Zero-Click? No Problem. How to Get Chosen Before They Even Land on Your Site

TL;DR – Zero-click searches now dominate Google—over 60% of people get their answer without ever visiting your site.

That means fewer clicks, less traffic, and more missed opportunities for small businesses.

But that doesn’t mean you’re powerless.

To survive and grow in this new AI-driven, no-click world, you need to stop chasing traffic—and start building brand signals that people (and AI tools) recognize, remember, and trust.

✅ Show up everywhere: Google, TikTok, LinkedIn, Maps

✅ Create content worth quoting—by humans and machines

✅ Post consistently across platforms

✅ Track impressions, mentions, and direct calls—not just traffic

✅ Focus on being memorable, not just clickable

Don’t chase clicks. Build memory. Create connection.The businesses that win will be the ones everyone already knows—before the search even happens.

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Zero-Click Searches Are Eating Your Traffic – What Now?

For years, the formula for online marketing was simple: rank your website high on Google, get people to click, and convert that traffic into leads. But that playbook is now outdated. More people are searching than ever, yet fewer are clicking. In fact, over 60% of Google searches today end without any click to an external website. This means users often get the answers they need directly on Google’s results page – no visit to your site, no opportunity for you to convert them. The rise of these “zero-click” searches is a game-changer for businesses that rely on organic traffic.

SparkToro’s 2024 study found that the majority of Google searches result in no clicks, as users either find answers directly on the results page or click on Google’s own properties (YouTube, Maps, etc.). In the U.S., about 58.5% of searches ended without a click to any external site, while nearly 30% of all clicks went to Google-owned platforms.

What Are Zero-Click Searches?

A zero-click search is exactly what it sounds like: a search where the user doesn’t click any of the results. Google provides the information right on the search results page, so the user’s query is answered immediately. As a result, the search session ends without a further click-out. For example, if someone Googles “How much does junk removal cost?”, they might see a featured snippet at the top of the results with a brief answer (pulled from a website) giving a price range. If that snippet satisfies their curiosity, they won’t bother clicking through to the website that provided the info. The user got what they needed in one glance.

In Google’s own words, zero-click scenarios include things like “looking up quick facts,” “finding local business details,” or even refining a query without clicking a result. In all these cases, Google’s search page itself delivers the answer or next step. A 2024 study led by SparkToro CEO Rand Fishkin quantified this trend: 58-60% of searches in the U.S. and EU ended without a click. That’s up significantly from just a few years prior – in 2019 roughly half of searches were zero-click, and by 2020 it had ballooned to nearly 65%. The shift has been especially dramatic on mobile devices, where quick answers and on-the-go queries dominate. By some measures, about 77% of mobile searches result in zero clicks (versus ~46-50% of desktop searches). Mobile users often get what they need from things like featured snippets, map packs, or voice assistant answers without ever tapping through to a site.

In short, more than half of search queries now end on Google itself. Users either find their answer directly on the results page or decide to modify their query without clicking any external link. This trend isn’t slowing down – if anything, it’s becoming the new normal.

Why This Hurts (Especially for Small Businesses)

If your marketing strategy has been built around capturing organic Google traffic, the rise of zero-click searches is alarming. Fewer clicks means fewer visitors landing on your website. And if they never reach your site, you lose the chance to introduce your product or service, capture a lead, or make a sale. Here are a few reasons zero-click search can be especially painful for small and local businesses:

• Your content gets used, but you don’t get the visit. Google often scrapes content from websites to display in featured snippets (those answer boxes at the top of the results). It might be your blog post that answers “how much does junk removal cost,” but if the user sees the answer on Google, you get zero credit in terms of traffic. It’s essentially your content being used to satisfy the query without bringing the user to you.

• Organic traffic is declining. Studies confirm that organic click-through rates have fallen as Google serves more answers instantly. For example, Bain & Company found that as of late 2024, organic web traffic from search was down an estimated 15–25% due to AI-driven summaries and zero-click behaviors. SparkToro’s research likewise showed that out of 1,000 Google searches, only about 360 resulted in a click to the open web in the U.S.. The rest were either zero-click or kept within Google’s own properties. In other words, Google is referring out a smaller slice of the pie than it used to.

