More than 50% of Google searches end without a single click. These are called zero-click searches, where users get their answers directly on the search engine results page (SERP). While it may seem like bad news for marketers, it’s actually a huge opportunity—if you know how to play the game.
This article explores what zero-click searches are, how SERP features (like featured snippets, knowledge panels, and People Also Ask) work, and how your brand can win visibility and trust without a single click.
What Are Zero-Click Searches?
A zero-click search happens when a user finds the information they need directly on the search results page and does not click through to any website.
Examples include:
- A calculator showing the result of “34*52”
- A weather box for “Phnom Penh weather”
- A featured snippet answering “What is SEO?”
- A flight info panel from Google Travel
According to SparkToro (2022), 57% of mobile searches and 25% of desktop searches end without a click. That means traditional SEO—focused only on traffic—is no longer enough.
Why Zero-Click Matters
While it may seem like you’re “losing” clicks, being featured in zero-click content boosts brand awareness and trust.
Benefits include:
- Top-of-page visibility
- Authority signaling (especially in health, finance, and education)
- Higher voice search performance (voice assistants often read featured snippets aloud)
- Brand familiarity, even without traffic
Instead of chasing only clicks, smart marketers now chase SERP features.
What Are SERP Features?
SERP features are special boxes or displays Google uses to provide more value to users. They go beyond traditional blue links.
Here are some of the most important:
| SERP Feature | Description |
| Featured Snippets | Boxes that directly answer a question (e.g., definitions, lists, tables) |
| People Also Ask (PAA) | Expandable questions related to the original query |
| Knowledge Panels | Information boxes pulled from Google’s Knowledge Graph |
| Local Packs | Maps with local business listings |
| Top Stories | News articles displayed for trending searches |
| Video Carousels | Embedded videos related to the query |
| Rich Snippets | Enhanced listings with stars, prices, FAQs, etc. |
According to SEMRush (2023), 25% of SERPs now include a featured snippet, and 43% include a People Also Ask section.
How to Optimise for Zero-Click Searches
1. Target Featured Snippets
To earn a featured snippet:
- Use H2 or H3 headings for questions
- Provide a direct, concise answer (40-60 words)
- Use bullet lists or tables where appropriate
- Optimise for long-tail question-based queries
Example:
Q: What is CRM?
A: CRM stands for Customer Relationship Management. It is a strategy used by businesses to manage interactions with current and potential customers.
2. Get into People Also Ask
You can show up here by:
- Creating FAQ pages
- Answering related questions throughout your blog
- Structuring headings around “How,” “What,” “Why,” and “Can” questions
Use tools like AnswerThePublic or AlsoAsked to discover these queries.
3. Optimise for Rich Results
Use Schema Markup to make your content eligible for:
- Star ratings (reviews)
- Product availability
- Events
- FAQs
Use Google’s Rich Results Test to check if your content qualifies.
4. Strengthen Your Local SEO
Zero-click searches often occur for:
- “Near me” searches
- Restaurant hours
- Directions
- Contact info
Claim and optimise your Google Business Profile and ensure NAP (Name, Address, Phone) consistency.
5. Own the Knowledge Panel
If you are an organisation or public figure, aim to get a Google Knowledge Panel:
- Create a Wikipedia page
- Use Wikidata
- Use structured data on your site
- Get mentioned by high-authority sources
Click-Through Rates (CTR) Are Changing
According to Backlinko (2023):
- Position #1 CTR = 27.6%
- Featured Snippet CTR = 8.6%
- PAA result CTR = <3%
While CTRs are dropping, impressions are rising—and visibility still matters.
In many industries (health, legal, finance), just being shown as the answer builds trust and influences future brand searches.
Tools to Track SERP Features
| Tool | Use |
| Ahrefs | Track keyword SERP features |
| SEMRush | Discover which keywords show featured snippets |
| Moz Pro | See your SERP appearance type |
| SERPWatcher by Mangools | Monitor rankings in featured snippets or PAA |
| Google Search Console | View impressions and click trends |
Content Format Matters
To appear in SERP features:
- Use clear headers (H2, H3) with keyword phrases
- Write in simple, skimmable language
- Include summary boxes, key facts, or pros and cons
You’re not just writing for users—you’re formatting for Google’s algorithm.
Challenges of Zero-Click SEO
While zero-click search increases visibility, there are real trade-offs:
- Lower traffic despite high rankings
- Harder to measure ROI
- No control over how Google displays your info
- Competition from Google’s own services (like Google Flights, Weather, or Finance)
However, ignoring these SERP features risks losing ground to competitors who are optimising for them.
The Future of SERP Features
As AI evolves, we’ll see more:
- Multimodal SERPs (combining text, voice, and images)
- Dynamic SERPs personalised to user behaviour
- AI-generated answer boxes powered by Gemini or ChatGPT-style models
- Searchless results in voice assistants or smart devices
Your best bet? Provide helpful, structured, concise content that Google wants to show.
Final Tips
To thrive in a zero-click world:
- Prioritise helpful content over clickbait headlines
- Optimise for the SERP layout—not just rankings
- Use schema markup wherever possible
- Answer questions your audience is really asking
- Track both clicks and impressions
Note
The search game has changed. It’s no longer just about driving traffic—it’s about owning real estate on the SERP. With more users getting their answers directly on Google, your content must be visible, structured, and ready to answer immediately.
Zero-click doesn’t mean zero impact. It means zero delay between the user and your value. Embrace SERP features, and you’ll win visibility—even without a click.
More Read
References (APA 7 Format)
Backlinko. (2023). Google CTR Benchmarks for 2023. https://backlinko.com/google-ctr-stats
Google. (2023). Search Central: Featured snippets and rich results. https://developers.google.com/search/docs/appearance/structured-data/search-gallery
SEMRush. (2023). The State of SERPs and Click-Through Rates. https://www.semrush.com/
SparkToro. (2022). Zero-click search study. https://sparktoro.com/blog/zero-click-searches-in-2022/
Ahrefs. (2024). How to optimise for featured snippets. https://ahrefs.com/blog/featured-snippets/
