Zero-click searches are changing the way businesses think about SEO. With search engines aiming to deliver answers directly on the search results page, users no longer need to click through to websites. For businesses, this means less traffic from traditional searches and a greater need to adapt. In this blog, we’ll explore actionable strategies to help you stay visible and competitive online in 2025 and beyond.
Zero-click searches occur when users find the information they need directly on the search engine results page (SERP). Instead of clicking a link, users engage with rich results like featured snippets, AI-generated overviews, video carousels, and local packs. These features provide immediate answers but reduce the likelihood of users visiting external websites.
This transformation creates a more visual and dynamic SERP while also increasing competition for organic visibility. The challenge for businesses is clear: adapt or risk becoming invisible.
Before the introduction of SERP features like news results, local packs, and the Knowledge Graph, organic rankings occupied the most prominent positions at the top of the search results. At that time, users relied on organic listings or sponsored links to navigate to a website.
Over time, the addition of elements such as featured snippets, People Also Ask sections, and Shopping results began to push organic listings further down the page. While these enhancements provided more tailored and immediate answers for users, they also created challenges for marketers and brands striving to preserve and grow their organic traffic.
These additional rich results and AI overviews occupy substantial space on the SERP. According to a study by Botify in cases where AI Overviews appear alongside featured snippets, these combined features dominate up to two-thirds of the above-the-fold SERP. This pushes even the top organic results down, limiting their visibility and reducing the likelihood of user clicks.
To understand how this impacts click-through rates (CTR), you can estimate the shift in engagement. By taking the average CTR for positions 1–3 and adjusting those rates to reflect their “new” positions under an AI Overview, it becomes evident how visibility suffers. For instance, organic rankings previously in the top spots may see click rates similar to those traditionally experienced by rankings in positions 4–6. This significant shift highlights the importance of adapting strategies to compete in an increasingly crowded SERP environment.
If I had a £1 for every time someone has told us in the last 20+ years that SEO is Dead I’d be retired on a Caribbean island by now. And now is no exception. The rise of zero-click searches doesn’t mean the end of SEO. Instead, it signals the need for a more strategic, holistic approach. Below are six actionable steps from the team here at Koozai to optimise your website and maintain visibility.
Featured snippets and knowledge panels are prime SERP real estate. To capture these spots:
Answer questions directly: Structure your content with clear, concise answers to user queries. Use headings, lists, and tables for better readability.
Use schema markup: Implement structured data to help search engines understand your content and increase the likelihood of it being featured.
Focus on authority: Publish in-depth, well-researched content that establishes your website as a trusted source.
Long-tail keywords often bypass zero-click features and attract users more likely to click through.
Use tools like Google’s “People Also Ask” and “Related Searches” to identify specific queries your audience is searching for.
Develop niche content tailored to long-tail keywords to reduce competition and increase relevance.
SERP features are increasingly dominated by multimedia elements like image packs, video carousels, and infographics.
Invest in visuals: Use high-quality images and videos optimised with alt text and captions.
Publish on multiple platforms: Host videos on platforms like YouTube to gain visibility on video-focused search results while embedding them on your website.
Building a strong brand can help you retain visibility even when clicks are harder to come by.
Encourage branded searches: Launch campaigns that inspire users to search for your business by name.
Become a trusted source: Publish thought leadership content that positions your brand as an authority in your industry.
For businesses with a physical presence, local SEO remains a vital tool.
Claim and optimise your Google Business Profile: Keep your information up to date, add images, and respond to reviews to boost your local visibility.
Target “near me” searches with hyperlocal keywords and ensure consistency across online directories.
Traditional SEO metrics like click-through rate (CTR) might not fully reflect your success in a zero-click environment. Instead, focus on:
Impression share: Track how often your content appears on SERPs.
Engagement metrics: Monitor time spent on your site and interaction with on-page elements.
Search visibility: Use SEO tools to measure your presence across different SERP features.
The evolution of search engines is an opportunity for businesses to rethink how they connect with their audiences. As zero-click searches continue to rise, visibility will depend on strategic content, brand authority, and adapting to new SERP features.
By optimising for multimedia content, targeting niche keywords, and focusing on brand-building efforts, your business can remain competitive in a world where clicks are no longer guaranteed.
SEO in 2025 is about more than ranking first – it’s about owning the right spaces on the SERP and staying relevant to your audience’s needs.
Would you like us to help implement these strategies for your business? Contact Koozai, the digital marketing agency that stays ahead of the curve.
The post How to Succeed With SEO in a World of Zero-Click Searches appeared first on Koozai.com
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