• Google keeps users in its ecosystem. Nearly 30% of all clicks now go to Google’s own properties (like YouTube, Maps, Google Shopping, etc.). For example, if someone searches for a local service (“plumber near me”), they might see a Google Maps 3-pack and call a business directly from that interface, or get directions – all without visiting a website. From a business perspective, you might still get the call, but it won’t show up in your website analytics because the user never hit your site. In many cases, if your Google Business Profile has enough info (phone, address, reviews, hours), the searcher may convert directly from the search results. That’s a “zero-click conversion.” It’s great that they contacted you, but problematic if you’re measuring success only by website visits. And if your business isn’t prominently featured in those Google interfaces, the user might choose a competitor that is, without ever finding your site at all.

• Less opportunity to differentiate. On your website, you can craft a message, show your brand personality, and guide the user’s journey. On a Google results page, you’re reduced to a name, a star rating, or a one-sentence answer. If a prospect never leaves Google’s UI, you lose the rich storytelling and detailed pitching your website could have done. For small businesses that pride themselves on personal touch or detailed expertise, this is frustrating – you’re flattened to whatever snippet Google shows.

• AI tools amplify the problem. It’s not just Google. AI-powered search and chat tools (ChatGPT, Bing’s AI chat, Perplexity, and others) are increasingly providing direct answers and recommendations without pointing users to the source websites. For instance, many users now ask ChatGPT for product suggestions or local recommendations. A December 2024 survey found that 40–70% of people using large language model (LLM) tools use them for research, summaries, and even shopping recommendations. If someone asks an AI chatbot “What’s the best junk removal service in Tampa?”, the AI might pull together an answer from its trained data or web info – and it might mention a business by name, but often without any link. If your brand isn’t one that the AI recognizes or “remembers,” you won’t be in that answer. In effect, the AI becomes another gatekeeper between customers and your website, similar to Google. And AI results can satisfy users just as a Google snippet does – leaving them with no need to do further searching or click your site.

• Losing the top-of-funnel touchpoint. Many small businesses rely on informational searches to bring in potential customers early in their buying process. Maybe a home improvement company wrote a blog post “10 DIY plumbing fixes” that brings in homeowners who later might hire a plumber. If those kinds of informational searches now end on Google or an AI summary, the business loses a crucial top-of-funnel interaction. Over time, that can mean fewer leads down the line.

A stark illustration: When Google introduced its AI Summary (Search Generative Experience) in 2023–2024, some content-heavy sites were hit hard. One report indicated that Google’s AI answers caused organic traffic drops ranging from 15% up to 64% for different websites. An education company, Chegg, even sued Google, claiming the AI-generated results were siphoning away students who would otherwise visit Chegg for homework help. And it’s not just big companies; individual content creators have felt it too. A crafting blog owner saw her Google traffic plummet by 70% after the AI search rollout and said, “some days it was hard to even get out of bed” because the business she built on that traffic essentially evaporated. Google convened a meeting with some site owners in late 2024 and acknowledged the search product had fundamentally changed in the AI era – with no guarantee that those websites would regain their former traffic.

The bottom line: if your marketing plan relies heavily on people Googling a question, clicking your link, and then converting on your site, you need to re-think. It’s not that SEO is dead (people are still searching, and you still want to show up), but the old “rank-and-bank” approach is far less reliable now. As one industry expert put it, “clicks no longer define success”. You could be ranking #1 and still not get the click if Google answers the query directly or if an AI assistant intercepts the question. Small businesses, in particular, can’t afford to lose those precious opportunities to connect, so it’s critical to adjust strategy for this new reality.

So, What Do You Do? (How to Stand Out in a Zero-Click World)

It might feel like the rug is being pulled out from under you – Google’s giving away answers, and AI tools are curating content without sending traffic back. But this is not the end of your marketing; it’s an evolution. The key is to make sure people remember and trust your brand even if they don’t click through to your website. In a world of zero-click and AI-curated answers, your focus shifts from purely “getting clicks” to “creating signals” – impressions of your brand across the digital landscape that stick in people’s minds.

A signal can be any piece of content or exposure that keeps your brand on a customer’s radar, even fleetingly. Maybe they see your business name mentioned in a Google snippet, or watch a 30-second Instagram Reel where you share a helpful tip, or hear your company referenced in a YouTube video. They might not visit your site at that moment, but these touchpoints accumulate to build familiarity. The goal is that when a person (or even an AI) needs a solution you offer, your name comes to mind first.

