Remember when getting a click from Google felt like the ultimate win? In today’s digital landscape, that’s no longer the endgame. With the rise of zero-click searches — where users find the answer they need directly on the search engine results page (SERP) — traditional SEO strategies need a rethink.

Whether it’s an AI Overview, featured snippet, People Also Ask box, Google Business Profile, or Knowledge Panel, users are being served faster, cleaner answers — without needing to visit your site. And while that might feel like a blow to your traffic numbers, it doesn’t have to be a loss.

Zero-click doesn’t mean zero value. You just have to know how to adapt.

In this article, we’ll explore why zero-click search is reshaping how we define success in SEO, and how your business can still dominate the SERPs — with or without a click.

Why Zero-Click Search Isn’t a Death Sentence

It’s tempting to see zero-click search as a threat. After all, you’ve invested time and budget into content — only for Google to answer the user’s query before they even reach your site.

But here’s the truth: not every interaction needs to end in a click to deliver value. Visibility on the SERP can be just as powerful as traffic to your homepage, especially when it positions your brand as the go-to authority.

If your business appears in a featured snippet, local pack, or AI-powered overview, that’s brand visibility at the moment of intent. The trust you build there can still lead to conversions — just through different paths. Users might search your business name directly, call your number from your Google Business Profile, or walk through your door without ever clicking a link.

So, rather than chasing only clicks, smart brands are focusing on owning the SERP real estate that matters most.

Whatever sector you’re in, there’s an SEO expert for you. Need an SEO agency for accountants, ecommerce, builders — there is somebody who can help you.

The key is to show up in the right places, with the right answers, at the right time.

Optimising for AI Overviews and SERP Features

Search engines aren’t just matching keywords — they’re summarising, interpreting and deciding what information is most useful to display, often in AI-generated formats.

To compete, your content needs to:

• Answer questions clearly and concisely – especially common how, what, and why queries.
• Use structured formatting – like headers, bullet points, and tables, to help Google understand your content hierarchy.
• Include schema markup – to enhance visibility in the form of rich snippets (like star ratings, FAQs or pricing).
• Align with the language AI tools use – that means writing for natural language processing, not just for keywords.

Build for Visibility, Not Just Traffic

Historically, SEO success was measured in visits and conversions. But in a zero-click world, visibility is the new currency. It’s not just about getting users to your site — it’s about showing up when it matters most.

That means your strategy needs to adapt in a few key ways:

1. Optimise for Featured Snippets

Featured snippets (also called “position zero”) are often the source of AI-generated answers and Google summaries. To win them, answer key questions directly and succinctly. Use clear H2 or H3 subheadings followed by a concise, helpful paragraph — ideally 40–50 words.

2. Make Your Local Listings Flawless

If you’re a local business, your Google Business Profile is often the first (and only) thing users see. Keep it accurate, detailed and updated with reviews, images, services and FAQs. This is especially crucial for accountants, trades, and other service-based businesses.

3. Use FAQ Schema

Structured data markup helps search engines display more of your content on the SERP itself — even if the user doesn’t click through. FAQs, how-tos and product details can all appear directly in search results when properly tagged.

4. Be Everywhere the Customer Looks

Zero-click doesn’t only live on Google. Users are increasingly searching within platforms like TikTok, YouTube, Reddit and even Instagram. Answering questions and building authority on these platforms reinforces brand recognition — whether or not the search leads to your website.

In this new landscape, your job is to own the answer, not just the click.

Embrace Branded Search and Direct Traffic

When your content performs well in a zero-click context, the goal is no longer just an immediate conversion. The win is brand recall.

That’s where branded search comes in. If users don’t click your link immediately but later remember your name and search for it directly, you’ve won the attention game. You’re not just visible — you’re memorable.

To encourage branded search:

• Make your brand name easy to recall and associate with specific expertise
• Use clear, consistent messaging across snippets, profiles and content
• Add brand context to answers: “At XYZ Accountants, we recommend…” so your name appears in scraped results

Likewise, invest in direct pathways to your business beyond traditional web traffic. If someone finds your phone number on the SERP and calls you directly, that’s a win. If they follow your business on Google Maps or search for you by name later, that’s the long game paying off.

Rethinking what success looks like

If your SEO strategy is still focused solely on clicks and conversions, it’s time to reassess. In today’s zero-click environment, visibility, trust, and relevance often matter more than traffic alone. It’s not just about where people land. It’s about where your brand appears, how it’s perceived, and whether it stays top of mind.

This shift calls for a broader view of impact. Sometimes a user finds the answer they need straight from a Google snippet. Sometimes they see your brand name multiple times before ever visiting your site. And sometimes, they act based on that familiarity alone. Being the trusted source at the moment of need is what really counts.

Instead of chasing every click, focus on being present and authoritative across the entire journey. That might mean creating content that earns featured snippets, building recognisable brand assets, or simply answering questions clearly and consistently. When users trust what they see, clicks become less important than connection.

The brands that thrive in a zero-click world are those that meet their audience where they are, provide real value upfront, and play the long game. They focus on influence, not just traffic. And over time, they become the ones people turn to first — with or without a click.