Zero-click search: how to benefit from search without clicks

Zero-click search: how to benefit from search without clicks

Zero-click search is when Google provides a comprehensive answer to a query directly on the search results page, eliminating the need for users to visit external websites. This phenomenon, amplified by the rise of AI Overviews, requires content strategists to rethink traditional SEO approaches.

How do AI Overviews affect traffic?

The emergence of AI Overviews (AI-generated answers) has radically changed the search landscape. According to Ahrefs, AI Overviews already appear in 18.9% of search queries in the US, significantly reducing the likelihood that a user will click through to a website. In February 2024, SparkToro research showed that about 60% of search queries in the US end without a click. According to Ahrefs, AI Overviews can reduce clicks by up to 34.5%, especially for informational queries. This leads to a noticeable drop in organic traffic for many websites, as AI summarizes information from multiple sources, but users do not always click for additional details and may instead receive inaccurate or distorted information, or even links to competitors.

Why does Google increasingly show answers without clicks?

Google aims to provide users with the fastest and most convenient access to information. Initially, this was implemented through features such as Featured Snippets or Knowledge Panels, and now it is actively evolving through AI Overviews and AI Mode. These tools analyze content, highlight key points, and present them directly to the user in the SERP. This aligns with Google’s broader trend toward helpful content that solves the user’s problem as efficiently as possible. However, this creates a challenge for publishers that rely on search traffic, especially if their content is based on simple informational queries.

How do you research user needs in the zero-click era?

In a zero-click search environment, where Google provides answers without users visiting a website, understanding the deeper needs of users becomes critical. Instead of focusing solely on keywords, it is necessary to analyze search intent in depth and create content that goes beyond basic information. This means digging deeper into the problems, questions, alternatives, concerns, goals, myths, interests, and misunderstandings of the ideal target audience. This customer-centric approach makes it possible to create content that, although it may be summarized by AI, still contains unique insights, expertise, and a personal approach that encourage users to continue exploring.

There are several strategies for effectively researching user needs:

• in-depth interviews with the target audience;
• analysis of feedback and comments on forums and social networks;
• reviewing questions in the “People Also Ask” section;
• monitoring trends in industry communities.

Which content strategies help in a zero-click environment?

To counter the decline in traffic caused by zero-click search, new approaches to content creation are needed. Ahrefs, for example, emphasizes creating content that is valuable both for the user and for the business (so-called “business potential”). This means focusing on content directly related to the company’s products or services, demonstrating their value through use cases, templates, workflows, and expert analysis. Such content should not only be informative but also demonstrate a unique perspective, a personal approach, and authority (E-E-A-T).

Here are a few key strategies:

• develop content that focuses on both the product and the user;
• create content with a “human face”: thought leadership, opinion columns, storytelling, unique research, and filling information gaps;
• conduct in-depth user research to understand their real needs and create relevant solutions;
• emphasize audiovisual content as the foundation for creating multiple formats.

The key is to create content that differs from what AI Overviews can provide. This may be deeper analysis, unique data, personal experience, expert opinion, or an entertainment angle that AI cannot yet replicate.

How do you track the impact of zero-click search on my site?

Tracking the impact of zero-click search is challenging because Google Search Console does not always clearly distinguish clicks from AI Overviews and regular clicks. AI Overviews may appear as the top result, making analysis more difficult. However, there are ways to assess the situation:

• analyze overall organic traffic and its trends;
• monitor rankings for informational keywords where AI Overviews often appear;
• use tools such as Ahrefs Web Analytics to understand where the traffic that is still generated is going and which pages users visit after clicking through.

It is also important to pay attention to direct traffic and traffic from branded queries. Growth in these metrics may indicate that users, after seeing information in an AI Overview, later search for your brand directly.

Do structured data (Schema.org) help you earn a place in AI Overviews?

Although Google does not officially confirm that using Schema.org directly guarantees inclusion in AI Overviews, structured data makes content more understandable for search engines. According to Ahrefs, AI Overviews often cite around 7 URLs, which suggests that Google is trying to provide links to sources. Structured data that clearly describes the page content (for example, using `Article`, `FAQPage`, or `HowTo` schema) helps Google better understand the context and substance of the content, which could potentially improve its visibility in various SERP features, including AI Overviews. However, Google’s main focus is on the quality and usefulness of the content itself. Ahrefs notes that AI Overviews can sometimes cite sources incorrectly or even omit links to them. Therefore, even with Schema, the priority is still to provide unique, reliable, and authoritative information.

How do you know whether your content competes with AI Overviews?

Content starts competing with AI Overviews when it targets typical informational queries for which Google can generate a short, self-contained answer. You can understand this by analyzing the SERP for your target queries. If you see that Google provides a detailed answer directly on the results page (in the form of an AI Overview, Featured Snippet, or Knowledge Panel), it means your content, which may previously have received traffic from those queries, is now facing competition from a “direct answer.” Also, when analyzing Google Search Console data, if you see declines in metrics such as clicks or CTR for certain queries that used to bring traffic, while your rankings remain high (for example, top 3), this may indicate the impact of zero-click features.

How can you turn zero-click search into an opportunity?

Zero-click search is not only a challenge but also an opportunity for brands to build stronger relationships with their audience. Instead of simply “fighting for the click,” it is worth focusing on creating content that builds trust and interest to the point where users want to learn more directly from you. This means focusing on the “business potential” of content, that is, its ability to naturally integrate your brand and its value. Such content should be unique, original, in-depth, and demonstrate expertise (E-E-A-T). For example, creating detailed guides, research, and reviews that go beyond general information can encourage users to visit your site for a fuller picture. Also, if an AI Overview mentions your brand or content, this can increase branded search queries, which is a positive signal.

Strategies for using zero-click search as an opportunity include:

• developing content that showcases your unique expertise;
• creating content that naturally integrates your products or services;
• focusing on community building and loyalty;
• using branded queries as a success indicator.