Google SGE and Zero-Click Searches: What Can You Do?

Imagine this: you have created the best website ever, very informative content, user-friendly to the max, yet zero clicks. Or no need to imagine, you must have seen it before. This is an issue that many websites face day after day. Instead of logging into the website to get the answer that users are looking for, Google is delivering answers directly on the results page. 

According to Briskon, about 65% of global Google searches didn’t result in a click in 2024, and on mobile, the number is even higher. 

So, what does this mean for businesses? Noting that fewer clicks means less traffic, which of course affects visibility. And most importantly, where does SEO stand in this? Could a very good SEO strategy help to deal with the zero clicks situation? 

 What is a Zero-click Search?

Zero-click search happens when users get their answers from the search engine result page (SERP) without having to click on any link or log in to any landing pages. Usually, these answers come from: 

• – Featured snippets: They provide quick and fast answers. 
• – People also ask box: It usually provides related questions and answers.
• – Knowledge panel: It provides informative content from trusted sources. 
• – AI overview: It provides a clear explanation for complex subjects. 

For example, if you search for a direct question, such as: How old is Cristiano Ronaldo? Most probably, you won’t have to click on any website to get the answer.

Note that Google not only answered your question directly, but also provided you with the related question through the PAA (People also ask) box, so you will get several answers without clicking on one link. 

Regardless of the fast approach by which users get their answers, zero clicks isn’t exactly the dream of business owners. What does that mean for their websites? 

News sites lose traffic as Google pulls headlines on the search results page, e-commerce struggles with the AI-generated product descriptions, and B2B businesses find it hard to encourage users to click on their websites for informative content. 

And with the AI overview getting into the game, the zero-click searches have increased. Today, SGE provides AI-generated content to most users’ questions and queries, depending on trusted sources. It also has the ability to simplify the most complex topic for users, all on top of the search results page. 

How Does Zero-click Search Impact SEO?

Today, SEO experts stand in front of a new challenge. How will their websites get traffic with zero clicks? And how does that really affect their work?

• – Reduce Organic Traffic

Since Google shows the answer directly, fewer users click through to websites, especially with direct questions (what is the time in Dubai now?) or even facts (Tom Cruise’s wife). 

• – Shift in User Behaviour

With the fast-paced life, users today expect fast and direct answers. On the other hand, longer, more complex queries still drive clicks, but informational, short queries often stop at the SERP.

• – Increased Competition for Visibility

Websites now compete not just for ranking but for zero position (featured snippets). Winning these spots requires technical optimization (schema) and strategic formatting to make your content snippet-friendly. 

• – Brand Visibility without Clicks

When your brand appears in a featured snippet, knowledge panel, or FAQ section, people see your name, your logo, or your expertise, even if they don’t click. 

How to Optimize for Zero-click Search?

SEO experts today need to take zero-clicks into consideration when creating their strategies. There are some steps that you can take, including: 

• 1. Target the Right Keywords

Pay close attention to SERP features that keywords trigger when you’re doing keyword research. Start targeting keywords that trigger the local pack, featured snippets, and PAA boxes, because these SERP features are more likely to lead to clicks and increase your website’s visibility. 

• 2. Optimize for Featured Snippets 

Basically, ranking for featured snippets means that Google sees your content as trustworthy and reliable, and increases the potential of clicks. 

Start by using keyword research tools to generate the keywords that trigger featured snippets, and match the right snippet type: 

• – Paragraph snippet (most common): Answer in 40–60 words.
• – List snippet: Use bullet points or numbered lists (recipes, steps, rankings).
• – Table snippet: Present structured data (comparisons, pricing, schedules).

Also, use headings (h2+h3) that directly match search queries, for example: What is zero-click search? And provide direct and clear answers. 

• 3. Create Content that Answers Users’ Questions

When creating content, you need to think about the “search intent”; why are the users searching for this topic? And what exactly are they looking for? Create a comprehensive content with clear answers to improve your chances of appearing on the featured snippets and PAA box. 

• 4. Enhance Content Readability

The more your content is easy to read, the better your chances are of appearing on SERP features. Break your content into small paragraphs and sentences. Add bullet points, subheadings and visuals. 

Also, there are tools that can measure your content’s readability and give you tips for improvement.  

FAQs

• 1. What is the difference between zero-click search and normal search?

A zero-click search provides the answer directly on Google’s search results page, without users needing to click any website link. In a normal search, users usually visit a website to find the information they need.

• 2. How does Google SGE affect zero-click searches?

Google’s Search Generative Experience (SGE) uses AI to generate quick and clear answers at the top of the search results page. This increases zero-click searches since users often get what they need without visiting external websites.

• 3. Can businesses still benefit from zero-click searches?

Yes. Even if users don’t click, appearing in featured snippets, knowledge panels, or AI overviews builds brand visibility, trust, and authority, which can drive indirect traffic and future conversions.

• 4. How can I optimize my content to appear in featured snippets?

To increase your chances of ranking in featured snippets:

• – Use question-based headings (H2/H3).
• – Provide concise answers (40–60 words).
• – Add structured data (FAQ or HowTo schema).
• – Format content with bullet points, lists, or tables for clarity.