Zero-Click Search in 2026: Redefining Success When 60% Never Visit Your Site

Last updated: January 5, 2026

Nearly 60% of all Google searches now end without a single click to any website. According to Semrush's 2025 zero-click study, 58.5% of US searches and 59.7% of EU searches conclude entirely within Google's search results page. This fundamental shift—accelerated by AI Overviews—demands a complete rethinking of how brands measure and capture value from search.

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What Is Zero-Click Search and Why Does It Matter?

Zero-click search occurs when a user's query is answered directly within Google's search results, eliminating the need to visit any website. This includes answers delivered through featured snippets, knowledge panels, People Also Ask boxes, local packs, and increasingly, AI-generated Overviews.

Why Should Marketers Care About Zero-Click Rates?

The business impact is substantial: if 60% of searches never reach your website, traditional traffic-focused SEO metrics capture less than half the picture. Brands optimizing solely for clicks are missing the majority of their potential search influence.

Zero-click search represents both a threat and an opportunity. The threat: organic traffic declines even with stable rankings. The opportunity: brands that optimize for SERP visibility can build awareness and authority with audiences who never visit their site.

What Types of SERP Features Cause Zero-Click Behavior?

Multiple SERP features contribute to zero-click searches. Understanding each helps identify where your visibility efforts should focus:

SERP Feature	Description	Zero-Click Impact
Featured Snippets	Extracted answer at position 0	High - directly answers query
Knowledge Panels	Entity information on right side	Very High - comprehensive info
People Also Ask	Expandable related questions	Medium - may lead to more questions
Local Pack	Map with 3 local businesses	High - phone/directions available
AI Overviews	AI-generated answer summary	Very High - comprehensive synthesis
Direct Answers	Calculator, weather, conversions	Very High - complete answer
Image/Video Carousels	Visual results inline	Medium - may drive clicks for more

Each feature type serves different query intents. Informational queries trigger featured snippets and AI Overviews. Local intent triggers the Local Pack. Transactional queries may still drive clicks as users need to complete purchases.

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What Are the Current Zero-Click Search Statistics?

How Many Searches End Without a Click in 2025?

According to Semrush's comprehensive click-stream analysis (2025):

Region	Zero-Click Rate	Source
United States	58.5%	Semrush, 2025
European Union	59.7%	Semrush, 2025

These figures represent searches where users find complete answers within Google's interface—through SERP features, knowledge panels, or AI Overviews—without clicking any organic or paid result.

How Do Zero-Click Rates Differ Between Mobile and Desktop?

Device type dramatically affects zero-click behavior. According to Up and Social's 2025 research:

Device	Zero-Click Rate	Click Rate	Source
Mobile	77.2%	17.3%	Up and Social, 2025
Desktop	46.5%	25.6%	Up and Social, 2025

Mobile users are 66% more likely to experience zero-click searches than desktop users. This 30.7 percentage point gap reflects mobile users' preference for quick answers and Google's mobile-first design prioritizing immediate information delivery.

Why Is Mobile Zero-Click So Much Higher?

Several factors drive the mobile-desktop gap:

1. Screen real estate: Mobile screens show fewer organic results, making SERP features more prominent

2. User intent: Mobile searches often seek immediate answers (directions, hours, quick facts)

3. Google's mobile-first design: Features like AI Overviews are optimized for mobile consumption

4. Voice search influence: Many mobile searches begin as voice queries seeking direct answers

5. On-the-go context: Users searching while mobile often can't engage with full websites

For brands, this means mobile optimization must prioritize SERP visibility over traditional click-through optimization.

How Have Zero-Click Rates Changed Over Time?

Zero-click search has grown steadily over nearly a decade:

Year	Zero-Click Rate	Key Development
2017	~48.5%	Featured snippets expansion
2019	~50.3%	People Also Ask widespread adoption
2020	~64.8%	Pandemic accelerates digital search behavior
2022	~57.5%	Post-pandemic normalization
2024	58.5% (US)	AI Overviews initial rollout
2025	59.7% (EU)	AI Overview expansion to more query types

The 2020 spike to 64.8% reflected pandemic-era search behavior changes—more informational queries, increased reliance on Google for quick answers. While rates normalized post-pandemic, the underlying upward trend has continued, now accelerated by AI Overviews.

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How Are AI Overviews Accelerating Zero-Click Search?

How Fast Are AI Overviews Growing?

