In 2025, traditional SEO strategies are no longer enough. Over half of search engine users now get answers directly on Google’s results page — without ever clicking through to a website. These are called zero-click searches, and they are rapidly changing how businesses approach online visibility. The key to thriving in this new SEO world lies in one critical feature: featured snippets.
- What Are Zero-Click Searches?
- What Is a Featured Snippet?
- Common Types of Featured Snippets:
- Why Zero-Click Searches Matter
- E-E-A-T: The Foundation of Modern SEO
- How to Find Featured Snippet Opportunities
- How to Encourage Clicks in a Zero-Click World
- Tools to Monitor and Improve Snippet SEO
- Mistakes to Avoid
- The Future of Featured Snippets and Zero-Click SEO
- References
This article breaks down how zero-click searches work, what featured snippets are, and how you can optimise your content to earn that top “Position Zero.” We’ll use real-world tools and techniques while following Google’s E-E-A-T principles — Experience, Expertise, Authoritativeness, and Trustworthiness.
What Are Zero-Click Searches?
A zero-click search occurs when Google provides the answer to a query directly on the search results page (SERP), so the user doesn’t need to visit any website. These results often come from:
- Featured snippets
- Knowledge panels
- People Also Ask (PAA) boxes
- Google Maps
- Instant tools like calculators, dictionaries, or weather
According to a 2024 report by SEMrush, 57% of mobile searches and 53% of desktop searches are now zero-click (SEMrush, 2024). This means that without adapting, businesses could lose more than half of their potential organic traffic.
What Is a Featured Snippet?
A featured snippet is a highlighted box at the top of Google’s organic results that displays a direct answer pulled from a web page. It often appears above the first organic result and is also known as Position Zero.
Common Types of Featured Snippets:
- Paragraph snippets – Definitions and brief answers.
- List snippets – Steps or rankings (e.g., “How to bake a cake”).
- Table snippets – Data comparisons or structured info.
- Video snippets – Typically pulled from YouTube and great for “how-to” queries.
Featured snippets give your website maximum visibility, and they’re the primary answer used by voice assistants like Google Assistant and Alexa (Google Search Central, 2024).
Why Zero-Click Searches Matter
Zero-click searches may seem like a threat, but they also represent an opportunity to:
- Increase brand visibility on SERPs.
- Build trust and authority by appearing in Position Zero.
- Gain voice search traffic from smart devices.
- Get high impressions even without high click-through rates (CTR).
Although they may lower direct traffic, featured snippets boost awareness, credibility, and recognition, which supports broader SEO goals.
E-E-A-T: The Foundation of Modern SEO
Google uses E-E-A-T to evaluate content quality:
- Experience – Content based on first-hand usage or practical know-how.
- Expertise – Authored by individuals with proven knowledge in the subject area.
- Authoritativeness – Trusted by others in the industry.
- Trustworthiness – Accurate, secure, and well-cited.
To earn featured snippets, your content must be clear, helpful, and credible (Google Search Central, 2024).
How to Find Featured Snippet Opportunities
Before creating content, you need to know what queries trigger featured snippets. Here’s how to start:
1. Use SERP Analysis Tools
- Semrush Keyword Overview: Shows snippet presence.
- Ahrefs Keywords Explorer: Identifies SERP features and snippet opportunities.
- Ubersuggest: Budget-friendly alternative with SERP feature filters.
2. Look for Informational Search Intent
Featured snippets typically answer:
- “What is…”
- “How to…”
- “Why does…”
- “Best ways to…”
3. Check Competitor Snippets
Use Google Search Console to track your site’s impressions and see if your content is appearing in snippets or PAA boxes.
How to Optimise Content for Featured Snippets
Winning a snippet spot is about content formatting and clarity. Here are 7 best practices:
1. Start With a Clear Answer
Write a 40–60 word paragraph that directly answers the target query. Then elaborate in the rest of the article.
2. Use Proper Heading Tags (H2, H3)
Google uses these to identify structure. Add headings for each key question or section.
3. Use Bullet Points or Numbered Lists
These are great for “how-to” queries or top-ranked items.
4. Add Tables for Structured Information
Google prefers tables when comparing items, pricing, or features.
5. Include FAQs and Use Schema Markup
Use FAQ schema via Technical SEO’s tool to help Google understand your Q&A content (Schema.org, n.d.).
6. Answer Related Questions
Include a “People Also Ask” section and target questions around the main topic to increase your chances of being featured.
7. Use Simple and Direct Language
Avoid jargon. Write like you’re explaining something to a beginner.
Voice Search and Zero-Click SEO
In 2025, voice search is more relevant than ever. Voice assistants typically pull answers from featured snippets.
Optimise for Voice:
- Use natural-sounding sentences and Q&A formats.
- Create a FAQ section in every article.
- Focus on conversational long-tail keywords.
Helpful tool: Frase.io helps write content designed for questions and voice search optimisation.
How to Encourage Clicks in a Zero-Click World
Even if you win a snippet, users may not click through. Here’s how to increase engagement:
- Offer partial answers to spark curiosity.
- Add images, videos, and tools that aren’t shown in the snippet.
- Provide downloads like templates, PDFs, or checklists.
- Use engaging meta descriptions and titles.
Tools to Monitor and Improve Snippet SEO
| Tool | Feature | Link |
| Semrush | SERP and snippet tracking | Visit |
| Ahrefs | Snippet and keyword analysis | Visit |
| Surfer SEO | Content scoring for top-ranking results | Visit |
| Frase | Q&A content and voice search optimisation | Visit |
| Google Search Console | Free SERP data and impressions | Visit |
Mistakes to Avoid
- Too much fluff – Google won’t feature vague or long-winded answers.
- Ignoring formatting – Use headings, lists, and schema to structure content.
- Outdated information – Keep stats and definitions fresh.
- Low trust signals – Avoid thin content, poor design, or no HTTPS.
The Future of Featured Snippets and Zero-Click SEO
Google is now testing more AI-powered summaries via its Gemini model. This means:
- More answers may be generated by AI, reducing organic visibility.
- Featured snippets may become more competitive.
- Sites offering original research, multimedia, or tools will stand out.
To future-proof your SEO, focus on:
- Creating value beyond basic answers
- Using interactive tools and visuals
- Ensuring your content aligns with E-E-A-T principles
Note
In 2025, zero-click searches and featured snippets are shaping the future of SEO. While they reduce traffic for some, they create huge opportunities for those who adapt.
To win featured snippets:
- Target informational queries,
- Optimise content layout and clarity,
- Embrace voice search trends,
- And maintain E-E-A-T credibility.
This approach not only earns visibility but also builds your brand’s authority in the eyes of both search engines and users.
More Read
References
Ahrefs. (2024). How to rank for featured snippets. https://ahrefs.com/blog/featured-snippets/
Google Search Central. (2024). Featured snippets and content guidelines. https://developers.google.com/search/docs/appearance/featured-snippets
Google Search Central. (2024). Helpful content update and site evaluations. https://developers.google.com/search/blog/2024/helpful-content-update
HubSpot. (2024). Voice search optimisation: What you need to know. https://blog.hubspot.com/marketing/voice-search-seo
Schema.org. (n.d.). FAQPage structured data. https://schema.org/FAQPage
SEMrush. (2024). Zero-click searches: What marketers need to know. https://www.semrush.com/blog/zero-click-searches/
