In 2025, search engine behaviour has changed dramatically—and so should your SEO strategy. We’ve entered the era of zero-click searches, where users get the information they need directly from Google, Bing, or AI engines without ever clicking through to a website.
So the big question is: How do you win in search when users don’t click?
The answer is Zero-Click SEO—a strategy focused on owning on-SERP (Search Engine Results Page) real estate, increasing brand visibility, and delivering instant value through snippets, structured content, and AI-friendly formatting.
Let’s explore how it works, what’s driving it, and how your business can leverage it to stay relevant, visible, and competitive in 2025.
What Is a Zero-Click Search?
A zero-click search occurs when the user finds the answer to their query directly on the search results page, eliminating the need to visit any external site.
Common examples include:
- Featured snippets (e.g. definitions, how-tos, summaries)
- Knowledge panels (e.g. business info, famous people, brands)
- Instant answers (weather, currency, time, calculators)
- Google Maps results
- People Also Ask boxes
- AI-generated summaries from SGE (Search Generative Experience) or ChatGPT
Stat Check: According to Semrush (2024), over 57% of mobile searches and 48% of desktop searches end without a click. And with the rollout of Google SGE globally in 2025, that number is expected to rise sharply—especially for question-based and informational searches.
Why Zero-Click SEO Matters Now More Than Ever
Zero-click search isn’t just a trend, it’s becoming the default search experience.
Here’s why it matters to your business:
- Brand visibility now happens above the fold—if you’re not optimised for featured snippets or AI answers, you may be invisible.
- Users trust the first thing they see, often assuming it’s the most authoritative.
- Voice search and AI assistants rely on zero-click style answers (concise, structured, high-authority).
- Click-through rate (CTR) is dropping, even for top-ranking pages—so you need to win impressions as well as clicks.
In a zero-click world, the goal shifts from ranking high to showing up smart.
How to Optimise for Zero-Click Visibility
Here’s a step-by-step strategy for increasing your chances of owning the answer box, the snippet, or the AI summary—without relying on click-throughs alone.
1. Target Question-Based and Intent-Focused Queries
Google prioritises clear, concise answers to common questions. You can uncover these by:
- Using tools like AnswerThePublic, AlsoAsked, or Semrush’s Keyword Magic Tool
- Reviewing “People Also Ask” boxes for your target keywords
- Analysing voice search phrases (e.g., “how do I”, “what’s the best way to”)
Example: A client in pest control might target:
- “How to get rid of ants naturally?”
- “What attracts cockroaches in Sydney homes?”
- “Best time of year for termite treatment in NSW”
These questions are perfect for featured snippets and voice answers.
2. Write in Snippet-Friendly Formats
To win a featured snippet or answer box, your content must be:
- Clear and structured
- Concise (ideally under 300 characters)
- Formatted correctly (lists, steps, tables, definitions)
Tip: Put the direct answer in the first paragraph after the question, then elaborate further down the page.
Example:
Question: What is Zero-Click SEO?
Snippet Answer: Zero-Click SEO is a strategy designed to optimise content for search engine results pages that deliver information directly, such as featured snippets or AI summaries, without requiring a click.
3. Use Schema Markup (Structured Data)
Structured data helps Google and AI engines better understand your content. It increases your chances of being pulled into:
- Featured snippets
- Google’s Knowledge Graph
- People Also Ask
- Product and FAQ rich results
Use schema types such as:
- FAQPage
- HowTo
- Product
- Organisation
- LocalBusiness
Use Google’s Rich Results Test and Schema.org as your go-to tools for testing and implementation.
4. Optimise for Google SGE & AI-Powered Results
In the era of Google’s Search Generative Experience, you’re not just competing for snippets—you’re competing to be cited in AI-generated answers.
Here’s what Google’s AI models favour:
- High authority (backlinks from reputable sources)
- Topic depth (covering subjects comprehensively)
- Consistency (multiple pieces of related content that signal expertise)
- Brand mentions across the web (Reddit, Quora, Google Business)
Example: A digital agency like Digital Presence can earn SGE citations by publishing deep-dive content on:
- “Local SEO in Australia”
- “How to create Google Ads for tradies”
- “Best SEO tools for small businesses 2025”
5. Optimise for Branded SERPs
When people Google your brand directly, they should see:
- A Knowledge Panel with accurate business details
- Social media links
- Recent Google Posts
- Google Business Profile fully optimised
This builds trust, credibility, and click-free influence—especially important for local service businesses.
Key Benefits of Zero-Click SEO (Even Without the Click)
Even if users don’t visit your site, zero-click visibility delivers:
✔️ Brand awareness at scale
✔️ Positioning your business as the expert
✔️ Higher voice search visibility
✔️ Boosted trust and authority
✔️ Indirect traffic from branded search and return visits
In fact, Google’s own internal data shows that businesses that earn featured snippets or “AI highlight” positions see 20–30% increases in brand search volume over the next 30 days.
Real-World Example: A Local SEO Win Without the Click
Digital Presence Client: A Sydney-based roofing company – Ivy Roofing
Goal: Rank for high-volume, question-based queries like “how much does roof repairing cost in Sydney?”
Strategy:
- Created FAQ-style blog content
- Used schema for local business and FAQs
- Wrote concise intro paragraphs to answer directly
- Submitted the content to Google’s Indexing API
Results:
- Boosted their SEO traffic by 143%
- Higher GBP activity and enquiries (despite lower landing page clicks)
Don’t Chase Clicks—Chase Authority
In a zero-click world, visibility is about impact, not just visits. Optimising for snippets, AI, and SERP visibility ensures your business shows up where and when it matters—even if there’s no click involved.
At Digital Presence, we help forward-thinking brands adapt to how people search now—whether it’s on Google, TikTok, or ChatGPT.
Want to win more leads and brand visibility in 2025? Contact Digital Presence at 1300 867 726 or visit digitalpresence.com.au to learn how our SEO and content team can future-proof your digital presence.