AI Overviews—Google's AI-generated answer summaries—have expanded rapidly. According to Semrush's tracking (2025):

Month	AI Overview Presence	Growth
January 2025	6.49% of queries	Baseline
March 2025	13.14% of queries	+102% in 2 months

This 102% growth in just two months signals Google's aggressive expansion of AI-generated answers across more query categories. As AI Overviews become more prevalent, zero-click rates will likely increase further.

Which Query Types Trigger AI Overviews Most Often?

AI Overviews don't appear uniformly across all searches. Based on industry analysis, certain query patterns are more likely to trigger AI-generated summaries:

Query Type	AI Overview Likelihood	Example
How-to questions	Very High	"How to fix a leaky faucet"
Comparison queries	High	"React vs Vue for beginners"
Definition queries	High	"What is machine learning"
Best/Top lists	High	"Best project management tools"
Health questions	Medium-High	"Symptoms of vitamin D deficiency"
Product research	Medium	"iPhone 16 features"
Current events	Low	"Stock market today"
Navigational	Very Low	"Amazon login"
Transactional	Very Low	"Buy running shoes"

Understanding which of your target queries trigger AI Overviews helps prioritize citation optimization efforts.

How Do AI Overviews Impact Click-Through Rates?

When AI Overviews appear, they significantly reduce clicks to organic results. According to Digital Bloom IQ's 2025 analysis:

Scenario	Average CTR	Difference
Queries WITHOUT AI Overview	15%	Baseline
Queries WITH AI Overview	8%	-47% reduction

This 47% CTR reduction demonstrates the direct click-stealing effect of AI Overviews. The AI-generated summary satisfies user intent for many queries, eliminating the need to visit source websites.

Do Users Click on Sources Cited in AI Overviews?

Even when AI Overviews cite sources, clicks are rare. According to Semrush (2025):

Only 1% of users click on sources cited within AI Overviews.

This "citation without clicks" phenomenon means that appearing in an AI Overview provides visibility but minimal traffic. The primary cited source receives most of those limited clicks, while secondary citations get almost nothing.

What Does This Mean for SEO Strategy?

The AI Overview data has clear strategic implications:

1. Citation is visibility, not traffic: Being cited builds brand awareness but won't drive significant click volume

2. Primary position matters enormously: The first-cited source captures the lion's share of limited clicks

3. Content must be citation-worthy: AI systems pull from authoritative, well-structured sources

4. Traditional ranking metrics mislead: A #1 ranking below an AI Overview delivers far less traffic than before

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How Are Publishers Being Affected by Zero-Click Search?

Which Major Publishers Have Lost the Most Organic Traffic?

Zero-click search and AI Overviews have significantly impacted content publishers. According to Digital Bloom IQ's 2025 analysis:

Publisher	Organic Traffic Decline	Period
HubSpot	70-80%	2024-2025
Forbes	~50%	2024-2025
Business Insider	40-48%	2024-2025
CNN	27-38%	2024-2025

Why Did HubSpot Experience the Steepest Decline?

HubSpot's 70-80% decline is notably severe—and instructive. HubSpot built its traffic empire on:

• How-to guides and tutorials

• Definition-style content ("What is X?")

• Listicles and template content

• Comprehensive topic coverage for broad keywords

This content strategy was perfectly optimized for the pre-AI era. Unfortunately, these same content types are exactly what AI Overviews summarize most effectively. When Google can synthesize a how-to guide into a direct answer, users don't need to visit the source.

Which Content Types Are Most Vulnerable to Zero-Click Loss?

Not all content is equally affected. Analysis of publisher declines reveals patterns:

Content Type	Vulnerability	Why
How-to guides	Very High	Easily summarized by AI
Listicles	Very High	Format lends itself to snippets
Definitions/explanations	Very High	Single-answer queries
Product comparisons	High	Tables easily extracted
News/current events	Medium	Timeliness still drives clicks
In-depth analysis	Medium	Requires context AI can't fully provide
Original research	Lower	Data must be attributed
Interactive tools	Lowest	Requires site visit to use

Content that can be fully summarized by AI suffers the most. Content requiring interactivity, fresh data, or nuanced context retains more traffic.

What Content Types Are More Resilient?

Certain content formats naturally resist zero-click summarization:

1. Interactive tools and calculators: Users must visit the site to use them

2. Personalized assessments: Quizzes and diagnostics require engagement

3. Real-time data dashboards: Live information can't be cached in AI summaries

4. Community forums and discussions: User-generated content is dynamic and nuanced

5. Downloadable resources: Templates, worksheets, and tools require access

6. Video content: While summaries exist, many users prefer watching

7. Original research with methodology: Complex data requires source verification

Brands shifting toward these formats may better retain traffic in a zero-click environment.

