Search behavior is changing—and fast.
Nearly 60% of Google searches don’t result in a click, thanks to featured snippets, knowledge panels, AI overviews, and other SERP enhancements that deliver answers instantly.
These so-called “zero-click” searches might sound like bad news for brands hoping to drive traffic in 2025, but they can actually be a big opportunity—if you know how to make the most of them.
Here are five smart ways to capitalize on zero-click searches in 2025.
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1. Optimize for featured snippets
When it comes to zero-click searches, featured snippets still reign supreme. These appear above the traditional search results and often answer user questions directly—meaning your content can be seen without a single click.
The example below shows how the kind of visibility offered by featured snippets can build authority and brand recognition, even if users don’t click through.
Conductor, a marketing platform company, has secured the featured snippet for the keyword phrase “what is a featured snippet.” Their concise answer may give the searcher everything they are looking for, so they may choose not to click through to learn more. Even so, the brand’s name is prominently featured in the snippet, and they appear to be knowledgeable about SEO and marketing, both of which are good for brand-building.
Want to win a featured snippet spot? Here’s what to do:
- Write concise, clear answers to common questions (think 40-60 words).
- Use H2s and H3s with question-based phrasing.
- Format answers as lists, tables, or definitions when appropriate.
2. Build your brand into the answer
Zero-click doesn’t mean zero value—especially if your brand is part of the solution.
Google’s AI-generated answers (now called AI Overviews) increasingly cite sources. That means getting your brand or URL mentioned in high-ranking, well-structured content can still earn attention. Even if a user doesn’t click, they may remember your name—or search for you directly later.
For example, in the AI Overview for the phrase “how many google searches don’t result in a click,” one of the cited sources is the same study we chose to use at the top of this very blog!
Here’s how to get your brand featured in Google’s AI Overviews:
- Answer trending or evergreen questions in your niche with in-depth content.
- Optimize your content for related keywords, especially long-tail keywords.
- Get your content quoted in or referenced by other credible sources.
3. Double down on branded search
One silver lining of zero-click results? They often filter out casual, top-of-funnel traffic and drive more brand-aware searches instead. Someone might find what they need in a snippet, but if they remember your name, they may search for your brand directly next time.
That makes it more important than ever to own your branded SERP. When people search your brand name, you want the first search results to include your website and related websites.
Here’s an example using our brand, Your Marketing People. Everything above the fold is managed by us. The first result is our website, followed by our Yelp and LinkedIn pages, with our Google Business Profile on the side.
Here’s how to own your branded search:
- Keep your Google Business Profile updated
- Own social handles and directories tied to your brand name
- Using schema markup to enhance sitelinks and expand your website’s real estate in search (in the example above, sitelinks are the additional links beneath our home page)
4. Use schema to increase visibility
In a world of zero-click searches, consider schema markup (also called structured data) to be your VIP pass. By adding schema markup to your website, you make it easier for Google to understand your content—and display it in rich results like FAQs, reviews, events, recipes, and more.
Powered by schema markup, these rich results expand your brand’s visibility in the search results, boosting brand awareness and trust even without a click.
Schema is a must-have for any content strategy in 2025. You can view a list of all the structured data types Google supports. Take a look and consider which ones you can add to the content throughout your website. From job postings and FAQ pages to events and product information, there’s a whole world of schema to explore.
5. Embrace multi-channel measurement
Even if fewer users click on your site, that doesn’t mean your SEO efforts aren’t working. In fact, many zero-click impressions influence user behavior in other ways—like branded searches, social engagement, or even in-store visits.
Here’s how to track the positive impact of your zero-click search strategies:
- Monitor changes in direct and branded search traffic
- Watch for upticks in social mentions or video views
- Use tools like Google Search Console, GA4, and social listening software
Remember: Zero-click doesn’t mean zero ROI—it just means measuring success differently. For more ways to boost your brand’s visibility, contact Your Marketing People.
