In a zero-click search, Google delivers the information you are looking for directly in the search resultsso that no further click on a website is necessary. This applies, for example, to definitions, calculation functions, weather, opening hours or simple answers from info content. Answers from AI functions such as Gemini (Google) and Copilot (Microsoft / Bing) now also play a role here.
Zero-click searches are a growing problem, especially for purely informational content with a high search volume. the website itself does not receive any visits.
This means for website operators:
- fewer clicks despite good rankings,
- declining SEO traffic for generic topics,
- and the need to make content multimedia or cross-channel (e.g. social media, video, newsletter).
? Tip: For affected topics, use Added value beyond the mere answer - e.g. with examples, tools, interactive elements or Call-to-actions.
