Zero-Click Search
A search where the user gets their answer directly on the SERP (via featured snippets, knowledge panels, etc.) without clicking any result. A growing trend that changes how SEO success is measured.
Why It Matters
An increasing percentage of Google searches end without a click to any website. Google answers the question directly through featured snippets, knowledge panels, calculators, weather widgets, and instant answers. For some query types, over 60% of searches are zero-click.
This doesn't mean SEO is dying - but it means success metrics need to evolve. If your brand appears in the featured snippet answering a question, you're still getting visibility and brand recognition, even if users don't click through.
In Practice
Accept that some queries will always be zero-click. "What time is it in London?" will never drive website traffic. Focus your SEO efforts on queries where users genuinely need to click through for the full answer.
For queries where featured snippets provide the answer, optimise to own that snippet. Your brand name appears alongside the answer - that's brand visibility worth having, even without the click.
Track impressions alongside clicks. A high-impression, low-click keyword isn't necessarily a failure if it's a zero-click query. Adjust your KPIs to account for the reality of modern SERPs.
Related Terms
Glossary
Featured Snippet
The answer box at the top of search results - position zero above organic listings.
Glossary
SERP (Search Engine Results Page)
The page Google shows after a search - the competitive landscape you're fighting in.
Glossary
Knowledge Panel
The information box Google shows for recognised entities - people, businesses, places.
Glossary
Impressions
How many times your page appeared in search results, whether anyone clicked or not.
Glossary
Click-Through Rate (CTR)
The percentage of searchers who see your listing and actually click it.
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