Zero-click searches are search queries that result in no clicks to other websites from the search engine results page (SERP). That’s because the answer is already presented directly within the SERP through features like:
– Featured snippets
– Instant answers
– Knowledge panels
– Local packs
– People Also Ask (PAA) boxes
– Weather widgets
– Calculator and conversion tools
According to various industry studies, nearly 50% of searches on Google end without a click. That makes zero-click SERPs both a challenge and an opportunity. You won’t get a click—but you might still earn visibility, authority, and future traffic.
There’s a common misconception that zero-click searches are a waste of time. After all, if no one clicks, what’s the point?
In reality, owning SERP real estate—especially prominent features like featured snippets or local packs—allows you to:
– Build brand awareness at the top of the funnel
– Become a trusted source of information
– Drive indirect conversions and branded searches
– Stay ahead of competitors in the same SERP
Not every page needs to drive a click to provide value. The brand visibility alone can result in more search demand later, more backlinks, and enhanced trust.
Before you optimize, you need to know which features are showing up for your target keywords. The most common zero-click features to consider are:
Google pulls the answer verbatim from a page it deems authoritative and relevant. If your content is structured properly, you can win this spot—even if you’re not ranking #1 organically.
If your business is seen as an entity, you can influence this panel through schema markup, consistency in citations, and public data sources.
These can drive substantial awareness, especially for informational queries. Getting featured in PAAs often uses a similar strategy as featured snippet optimization.
These are critical for brick-and-mortar or service-based businesses. Appearing here means instant visibility without a click—though local intent often leads to foot traffic or phone calls.
It’s hard to rank here as a publisher, but identifying when hubs like Wikipedia or Google itself own the result can tell you when not to create “unwinnable” content.
Here are the key strategies to increase your chances of appearing in zero-click features:
Zero-click searches often come from high-intent, informational queries. Example:
– “What is the capital of Australia”
– “How to tie a tie”
– “Vitamin C benefits”
Use keyword research tools to find question-based keywords. Filter for terms that trigger featured snippets or PAAs. Tools with SERP feature data can help you assess which queries are worth targeting.
Also pay attention to modifiers like:
– “What is…”
– “How to…”
– “Why does…”
– “When is…”
These frequently align with zero-click features and quick answers.
To rank in a featured snippet, you need to give direct, concise answers. Google likes predictable formatting. Here’s how to optimize:
– Answer the query in the first 40–60 words of the section.
– Use proper HTML headings like
Also, track your ranking pages in the SERP. If you land in position #1–5, you’re in the “snippet eligibility zone”.
Schema markup is metadata that helps search engines understand the context of your content. It can improve your eligibility for SERP features such as:
– FAQs (FAQPage)
– How-to instructions (HowTo)
– Reviews (Review)
– Local business data (LocalBusiness)
Markup doesn’t guarantee a feature, but it significantly increases your chances. Use Google’s Rich Results Test to validate your structured data before publishing.
If your goal is to appear in local packs for discovery-related queries (e.g. “best pizza near me”), focus on:
– Google Business Profile optimization: verify phone, hours, location, and business categories
– Earning and managing reviews
– NAP consistency (Name, Address, Phone number) across all citations
– Local keyword optimization on landing pages
Local packs are heavily influenced by proximity, relevance, and prominence. You can’t control the user’s location—but you can improve the other two.
When Google decides what website to pull a snippet from, it favors:
– Domain-level topical relevance
– Comprehensive coverage of the subject
– Backlinks from related authoritative sites
So don’t just create one page to rank for one zero-click keyword. Build a content hub that connects multiple related topics together to demonstrate subject-matter expertise.
For example, if you’re targeting snippets around “intermittent fasting”, create related pages like:
– “Intermittent fasting benefits”
– “How to start intermittent fasting”
– “Intermittent fasting risks”
– “16:8 vs 5:2 fasting”
Internal linking these pages strengthens context and relevance.
Sometimes, pursuing a zero-click keyword isn’t worth it. If the search doesn’t result in website clicks—even when you rank #1—then it only serves to boost visibility.
Here are two key filters to decide whether a keyword is worth targeting:
If you can’t monetize the traffic, build links with the content, or strengthen brand equity, then deprioritize it—even if it’s easy to rank.
Prioritize keywords like:
– “Best [your product category]”
– “How to use [your product]”
– “[Product] reviews”
These may have zero-click features, but they often still send traffic and conversions.
Search intent determines the likelihood of earning clicks. Use this framework:
– Informational + snippets/PAA = zero-click, lower CTR
– Navigational = zero-click, branded, low opportunity
– Transactional = likely to drive clicks, even if snippets exist
Some zero-click SERPs include a snippet, but still generate clicks below. For example:
– “Best CRM software” → features a comparison snippet, but searchers explore brand sites anyway
– “How to tie a tie” → if your tutorial is exceptional or includes visuals, searchers still click
Evaluate the full SERP and ask: “What else is competing for attention? Is there a reason to click?”
Optimizing for visibility is different from optimizing for clicks—but you can still track success. Key metrics include:
– SERP feature coverage: how often your pages win snippets, PAAs, knowledge cards
– Branded search growth: if overall impressions and branded visits increase, you’re earning trust
– Engagement metrics: if users come to your site via non-snippet queries later, it indicates long-term effectiveness
– Visibility share: tools can show how you appear across zero-click features, even if it doesn’t lead to visits
Zero-click search is a new layer of SEO—not a threat to it. It’s your job to identify where you can win, where you can influence brand recall, and where you should shift attention elsewhere.
Zero-click searches aren’t the enemy of SEO—they’re a reality of how search is evolving. Rather than lament lost clicks, identify where your brand can “own the SERP” even when the click doesn’t come.
That means focusing on:
– Earning featured snippets
– Building topical authority
– Structuring content for skimmability and clarity
– Using schema markup to support eligibility
– Prioritizing intent-driven keywords that align with your business goals
Users want answers. If you provide the best one, you win—even without the click.