Here are five strategies to thrive despite fewer clicks:

1. Be the Authority – Publish Content Worth Quoting and Recommending

Don’t settle for churning out basic, me-too content stuffed with keywords. Aim to create the best content on your topic – the kind that others will quote, share, or use as a reference. If Google is going to feature an answer, or if an AI is going to draw on some source, you want that source to be you. This means digging deeper and offering more value than the generic answers out there.

Ask yourself when creating content: “Would someone genuinely find this useful enough to share or cite? Would an AI likely pull this as a top source for an answer?” If not, make it better. For example, rather than a superficial 300-word FAQ answer, provide depth, clarity, and originality – maybe you include actual data, unique insights, or expert quotes. High-quality content is more likely to earn featured snippets and backlinks (which, in turn, signal to Google and AI that you’re an authority).

Also, format your content to be snippet-friendly and AI-friendly. Answer the question clearly and concisely right up front, then expand with details. Research suggests that AI and search engines prioritize concise, direct answers – one guide advises answering the question in the first 3-4 sentences of your article, in a clear and straightforward manner. This increases your chance of being the snippet that Google shows or the text that an AI summarizes. In practice, that might mean starting a blog post with a brief “In summary…” paragraph that nails the question, before you dive into the nitty-gritty.

Being the authority also means saying something unique. If you have a perspective or a framework that’s distinct, lean into that. For example, marketer Marcus Sheridan developed a philosophy called “They Ask, You Answer” for content marketing. It was a unique approach at the time, and because it was specific and practical, the term became strongly associated with him and his company across the industry. As Sheridan recounts: “Because it was unique, specific, and practical, AI, search engines, and industry leaders naturally began associating the term with myself and IMPACT.” In other words, by defining a concept, his brand became the authority that even AI references. You might not coin the next industry buzzword, but you can strive to be the go-to explainer or thought leader in your niche. When your content is the one getting referenced by others (or by AI), it means your brand is imprinting on people’s minds despite zero-click dynamics.

One more tip: don’t be afraid to share real expertise that your competitors might not. Many small businesses hesitate to “give away” too much know-how in their content. But being truly helpful builds trust and authority. As SEO veteran Rand Fishkin noted, optimizing for featured snippets or quick-answer boxes can be thought of like putting up a free billboard: even if the traffic doesn’t come immediately, your brand name is out there building familiarity. Fishkin said “rich information appearing in Google’s results may be, like billboard ads or press mentions, harder to track than website traffic, but it’s still exposing your brand name to an audience, building familiarity, and sharing information.” In his view, brands that learn to benefit from on-SERP exposure (even without clicks) will be the ones who win in this new environment. So, strive to be that rich information. If someone else’s site currently holds a featured snippet for a question your customers ask, work on creating an even better answer on your site and optimize it to try and capture that snippet. Even if you don’t get the immediate click, having your name in that prime spot is valuable advertising.

2. Create Content for Both People and AI (Clear, Helpful, and Original)

In the past, SEO advice was often “write for humans, not search engines.” That still holds true – human-centric content is paramount – but now you must also consider how AI and search algorithms consume your content. Essentially, you need to satisfy two audiences: the end reader and the AI systems that might evaluate or even repurpose your content.

Practically, this means focusing on clarity, depth, and usefulness. Content that is truly helpful will naturally include the context and specifics that both people and algorithms appreciate. Avoid fluff and filler; get to the point and cover the nuances. Google’s algorithms (and AI models) have gotten better at understanding natural language and identifying content that actually answers the question versus content that’s just trying to rank. They also can detect originality to an extent – 100 regurgitated articles on “junk removal tips” won’t impress, but one that includes, say, data from your own jobs or a little-known hack might stand out.

A few best practices for this new era of content:

• Use natural language and relevant keywords. You still want to include keywords (after all, if no form of “junk removal cost” is in your article, Google might not think you’re relevant). But incorporate them in a conversational way. Think about how users phrase questions out loud. For example, instead of a stilted header like “Junk Removal Cost Factors Price”, make it a question: “What factors affect the cost of junk removal?” This mirrors how a real person (or voice search) might ask it, and AI bots are often trained on Q&A style content.

• Provide clear answers and structured information. As mentioned, answer the core question clearly at the top. Also consider using lists, tables, and headings to break down information. Structured data (like FAQ schema) can help signal to Google what questions your content addresses. In fact, including a FAQ section or Q&A in your content might land you in People Also Ask boxes or other zero-click widgets, increasing your visibility even if it doesn’t yield a click. It’s about being present wherever answers are needed.

