You’ve probably noticed it yourself when you search for something. Google often gives you the answer right there in the search results. You don’t need to click through to a website. This is what’s called a zero-click search, and it’s become increasingly common. For business owners who’ve invested in SEO, this sounds like a disaster. But the reality is more complicated.
Zero-click searches happen when Google pulls information from websites and displays it directly in search results. Featured snippets, knowledge panels, AI overviews, and direct answers all contribute to this. Someone asks “how long does paint take to dry” and gets an answer without visiting anyone’s website. The website that provided that information gets no traffic from that search.
Featured Snippets Are Taking Your Traffic
Featured snippets are those boxes that appear at the top of search results with a direct answer to a question. They pull content from a website, show a snippet of text, and display it prominently. This sounds good until you realise that many people get their answer from the snippet and never click through to your site.
If you’ve written comprehensive guides and how-to articles, there’s a good chance some of your content appears in featured snippets. You might even be ranking in position zero, above all other results. But if people aren’t clicking through, that prominent position isn’t generating traffic or enquiries.
You’ve created useful content, Google has recognised it’s good enough to feature, but you’re not getting the benefit you’d expect. It feels like Google is using your content without sending you the traffic you deserve.
Does This Actually Hurt Small Businesses?
Here’s where it gets interesting. For many small businesses, zero-click searches aren’t actually the problem they seem to be. The searches that generate zero clicks are usually informational queries where someone just wants a quick fact or answer. “What time does Tesco close,” “how to remove a stain,” “what does SEO stand for.”
But when was the last time your business got an enquiry from someone who just wanted a quick fact? Most of your customers are searching for services, for solutions to problems, or for local businesses. These searches still require clicking through to websites or calling phone numbers.
When someone searches “emergency electrician Leeds” they’re not getting a complete answer in search results. They need to contact an electrician. Featured snippets and AI overviews can’t fix their electrical problem. So whilst zero-click searches have increased overall, the searches that matter for most local businesses still generate clicks.
Where It Does Matter
Zero-click searches impact different businesses differently. If you’re running an informational website that makes money from ads, zero-click searches are genuinely problematic. Your revenue depended on people visiting your site, and if they’re getting answers without clicking, that’s lost revenue.
Recipe websites have been particularly affected. People search “how to make shepherd’s pie,” get the basic method in a featured snippet, and never visit the website that created that recipe. Food bloggers have seen significant traffic drops because of this.
Adapting Your Content Strategy
Understanding zero-click searches should influence what content you create, but it shouldn’t stop you creating content entirely. There’s no point investing huge amounts of time in content that purely provides quick facts. That content will increasingly be answered directly in search results.
Instead, focus on content that naturally leads to enquiries. Detailed guides about choosing services, comparisons of different options, and problem-solving content that shows your expertise. This type of content is less likely to be fully answered in snippets because it’s too detailed and specific.
For example, “how to fix a garage door” might get a brief answer in search results. But “how to choose between garage door repair and replacement” is too nuanced for a simple snippet. It requires reading the full article, and people reading it are potential customers considering whether to repair or replace.
The Brand Visibility Benefit
Even when your content appears in featured snippets without generating clicks, it’s not entirely worthless. Your brand name appears at the top of search results. People see you as an authority on that topic. This builds brand recognition even if they don’t click through immediately.
When those same people later need your services, they might remember seeing your name in search results. Brand familiarity matters in purchasing decisions and being visible in featured snippets contributes to that familiarity, even without direct traffic.
What Actually Matters
Zero-click searches are a reality of modern search. They’re not going away, and they’ll probably increase as AI features develop. But for most small businesses, this doesn’t fundamentally change your SEO strategy.
Create genuinely helpful content that demonstrates expertise and leads naturally to enquiries. Maintain your Google Business Profile properly. Make it easy for potential customers to contact you however they prefer, whether that’s through your website, your business profile, or direct phone calls.