Zero-Click Searches and the Future of Keyword Strategy

In recent years, zero-click searches have emerged as a major shift in the search engine landscape. These are searches where users get the information they need directly from the search engine results page (SERP), without clicking any links. As this trend accelerates, marketers must rethink traditional SEO strategies and adapt to a world where visibility often matters more than traffic.

This article explores what zero-click searches are, why they are growing, and how businesses can evolve their keyword strategies to stay relevant and successful.

What Are Zero-Click Searches?

Zero-click searches occur when users do not click on any of the listed web results after performing a search. Instead, they find answers directly on the SERP through features like:

• Featured snippets
  
• Knowledge panels
  
• Definitions
  
• Weather widgets
  
• Local packs
  
• Calculators
  
• People Also Ask (PAA) boxes
  

For example, when a user searches “time in Tokyo,” Google shows the current time instantly, eliminating the need to visit a site.

According to a report by Semrush (2022), 57% of mobile searches and 25% of desktop searches result in zero clicks, marking a dramatic change in how users engage with search results.

Why Zero-Click Searches Are Growing

Several developments have contributed to the rise of zero-click behavior:

1. Search Engine Enhancements

Google and Bing have introduced rich features like snippets, panels, and instant answers to reduce friction for users. Google’s Search Generative Experience (SGE) is also advancing the ability to answer complex queries on the SERP itself (Google, 2024).

2. Mobile and Voice Usage

With more users on mobile devices and voice assistants, quick answers are preferred. Voice search typically offers spoken answers, which are often pulled from featured snippets (Gartner, 2023).

3. User Intent for Fast Information

Today’s users want immediate and frictionless access to information. Simple factual searches are often resolved without visiting a webpage.

How Zero-Click Searches Impact SEO

✅ Pros:

• Brand exposure: Being featured builds visibility and trust.
  
• Voice search authority: Snippet answers are often read aloud by voice assistants.
  
• Credibility: Appearing in a snippet enhances perceived expertise.
  

❌ Cons:

• Lower organic traffic: Even if you rank #1, users might not click.
  
• Fewer conversions: With fewer site visits, lead generation may decline.
  
• Less engagement: Users may skip your deeper content altogether.
  

This means SEO success is no longer just about traffic—it’s about strategic visibility and authority.

Which Keywords Are Most Affected?

Zero-click searches mostly affect informational and definition-based keywords, such as:

• “What is blockchain?”
  
• “How old is Elon Musk?”
  
• “Capital of Cambodia”
  
• “Define marketing funnel”
  

These are frequently answered directly on the SERP.

On the other hand, commercial and transactional keywords—like “buy budget laptop Cambodia” or “best SEO tools 2025”—still require user interaction and are more click-reliant (Backlinko, 2024).

Strategic Shifts: How to Adapt Your Keyword Strategy

1. Target Transactional and Commercial Intent Keywords

Instead of focusing on pure information queries, target action-driven keywords that users are more likely to click on.

Examples:

• “Buy used car Phnom Penh”
  
• “Compare best accounting software for freelancers”
  
• “Shop running shoes under $100”
  

These keywords often lead to clicks because they support product evaluation or transactions.

2. Optimise for Featured Snippets (Not Just Rank #1)

Featured snippets offer prime visibility—even if they sometimes reduce clicks. They can also lead to indirect benefits like brand recognition and voice search usage.

Tips to win snippets:

• Use clear, concise answers (40–60 words).
  
• Include bullets, numbers, tables, or FAQs.
  
• Add schema markup using Schema.org.
  
• Use structured HTML formatting (H2/H3 tags).
  

According to Moz (2024), over 19% of all SERPs now include a featured snippet.

3. Structure Content Around Questions

Google loves to surface direct answers to questions. Build content around question formats, using tools like:

• AnswerThePublic
  
• AlsoAsked
  
• Semrush Keyword Magic Tool
  

Examples:

• What is the difference between PPC and SEO?
  
• How much does digital marketing cost in Cambodia?
  
• Why is my website not ranking on Google?
  

4. Use Rich Snippets and Schema

Implementing structured data helps search engines understand your content and may get your site included in Knowledge Graphs, local packs, or review boxes.

Recommended schema types:

• FAQPage
  
• Product
  
• LocalBusiness
  
• HowTo
  

Use Google’s Rich Results Test to verify markup.

5. Measure Visibility, Not Just Clicks

With fewer users clicking, focus on impression-level metrics:

• Google Search Console: Track impressions vs. clicks for each query.
  
• Ahrefs Rank Tracker: See where you’re ranking in rich features.
  
• Semrush Sensor: Monitor volatility in zero-click SERP results.
  

Brand presence is just as valuable as traffic—especially if users recognise and later return to your site.

Voice Search: The Invisible Zero-Click Search

Voice search is often invisible, offering spoken answers from the top SERP result without the user ever seeing a webpage.

Gartner (2023) predicts that by 2025, more than half of mobile search queries will be conducted via voice. This adds a new dimension to zero-click SEO.

To optimise:

• Use natural, conversational language
  
• Target long-tail and question-based keywords
  
• Include FAQ sections on your pages
  
• Aim for content that answers in 30 seconds or less
  

Case Study: From Clicks to Visibility

A fintech blog targeting keywords like “what is compound interest” experienced a 35% drop in organic traffic in 2023. Google was answering the query directly.

Adaptation strategy:

• Expanded the article to cover related use cases
  
• Added downloadable resources (e.g., Excel calculators)
  
• Created videos optimised for YouTube snippets
  

Within six months, the site saw:

• 20% increase in YouTube-driven traffic
  
• Growth in email sign-ups from lead magnets
  
• Improved brand mentions across forums and Reddit
  

Diversify Your Content Channels

To reduce reliance on zero-click-vulnerable traffic, expand your presence:

• YouTube SEO: Videos often rank in Google’s SERPs and get real clicks.
  
• Email marketing: Build owned audiences not reliant on Google.
  
• Social media: Promote and distribute your content across platforms.
  
• Direct traffic: Encourage users to bookmark or subscribe.
  

Owning the audience is the best insurance policy in the zero-click era.

References

Backlinko. (2024). Keyword Research for SEO: The Definitive Guide. Retrieved from https://backlinko.com/keyword-research

Gartner. (2023). Voice Search Optimization: Market Trends and Insights. Retrieved from https://www.gartner.com

Google. (2024). Search Generative Experience (SGE): Overview. Retrieved from https://blog.google/products/search/generative-ai-search/

Moz. (2024). Understanding Featured Snippets and How to Win Them. Retrieved from https://moz.com/learn/seo/featured-snippets

Schema.org. (2024). Structured Data Markup. Retrieved from https://schema.org

Semrush. (2022). The State of Search 2022 Report. Retrieved from https://www.semrush.com/blog/zero-click-searches/