The Future of Zero-Click Searches | How to Stay Visible in Google

Google’s search results are evolving, and businesses need to keep up. With zero-click searches becoming more common, many companies are seeing a drop in website traffic—even when they rank well.

At Ignite Search, we help businesses stay visible and competitive, even in a search landscape where fewer people are clicking on links. The good news? There are strategies to turn this challenge into an opportunity.

In this guide, we’ll explain what zero-click searches are, why they matter, and how to optimise for them.

What Are Zero-Click Searches? (With Business-Specific Examples)

A zero-click search happens when Google provides the answer directly on the search results page, meaning users don’t need to click on any website to get the information they’re looking for.

3 Most Common Types of Zero-Click Search Results That Impact Businesses:

1. Featured Snippet for Service Providers

Search Query: “How much does a plumber charge per hour?”
Zero-Click Result: A cost estimate box appears at the top of Google’s search results, answering the query without requiring a click to a plumbing website.

2. People Also Ask (PAA) for Retailers

Search Query: “What’s the best running shoe for flat feet?”
Zero-Click Result: A dropdown of related questions and answers appears, showing quick recommendations without taking the user to an eCommerce store.

3. Google Business Profile (Local Pack) for Local Businesses

Search Query: “Best hair salon near me”
Zero-Click Result: A map, reviews, pricing, and contact details of salons appear, giving users everything they need—without clicking through to a salon’s website.

Fact: More than 50% of all searches now result in zero clicks, meaning businesses must optimise for visibility instead of just traffic.

How to Optimise for Zero-Click Searches

While Google’s ranking factors are always changing, there are key areas where businesses can take control of their visibility—even if clicks are harder to come by.

1. Improve Your Content for Featured Snippets

Earning a Featured Snippet puts your brand at the top of the search results, increasing credibility and visibility.

What works best for Featured Snippets?

Concise answers (40-60 words).
Lists, tables, or bullet points (Google prefers structured formats).
Headers that match search intent (e.g., “How to…”, “What is…”, “Best way to…”).

What’s the best approach for getting featured? That depends on your business, your industry, and your content strategy—something we help our clients optimise for long-term success.

2. Align Your Content with the “People Also Ask” Box

Google’s People Also Ask (PAA) feature is a great way to appear in multiple search results. Answering relevant questions increases your brand’s presence—even if users don’t click.

Basic strategy:

Use FAQ sections on your site.
Answer common questions simply and clearly.
Structure answers using schema markup.

Want to ensure your content is seen in PAA results? It’s not as simple as adding an FAQ page—there’s a strategy behind choosing the right questions and making Google prefer your answers. We can help with that.

3. Maximise Google Business Profile (GBP) Visibility

For local businesses, Google Business Profile (GBP) is the key to ranking in local searches. The businesses that appear in the Local Pack often don’t need extra clicks—because Google provides all their details upfront.

How to stand out in Google Business Profile:

Keep business details (name, phone, address) accurate and updated.
Upload high-quality images (Google prioritises businesses with fresh visuals).
Encourage reviews (and reply to them—engagement matters).
Use Google Posts to keep your business active.

Want your business to dominate local search? A well-optimised Google Business Profile can drive more in-store visits and direct calls—we can guide you through best practices to get there.

4. Structured Data: Why Schema Markup Matters

Google loves structured data. Schema markup helps Google understand your content, making it more likely to appear in rich results like FAQs, reviews, and product listings.

Where to use schema markup?

FAQ Schema (for common questions).
Product Schema (for eCommerce listings).
How-To Schema (for step-by-step guides).

Need structured data set up correctly? It’s easy to get wrong—and when done incorrectly, it can actually hurt your rankings. We help businesses implement structured data properly to boost search visibility.

The Future of Search: What Comes Next?

Zero-click searches aren’t going away. In fact, they’re growing—and businesses need to stay ahead.

Voice Search & AI Assistants: Google’s AI-driven results are shaping the future of search.
Google SGE (Search Generative Experience): AI-generated summaries will change how search results appear.
More Interactive Content: Expect video snippets, live Q&As, and rich search results to become the new normal.

What Should Businesses Do Now?

Accept that zero-click searches are here to stay: focus on brand visibility instead of just clicks.
Shift strategy from “getting clicks” to “owning the answer.”
Diversify traffic sources: don’t rely solely on organic search.
Leverage Google’s tools (GBP, Snippets, Schema) to stay visible.

Final Thought:

SEO isn’t dead—it’s evolving. The key to success is adapting your strategy to match Google’s changing landscape and ensuring your brand owns the conversation, whether users click or not.