• Make it deep and original. Don’t just scratch the surface. If someone could find the same basic answer on a dozen other sites, yours won’t stand out to users or to AI. Add value by drawing on your real-world experience. For instance, a local home services business might write “10 Surprising Items Junk Haulers Won’t Take (and What to Do Instead)”. That’s more specific and useful than a generic “what we haul” list, and it’s the kind of content that could get shared or cited because it has a fresh angle. Similarly, if you have proprietary data or a case study, include it. AI models trained on web content will notice unique info that isn’t everywhere else, which can boost your authority in their eyes.

• Aim to stick, not just rank. Old-school SEO content often tried to game the rankings with keyword stuffing or clickbait titles to get the click. In a zero-click world, you want your content (or snippet of it) to stick in the reader’s memory even if they don’t click. That means a compelling, straightforward presentation of valuable info. Imagine a user only reads your featured snippet or an AI summary of your article – will it be memorable? Will it make them trust you or think of your brand positively? Craft content with that scenario in mind.

• Optimize for AI summarization. This is a new idea: think about how your content might be summarized by a chatbot. AI like Google’s SGE or Bing’s chat will often take a paragraph or two from your page. If that chunk of text is well-written and authoritative, the user may hear your brand name in the AI’s answer or see a citation. Some SEO experts suggest writing in a clean, factual tone with less marketing fluff so that if an AI picks up your text, it sounds credible. Also, including the actual question phrased in the content (as a header or a Q&A format) can help AI find the relevant piece to quote.

In summary, continue to put people first – real insights and clear answers for real users – but also format and target your content with an eye toward how machines will read and present it. When you hit that sweet spot (content that is clear, helpful, deep, and original), you increase the odds that either a human or an AI assistant will view your brand as a trustworthy authority. And that trust can pay off even without the click, because it means your brand is being promoted as the answer, implicitly or explicitly.

3. Play to Each Platform (Meet Your Audience Everywhere They Search or Scroll)

In a zero-click, AI-curated landscape, Google is just one of many arenas where you need to maintain a presence.People aren’t only finding answers on Google – they’re on social media, they’re on YouTube, they’re using voice assistants, and more. So you need to show up everywhere your audience is, but do it in the way that’s native to each platform.

What works on one platform often doesn’t on another. A polished blog article might thrive on Google, but on TikTok a 15-second how-to video would have far more impact. On Instagram, a visually engaging before-and-after photo or a personal Reel introduction might stick. LinkedIn audiences might respond to a thoughtful industry insight or quick tip in text form. YouTube can be great for deep dives or demonstrations that build your credibility over 10 minutes or more. The point is, don’t just copy-paste the same content everywhere – tailor your content format and style to each platform’s strengths and culture.

Some tips to leverage multi-platform signals:

• Find out where your customers spend their time. If you’re a local B2C service (like a junk removal or landscaping company), you might find a lot of your potential customers on Facebook local groups, Nextdoor, or watching quick DIY clips on YouTube or TikTok. If you’re B2B, maybe LinkedIn and industry forums/podcasts are key. You don’t have to be on every platform, but identify the 1-3 platforms where an active conversation related to your field is happening. “Focus on platforms where your audience is actively searching for information,” one marketing guide suggests. For a home services company, that might be Facebook and Google for local intent, plus perhaps YouTube “how to” searches. For a professional service, LinkedIn might be gold. Meet your customers where they already hang out or seek answers.

• Create platform-native content. This means adjusting format and tone. For example, on Instagram or TikTok, show some personality or behind-the-scenes looks – put a face to the name. A junk hauler might do a fast-motion video of cleaning out a garage with a fun music background and a few on-screen tips. On LinkedIn, that same business owner could write a short post like “Lesson learned from clearing 1000 homes: [insightful takeaway]” which caters to a more professional audience. On YouTube, maybe film a longer tutorial like “How to safely dispose of e-waste – 5 tips from a pro” to establish authority. Each piece should fit the vibe of the platform. (As the saying goes: Facebook is for the why, Instagram is for the wow, LinkedIn is for the how – each network has its style of content that performs best.)

