffic declining?

Yes, but with an important distinction. The decline concerns measurable traffic, not necessarily brand presence.

In other words: even if users don’t visit your site, they can still see you, read you, remember you.

New SEO must also measure implicit visibility: the kind that doesn’t generate sessions but builds brand perception and trust.

SEO is no longer just optimization: it’s experience

With the arrival of generative AI in search results, Google is no longer just a “search engine,” but an active interlocutor.

Content is read, interpreted, and synthesized by intelligent systems that decide which brands to show — and in what form.

To remain relevant, content must be:

• clear, concise, and well-structured
• supported by reliable data and sources
• consistent in tone and brand identity

SEO strategies for zero-click visibility

If users don’t click but still read Google’s answers, the goal changes: not just to drive traffic, but to be the content Google chooses to answer with.

This new scenario requires a shift in perspective and techniques.

Here are some practical strategies to increase visibility even without clicks:

1. Quick answers within the first 100 characters
   Write opening paragraphs that provide clear, direct answers suitable for featured snippets.
2. Structured data and schema markup
   Use structured data to help Google understand and correctly index your site’s content.
3. Branding in the SERP
   Craft titles and meta descriptions like ads: even without clicks, your brand name should leave an impression.
4. Long-form but skimmable content
   In-depth articles that are easy to navigate with clear headings, bullet points, and explanatory images.
5. Think in terms of “SERP real estate”
   The goal is not just to rank high but to occupy as much space as possible: reviews, images, videos, FAQs, sitelinks — all matter.

With AI, trust is the new SEO

The concept of E-E-A-T (Experience, Expertise, Authoritativeness, Trustworthiness) becomes increasingly central. AI-driven search engines select content from credible sources.

This makes SEO less technical and more strategic: optimizing is no longer enough; building reputation and authority is essential.

Success in SEO in 2025 is no longer measured solely by organic traffic, but by the ability to be chosen, cited, and displayed, even without getting a click.

Being found is still the goal. But today, you also need to be able to get read without being opened.