AI and zero-click searches
When it comes to SEO, things are always changing. What worked a year ago, or even a few months ago, might not deliver the same results today. You might have noticed that your website is still ranking well, sitting comfortably on the first page of Google, but the traffic just isn’t coming through like it used to. It’s frustrating, right? After all, ranking high should mean more visitors, not fewer. Chances are, this is a result of zero-click searches.
What is a zero-click search?
Zero-click searches occur when Google provides answers directly on the search results page (SERP), so users don’t even need to click through to a website. Whether it’s a quick weather update or a simple question, the info is right there.
The rise of zero-click searches comes down to Google constantly refining its search features – think AI overviews, featured snippets, and direct answer boxes. More often than not, it’s steering users to its own platforms like YouTube and Google Flights or third-party sites like social media and local directories.
While fewer clicks might seem concerning at first, it’s important to see this change as part of the natural evolution of search behaviour. It’s not like you’re doing anything wrong; the goalposts have just shifted slightly, which means your strategy has to shift too.
How to optimise for AI overviews and zero-click searches
SEO is always on the move, and with AI-driven search results taking the spotlight, it’s time to switch things up a bit. Zero-click searches might feel like a bit of a hurdle, but they actually give you a chance to get your content in front of users exactly where they’re looking. They might just be in the research phase, but that’s golden for brand awareness. And when they’re ready to buy or take the next step, guess who they’re going to turn to? That’s right, you. Stay visible, stay relevant, and you’ll be the first choice when they’re ready to make a move.
Here’s what you need to do:
- Focus on content depth – Google loves content that really gets into the nitty-gritty of what users are looking for. The more detailed and clear your answers, the better the chance they’ll show up in AI overviews and featured snippets.
- Enhance readability – Keep things easy to skim through. Short paragraphs, bullet points, and clear headings help both users and Google quickly find the info they need, keeping things neat and tidy.
- Adjust for AI and structured data – Schema markup is your friend here. It helps search engines get a better grip on your content, making it more likely to show up in those rich results like AI summaries and overviews.
- Boost your local SEO – If your business is local, make sure your Google Business Profile is optimised and that you’re gathering those shiny positive reviews. This can help you pop up in local packs and knowledge panels, even if users don’t click through right away.
- Increase E-E-A-T – Google’s all about Expertise, Experience, Authoritativeness, and Trustworthiness. So, the more accurate, up-to-date, and well-researched your content is, the more you’ll build that authority with Google.
How we can help
Need some help? Our expert Search team will help you optimise your website to make sure that even if users don’t click through, your brand still stands out. From creating content that directly answers common questions to adding the right AI-friendly touches, we’ll make sure your site shows up in the important places – AI overviews, featured snippets, and knowledge panels – where users are already looking.
We’ll work with you to fine-tune your site, making sure it’s optimised for today’s search trends. That way, your business stays visible, attracting new customers and getting in front of people at exactly the right moment.
Ready to get noticed? With over 21 years of experience in lead generation and e-commerce, we offer a full range of services – including web design, web development, SEO, SEO, Google Ads, digital consultancy, social media marketing, and email marketing. So, if you’d like a hand, we’d love to hear from you! Give us a call on 01254 660 560, or fill out our contact form and let’s have a chat about how we can take your SEO to the next level!
