In digital marketing, a significant shift is redefining how users interact with search engines: the rise of zero-click searches.
This growing phenomenon, where users find answers directly on the search results page without clicking through to a website, is increasingly eating into traditional click-through rates.
Features like featured snippets, knowledge panels, and “People Also Ask” boxes provide instant information, making it convenient for users but challenging for businesses reliant on website traffic.
How can organizations adapt to this evolving landscape, ensuring continued visibility and impact when the traditional click is no longer guaranteed?
This article compiles expert perspectives from leading business executives and digital growth professionals, revealing strategic approaches to not just survive, but thrive, in the age of zero-click searches.
Read on!
A Signal to Adapt, Not a Threat
At Trendhopper, we see zero-click searches as a signal to adapt, not a threat. Our strategy focuses on surfacing emerging questions and trends—often from Reddit—and creating content that answers them directly. This helps capture attention through featured snippets, FAQs, and other SERP features.
Even without a click, visibility builds authority and trust, driving future branded searches where users are more likely to engage. Trendhopper helps users stay ahead of these shifts by identifying opportunities faster, so they can position their content where it matters most—even when clicks aren’t guaranteed.
Seth King
Co-founder, Trendhopper
Adapt to Zero-Click Search with Brand Authority
Google’s increased emphasis on instant answers, featured snippets, local packs, and knowledge panels means users often get what they need without leaving the search results page. Rather than fighting this trend, I focus on adapting our strategies to keep law firms visible and top-of-mind even in a zero-click world.
First, it’s essential to optimize for featured snippets and “People Also Ask” boxes. Structuring content with clear, concise answers and using relevant schema markup helps increase the chances of being selected for these high-visibility spots. This doesn’t always drive a click, but it significantly boosts brand authority—users see your firm as the source, even if they don’t visit the site right away.
Second, local SEO has never been more important. Most law firm searches are location-based, and the local pack is prime zero-click real estate. We make sure our clients’ Google Business Profiles are comprehensive, up-to-date, and loaded with reviews, images, and FAQs to capture attention in those results.
Third, I recommend doubling down on content that encourages engagement beyond the search engine. Interactive tools, proprietary calculators, or downloadable guides can give users a reason to click through. At the same time, building a strong brand presence across the web—think social media, video, and authoritative citations—ensures that even zero-click impressions contribute to long-term visibility and trust.
Ultimately, it’s about meeting your audience where they are and providing value, whether they click through or not. The goal is to be the firm that searchers remember and return to when they’re ready to take action.
Co-Founder, Custom Legal Marketing
Build Trust First, Clicks Will Follow
Zero-click searches have changed the game, but at What Kind of Bug Is This, we’ve adapted by making our content the answer, not just a gateway to it. Instead of trying to withhold value behind a click, we optimize our top-of-page summaries and featured snippets to give the user what they need immediately.
That might seem counterintuitive, but what we’ve found is that when we earn trust by answering upfront, people are more likely to click through for follow-up questions, related content, or tools. It’s about relationship-building, not just traffic hoarding.
My recommendation is to stop fighting zero-click design and turn it into a trust-building opportunity.
Founder, What Kind Of Bug Is This
Zero-Click Searches Demand New Visibility Strategies
Zero-click searches, where users find answers directly on search result pages, are impacting click-through rates and require businesses to adapt their strategies for visibility and engagement. This trend, driven by features like featured snippets and knowledge panels, makes it crucial for brands to optimize content for these formats to maintain recognition and user interaction, even as direct clicks decline.
Business Development Manager, Olavivo
Transform Zero-Click Results into Brand Recognition
Zero-click searches are absolutely changing the way we’re going about SEO.
At Cafely, we’ve made the adjustment by reframing zero-click results not as competition, but as best visibility real estate.
We structure data for featured snippets and FAQs to optimize content, and make sure the answers we offer are authoritative enough to instill trust but just retain enough curiosity to compel a deeper click.
For instance, we now front value-driven summaries, followed by teasing special insights or promotions that must be seen on our site. Combining that with branded search optimization and visual tools like image packs keeps the brand present even in the absence of a click.
