What is Zero Click Search?

A zero-click search occurs when a user's query is answered directly on the search engine results page (SERP) without the need to click through to a website. This can happen through featured snippets, knowledge panels, or other SERP features that provide the information immediately. For example, searching for the weather or a quick fact might yield an answer at the top of the SERP, satisfying the user's intent without any further action.

While zero-click searches provide a quick answer to users, they can present a challenge for website owners and SEOs, as they reduce the likelihood of users visiting their websites. To address this, SEOs can focus on optimizing content to appear in featured snippets or other SERP features and ensuring that any information provided directly on the SERP still encourages users to visit the site for more detailed content. While zero-click searches can reduce organic traffic, they also offer an opportunity to increase brand visibility and establish authority directly in the search results.