• Optimize content for discovery on those platforms. Just as we optimize for Google with keywords, do it where possible on other platforms. Use relevant hashtags and descriptive captions on Instagram and TikTok so people searching those apps can find your content. On YouTube, optimize titles, descriptions, and thumbnails for search and click-through. Even on TikTok, the caption and on-screen text can act like keywords for TikTok’s algorithm. The goal is to make sure if someone searches in-app (yes, people search on TikTok and YouTube a lot these days for recommendations), you come up. For example, TikTok’s discovery might show your video to someone looking for “declutter tips” in your city. “Make sure your content is easy for AI and users to find,” advises one marketing expert – use real questions and terms your audience would use, add hashtags, and post consistently to feed the algorithm signals.

• Engage and be a part of the community. Don’t just broadcast; interact. When people see your brand actively answering comments, participating in discussions, or acknowledging others, it humanizes you and increases trust. Plus, engagement itself is a signal – algorithms often boost content from creators who engage back. For instance, responding to comments on your TikTok or YouTube video can help it perform better. If someone asks a question on your post, answer it (that answer might be seen by many others). This also matters to AI: there’s evidence that AI models take note of brands that are mentioned frequently or have social proof. Being engaged increases the likelihood of mentions. One guide noted, “AI favors brands that actively participate in conversations.” So ask questions in your content, encourage sharing, and foster a dialogue.

• Include local platforms in your strategy. Since you’re a local service business, remember that Google is itself a platform you need to optimize beyond your website – specifically Google’s local results and maps. That means your Google Business Profile (GBP) is crucial. Fill out every detail of it: correct address, service areas, hours, photos of your work, etc. Encourage happy customers to leave Google reviews – those shine in local searches and even influence AI recommendations (AI loves highly-rated businesses). Google’s own stats often show in zero-click local scenarios – e.g., if someone searches your business name or “best [service] near me,” they might see a knowledge panel or map listing. Make sure that first impression is stellar. Google pulls local business info from your GBP if it’s optimized, and users can take action (call, navigate) right from that snippet. Similarly, monitor your presence on other local platforms like Yelp or Nextdoor if they matter in your community; these can also appear prominently in search results or be referenced by word-of-mouth AI recommendations.

The big picture here is ubiquity: you want your brand to seem like it’s “everywhere.” When someone keeps encountering your business – on Google, on social feeds, on YouTube, in local directories – even without clicking through, it builds a sense that “Oh, I’ve heard of these guys, they seem active and reputable.” That’s the kind of familiarity you need when direct website touches are harder to come by. Every platform is a chance to be remembered, so use each one intentionally rather than treating them as afterthoughts.

4. Be Consistent and Frequent – Stay in Their Sight (and Mind)

There’s a classic marketing adage known as the “Rule of 7,” which says a person needs to see or hear your brand message at least seven times before they really remember it or take action. In today’s noisy digital world, that number is likely even higher – some experts say it’s more like 8–10 exposures now. The core idea is the same: repetition breeds familiarity, and familiarity breeds trust.

This has big implications in a zero-click context. If people aren’t visiting your website as often, you need more frequent touchpoints elsewhere to achieve the same level of familiarity. In the past, someone clicking your site might spend a few minutes browsing and reading, which is a deep interaction. Now you might be relegated to a brief mention or a quick view in a feed – a much shallower interaction – so you have to compensate with volume and frequency of these interactions.

Here’s how to build consistency and frequency into your marketing:

• Show up regularly. Whatever platforms and content types you choose (see point #3), commit to a consistent schedule. For instance, decide to post to Instagram or LinkedIn, say, 3 times a week. Maybe publish a new short YouTube video every other week. Or write a blog post twice a month. Consistency is key to training your audience (and the algorithms) that you’re an active, reliable presence. If you post sporadically and then disappear for months, people forget you. But if they see a steady stream of your content, even if it’s just a quick tip every Monday, you stay on their radar. Moreover, frequent updates on platforms like Google Business Profile (e.g., posting an update or offer weekly) can even improve your visibility in local search, and it certainly signals to visitors that you’re an engaged business.

• Maintain a cohesive brand voice and message across touchpoints. While you should tailor content format per platform, your underlying brand personality and values should remain recognizable. Over time, a user who sees your TikTok video and your newsletter and your Google snippet on different occasions should subconsciously register, “Oh, it’s that company again.” Consistent branding (visuals, tone, messaging) ensures those multiple exposures add up to one overall impression. This coherency helps each small signal reinforce the others.