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What Do Current CTR Statistics Reveal About Position Value?

What Are the Click-Through Rates by Ranking Position in 2025?

Ranking position still matters—but the distribution has shifted. According to FirstPageSage's May 2025 study:

Position	CTR (May 2025)	Change from 2024
1	39.8%	+0.2%
2	18.7%	-0.1%
3	10.2%	-0.3%
4	7.4%	-0.2%
5	5.1%	-0.1%
6-10	2.1-3.8%	Stable

Position 1 now captures 2.1x the clicks of position 2, up from 2.0x in 2024. When users do click, they're increasingly going straight to the top result.

How Do SERP Features Change Position 1 CTR?

The type of SERP features present dramatically alters click behavior. According to SISTRIX's research (2020):

SERP Feature Present	Position 1 CTR	Impact vs. Pure Organic
Pure organic (no features)	34.2%	Baseline
Sitelinks	46.9%	+18.4 pp
Featured snippets	23.3%	-5.3 pp
Knowledge panels	16.7%	-11.8 pp
Google Apps (Maps, etc.)	16.3%	-12.2 pp
Google Shopping	13.7%	-14.8 pp

When Google's own properties (Shopping, Maps, Apps) dominate the SERP, organic position 1 CTR can drop by more than half. Search volume alone doesn't predict traffic—SERP composition matters equally.

What Does the Position 1 Premium Mean for SEO Investment?

The growing gap between position 1 and lower positions has strategic implications:

For high-value keywords: The investment required to move from position 2 to position 1 is now more justified. That single position improvement delivers 2.1x the traffic, not 1.5x as in previous years.

For long-tail strategy: Ranking #1 for many low-volume keywords may outperform ranking #3-5 for fewer high-volume terms.

For competitive verticals: If you can't realistically achieve position 1, the traffic opportunity diminishes significantly. Consider whether alternative strategies (brand building, other platforms) offer better ROI.

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How Should Brands Measure Success in a Zero-Click World?

What Metrics Should Replace Pure Traffic Focus?

Traditional SEO measured success through organic sessions, keyword rankings, and click-through rates. In a zero-click world, these capture less than half the picture. Consider these additional metrics:

Metric	Definition	Why It Matters
SERP Real Estate	% of visible screen occupied by your brand	Measures visibility regardless of clicks
Citation Frequency	How often you're cited in AI Overviews	Tracks AI-era brand presence
Share of Search	Brand searches ÷ Category searches	Indicates brand strength
Assisted Conversions	Conversions where SERP exposure was in path	Captures non-click value
Brand Recall Lift	Change in unaided brand awareness	Measures impression impact

How Do You Track SERP Real Estate?

SERP real estate measurement requires systematic monitoring:

1. Screenshot-based analysis: Capture SERPs for target keywords and measure pixel space

2. Feature tracking: Monitor which SERP features you appear in (snippets, PAA, images)

3. Competitive share: Compare your SERP presence against competitors

4. Trend monitoring: Track changes in your SERP visibility over time

Several enterprise SEO tools now offer SERP feature tracking. For smaller operations, manual audits of priority keywords can provide directional insight.

How Can Brands Calculate Zero-Click Value?

Zero-click interactions aren't worthless—they build awareness. A basic value framework:

Zero-Click Value = Impressions × Visibility Rate × Brand Recall Factor × Later Conversion Rate × Customer Value

Example calculation:

• Monthly impressions: 100,000

• Visibility rate (featured snippets, AI citations): 30%

• Brand recall factor: 15%

• Later conversion rate: 2%

• Customer lifetime value: $500

Zero-Click Value = 100,000 × 0.30 × 0.15 × 0.02 × $500 = $45,000/month

This captures value that traditional click-focused metrics miss entirely.

What Is the Attribution Challenge in Zero-Click Measurement?

Traditional last-click attribution dramatically undervalues zero-click contributions. A user who:

1. Sees your featured snippet (no click)

2. Sees your AI Overview citation (no click)

3. Later searches your brand and converts

Would attribute 100% of value to the brand search, ignoring the awareness-building SERP exposure. Implementing view-through conversion tracking and brand lift studies helps capture this hidden value.

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What Strategies Work Best for Zero-Click Search?

Strategy 1: How Do You Optimize for Question-Based Search?

Instead of keyword targeting, map and answer the full question ecosystem around your topics.

