How do AI Overviews cause zero click searches?

AI Overviews summarise multiple websites into one AI-generated answer at the top of search results. This reduces clicks since users already get the information they need.

Does zero click search mean SEO is dead?

No. SEO is evolving. Success now means focusing on structured, authoritative content that large language models (LLMs) can reference, rather than only chasing clicks.

Should I stop targeting zero click keywords?

Not necessarily. Instead, optimise your pages to be the source cited in those AI summaries. This builds brand visibility even when traffic is limited.

How can I track performance in a zero click environment?

Use metrics like impressions, branded search growth, and engagement on the clicks you do receive. Traditional CTR is still valuable, but it's no longer theo nly signal of SEO success. There are also paid tools that available, however, these come at a high price point. If your marketing budget allows for it, it should be considered as it can provide accessible and easier-to-access insights.

Zero Click Searches and Your Organic Traffic

Users are increasingly getting answers directly in search result pages without clicking through to a website.

This is known as a “zero click search” and the rise of AI-powered summaries such as AI Overviews means this trend is accelerating. For brands and SEO pros this matters because fewer clicks mean fewer opportunities to engage, convert and build relationships with prospective clients.

This post explains what zero click search is, why it’s growing thanks to AI Overviews, and how you can adapt your SEO and content strategy to thrive in AI search.

What is Zero Click Search?

A zero click search happens when a searcher’s query is answered directly on the search engine results page (SERP) and the user does not click through to a website.

These have been around for a while and are more commonly known as: featured snippets, direct answer boxes, ‘people also ask’ sections, and knowledge panels.

In short, users are getting what they need instantly, and that’s changing the way SEO works.

Why Zero Click Searches Are Growing

1. Google’s AI Overviews is all about the User

Google’s AI Overviews (previously called the Search Generative Experience) combine information from multiple sources to generate conversational summaries. These summaries often appear above organic search results, reducing the need for users to click any links (example below).

Search Engine Land reports that AI Overviews have significantly reduced organic traffic for many websites as it answers most user queries within the SERP itself.

2. User Behaviour is Evolving

People now expect instant, direct answers.

People now expect instant, direct answers when they search, especially when it comes to information. A study from BrightEdge showed that AI Overviews has led to a 30% drop in average click-through rates (CTRs), forcing marketers and SEOs to pivot their search visibility strategies.

3. Rich SERP Features Are Crowding Organic Results

Search results are no longer just 10 blue links. Between sponsored content, video carousels, and AI summaries, the space for traditional organic listings has shrunk. The visual shift has made zero click searches the norm, not the exception.

What This Means for SEO

Decreasing Website Clicks

In a zero click world, ranking first doesn’t always translate into traffic. However, your brand can still appear in AI Overviews and featured snippets, keeping you visible even without a click.

Across the majority of our clients, we’ve seen, first-hand, how AI Overviews have impacted clicks. As you can see from the screenshot below, our impresssions have increased year-on-year (YoY) while clicks have decreased.

New Visibility Metrics to Add to Your Dashboards

With fewer clicks available, SEO metrics need to evolve. Instead of focusing purely on keyword rankings, organic traffic and click-through rates, you should pay attention to:

Impressions: How often your content appears in search.
Mentions and citations: Whether your content is referenced or cited in AI summaries.
Brand searches: Growth in people directly looking for your business.

These visibility metrics provide an insight into how well your content performs in AI-driven searches.

Your Content Strategy Must Adapt

To stay competitive, focus on creating content that’s structured, factual, and easy for AI systems to interpret. This means using clear headings, FAQ sections, and schema markup as a bare minimum.

Optimise content for both humans and machines by anticipating related questions. For example, after answering “what is zero click search,”, include sections like “how to measure zero click impact” or “how to optimise for AI Overviews” (both of which you’ll find in this post).

High-intent content, such as comparison guides or transactional pages, will continue to earn clicks since those users still need to make a decision beyond what a summary provides.

How to Optimise for Zero Click Searches

Start by identifying which of your keywords trigger AI Overviews or featured snippets. Tools like SEMrush and Ahrefs now highlight these. In our experience, queries that contain “who,” “what,” “why,” “how,” “should,” etc. have consistently prompted AI Overviews to pop up.

Once identified, re-optimise those pages by:

Providing clear definitions and structured content: Make your answers short, factual, and skimmable.
Utilising strong internal linking: Help users (and crawlers) explore beyond one answer.
Adding schema markup: Use structured data to increase the chance of your content being referenced.
Including compelling CTAs: For the traffic that arrive, convert them effectively with clear next steps.
Follow-on content: Write supporting pages that answer “what’s next” after a basic query.

Optimise for being found and cited, not just clicked.

Common Mistakes to Avoid

Many websites lose visibility because they cling to outdated SEO tactics. Avoid these common pitfalls:

Ignoring AI Overviews and assuming traditional rankings are enough.
Focusing only on keywords without understanding user intent.
Neglecting schema markup, making it harder for AI systems to recognise your expertise.
Measuring success only by traffic instead of overall visibility and citations.

As Roger Montti from Search Engine Journal explains, the key is to optimise for being found and cited, not just clicked.

Zero click searches are here to stay, and AI Overviews are only accelerating the shift. While this change challenges old SEO models, it rewards those who adapt early.

The goal now is not just to be clicked, but to be trusted, cited and visible wherever your audience searches.

Review your analytics, update your content structure, and start building for a search world that’s increasingly driven by AI.

Ready to Reclaim Your Visibility?

If you want to understand how AI Overviews are affecting your site’s visibility or need a strategy to make your content more citable in AI summaries, our team can help.

Reach out today to get a personalised SEO audit and learn how to future-proof your search strategy in the age of AI.

FAQs About Zero Click Searches

What is zero click search?
A zero click search happens when Google answers your query directly on the results page, so you don't need to click on any website.
How do AI Overviews cause zero click searches?
AI Overviews summarise multiple websites into one AI-generated answer at the top of search results. This reduces clicks since users already get the information they need.
Does zero click search mean SEO is dead?
No. SEO is evolving. Success now means focusing on structured, authoritative content that large language models (LLMs) can reference, rather than only chasing clicks.
Should I stop targeting zero click keywords?
Not necessarily. Instead, optimise your pages to be the source cited in those AI summaries. This builds brand visibility even when traffic is limited.
How can I track performance in a zero click environment?
Use metrics like impressions, branded search growth, and engagement on the clicks you do receive. Traditional CTR is still valuable, but it's no longer theo nly signal of SEO success.
There are also paid tools that available, however, these come at a high price point. If your marketing budget allows for it, it should be considered as it can provide accessible and easier-to-access insights.