• Don’t be afraid to repeat key points. Marketing folks often worry about sounding redundant, but remember, most of your audience isn’t seeing everything you put out. It’s okay if your Twitter post, Facebook video, and blog article in the same month all hammer home, say, the idea that “junk removal can actually save you money in the long run”(if that’s a message you want to convey). In fact, that’s beneficial – repetition across channels makes the idea stick. Each time, maybe format it differently or share a different facet of it, but repetition is not a bad thing. As one LinkedIn marketing piece noted, modern digital noise has raised the required number of exposures closer to 8-10, and research consistently finds 5-7 interactions are needed before a consumer remembers a brand. So it’s unlikely you’re overexposing your message; the bigger risk is not being present enough.

• Leverage multiple formats to reinforce the message. Someone might scroll past a text post without much notice but engage with a video, or vice versa. Using mixed media (text, video, audio, infographics) can catch people’s attention in different ways and contexts. For example, you might say the same helpful tip in a written blog and also in a short video – some will see one, some the other, some both, and each reinforces the other. The more angles from which a prospect encounters your brand, the more likely it “sticks.”

• Plan for the long haul. Building familiarity is a long game, especially for small businesses. You might not see immediate ROI on that 5th Instagram tip or that month of answering questions on a forum, but cumulatively, it builds an impression in your community or market. Consistency also builds trust: if people see you consistently providing value over time, you appear stable and reliable. In contrast, a dormant presence might make them wonder if you’re even still in business. Psychologically, repeated exposure to a brand increases liking and acceptance (the mere exposure effect). And when it comes time to buy, consumers tend to go with the name that feels familiar and vetted. By showing up frequently, you essentially borrow trust from consistency itself.

In practical terms, if a potential customer glimpses your brand say 7-8 times across various channels over a couple of months, when they finally do need the service you offer, they’re more likely to think of you and actively seek you out. They may even bypass Google at that point and go straight to contacting you, because your name is top-of-mind (which is the ultimate goal). Consistency builds recognition; frequency builds trust. Especially in the face of zero-click trends, you want to ensure that even if customers aren’t clicking through each time they see you, they keep seeing you often enough to remember you.

5. Track More Than Just Website Traffic (New Metrics for a Zero-Click Era)

When you report on your marketing, it’s tempting to focus on the classic metrics – website visitors, click-through rates, conversion rates on your site, etc. Those are still important, but in the zero-click world they no longer tell the whole story. You could be winning the visibility game and not fully realize it because it doesn’t show up as traffic in Google Analytics. Conversely, if you only measure traffic, you might falsely conclude a campaign was a failure when in fact it greatly increased your brand awareness or reputation in ways that will pay off later.

It’s time to broaden what you measure and value:

• Monitor brand mentions and buzz. Are people talking about your business online, even if not on your own site? This could be social media mentions, discussions in forums or community groups, or local press. Tools like Google Alerts or social listening tools can help catch mentions. An uptick in people mentioning your name or content is a sign you’re breaking through, even if they haven’t visited your site yet. For example, if someone sees your helpful infographic and tweets “Great checklist from [YourCompany] on how to declutter!”, that’s a win. It means your signal stuck with someone enough that they’re amplifying it. Same if your tip gets shared on a community Facebook page by users. These are hard to quantify but incredibly valuable.

• Look at engagement metrics on the platforms themselves. Each platform offers some analytics. Track things like video views, social shares, comments, and follower growth. If your Instagram Reels are consistently getting more views or your TikTok follower count is climbing, you’re growing your reach and imprinting on more minds. On Google Business Profile, you can track how many people called you or requested directions from your listing – those are conversions that happened without website clicks. For instance, if in one month you see 50 calls from Google Maps listings, that’s 50 leads that won’t show up in your web traffic, but are hugely important! Make sure to include those in your success metrics.

• Track AI referrals and citations. This is a newer idea, but as AI search grows, keep an eye on whether AI is recommending you. If you use Bing’s chat or other tools yourself, occasionally ask a question related to your business and see if you get mentioned. Some business owners have been pleasantly surprised (e.g., a local restaurant might find that Bing AI or Siri actually suggests their place – that’s gold). Also, check your server logs or analytics for any traffic from AI chat platforms (some AI, like Bing’s, will still sometimes show source links that users can click). It might be small now, but expect it to grow. The more you establish your authority signals, the more likely AI will include you as a source or recommendation.

