1. What Are “Zero-Click Searches” All About?

A zero-click search is a Google query that ends… on the results page itself. The user gets the answer directly in the SERPs (e.g. in a featured answer box, knowledge panel, or AI-generated summary), so there’s no need to visit any website.

From a website owner’s perspective, this means one thing: Google increasingly “intercepts” users before they ever reach a site. At the same time, your brand may still be visible—just not necessarily in the form of a classic link click.

This is no longer a niche phenomenon, but a new default way of using search engines.

2. How Common Are Zero-Click Searches Today?

A few figures that clearly show the scale of the issue:

According to SparkToro research, in 2024 about 58.5% of searches in the U.S. and 59.7% in the EU ended without a click on any result.

The same data shows that out of every 1,000 searches in the EU, only about 374 clicks go to the “open web”—the rest are zero-click searches or traffic directed to Google-owned properties (YouTube, Maps, etc.).

Analyses by Similarweb and other firms indicate that for queries featuring expanded AI answers (AI Overviews), the zero-click rate can reach up to 80%.

In Poland and across Europe, the trend is similar—industry articles show that zero-click searches already exceeded 50% as early as 2019 and have continued to grow alongside the development of the Knowledge Graph and direct answers.

In short: most Google searches today end without a visit to a website—and this share is growing especially fast for simple, informational queries.

3. Where Do Zero-Click Searches Come From? Key SERP Features

Zero-click is not a single result type, but a whole group of features designed to “close” user intent within the search engine itself.

3.1. Direct Answers and Quick Responses

Short answers displayed above the results, often without any link, such as:

“weather Kraków”

“10 dollars to PLN”

“how old is Tom Cruise”

Google relies on its own databases, tools (e.g. currency converters), and the Knowledge Graph. Users get an instant result and usually don’t click further.

3.2. Featured Snippets (Position “0”)

A highlighted excerpt from a specific page shown above the organic results. It includes a link, but:

often satisfies curiosity enough that the user doesn’t click through,

still builds brand visibility and authority (the domain name is clearly exposed).

3.3. Knowledge Panels and Other Info Boxes

Panels displayed on the right or at the top of results (desktop) with information about:

companies,

people,

places,

products.

Traffic often “leaks” to Google Maps, YouTube, or other Google services—or the user simply ends the session after checking contact details or opening hours.

3.4. Local Pack and Google Maps

The local “3-pack”—a map plus three businesses with ratings, addresses, and phone numbers. For local queries (“dentist Kraków”, “computer store Rzeszów”), this is often the main answer source.

Some users:

call directly from the SERP,

start navigation in Google Maps, without ever visiting the company’s website.

3.5. AI Overviews and Conversational Modes

A new generation of search results:

AI-generated summaries (AI Overviews),

conversational search modes (AI Mode), similar to ChatGPT or Gemini.

AI aggregates information from multiple sources and presents it in a single block. Links are usually included, but clearly “one layer deeper.” Some studies show that AI Overviews significantly reduce click-through rates compared to classic SERPs.

4. What Does Zero-Click Mean for Your Website? 4.1. Traffic Loss from Simple Informational Queries

Traffic is hit hardest for queries such as:

definitions (“what is…”, “how many calories…”),

simple factual questions (“VAT rate for…”, “EUR exchange rate”),

basic contact details (“company name + phone”).

In many cases, Google satisfies these needs on its own. As a result, you may:

still rank highly for a keyword,

but see declining CTR (in Search Console) and fewer SEO sessions.

4.2. Ranking No Longer Equals Clicks

In the past, the first position usually meant the most clicks. Today, above organic results you may see:

AI blocks,

featured snippets,

local packs,

knowledge panels.

As a result:

being the “#1 organic result” may generate less traffic than before,

while being cited in an AI Overview or featured snippet can provide more exposure than a traditional position #3–4.

4.3. A Strong Impact on Certain Industries—Especially News & Media

Similarweb data shows that after the introduction of AI summaries in Google, traffic to news sites dropped sharply. The share of zero-click news queries increased from about 56% to 69% within a year, and monthly organic visits fell by hundreds of millions for many publishers.

This is an extreme case, but it clearly illustrates the mechanism: the more informational and quickly “consumable” the content, the higher the risk it will be compressed into zero-click results.

4.4. A Shift in How SEO Effectiveness Is Measured

If you look at SEO only through the lens of:

organic sessions,

it’s easy to conclude that “SEO is no longer working.”

Meanwhile:

impressions in Search Console may be rising,

your brand is more visible above the fold,

some users return later directly or via branded searches.

Zero-click therefore forces a KPI shift—from raw traffic to visibility, brand awareness, and conversions.

4.5. Not Only Downsides: Visibility Without a Click Still Has Value

Being visible:

in featured snippets,

in AI Overviews,

in local packs,

builds trust in your brand—even if the user doesn’t click immediately. It’s similar to billboard exposure: not always measurable with a single click, but very real in terms of purchase decisions and brand recall.

