The rise of zero-click searches: how 65% of Google queries now end without a click

Zero-click searches come in many forms, each aiming to deliver information directly on the SERP. Here are examples across a range of industries, illustrating the depth and variety of zero-click search answers: 

• Health and medical: Queries like “symptoms of flu” or “benefits of vitamin D” often display detailed answers with lists of symptoms, sources, and preventive tips—sourced from reputable health websites. This feature swiftly addresses user needs and establishes a sense of trustworthiness on the SERP.
• Travel and directions: Searching for “directions to the Louvre” brings up Google maps with step-by-step directions and travel options, eliminating the need to visit a navigation site. The SERP becomes a one-stop hub for users planning their journeys.
• Conversions and calculations: Quick conversions, like “10 km in miles” or “25% of 400,” display both the answer and an interactive calculator, bypassing the need for external calculation tools.
• Real-time information: Sports enthusiasts can find live scores, such as the “World cup score,” on the SERP, where they receive instant updates without the need for sports websites.
• Stock prices and market trends: Financial queries like “Tesla stock price” or “crude oil price” display current prices and percentage changes directly on the SERP, helping users stay informed on market trends without navigating away.
• Recipes and cooking tips: A search for “spaghetti carbonara recipe” returns visually appealing recipe cards with cook time, ingredients, and user ratings, allowing users to preview and compare recipes without leaving Google.

These examples illustrate the powerful, versatile nature of zero-click searches, offering users immediate insights across countless topics.

The proportion of zero-click searches has soared in recent years, reflecting how deeply integrated Google’s answer-driven approach has become. In 2024, 65% of all global searches on Google are estimated to be zero-click. Mobile searches, where convenience is paramount, show an even higher incidence, with more than 75% resulting in zero clicks.
 
Key zero-click statistics reveal further insights:
 

• People also ask (PAA) boxes appear in about 75% of mobile and desktop searches. These boxes keep users engaged on Google by offering a dynamic selection of related questions.
• Featured snippets occupy roughly 20% of search results, particularly for “how-to” and informational queries, acting as quick, curated responses.
• For local businesses, Google maps listings are featured in about 30% of all local searches, capturing local interest directly on the SERP.

These statistics illustrate a profound shift in user behavior, one that prioritizes instant information over click-based exploration, requiring a fresh approach from SEO professionals to capture value from Google zero-click searches.

• SEO redefined: Traditional SEO tactics, which focused primarily on keyword placement and backlink acquisition, are evolving to align with Google’s zero-click features. Featured snippets, knowledge panels, and PAAs demand content that’s structured, precise, and answer-focused. Schema markup has become critical for signaling content relevance, especially for industries like finance and health, where quick, accurate answers are valued.
• PPC strategies adjust: In response to zero-click, PPC strategies are adapting by focusing on high-value, transactional keywords. While general informational searches may yield zero-click results, more specific keywords (e.g., “buy car insurance online”) remain profitable for paid search ads. This shift allows marketers to refine their budgets, aiming for searches where a click is more likely to convert.
• Content strategy evolution: With search behavior trending toward zero-click, content strategy is now focused on capturing SERP real estate. By targeting queries likely to result in zero-click answers, brands can appear in featured snippets and other high-visibility areas without relying solely on clicks. Concise answers, tables, and bullet points all increase the likelihood of achieving these prominent positions.
• Increasing brand awareness: While zero-click may reduce site traffic, it’s an opportunity to elevate brand visibility. By frequently appearing in knowledge panels or featured snippets, brands can increase recognition among users even if they don’t receive a direct click.

The strategy shift required by zero-click searches is reshaping SEO into a more sophisticated approach, where direct answers, schema markup, and intent-based targeting are essential to securing a place on Google’s SERP.

• Featured snippets: Known as “position zero,” featured snippets provide quick answers at the top of the SERP. Featured snippets are ideal for direct questions, “how-to” guides, and definitions, often displayed as paragraphs, lists, or tables.
• Knowledge panels: Knowledge panels offer in-depth insights into public figures, companies, and landmarks. These panels, often sourced from trusted databases like Google’s knowledge graph and Wikipedia, give users a comprehensive overview without navigating away.
• People also ask (PAA): PAA sections list related questions that users might find relevant. Each question has a collapsible answer, allowing users to engage with the content directly within the SERP.
• Instant answer boxes: These answer boxes offer quick responses for fact-based queries like “population of Canada” or “current time in Tokyo,” satisfying the user’s need without a click.
• Calculator and conversion tools: Google’s calculator and conversion tools serve immediate needs for unit conversions or basic math queries, which previously would have required an external tool.
• Local packs and maps: Local searches, like “Italian restaurants near me,” yield a local pack with an interactive map, ratings, and reviews, enabling users to make decisions on Google Maps.

