The times they are a-changin’.
SEO was never going to be the same again when Google launched the AI overview to counter the LLM wave. We have seen many iterations of Google updating the search algorithm to make the user experience better and serve up more nuanced and contextual results. But this time, we are witnessing a fundamental shift in how search engines are going to show content. Instead of showing a list of relevant links like before, search engines will start showing a summary of the best content, which in most cases will solve the query, inducing no further action or scrolling. Let’s dive into the nitty-gritty of zero-click search and what the furore is all about.
What are zero-click searches?
Zero-click searches are not an AI-induced phenomenon. They have been rising steadily for a while. Zero-click searches basically happen when users get the answer they need without ever clicking through to a website. Before AI, Google incrementally introduced specific features on SERPs (Search Engine Results Page) to reduce the need to go down rabbit holes and click multiple times to find an accurate answer.
This included features like:
Featured snippets
Short boxed answers extracted from web pages that appear at the top of the results page.
Knowledge Panels
Summarised factual information displayed on the right-hand side of the SERP (typically for people, places, or organisations).
People Also Ask:
Expandable dropdowns that provide related questions and quick answers.
Google Maps Packs
Local business listings shown directly in the search results, complete with ratings, directions, and contact info; an essential factor in Local SEO.
Direct Answers
Instant results for basic queries like currency conversions, time zones, calculations or definitions.
Weather Forecasts and Sports Scores
Real-time info displayed directly on the results page.
These features were designed to improve the user experience and reduce friction in search. AI Overview is simply the next iteration of this feature journey.
How do Zero-Click searches impact SEO strategies?
Traditional SEO practices like keyword hunting and on-page optimisation are still staples, but the era of AI disruption is changing things.. Your SEO strategy needs to be revisited, and you need to keep the following trends in mind before making any decision:
1. Fall in CTR (Click Through Rates)
With users getting all the info that they need instantly, the chances of them actively browsing websites to dive deeper would fall significantly. Data is telling the same story as well. In just a few months after its launch, top-ranked websites are reported to have a drop in CTR’s of 34.5%. As AI Overview starts to appear more frequently, it’s highly likely these rates may fall further.
2. The LLM Factor
Ever since ChatGPT exploded in 2020 to become the fastest ever product with a 100 million+ users in less than two months, the LLM arms race has begun. Tech giants are literally spending billions to gain the upper hand and capture the mindshare of consumers in a critical category. In all this mayhem, consumer behaviour around search is changing dramatically. New AI browsers from Perplexity and OpenAI aim to take the market share away from Google, thereby increasing the trend of low or zero-click searches due to the conversational interface of such browsers. With OpenAI & Anthropic launching their own browsers soon, expect this zero-click SEO trend to heat up even more.
3. Decline in Organic Traffic
Another byproduct of this shift would be a potential decline in organic traffic. Organic traffic essentially refers to the people who click on the non-sponsored links on SERP to get to your website. You are basically acquiring this traffic by ranking high & attracting the user through a strong title and a catchy meta description. In traditional SEO, ranking at the top was considered to be the holy grail. Sadly, businesses can no longer be assured of good traffic despite ranking #1 for a high-volume keyword. AI Overview will change all of that as the coveted #1 spot now often comes below the AI summary and other features that we mentioned before. This could mean higher impressions but fewer sessions, even for websites at the very top.
With these developments still in their infancy, SEO experts are looking at new ways to get the highest ROI for their clients. Here are some ways in which businesses can navigate these new challenges:
1. Optimise for AI Overviews & rich snippets.
AI Overview is now the hottest real estate in SERP land, and businesses need to find ways to feature in there. Initial research suggests that clear and structured content might just do the trick. Think listicles, checklists, headers and schema markups.
2. Diversify your traffic sources
We can no longer keep all our eggs in one basket. Instead of solely relying on search, build a presence on other platforms like YouTube, social media, email inboxes, and marketplaces. We need to be everywhere where your audience is.
3. Focus on Authority & E-E-A-T
Domain Authority will gain even more prominence as search engines & Large Language Models (LLMs) actively look out for high-quality sources. Your business needs to own the answer and not just rank high for it. EEAT signals (experience, expertise, authoritativeness, trustworthiness) will also matter more, as that means content from well-cited, transparent, expert-driven websites is more likely to be included in these zero-click snippets. If your content is not backed by real experience, qualified authorship or authoritative citations, it may be excluded altogether, even if it technically ranks on page one.
What’s Next for Search (and Your Business)?
Search will continue to gallop ahead and evolve at a frightening pace. Businesses that do not react can face the danger of being left behind. Chasing SEO rankings and improving page speed insights won’t be enough anymore. Instead, you need to rethink what ‘success’ is in an era where users can get the answers before even clicking anything. That means shifting the focus from volume to value. You need to see content as a brand builder rather than a mere traffic accelerator. Even if users don’t click on your website, the sheer quality of your content should shine through even in the LLM answers and AI summaries.
At Trafficon Digital, we’re here to help you navigate this shift and keep your brand ahead of the curve. Stay tuned for more insights, and let’s get your business ready for a new zero-click world!
