If you’ve noticed that when you Google something these days, you often get the answer right there on the page, you’re not alone.
That’s called a zero-click search, And it’s becoming the new normal.
Instead of sending you off to visit different websites, Google (and other AI-powered search tools) are now showing answers directly on the search results page. It’s quick, convenient, and for many users, exactly what they want.
But for businesses that rely on people clicking through to their website, it’s a big change.
So, what is zero-click marketing, and how can your business benefit from it instead of being left behind?
What Is a Zero-Click Search?
A zero-click search happens when someone gets the information they need from Google, without ever visiting a website.
Think of those boxes that show:
- Quick definitions
- Step-by-step guides
- Maps and directions
- Reviews or business contact details
With new AI-powered tools like ChatGPT, Bing Copilot, Perplexity, and even Google’s own Gemini AI Overviews, this behaviour is spreading fast. These systems summarise answers from around the web, often including details from business websites, even if users don’t click through.
In short: people still see your content, but they may never actually land on your page.
Why It’s Happening
Google and other search engines are designed to help people find information as quickly as possible.
If that means showing the answer directly, they’ll do it.
For businesses, that means the game has changed. The aim isn’t just to get clicks anymore; it’s to get seen.
Can Zero-Click Still Work in Your Favour?
Yes absolutely. The key is to think differently about how your business shows up online.
Here’s how you can benefit, even when people don’t click:
- Be the Source of the Answer
When Google or an AI tool displays an answer, it usually comes from a trusted website.
If your content is clear, helpful, and well-structured, your site can be the one chosen to provide that answer, and your name or link often appears underneath.
Those “answer boxes” or “featured snippets” give you instant visibility.
Even if someone doesn’t click through, your business name still gets seen, building awareness and credibility.
- Optimise Your Google Business Profile
For local businesses, this is huge.
Make sure your profile includes:
- Accurate contact details
- Opening hours
- Photos
- Customer reviews
- A short, keyword-friendly description
That way, people can call, message, or find you directly, no click required.
Which Searches Are Most Likely to Be Zero-Click?
Some search types rarely lead to a website visit:
- Simple facts: “What’s the capital of France?”
- Definitions: “What is SEO?”
- Quick calculations: “10% of £250”
- Local info: “Cafés near me”, “plumber open now”
But there are still plenty of searches that do lead to clicks, like product comparisons, in-depth guides, or services that require more detail.
Your goal is to appear in both types: to be visible where the answers are short, and persuasive where people want to learn more.
How to Optimise for Zero-Click Marketing
Here’s how to get your business content noticed, with or without clicks.
- Answer Questions Clearly
Start your blog posts or service pages with a short, direct answer to a key question.
Then use the rest of the page to explain in more detail.
For example:
What is loft boarding?
Loft boarding means adding sturdy panels above your insulation to create safe, usable storage space.
- Use Clear Headings
Break up your text with simple headings like “What Is…”, “How To…”, and “Why It Matters”.
These help both readers and search engines understand your page more easily.
- Add FAQs
Include a few frequently asked questions on your website or blog posts.
Google loves FAQs, and they often appear in the “People Also Ask” section of search results.
- Include Your Business Details
Make sure your site includes your business name, location, and contact details.
It helps search engines verify your business and builds trust with readers.
Why Mobile and AI Search Matter
More than half of all searches happen on mobile devices, and mobile users are far more likely to stop at the first answer they see.
In fact, around six out of ten Google searches in the UK, EU, and US now end without a click. That means the majority of people never leave the results page.
And as Google’s Gemini AI and other AI tools become more popular, we’ll see even more of this behaviour — where users get everything they need from summaries rather than visiting websites.
How to Measure Success When Clicks Go Down
If fewer people are visiting your site, how can you tell your marketing is working?
Try tracking these instead:
- Impressions how often your business appears on Google or in AI results
- Calls, messages, or direction requests from your Google profile
- Brand searches, people searching for your business name after seeing it elsewhere
- Social media engagement and direct website visits signs your visibility is working
Real-World Examples
- B2B companies have seen fewer clicks since AI summaries started appearing, but more people are searching their brand name after seeing them referenced online.
- Local businesses are reporting more phone calls and direction requests — even with fewer website visits.
- Media outlets and blogs are still being quoted in AI results, keeping their names visible even when traffic dips.
The Takeaway
Zero-click marketing doesn’t mean you’re losing. It just means people are discovering your business in a new way.
Visibility now matters as much as traffic.
If your content is clear, trustworthy, and easy to understand, search engines and AI platforms will keep showing it, and users will remember your name.
So, focus less on chasing clicks and more on being discoverable, wherever your audience is searching.
what a great read full of great information thank you