• Implement structured data: Structured data, such as schema markup, helps Google understand the context of your pages. By providing context, businesses increase the likelihood of being featured in rich snippets, answer boxes, and knowledge panels.
• Target featured snippets: Format answers clearly, using headers and bullet points. For example, structuring a guide in steps or providing definitions within the first 40-60 words improves the chances of appearing in a snippet.
• Optimize for people also ask (PAA): PAA is a powerful tool for capturing related queries. Creating FAQ sections or Q&A-style content can position your brand as a source of quick, reliable answers, increasing PAA inclusion.
• Claim knowledge panels: Verifying your business on Google my business and linking your content to credible sources like Wikipedia can improve your chances of gaining a knowledge panel. Verified data builds trust and authority in zero-click features.
• Enhance for mobile and voice: Mobile and voice searches are often zero-click, as users prefer swift, spoken answers. By using conversational language and structuring answers with natural phrasing, you can align your content with voice search patterns.
• Focus on local SEO: With local packs being highly visible in zero-click searches, optimizing Google my business profiles and gathering positive reviews are key. Local SEO is crucial for businesses that want to maintain relevance in location-based queries.

• Enhanced SERP features: Google continually expands its SERP capabilities, introducing new ways to answer user queries.
• User preferences: Mobile and voice search users increasingly favor quick answers, especially for informational queries, fueling the rise in zero-click.
• Google’s knowledge base: As Google’s knowledge base grows, it can answer more complex questions directly, offering more zero-click answers with time.

This trend suggests that Google zero-click searches will continue to grow, likely surpassing 70% by 2025. Brands that adapt by targeting these zero-click placements will maintain a competitive edge as user behavior evolves.

• 65% of all searches resulted in zero clicks.
• 75% of mobile searches included People Also Ask sections.
• 20% of desktop and mobile searches displayed featured snippets, often for informational queries.
• 30% of local searches on mobile included a local pack, helping users find nearby businesses instantly.

These statistics reveal a shifting landscape where brands must prioritize visibility in SERP features over traditional organic CTR, as direct clicks decrease.

Google’s zero-click approach has helped it retain users, increasing both engagement and ad opportunities. Here’s a closer look at the features driving this approach:

• Knowledge panel: Knowledge panels offer quick, trustworthy information about public figures, companies, and places, sourced from Google’s Knowledge Graph and authoritative sites like Wikipedia. By providing users with essential information, knowledge panels keep users engaged on Google.
• People also ask (PAA): The PAA feature invites users to explore related questions directly on the SERP, encouraging further engagement with minimal clicks. For businesses, optimizing content for PAA visibility has become a strategic advantage.
• Schema.org and structured data: Google uses schema markup from Schema.org to understand and categorize website content. Structured data enables sites to be featured in snippets, answer boxes, and knowledge panels, where users get their answers without additional clicks.

• Instant information: Users want fast answers for everything—from definitions to directions—directly on the SERP.
• Mobile and voice search: Quick, on-the-go searches and voice queries favor brief, direct responses.
• Enhanced SERP features: Tools like featured snippets and People Also Ask (PAA) boxes deliver comprehensive info instantly.
• Google’s user retention:Keeping users on the SERP means more engagement and ad exposure.
• Trusted information: Zero-click results pull data from authoritative sources, reducing misinformation.

Zero-click searches streamline the search experience, making Google the ultimate source of fast, reliable answers.

While Google’s AI overviews and zero-click searches make it easier and faster for users to get the information they need, they present a new challenge for website owners and content creators. Imagine spending hours crafting valuable content, only for users to get everything they need from a quick AI summary on Google’s results page—without ever visiting your site.

This tension highlights a real challenge in modern search: how can Google keep users happy with instant answers while also supporting the ecosystem of creators who produce the content those answers rely on? As AI-driven answers become more common, finding the right balance between user convenience and content creator sustainability will shape the future of search, digital content, and the web as a whole.

Zero-click searches are shaping the future of SEO, PPC, and content strategy, pushing brands to evolve beyond traditional tactics. Businesses can gain visibility even as CTR decreases by embracing zero-click features like snippets, PAAs, and knowledge panels. Implementing schema, optimizing for mobile and voice, and claiming local presence are essential tactics as the trend continues.

Google’s zero-click approach aligns with its mission of quick, accurate answers, creating a landscape where brands are recognized for their expertise, even without direct site visits. In this rapidly changing digital ecosystem, adapting to Google zero-click search trends will ensure that brands remain competitive and relevant in a “SERP-first” world.

To bypass zero-click searches, focus on long-tail keywords, create in-depth and interactive content, and optimize for “people also ask” boxes. Use schema markup for rich snippets, provide downloadable resources, and leverage social media to drive traffic. Invest in retargeting ads to re-engage users, and analyze user behavior to refine content that encourages clicks over quick answers.