Implementation steps:

1. Extract all People Also Ask questions for target topics

2. Create content with clear question-answer structure

3. Use FAQ schema markup for enhanced SERP display

4. Build comprehensive topical coverage (50+ related questions)

Example transformation:

• Old approach: Target "project management software" keyword

• New approach: Answer every question in the topic graph:

  • "What is project management software?"

  • "How do I choose project management software?"

  • "What features should project management software have?"

  • "How much does project management software cost?"

  • "What's the best project management software for small teams?"

  • "How do I migrate to new project management software?"

Strategy 2: How Do You Build Brand Search Equity?

When users search your brand name directly, you own the SERP. Branded searches provide protection from zero-click erosion because users intend to visit your site.

Brand building tactics:

Tactic	Impact	Investment
Thought leadership content	High	Medium
Original research/data	Very High	High
Multi-channel presence (social, video, podcasts)	High	Medium
Strategic PR and media coverage	High	Medium-High
Community building	Medium-High	Medium

Increasing branded search volume is the most reliable hedge against zero-click losses.

Strategy 3: How Do You Get Cited in AI Overviews?

AI Overviews pull from authoritative sources. Position your content for citation:

Citation-optimized content characteristics:

1. Original research and data - AI systems prefer citable statistics

2. Clear, quotable statements - Concise definitions that AI can extract

3. Structured data markup - Schema helps AI understand your content

4. Recent publication dates - Freshness signals matter for AI selection

5. Comprehensive topic coverage - Depth signals authority

Content types most likely to be cited:

Content Type	Citation Likelihood	Recommended Investment
Original research with data	Very High	High
Definitive guides (3,000+ words)	High	Medium-High
Expert interviews/quotes	High	Medium
Industry benchmark reports	High	High
Comparison tables	Medium	Medium
News and updates	Medium	Low
Opinion pieces	Low	Low

Strategy 4: How Do You Diversify Beyond Google Search?

Reduce Google dependency by building presence across multiple discovery platforms:

Platform	Current Share of Discovery	Optimization Focus
Google Search	~60% (declining)	AI Overview citations
YouTube	~15%	Video SEO, thumbnails
ChatGPT/Claude	~8% (growing fast)	Authoritative, well-cited content
Perplexity	~3% (growing fast)	Recent, well-sourced content
LinkedIn	~5%	Thought leadership
TikTok	~4%	Short-form video
Direct (email, apps)	~5%	Own your audience

Each platform has different citation preferences. ChatGPT favors authoritative, structured content. Perplexity weights recent sources heavily. YouTube prioritizes engagement signals.

Strategy 5: How Do You Convert Zero-Click to Brand Awareness?

Accept that some queries won't drive clicks. Make those impressions count:

Zero-friction tactics:

1. Featured snippet branding - Ensure your brand name is visible in extracted content

2. Knowledge panel optimization - Control your entity information

3. Review acquisition - Build social proof visible directly in SERPs

4. Local pack optimization - Enable offline conversions from visibility

5. Consistent visual branding - Recognizable logos and imagery in SERP features

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What Does a Zero-Click Optimization Roadmap Look Like?

Phase 1: Audit and Assessment (Weeks 1-4)

Objectives: Understand current zero-click exposure and establish baselines

Actions:

• Audit SERP features for top 100 keywords

• Calculate current zero-click loss rate by content type

• Map citation frequency across AI platforms (ChatGPT, Perplexity, Google AI)

• Document competitor positioning in SERP features

• Establish new KPI baselines beyond traffic

Deliverables:

• SERP feature audit spreadsheet

• Zero-click vulnerability assessment by content type

• Competitive SERP positioning analysis

• New measurement framework documentation

Phase 2: Content Restructuring (Weeks 5-12)

Objectives: Optimize existing content for visibility and citation

Actions:

• Reformat top content with clear question-answer structure

• Add FAQ and HowTo schema to relevant pages

• Create comprehensive question-ecosystem content

• Implement consistent entity markup across site

• Update publication dates and add "Last updated" timestamps

Deliverables:

• Restructured top 50 content pages

• Schema implementation across priority content

• Question-ecosystem content calendar

• Technical SEO audit for structured data

Phase 3: Brand Building (Weeks 13-24)

Objectives: Increase branded search volume and multi-platform presence

Actions:

• Launch thought leadership content program

• Develop original research or industry benchmark reports

• Expand presence on AI platforms (ChatGPT, Perplexity)

• Build community and direct audience channels

• Implement brand mention monitoring

Deliverables:

• Thought leadership content series

• Original research report publication

• AI platform optimization playbook

• Brand monitoring dashboard

Phase 4: Measurement and Optimization (Ongoing)

Objectives: Refine strategy based on visibility metrics

Actions:

• Monthly SERP feature analysis and share tracking

• Quarterly AI citation audits across platforms

• Continuous content freshness optimization

• Platform-specific strategy refinement

• New opportunity identification as AI features evolve

Deliverables:

• Monthly visibility reports

• Quarterly strategy reviews

• Continuous optimization recommendations

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What Industry-Specific Considerations Matter?

