Google is changing the game, again.
Google Search now provides answers to your questions right there on the search results page. No clicking. No visiting websites.
Known as zero click searches, in 2025, more than 60% searches now end without a click. On mobile? It’s worse – 75% of searches result in no clicks.
In this guide, I’m going to break down exactly how you can grow a business – even when people don’t click.
Why Zero Click Searches Actually Matter for Your Business
Zero click searches appear to be a threat at first glance. I get it. The fewer clicks, means fewer visitors, right?
But here’s a game changer that shifted the way I view things — search is no longer just about clicks.
Zero click searches open up new opportunities to grow your business:
Boost Brand Exposure
When your content makes an appearance in a featured snippet or local search result, they get to see your brand at the precise moment they’re looking for answers. Even if they don’t click, you’ve made an impression.
Becoming the site that Google cites for evidence of authenticity
When Google selects your content to provide the answer, it adds a level of trust and shows you to be an expert. Being featured in a snippet or knowledge panel adds an element of trust that rank alone never could.
Just think about it — when Google says you have the answer, that’s a huge testimony.
Drive Offline Actions Through Local Features
For companies with a physical presence, zero click searches can even lead to calls, visits, and purchases in person. Local listings, as well as map results hook up users with your business without ever having to visit your site.
Drive Offline Actions Through Local Features
Even without an immediate click, repeated exposure still fosters familiarity. The more your brand name appears on the search result pages of users, the more chances you would get that the user will pick you when they go to buy.
It’s like digital billboard advertising, but better because it’s contextually relevant.
In other words, zero click searches are not the enemy — they’re an opportunity to reassess your approach and invest in visibility, authority and action.
Strategies to Grow Your Business with Zero Click Searches
Alright, let’s get practical.
Here’s precisely how you can adjust and even prosper with zero click searches.
1. Optimize for Featured Snippets (The Holy Grail)
The holy grail of zero click searches – Featured snippets and AI overviews. They’re positioned at the top of the page, delivering immediate answers to users and promoting your brand at the same time.
Here’s how to win with them:
- Provide clear and to the point responses (40-60 words) to popular questions in your industry. Always begin with a direct response and expand accordingly below. Google loves this structure.
- Organize content with headlines, bullet points and tables for easy digestion. Make it simple for Google to understand and index to your content.
- Focus on target question-based and long-tail keywords such as “how to,” “what is” and “best way to.” These trigger overviews and snippets even better, than non specific keywords.
- Update and audit contents periodically. Review on a monthly basis because Google can (and does) update it’s results.
Pro tip: State the answer right in your copy and then provide details below the answer.
2. Leverage Local SEO and Google Business Profile
Here’s how to dominate:
- Update your Google Business Profile with your hours, photos, reviews and posts. I mean obsessively updated. New photos, a steady stream of posts, instant responses to reviews.
- In your content, use local keywords such as “near me” or city names.
- You should also empower and engage with customer reviews to increase trust. Display third-party reviews so customers have confidence in your company. Each and every review is social proof that shows up right in the search results.
- Keep your business information uniform across directories and platforms. Inaccurate NAP (Name, Address, Phone) information leads to Google confusion, and will negatively impact your local rankings.
3. Build Your Brand into the Answer
If your brand happens to show up in a featured snippet or AI Overview, congrats, you’re building some killer awareness.
Here’s how to maximize this:
- Mention your brand name in short answers and explanations. Don’t be shy about it. If you have been the source of the information, let people know that.
- Create content that is often referenced, such as research, guides or original data.
- Leverage the schema markup to let Google understand your brand and what products and services you provide. This can improve your odds of showing up in the search results.
The trick is to stand out, even if users do not click right away.
4. Target “People Also Ask” (PAA) Boxes
PAA boxes increase your reach by answering questions they didn’t even ask. Most people overlook them, but that’s a big mistake.
Here’s how to tackle them:
- Discover popular follow-up questions with resources such as AnswerThePublic or Google Suggest.
- Create extensive FAQ sections to answer questions relevant to your content. A single piece of content can win multiple PAA opportunities.
- Employ natural language to emulate the way users search. Write as if you’re speaking with a friend, and not from a textbook.
5. Embrace Structured Data and Schema Markup
Schema markup is the equivalent of giving Google a road map to your content.
Here’s how to use it:
- Use schema to make the most out of important information such as products, services, reviews or events. The more context you can offer Google, the better.
- Leverage FAQ schema to have your answers directly featured in the SERP. This is one of the most simple things you can do to maximize your exposure across different searches.
- Check Google Search Console for errors. Schema is technical, and mistakes can impact your visibility.
6. Double Down on Branded Search
An interesting thing about zero click searches is that they filter out people with no serious intent engage with your brand. What’s left? People who really want to engage or work with you.
Ensure that your brand dominates for its SERP:
- Claim local search listings, social profiles, and other directory listings for your brand name.
- Leverage Schema to Increase Brand Visibility in Search. The more links, the more chances for clicks.
- Use advertising, social media and offline campaigns to drive branded searches. The more people looking specifically for your brand, the better.
- Branded searches indicate intent and brand loyalty. These users convert much better than the regular traffic.
7. Measure Success Beyond Clicks
This is crucial. Since you have fewer of those people clicking through, you want to measure different things:
- Search Console impressions and visibility. How frequently are you appearing in search?
- Social mentions, follows, and engagement. Is your visibility bringing growth to your social?
- Search-visibility connected offline conversions (calls, visits, appointments). This is frequently where the real value is.
Success is not clicks; success is impact. I have seen companies that were able to grow revenue when site traffic was going down.
Common Mistakes to Avoid
Here are some of the mistakes businesses make adjusting to zero click search:
Focusing Only on Clicks
Don’t get too hung up on click-through rates. Target impressions, brand queries and offline conversions instead.
Ignoring Local Opportunities
If you have a physical location then local SEO should be your bread and butter. Local listings are what lead to actual business outcomes.
Not Measuring the Appropriate Metrics
It’s normal that your website visits might be declining, but that does not mean that your strategy isn’t working. Monitor brand awareness, business calls and direct traffic.
Final Thoughts
Zero click searches aren’t going anywhere and will likely become more common. As much as they pose a threat to your business, they also offer opportunities.
Businesses can change their outcomes by accepting this shift, rather than waging battle against it. The important thing is to look beyond clicks and to think instead of visibility, authority, and brand.
