Not too long ago, showing up on the first page of Google usually meant a solid chance of getting clicks to your website. But things are shifting fast. These days, more people are getting the answers they need directly on the search results page itself, without ever clicking through to a website. These are what we call zero-click searches, and they’re quickly becoming the new normal.
We recently talked with the people at Pitch Black Digital Marketing https://pitchblack.au/, a team that knows their way around Google SEO, website design, and digital strategy. According to them, businesses are feeling the squeeze more than ever. With AI Overviews, featured snippets, and a growing number of clever Google tools, the need to rethink how you stay visible online is more pressing than ever. But don’t worry — there are still smart ways to show up and get noticed, even when users don’t click.
Understanding the Zero-Click Landscape
Let’s start with what a zero-click search actually is. Essentially, it’s when someone searches for something, and Google gives them an immediate answer right on the search page. That could be a weather update, a quick fact, business hours, or even a full how-to answer, depending on what’s asked.
The most common types of searches leading to zero-click results are informational. Think questions like “how tall is the Eiffel Tower” or “when is Mother’s Day in the UK.” Google can answer those instantly, often pulling from a featured snippet or an AI-generated summary. And with mobile devices and voice assistants on the rise, users are getting used to fast, no-fuss results.
AI Overviews and tools like “People Also Ask” are now common sights in search engine results pages (SERPs). These features are designed to keep users in the Google ecosystem longer — offering enough information right there that the need to visit a separate site feels unnecessary.
Strategic Responses to Zero-Click Searches
Now here’s the good news: while zero-click searches are growing, they don’t mean game over. There are still plenty of smart moves you can make to stay relevant, get noticed, and even gain trust and loyalty from your audience.
Building Thought Leadership
One of the most powerful ways to counter the effects of zero-click searches is by becoming a trusted authority in your field. When people consistently see your name or brand pop up in answers, articles, or videos, it sticks. You become the go-to expert, even if they don’t click right away.
Pitch Black pointed out that businesses doing this well are investing in personal branding, putting out helpful content on platforms like LinkedIn, YouTube, and even local community pages. Thought leadership builds long-term visibility. People might not click today, but when they need a service later, guess who they’ll think of?
Optimising for Featured Snippets
Yes, featured snippets can lead to zero-click results, but they also put you in what’s essentially position zero — right at the top. That’s still incredibly valuable. To land a snippet, you’ll want to format your content clearly and directly. Think concise answers, bold subheadings, and content that speaks directly to commonly searched questions.
Using question-and-answer formats can work really well here. Let’s say you’re a vet. A blog post titled “How to Safely Remove a Tick From a Dog” written with a step-by-step format could be prime snippet material. Adding structured data and using schema markup also increases your chances of getting noticed by Google’s algorithms.
Diversifying Marketing Channels
It’s no longer wise to put all your digital eggs in the Google basket. One of the things Pitch Black recommends is spreading your presence across multiple platforms. That might mean building an email newsletter, staying active on social media, or experimenting with video content on YouTube or TikTok.
Community engagement is also getting more traction. Whether that’s starting a Facebook group, hosting a free webinar, or running a Q&A on Instagram Live, getting your audience involved can help build strong, lasting relationships. The bonus? You’re less dependent on unpredictable search algorithm changes.
Creating Content for Engagement and Retention
Just because people might not click doesn’t mean your content can’t have impact. In fact, the more useful and engaging your content is, the better your chances of making an impression that sticks.
Offering More Than a Snippet Can Show
If your content only offers surface-level answers, it’s easy for Google to grab and display it without much reason for a user to dig deeper. But when your content offers depth, personal insight, or unique tools — things that can’t be summarised in one or two lines — users are more likely to follow through.
This could be in the form of downloadable guides, interactive tools, longer how-to articles, or video walkthroughs. Even something as simple as a local event calendar or price comparison table could give visitors a reason to stay on your site and return again later.
Driving Brand Recall Even When Clicks Don’t Happen
Your brand voice matters more than ever. A memorable tone, consistent visual style, and helpful attitude can go a long way toward making users remember you — even if they didn’t visit your site the first time around.
This is where branded content shines. Include your business name and key messaging in your posts and summaries, so even if someone reads a snippet or hears a voice search result, they associate the answer with you. Over time, that kind of visibility leads to real-world trust and action.
Measuring and Adapting to Change
When clicks go down, it’s easy to panic. But measuring your performance in today’s digital world takes more than just watching traffic numbers.
Tracking Zero-Click Trends
Tools like Google Search Console, SEMrush, and Ahrefs can help you see how often your site appears in SERPs — even when no clicks happen. Impressions and rankings still tell you a lot. Are you being seen for the right terms? Are you winning snippets or dropping off page one?
This is where a close eye on your content’s search appearance can really pay off. You might notice patterns: certain posts appear in featured snippets more often, or some keywords drive more impressions even without clicks.
Evaluating Content Performance Beyond Clicks
Other metrics like time on page, bounce rate, and scroll depth can tell you whether people are finding your content useful. You might also look at engagement metrics from other platforms — social shares, email responses, or video watch times. All of these provide a broader view of how your audience is interacting with what you’re creating.
Continuously Updating SEO Tactics
Search behaviour is evolving fast, especially with AI in the mix. So the way you approach SEO needs to evolve too. That means testing new formats, updating old content to answer current questions, and keeping an eye on what Google’s introducing next.
Pitch Black recommends doing regular SEO audits, even if you think your content is performing well. Sometimes, just updating a headline or rephrasing an intro paragraph can help secure that coveted featured spot.
Real-World Examples of What Works (and What Doesn’t)
Some businesses are handling this shift brilliantly. Take a company that consistently lands featured snippets for DIY home improvement tips. They include clear headers, step-by-step guides, and videos. Users often don’t need to click — but they remember the brand, subscribe to the newsletter, and hire them for bigger projects.
On the other hand, some sites are stuck chasing keyword volume without offering much substance. Their content gets lost in the shuffle, never making it to the top of the SERPs, let alone being featured.
Case studies and before-and-after traffic comparisons show one clear truth: being useful, clear, and trustworthy wins — even if you’re not winning every click.
Final Thoughts
Zero-click searches might feel frustrating at first, especially if you’re used to measuring success in visits and clicks. But they’re also a sign of how search is becoming more efficient — and more focused on user needs.
Instead of fighting the change, embrace it. Use it as a chance to improve your content, strengthen your brand, and build trust with your audience in new ways. With thoughtful strategy and a bit of creative thinking, your business can absolutely thrive in the clickless world.