How Does Zero-Click Affect Different Industries?

Zero-click impact varies significantly by vertical:

Industry	Zero-Click Impact	Key Vulnerabilities	Opportunities
SaaS/Technology	High	How-to content, comparisons	Original research, tools
E-commerce	Medium	Product specs, reviews	Shopping features, brand
Healthcare	Very High	Symptoms, treatments	Specialist authority, YMYL trust
Finance	High	Definitions, calculators	Tools, personalized advice
Local Services	Medium	Hours, contact info	Local Pack, reviews
B2B Services	Medium	Process explanations	Thought leadership, case studies
Media/Publishing	Very High	News, informational	Breaking news, investigations
Education	High	Definitions, tutorials	Credentials, interactive learning

What Should SaaS Companies Prioritize?

SaaS companies face particular challenges as their traditional content pillars (how-to guides, feature comparisons, industry definitions) are highly susceptible to AI summarization.

Priority shifts for SaaS:

1. Original benchmark data and industry research

2. Interactive product demos and tools

3. Customer success stories with specific metrics

4. Community building and user-generated content

5. Brand-building through thought leadership

What Should Local Businesses Focus On?

Local businesses can actually benefit from zero-click behavior through Local Pack optimization:

Local zero-click advantages:

• Phone calls directly from search (no website needed)

• Directions requests from Local Pack

• Review visibility builds trust before visit

• Hours and availability shown upfront

Priority actions:

1. Google Business Profile optimization

2. Review generation and management

3. Local citation consistency

4. Photo and post updates

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What Are the Key Takeaways for 2026?

The Verified Data Summary

Statistic	Value	Source	Date
US zero-click rate	58.5%	Semrush	2025
EU zero-click rate	59.7%	Semrush	2025
Mobile zero-click rate	77.2%	Up and Social	2025
Desktop zero-click rate	46.5%	Up and Social	2025
AI Overview CTR reduction	47%	Digital Bloom IQ	2025
AI Overview source click rate	1%	Semrush	2025
Position 1 CTR	39.8%	FirstPageSage	May 2025
AI Overview growth (Jan-Mar 2025)	+102%	Semrush	2025
HubSpot organic traffic decline	70-80%	Digital Bloom IQ	2024-2025

Strategic Imperatives for Marketers

1. Accept the reality: Zero-click isn't a temporary trend—it's accelerating with AI Overviews

2. Redefine success metrics: Move beyond traffic to measure visibility, citations, and brand impact

3. Optimize for citation: Position content to be the authoritative source AI systems reference

4. Build brand search equity: Branded searches provide protection from zero-click erosion

5. Diversify discovery channels: Reduce Google dependency through multi-platform presence

The Opportunity in Disruption

While zero-click presents challenges, it creates opportunity for brands that:

• Produce genuinely authoritative, research-backed content

• Build recognizable expertise and thought leadership

• Create citation-worthy original data and analysis

• Establish multi-platform presence beyond Google

The 60% of searches that never click still form impressions, build awareness, and influence purchase decisions. The question is whether your brand is positioned to capture that value—or cede it to competitors who understand the new rules of search.

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Research Methodology

This analysis synthesizes data from multiple authoritative sources, with all statistics verified against original publications:

1. Semrush Zero-Click Searches Study (2025) - Click-stream analysis examining US and EU search behavior, AI Overview prevalence, and citation click rates

2. Digital Bloom IQ: How AI is Changing SEO (2025) - Publisher traffic analysis tracking organic search declines across major media properties and CTR impact of AI Overviews

3. FirstPageSage: Google CTRs by Ranking Position (May 2025) - Position-by-position click-through rate analysis across 100,000+ search queries

4. Up and Social: Zero-Click Searches (2025) - Device-segmented analysis of zero-click behavior across mobile and desktop platforms

5. SISTRIX: Why Almost Everything You Knew About Google CTR Is No Longer Valid (2020) - Analysis of 80+ million keywords examining SERP feature impact on organic CTR

All statistics include publication dates and link directly to source documentation for independent verification.

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Written by the Ekamoira Research Team. Track your brand's visibility across Google AI Overviews, ChatGPT, and Perplexity at ekamoira.com.