“Zero-click searches are the death of SEO!” cry the doomsayers, usually followed by some dramatic prediction about organic traffic disappearing forever. It won’t surprise you to discover that I think that’s a load of complete bollocks..
Yes, more people are getting answers directly on search results pages without clicking through to websites. Featured snippets, knowledge panels, and AI overviews mean users can find what they need without leaving Google. But here’s what the panic merchants are missing: this makes SEO more important, not less.
Why Zero-Click elevates SEO
Think about what it takes to win that featured snippet spot. Google doesn’t just pick any random website to showcase – they choose the most authoritative, comprehensive answer available (allegedly). If your content is appearing in zero-click results, you’ve essentially been crowned the expert on that topic.
That prime real estate at the top of search results is worth its weight in digital gold. Your brand name sits right there next to the answer, building recognition and trust with searchers who might not have discovered you otherwise.
The branding effect everyone ignores
Here’s what really happens with zero-click searches: someone gets a quick answer from your content, but then needs more detailed information later. Guess whose website they’re most likely to remember and search for directly?
A solicitor whose content appears in snippets for “what happens if you die without a will” builds brand awareness with potential clients. When those people actually need legal help, that name recognition becomes invaluable. Same goes for accountants answering tax questions, or consultants explaining business processes.
Industries that benefit most from zero-click searches
Professional services, in particular, can leverage zero-click brilliantly. Accountants, solicitors, consultants, and coaches all deal with questions that need quick, authoritative answers. When your expertise shows up in featured snippets, you’re positioning yourself as the go-to expert.
Local businesses also win big here. Restaurant opening times, service area coverage, contact details – all perfect for zero-click results that build local awareness.
How to win at zero-click
Stop moaning about lost clicks and start optimising for visibility instead. Structure your content to answer specific questions clearly and concisely. Use proper headings, create scannable content, and make sure your answers are genuinely helpful.
Focus on the questions your customers actually ask. Check your support emails, social media comments, and sales calls for the queries that come up repeatedly. These are gold mines for zero-click optimisation.
Most importantly, accept that some searches were never going to convert anyway. Someone looking for “what time does Tesco close” wasn’t going to become your customer regardless. But someone searching for “how to calculate corporation tax” might well need an accountant eventually.
Stop thinking of it as a problem, start thinking of it as an opportunity
Zero-click searches aren’t a problem to solve – they’re an opportunity to grab. Instead of fighting for scraps of traditional organic traffic, you could be claiming the most visible real estate Google offers.
The websites winning at zero-click aren’t there by accident. They’ve created content so good that Google trusts them to represent the definitive answer. That’s not the death of SEO – that’s SEO working exactly as it should.
There are so many SEO Myths out there that I wrote a book about them – SEO Myths Debunked.