• Consider search impressions, not just clicks. Google Search Console provides “impressions” data – how many times your site appeared in search results (even if not clicked). If your impressions are steady or rising while clicks drop, that likely reflects zero-click behavior. You’re still visible to those searchers; they just didn’t click. In Google’s eyes, an impression where the user didn’t click any result could mean they got their answer from the SERP (maybe from your snippet!). So high impressions with lower CTR isn’t necessarily a failure – it might mean you actually satisfied the query right on Google. We need to start valuing that visibility. Bain & Company’s 2025 marketing brief advises brands to “shift from click-focused metrics to measuring search impressions and AI reach”, essentially optimizing for influence over direct conversions. That’s a big mindset change. It means you measure how often you showed up (and presumably influenced the customer journey), not just whether they clicked in that moment.

• Track conversions that don’t go through the website. As mentioned, things like calls, in-person visits, and direct messages that result from Google or social platforms are important. Use unique phone numbers or ask new customers how they found you to attribute these. For example, many local businesses now use call tracking for Google My Business – if 100 people called the tracking number that only appears on your Google listing, that’s 100 conversions from zero-click searches! Similarly, if someone messages you on Facebook for a quote, count that as lead generation from social. Basically, redefine what a “lead” looks like beyond the traditional web contact form.

• Qualitative feedback. Listen to what customers say. If you start hearing “Oh I see your tips on TikTok all the time” or “I read about you in an article” or “Found you through Google but I just called directly,” take note. Those anecdotes signal that your signals are working. It’s not all about hard numbers; sometimes a single comment can show the impact of your efforts.

In the end, the goal is to get a more holistic view of your marketing influence. You want to know if you’re staying on people’s minds and being considered in their decision set. Traffic was an easy proxy for this in the past, but it’s incomplete now. As marketing strategist Natasha Sommerfeld put it, brands need to rethink search success measures – it’s no longer just about who clicked through, but who saw your content and brand in all these new search experiences. It’s similar to how we evaluate billboard or TV ad impact – you don’t know immediate clicks, but you measure reach and eventual lift.

Rand Fishkin’s perspective again is useful: those featured snippets and zero-click appearances are “harder to track than website traffic, but [they’re] still exposing your brand name to an audience, building familiarity”. The brands that capitalize on this exposure, even without clicks, will come out ahead. So ensure your reporting and mindset captures those less tangible wins. Maybe your website sessions are down 10% this quarter, but if your brand searches (people directly searching your business name) are up, or your phone is ringing off the hook from Google calls, that’s evidence your signals are converting into real interest.

Recap: Key Takeaways in the Zero-Click Era

• Zero-click searches now make up the majority of Google searches – roughly 60% or more overall, and as high as 77% on mobile. Users often get their answer from Google’s snippet, map, or AI result without clicking to a website.

• Organic clicks are going down even as search volume goes up. Google is still a huge source of traffic (billions of clicks per day), but it’s funneling a lot of that to its own services. Only about 36% of searches result in a click to the open web in the U.S.. Marketers are seeing 15-25% drops in traffic due to these new search behaviors.

• Relying solely on traditional SEO (rank and get clicks) is risky now. You could rank #1 and still not get the visit. Small businesses that only invest in SEO without building a broader brand presence are vulnerable – you may be invisible in new AI-driven experiences where no links are given.

• “Signals” are the new lifeline. Focus on creating brand signals that stick with people (and AI) even if no one visits your site at first. Every helpful Instagram Reel, every quote of yours in someone’s video, every time your name appears in a snippet or answer, those are impressions that build memory and trust.

• Be the brand people (and AI assistants) recognize and recommend. That means consistently sharing expert content, engaging on multiple platforms, and basically being unavoidable in your space. If you show up everywhere your audience looks – in search, social, local listings, etc. – you gain staying power in their mind.

• Prioritize trust and repetition over immediate clicks. It’s a long game: you want your name to come up at the right moment when a customer is ready to buy, which might be the second or third time they encounter you. Frequent, quality interactions (even brief ones) across channels will pave the way for that direct inquiry or word-of-mouth recommendation down the line.

In short, zero-click is not the end of your marketing—it’s a push to evolve. It’s forcing everyone to think beyond just grabbing clicks and instead focus on brand-building, omnipresence, and genuine authority.

