Zero-click searches: how to stay visible in Google

As an SEO specialist, I notice more and more that entrepreneurs are disappointed: “I'm at the top of Google, but I'm barely getting any extra traffic.”
The culprit? Zero-click searches. Google gives the answer so clearly in the search results that people no longer click through to your website. However, this does not mean that SEO is losing its value. It's just about a different approach.

In this blog, I explain to you what zero-click searches are, why they are increasing and, more importantly, how to remain visible as a company in the new AI Search era

What are zero-click searches?

Zero-click searches are queries where the user finds the answer directly in Google, without clicking through to a website. Think about:

• Weather forecast (“Utrecht weather”) → Google immediately shows temperature and rainfall.
• Calculator (“15 x 24”) → the answer appears immediately.
• Definitions or short facts (“what is SEO?”) → a featured snippet provides the answer.

Convenient for the user, but frustrating for website owners who put a lot of effort into creating content.

Why is the number of zero-click searches increasing?

Google wants to give the user a complete answer as quickly as possible. And that means: more and more information stays within the search results.

• Featured snippets and knowledge panels: short definitions, lists, or direct answers.
• Google's own products: think of Flights, Shopping and Maps.
• Mobile search behavior: people want immediate answers on the go, without clicking a lot.

According to studies, more than half of all searches are now a zero-click search. Please note that for now, zero-click is mainly dominant in informative search terms. In commercial terms, the user usually goes beyond the SERP anyway.

What does this mean for companies and websites?

The impact can be significant, such as:

• Less organic traffic: you are in the picture, but you don't get a click.
• More competition for visibility: everyone wants to be in that snippet or local pack.
• Loss of control: Google decides which source is shown, not the user.

But this doesn't have to be a disaster. You just have to think differently: SEO is no longer just about clicks, but also about visibility and authority.

How can you still stay visible?

1. Optimizing for featured snippets

By structuring content smartly, you increase the chance that Google will take your text.

• Use short definitions, summaries and roadmaps.
• Add structured data (Schema.org) to give Google extra context.
• Example: if you ask “what does a roof renovation cost?” answered in 1—2 sentences and then giving a detailed explanation, you have a chance to get the snippet and the click of interested parties.

2. Using local SEO

Zero-click is particularly visible in local searches. That's why your Google Business Profile is crucial.

• Provide current opening hours, photos and reviews.
• Consistent NAP data (name, address, phone number).
• Extra tips: add posts and Q&As to your profile to claim more space.

3. Building authority with content

Short answers give you visibility, but in-depth content still convinces users to click.

• Work with comprehensive guides, blogs, and case studies.
• Add FAQ sections that respond to “People also ask” questions.
• Focus your content not only on clicks, but also on brand awareness.

4. Using rich media

Google loves rich content.

• Videos and images increase your chances of getting additional impressions.
• Structured data (e.g. FAQ, HowTo, Review markup) makes your result bigger and more striking.
• Example: A customer of mine got 3x more visibility due to the FAQ scheme, even for searches that resulted in few clicks.

What should you pay attention to when it comes to zero-click strategies?

• Visibility also counts: a snippet can increase brand awareness, even without a click.
• New KPIs: don't just look at traffic, but also at impressions and CTR.
• Balance: give short answers for Google, but always offer added value for those who click through.

Conclusion: SEO is about more than just clicks

Zero-click searches are not a threat, but a shift. Yes, you sometimes get less traffic. But if you capitalize on snippets, local visibility, and authority, you can build your brand stronger than ever.

As an SEO specialist, I see this every day: companies that are smart about zero-click grow in visibility, authority and ultimately in customers.

👉 Do you want to know how we approach this for your company? At Rank Rocket, we look at your keywords, your content and your visibility in Google together, and ensure that you also emerge in a zero-click world.