Search engine optimization (SEO) has long revolved around one goal: getting users to click from a search engine results page (SERP) to your website. But that game is changing—fast. With Google’s new AI Overviews, a growing number of users are finding the answers they need without ever clicking on a website. So many of our clients can see drop in their clicks as a results of it.
Welcome to the era of zero-click searches, where visibility matters more than traffic—and the way we approach content and SEO must evolve. We’ll break down the following questions here:
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What AI Overviews are
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Why zero-click searches are on the rise
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How this shift impacts your website
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What you can do to adapt and stay competitive
🔍 What Are Google’s AI Overviews?
In 2024, Google rolled out AI Overviews, a major update that uses generative AI to summarize answers directly in the search results. When a user searches a question, Google now offers a detailed, AI-generated snippet—often including bullet points, links, and citations—above the traditional blue links.
These AI Overviews are powered by Google’s Search Generative Experience (SGE), which pulls data from multiple web pages and uses large language models (LLMs) to generate a comprehensive, conversational response.
While it’s convenient for users, the challenge for marketers and publishers is clear: if users get the answer they want within the search results, there’s no reason to click through to your site.
📊 The Rise of Zero-Click Searches: The Numbers
The idea of zero-click searches isn’t new—but AI Overviews are accelerating the trend.
According to a 2022 study by Semrush and SparkToro:
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57% of all Google searches ended without a click
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For mobile devices, 77.2% of searches were zero-click
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For desktop searches, 46.5% resulted in no website visit
In 2025, with AI Overviews expanding across more query types and devices, industry experts predict zero-click searches could surpass 65–70% across all categories.
For comparison:
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In 2019, zero-clicks were around 50%
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By 2023, they had jumped to over 60%
Now, with AI Overviews answering everything from “how to unclog a drain” to “best time to visit Italy,” users are engaging more with summaries and less with actual websites.
🧠 Why This Is Happening: Google’s Goals
Google isn’t trying to reduce website traffic on purpose. Its primary mission is to deliver the most helpful information as quickly as possible. With AI Overviews, Google aims to:
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Save users time by summarizing multiple sources
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Provide more accurate, complete answers
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Keep users engaged within the Google ecosystem (and its ads)
It’s also a response to shifting user behavior. People are used to instant results, especially with AI tools like ChatGPT and Perplexity providing direct, conversational answers.
Google is simply evolving to meet this demand—and businesses must evolve too.
🛑 The Impact on Your Website and SEO
So what does this mean for your SEO strategy?
1. Fewer Clicks, Even if You Rank #1
Even if your page ranks on the first page (or is cited in the AI Overview), users may not click through. They may see your content summarized by AI and move on.
2. Traffic Drop Without a Rankings Drop
Your analytics might show a drop in traffic, even though your keyword rankings haven’t changed. This is because AI Overviews are giving users what they need without clicks.
3. Brand Visibility Over Traffic
The focus is shifting from driving traffic to owning visibility. If your brand is cited in an AI Overview—even without a click—it still builds trust, recognition, and authority.
✅ How to Optimize for AI Overviews and Zero-Click Searches
This new landscape requires a smarter, more strategic content approach. Here’s how to position your business for success in a zero-click world.
1. Answer Specific Questions Clearly
AI Overviews love concise, direct answers to user questions. Structure your content so it includes:
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FAQ sections
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Question-based H2s and H3s
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Short, 1–2 sentence answers right below the heading
Example:
H2: Can a heat pump heat a pool?
Yes, a heat pump can efficiently heat a pool using electricity to draw in warm air and transfer it to the water.
2. Use Structured Data and Schema Markup
Structured data helps Google understand your content better. Use Schema.org to mark up:
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FAQs
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How-to guides
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Products
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Reviews
Pages with rich structured data are more likely to be included in AI Overviews or show featured snippets.
3. Establish Topical Authority
Google wants to pull answers from trusted, expert sources. Build your authority by:
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Creating high-quality, in-depth content around your niche
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Getting backlinks from other authoritative websites
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Regularly updating your content to keep it fresh and accurate
4. Include First-Hand Experience and Original Insights
AI-generated summaries rely on existing public content. Pages that offer unique insights, case studies, original research, or firsthand experience stand out.
For example:
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A pool company might publish temperature tests comparing heat pumps vs. gas heaters
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An HVAC contractor could explain real-world install timelines
This kind of content may get cited more often in Overviews—and if it’s really helpful, people may click through anyway.
5. Optimize for Branded Queries and Long-Tail Keywords
Instead of just competing for general terms like “heat pump,” optimize for:
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“Best heat pump for small pools 2025”
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“Corsair and Cross Rip Resort reviews”
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“Virtual office vs coworking space Boston”
Longer queries are more likely to be shown in full or semi-clickable formats, increasing your chances of engagement.
6. Build Brand Awareness Everywhere
If you can’t rely on clicks, make sure people recognize and trust your brand:
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Show up consistently on Google, social media, and review sites
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Claim and optimize your Google Business Profile
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Get mentioned in third-party publications and industry roundups
Even if users don’t click your site now, they’ll remember your brand when they’re ready to take action.
📈 The Silver Lining: Opportunity in Visibility
Zero-click doesn’t mean zero opportunity. In fact, AI Overviews may level the playing field by allowing smaller businesses with high-quality content to appear alongside major brands in top summaries.
If you’re one of the sources Google pulls from:
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Your brand appears at the top of the SERP
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You gain trust and authority
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You build long-term brand recognition
Think of it as modern PR through search.
Adapt or Get Left Behind
Google’s AI Overviews are redefining what it means to “rank” in search. It’s not about driving every click—it’s about owning your space in the conversation.
To succeed in this new era:
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Write for people, but structure for AI
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Focus on visibility, not vanity metrics
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Embrace quality, clarity, and trustworthiness in every piece of content
The future of SEO isn’t just search engine optimization—it’s search experience ownership. The zero-click world is here. Will your brand show up, or be left out?