Which SEO Strategies Can Get Content Featured in Zero-Click Searches?

Have you also noticed that while your website’s SEO visibility appears strong lately, click-through rates and traffic have actually declined?

This is not an illusion! In traditional SEO, higher rankings typically lead to more clicks. However, since the rise of zero-click searches, even websites ranking first may lose traffic because users find answers directly on the search engine results page (SERP).

Recent data shows that in 2024, 60% of searches ended without a click—a significant increase from 26% in 2022. This indicates a fundamental shift in how users access information.

What is a Zero-Click Search?

A Zero-Click Search refers to a user query on search engines like Google or Bing where the answer is provided directly on the SERP, eliminating the need to click through to any website. Compared to traditional search behavior, zero-click searches deliver faster and more comprehensive responses that directly satisfy user intent.

Common types of zero-click search results include:

●  Featured Snippet

Located at the top of organic results and considered “position #0,” featured snippets typically appear for question-based queries (e.g., “how to” or “why”). They extract relevant content—such as text, lists, or tables—from a webpage to provide an immediate answer. While they offer high visibility, they often reduce click-through incentives.

●  Knowledge Graph / Panel

Usually displayed on the right side (desktop) or top (mobile) of the SERP, Knowledge Panels aggregate information from sources like Wikipedia, official websites, and news outlets to provide rich, real-time knowledge without requiring clicks.

●  Instant Answer

These appear directly under the search bar or above organic results, offering concise answers—such as unit conversions or time calculations—for queries with clear intent. They rarely generate clicks.

●  Local Pack

For location-based queries, Google displays a map and a list of 3–4 relevant local businesses—complete with names, ratings, addresses, and phone numbers—enabling users to access information or take action (e.g., navigation or calling) without visiting a website.

●  AI Overviews (AIO)

AI Overviews synthesize information from multiple web sources to form a complete answer tailored to the user’s query. Especially effective for clear and specific questions, AIO provides direct and accurate conclusions, making it a powerful catalyst for zero-click behavior.

How Do Zero-Click Searches Impact Traditional SEO?

Most businesses are primarily concerned about traffic—and rightly so. According to Bain & Company, approximately 80% of consumers rely on zero-click results in 40% of their searches, leading to a 15%–25% decline in organic traffic.

Beyond traffic loss, zero-click searches have changed SEO dynamics. When search engines compile information from multiple sources, brand content may be taken out of context, potentially harming brand perception or leading to misinformation. Moreover, while users previously compared multiple sites during longer decision-making journeys, AI now delivers analyzed comparisons instantly—reducing opportunities for brand interaction.

Which SEO Strategies Can Get Content Featured in Zero-Click Searches?

Although zero-click searches pose challenges, they also present branding and exposure opportunities. Hence, optimizing for zero-click appearances may become a new SEO priority.

●  Provide In-Depth Information

Zero-click searches often target straightforward queries (e.g., “symptoms of FIP in cats” or “are raccoons red pandas?”). To increase visibility, focus on long-tail keywords with lower search volume but higher conversion potential. Create comprehensive content that addresses deeper user intent, incorporating first-hand experience, exclusive data, or expert insights to satisfy both users and AI—increasing the likelihood of being cited in AI Overviews.

●  Leverage Structured Data

Structured data serves as a “language” for communication between your website and Google’s AI. Using Schema markup, you can explicitly define content types (e.g., Q&A, tutorial, product info), improving the chances of precise extraction. Implement JSON-LD markup for common content types (e.g., Article, HowTo, FAQ) following Google’s guidelines. This not only supports AIO citations but also enhances rich results (e.g., star ratings, breadcrumbs), indirectly boosting CTR.

●  Build High-Quality Backlinks

Backlinks remain a key signal of authority for both Google and AI. The more reputable sites linking to your content, the more likely AI will consider it a trustworthy source. Pursue PR collaborations, guest posts, and expert interviews to gain exposure on authoritative platforms.

●  Diversify Content Across Platforms

Search engines render different SERPs based on query intent. For example, searching “Arachne Group Limited” may show a company profile at the top, while “red panda” may prioritize videos. A multi-platform content strategy not only captures additional traffic but also helps mitigate the impact of AI Overviews. Conclusion

Zero-click searches are not the end of SEO—but rather a catalyst for strategic evolution. Data shows that 73% of content cited in AI Overviews comes from pages ranking in the top 10 organic results. This confirms that traditional SEO factors (e.g., content quality, domain authority) remain essential, but must now align with AI preferences.

As an SEO company with years of experience in the Hong Kong market, Arachne Group Limited is committed to helping clients adapt to these changes. We specialize in precise keyword research, structured data optimization, high-quality backlink building, and multi-platform content strategies—ensuring your brand remains competitive in the era of zero-click search.