In recent years, user behavior on the internet has changed dramatically, and one of the most notable transformations is the growth of so-called zero-click searches . This term refers to searches in which the user finds the answer directly on the Google results page (SERP), without having to click on a link to access a website.
These changes have created significant challenges for businesses that rely on organic traffic to reach their audience. In this article, we’ll explore what zero-click search is, why this trend is growing, and how to adapt it to your SEO strategy to mitigate its negative impacts.
What is zero click search?
Zero click search occurs when a search engine query results in an answer displayed directly on the results page. This can include information in formats such as:
knowledge panels;
direct answer boxes;
local maps (local packs);
highlighted snippets (featured snippets).
These capabilities are made possible by technologies like instagram data artificial intelligence and structured data that allow Google to provide fast, comprehensive answers.
For example, when you search for “weather forecast in Sao Paulo,” Google immediately displays the forecast in the SERP, eliminating the need to click through to a weather website. This type of interaction is convenient for the user, but it challenges how websites capture traffic and engage visitors.
Why are zero click searches growing?
The popularity of these searches can be attributed to several factors, such as the increased use of tools like AI and the expansion of Google’s capabilities. Some specific reasons include:
search for efficiency : users prefer quick and accessible responses, especially on mobile devices;
Google's interactive features : tools like snippets, knowledge panels and AI overviews centralize information in a visual and practical way;
Google internal redirection : In some cases, Google promotes its own services, such as YouTube or Google Flights, reducing traffic to third-party sites;
competition with alternative platforms : social networks such as TikTok , AI chatbots and specific search engines, such as Amazon , also contribute to the decrease in clicks on traditional links.
According to studies by SparkToro , more than half of searches carried out in the US and Europe result in zero clicks, a trend that is only set to grow.