Your Action Plan for This Week

Theory is great, but let’s get practical. Here are three concrete steps you can take in the next week to start turning zero-click from a threat into an opportunity:

1. Audit a common customer query on Google. Pick a question you hear a lot from customers (e.g., “How much does ___ cost?” or “How do I ___?” relevant to your business). Search it on Google. Do you appear on the results page at all? If yes, inspect what’s shown. Are you in a snippet or just a link below others? Can you improve the answer that Google is showing (especially if it’s pulling from your site)? Perhaps you need to update your content to be more comprehensive or clearer. If you’re not showing up at all, note who is – that’s your content competition. Plan to create a piece of content that directly answers that question better than what’s out there. This might be a new blog post or an FAQ on your site. Even if it doesn’t immediately rank, you can repurpose that content on other platforms too (turn it into a short video explainer, for instance). The goal is to start capturing those “zero-click” answers with your brand.

2. Post one piece of truly valuable content this week on a platform of your choice. Not an advertisement, not fluff – something that teaches or helps your audience in a real way. Tap into your expertise from doing the job. Maybe it’s “DIY tip to try before calling a pro,” or a mini case-study of how you solved a problem, or debunking a common misconception in your industry. Keep it short and digestible if it’s on social media. The key is to provide a nugget of insight or help that people will remember. For example, a local roofer might post, “Quick Tip: After a storm, walk around your house with binoculars to check for missing shingles before leaks start – it could save you a major repair.” That kind of specific tip could get shared or at least make someone think “these guys know their stuff.” Doing this consistently will start establishing you as the helpful expert. And don’t worry about “giving away” knowledge – this builds trust, and those who see it are more likely to call you when they need the service.

3. Choose one platform and commit to a 3x/week posting schedule for the next month. Consistency is critical (as we discussed), so pick the platform where you think most of your potential customers are, and really focus on it for a month. That might be Facebook, Instagram, TikTok, LinkedIn – whatever fits your business. Plan out three posts each week. They don’t all have to be huge productions; you can mix in a quick photo, a 1-minute video, a customer testimonial, a meme relevant to your field, etc. The aim is to show up in people’s feeds regularly. Use this month as a test: see what kind of content gets any engagement, and observe if you start getting more followers or mentions. At the end of the month, you’ll have some data and momentum. If it’s working, keep the cadence going. If not, adjust the content type or try a different platform where you got better vibes. Remember, the goal is to be visible and present, so that even without clicks, your name is sinking in with your audience.

Finally, keep an eye on those broader signals: is your phone ringing a bit more from Google Maps? Did someone mention your helpful post when they called you? These are signs you’re on the right track.

Zero-click doesn’t have to mean zero opportunity. In fact, it might be the kick you needed to start building a brand that lasts beyond any one website or algorithm change. By focusing on genuine value, ubiquitous presence, and memorable branding, you make it so that when customers are truly ready to buy, they seek you out. They might not have clicked the first time they saw you, or the second time – but thanks to your consistent signals, when it counts, they’ll remember yourname.

In this new landscape, don’t chase the click… chase the connection. Build memory and trust. If you do that, the customers will come looking for you, with or without Google’s help. As one marketing expert said about the AI-driven search future: “The businesses that thrive... prioritize visibility over traffic, signals over rankings, and trust over tactics. They show up everywhere their customers are already looking.” Be that business – impossible to ignore, no matter where your audience turns for information.

And when they’re finally ready to make a decision, you won’t even need the click. They’ll come straight to you.

—

Sources:

• Search Engine Land, “Nearly 60% of Google searches end without a click in 2024.”

• SparkToro Research via Search Engine Land and Hire A Writer blog (2024 data on zero-click, mobile vs desktop)

• Bain & Company, “Goodbye Clicks, Hello AI: Zero-Click Search Redefines Marketing” (Feb 2025)

• Bruceb Consulting, “Zero Click Searches & Google AI Mode” (May 2025)

• Search Engine Land, “Zero-click searches rose to nearly 65% in 2020”

• Marcus Sheridan, IMPACT+, “How to Build Search Signals… in AI and Zero-Click Search” (Mar 2025)

• LinkedIn – Michael Hutt, “The power of repeated exposure” (Apr 2025)

• Advice Local, “Zero-Click Search & Google Business Profile” (Jan 2021)

  
  

That's the Haulers' Edge ✌️

Justin Hubbard

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