5. How to Analyze the Impact of Zero-Click on Your Website? 5.1. Google Search Console

Practical steps:

Compare time periods (e.g. last 3–6 months vs. the same period last year) for:

impressions,

clicks,

CTR.

Segment queries:

branded vs. non-branded,

informational (“how…”, “what is…”) vs. transactional (“buy”, “price”, “store”).

Manually check key keywords in Google:

• is there an AI answer above the results?

• is there a direct answer?

• is your content used as a snippet source?

A declining CTR with stable rankings and growing impressions is a classic signal that zero-click is increasing for that query group.

5.2. GA4 and Other Analytics Tools

In GA4, it’s worth:

• analyzing organic traffic in a broader context (are other channels growing?),

• tracking user paths (do users first see you in search, then return directly?),

• comparing organic-attributed conversions vs. total conversions.

SEO tools (Senuto, Semrush, Ahrefs, etc.) can also show what SERP features appear for your keywords—rich snippets, AI Overviews, or local packs.

6. How to Build an SEO Strategy for the Zero-Click Era 6.1. Prioritize Keywords That Require a Click

Not all queries are equal. For many businesses, the most important are:

transactional keywords (“buy…”, “order…”, “price…”, “offer…”),

problem → solution queries that require deeper explanation or comparison,

long-tail queries with more complex intent.

For these:

zero-click is less common,

users need detailed content, forms, calculators, or comparisons—things Google doesn’t always provide in one block.

These are the queries worth fighting hardest for.

6.2. Optimize Content for Featured Snippets and AI Overviews

The paradox: to avoid losing out to zero-click, you often need to play into it.

Best practices:

Answer key questions clearly and concisely within your content (1–2 sentence definitions, step-by-step summaries).

Use H2/H3 headers as questions (“How does…?”, “What is…?”).

Create numbered lists and bullet points that are easy to extract as snippets.

Implement structured data (schema.org), such as FAQ, HowTo, or Product.

This increases the chance that:

your site appears in featured snippets,

you are cited as a primary source in AI Overviews.

6.3. Make Your Links Stand Out in SERPs

When users do decide to click, you have seconds to attract attention:

• write clear, compelling meta titles with a strong value proposition,

• craft meta descriptions that expand on the promise instead of repeating clichés,

• use rich results (ratings, prices, availability, FAQ) where possible.

The goal is:

“Google answers generally, but for the details—you still click us.”

6.4. Build a Brand, Not Just Traffic

Zero-click favors brands that are:

• recognizable (high CTR on branded searches),

• present across multiple channels: social media, YouTube, newsletters, podcasts, marketplaces,

• cited and linked to as trusted sources.

The stronger the brand:

• the easier it is to earn clicks even from AI-heavy results,

• the more likely users are to search for you by name later.

6.5. Diversify Traffic Sources Beyond Google

Research shows that traditional search engines are gradually losing share to:

• social media search,

• marketplace search,

AI tools that consume content and deliver answers directly.

Relying solely on Google is becoming increasingly risky. It’s worth:

• growing a newsletter and email list,

• investing in social channels that actually drive traffic (YouTube, LinkedIn, TikTok—depending on industry),

• building direct relationships with customers (webinars, events, communities).

This way, a drop from one source (e.g. a new Google AI feature) won’t hit your entire business as hard.

6.6. Local Businesses: Use the Local Pack Instead of Just “Enduring” It

For local businesses (restaurants, services, brick-and-mortar stores), zero-click can actually be an opportunity:

users see you in the Local Pack,

they call or start navigation immediately.

To make this work in your favor:

optimize your Google Business Profile (complete data, photos, offerings),

actively collect reviews and ratings,

keep NAP data (name, address, phone) consistent across directories.

Website traffic may be lower—but calls and visits can increase.

7. Zero-Click in 2025–2026: What’s Next?

Current data and the direction of AI development in search suggest that:

• the share of zero-click searches will continue to grow,

• new features (AI Mode, more aggressive AI Overviews) will gradually roll out in Poland as well,

• Google—like other platforms—will aim to keep users “inside” its ecosystem as long as possible.

For website owners, this doesn’t mean “the end of SEO,” but rather the end of the simple equation: ranking = clicks = business.

The new model looks more like:

Visibility + brand + trust + channel diversification = stable customer acquisition, regardless of how many searches end without a click.

8. Summary: How Zero-Click Affects Your Website—and What to Do About It

Yes, zero-click takes away some traffic—especially from simple informational queries.

No, this is not the end of SEO—but it forces new KPIs: visibility, brand, and conversions instead of raw sessions.

Your website can still win if you:

• intentionally choose keywords (more transactional, detail-heavy),

• optimize for snippets and AI instead of fighting them,

• craft titles and descriptions that give users a reason to click,

• build a recognizable brand and alternative traffic channels.