It’s all about moving from traffic fixation to authority and recognition, since sometimes being the answer trumps being the next click.
Founder, Cafely
Create Compelling Cliffhangers for Zero-Click Searches
When zero-click searches spike, my counterintuitive move is to optimize specifically for the featured snippet—but include a purposeful cliffhanger.
Rather than trying to cram the entire answer into Google’s quick excerpt (losing the click), I write intentionally incomplete yet authoritative snippets.
For example, a snippet that says: “The three critical factors are X, Y, and Z—but most marketers overlook the hidden fourth factor…” Now curiosity drives clicks because the snippet teases the full context rather than just summarizing it.
This tactic flips the script on zero-click searches, turning them into a traffic driver instead of a traffic killer. This way, I’m working with Google’s preference for concise answers rather than fighting it, but still leaving a compelling gap only my content can fill.
It’s the digital equivalent of leaving just enough unanswered that people have to click—without feeling clickbait-y.
Marketing Consultant, Gotham Artists
Focus on Visibility Beyond Traffic Metrics
We’ve noticed zero-click searches cutting into traffic, so we decided to change how we play the game. Instead of only chasing clicks, we focus on showing up where people are already looking for answers.
Our team rewrites key pages to give clear, direct answers at the top. This helps us get featured in snippets and rich results. We also add schema markup so Google understands the content better.
For branded searches, we make sure our Google Business Profile and social channels are updated because those are often what people see first.
At the same time, we stopped relying only on traffic numbers. Now we watch how often our content appears in search and how branded searches grow over time. Even if someone doesn’t click, they often remember us and come back later.
To bring visitors in, we offer free tools and downloads that give extra value beyond what they found in search. This approach has helped us stay visible and build trust without fighting the zero-click trend.
Head of Marketing & People Ops, WeblineIndia
Answer First, Build Credibility in Snippets
Shift your strategy to answer-first content.
Optimise for featured snippets and AI summaries by structuring pages with clear headers, concise answers, and schema markup. Don’t just chase clicks—focus on brand visibility and credibility in the zero-click result itself. If you’re the answer, not just a link, you still win.
CEO, SuccessCX
Prioritize Brand Impression Over Click Obsession
I used to obsess over getting users to click through, but now I focus on visibility and authority instead.
One thing that’s worked well is structuring my blog content to answer the core question immediately, right at the top, almost like a featured snippet. Then I go deep with insights, examples, and use cases to keep readers engaged if they scroll.
But here’s the trick. I also treat every post like a brand-building opportunity. I add a CTA that feels native, not pushy, and I include my brand name and unique value prop early in the content. That way, even if someone doesn’t click, I’ve still made an impression.
When we optimized our posts this way, we started getting more branded searches later, even though clicks on the original keyword dropped. The shift is real, but with the right mindset, zero-click can still bring long-term wins.
CMO, Entrepreneur & Content Creator, AIG MARKETER
Own the Zero-Click Moment, Plant Future Seeds
Zero-click searches have changed the game and I recommend you go for visibility over vanity. In other words, stop trying to force clicks and optimize for presence—position your brand, expertise or content to own the zero-click moment itself.
I’ve found the most effective way is to structure content to anticipate the snippet: direct, concise answers to common questions, clear headers and schema markup to increase your chances of getting into featured snippets or knowledge panels. Yes, you might not get the click but you do get the impression, the authority and often the brand recall. That matters—especially when people search again later or go directly to you when it’s time to make a decision.
It’s also about diversifying beyond search. If zero-click is eating search visibility then it’s a cue to strengthen other channels: email lists, YouTube, LinkedIn content, even podcasts. These give you more control and let you deepen engagement without relying on Google’s algorithm.
So instead of fighting zero-clicks adapt by designing content that works in that ecosystem—concise, trustworthy and consistently visible. Think of it as planting seeds across platforms. Even if they don’t always click today they’ll remember you tomorrow.
Director, Icy Tales
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