![\"What\u2019s](\"https:\/\/www.similarweb.com\/blog\/wp-content\/uploads\/2021\/01\/attachment-unnamed.png\")
<\/p>\nYou might be ranking, but is anyone clicking?<\/p>\n
Search engines are evolving faster than ever, and a growing number of searches end without a single click. This shift is changing the way users engage with search results and how marketers need to think about SEO.<\/p>\n
In this post, we\u2019ll break down what zero-click searches are, why they\u2019re on the rise, and how to adapt your SEO strategy to stay visible in a world where users often find answers before they ever visit a website.<\/p>\n
A zero-click search is a search action that does not end in a click to one of the results on the SERP. It mostly happens when the search engine results page (SERP) displays the answer inline, so the user is unlikely to click through to any other page. It\u2019s best explained with an example: Type a question for which there is a definitive answer, such as \u2018What\u2019s the capital of Sweden?\u201d<\/p>\n
<\/p>\n
There\u2019s no need to click through to Wikipedia or any other informative site to get the answer. Google pulls the info from a credible source and displays it at the top of the SERP.<\/p>\n
It\u2019s important to clarify that almost no searches receive literally zero clicks. Every SERP typically serves multiple <\/b>user intents<\/b><\/a>, and some of those users will still click through to explore results. So when we talk about zero-click searches, we\u2019re not referring to SERPs with no<\/i> clicks at all. Rather, we\u2019re describing searches where the majority of users find what they need directly on the results page, without having to click.<\/p>\n In this context, \u2018zero-click\u2019 refers to the percentage of searches that didn\u2019t lead to any clicks or visits.<\/p>\n So circling back to the keyword \u2018capital of Sweden,\u2019 our data indicates that the keyword gets a 77% zero-click rate.<\/p>\n Another typical example is the keyword \u2018weather.\u2019 Our data indicates that the keyword gets an 85% zero-click rate.<\/p>\n Of the remaining 15%, users primarily click on weather.com, followed by accuweather.com.<\/p>\n As Google continues to expand its SERP features, the search results page is increasingly becoming the destination rather than the starting point of a user\u2019s journey. More and more keywords now result in fewer clicks to external websites, or none at all.<\/p>\n In 2020, the percentage of zero-click searches reached nearly 65%, according to SparkToro, which used Similarweb data<\/a> to research the subject.<\/p>\n The data covers worldwide mobile and desktop traffic.<\/p>\n Now that we understand zero-click searches occur when users find the information they need directly on the search results page, let\u2019s explore the SERP features<\/a> that contribute most to this behavior. Many of these features are designed to deliver quick, actionable answers, reducing the need for clicks. Here are the main types:<\/p>\n AI Overviews, Google\u2019s AI-generated summaries, are reshaping how information is presented on search results pages. By compiling information from multiple sources into a single, coherent response, AI Overviews often satisfy user intent immediately. Because the answer is synthesized and positioned prominently, users rarely feel the need to click through to the underlying websites.<\/p>\n Many AI Overviews are starting to resemble mini blog posts, presenting information that users would traditionally find by clicking through to a full article. This trend is especially common with informational queries, and it’s only a matter of time before it expands to other types of search intent.<\/p>\n Take the query \u2018<\/b>what are zero drop shoes\u2019<\/b> as an example. The AI Overview includes a:<\/p>\n These are sections typically found in an informational blog post.<\/p>\n Featured snippets<\/a> pull key information from a webpage and display it at the very top of the search results. When a featured snippet answers the user’s query clearly and concisely, whether it’s a definition, list, or explanation, many users don\u2019t see a reason to click for more details.<\/p>\n That said, Google does expect a segment of users to click the results. Consequently, featured snippets, unlike direct answers, do feature a blue link.<\/p>\n Direct answer boxes, sometimes called \u2018instant answers\u2019 provide factual information like calculations, dates, measurements, or weather updates. These answers are straightforward and complete, leaving little to no reason for users to explore beyond the search results page and as a result, direct answers don\u2019t include a blue link.<\/p>\n Knowledge Panels<\/a> present authoritative information about people, places, organizations, and more, often pulled from structured sources like Wikipedia or official databases. Positioned on the right-hand side (or at the top on mobile), they offer an at-a-glance overview that covers the essential facts, minimizing the need for additional clicks.<\/p>\n The \u2018People also ask<\/a>\u2019 (PAA) section displays a series of expandable questions related to the original query. Each dropdown reveals a snippet answer similar to that of a featured snippet. Users often browse multiple PAA entries to satisfy their curiosity, gathering enough information without clicking through to a full article.<\/p>\n When users search for local businesses or services, the Local Pack displays a map and a list of nearby locations, complete with key details like business hours, reviews, and directions. Since this information is highly actionable, users frequently choose a business directly from the SERP without needing to visit individual websites.<\/p>\n Even when a user clicks on a result, Google typically expands the business\u2019s profile within the SERP itself. Since the user isn\u2019t redirected to a third-party site, these interactions are still classified as zero-clicks.<\/p>\n The rise of AI Overviews (AIO) has dramatically shifted user behavior on search engines, accelerating the trend of zero-click searches. AIO delivers rich, AI-generated summaries that often answer user queries immediately, reducing the need for users to visit external websites.<\/p>\n The Similarweb data team uncovered just how significant the impact is:<\/p>\n This stark difference shows that AIO doesn’t just affect a small segment of search traffic, it fundamentally changes how users interact with search results. With AI Overviews presenting aggregated, highly relevant information at the top of the page, users are increasingly finding everything they need without ever clicking through to a website.<\/p>\n For marketers and SEO professionals, this shift underlines the urgency of rethinking traditional SEO strategies<\/a>. Optimizing for AIO visibility, as well as for other SERP features, is becoming critical to maintaining brand presence and traffic in an increasingly zero-click environment.<\/p>\n Curious what zero-click search looks like in practice? Here are some of the top zero-click keywords in 2025. Typically, if users do<\/i> click through on these results, it\u2019s a sign that Google hasn\u2019t met their needs. Why? These queries are straightforward and call for equally simple answers, something Google aims to provide directly on the results page.<\/p>\n Keywords paired with the word \u2018meaning\u2019 often generate high zero-click rates, and this one is no exception. As shown below, the answer appears directly in the AI Overview. Even if users tap \u201cShow more,\u201d it doesn\u2019t count as a click, further reinforcing the zero-click nature of this query.<\/p>\n This is a textbook example of a zero-click keyword, and our data shows it carries a 100% zero-click score. The reason is straightforward: users enter this query, get the exact conversion directly in the search results, and move on. No need to click through for more information.<\/p>\n This keyword is a clear example of a 100% zero-click query. The answer is simple and appears directly in both the AI Overview and the Featured Snippet. Even the \u2018People Also Ask\u2019 box surfaces variations of the same question, making it unlikely that users will need to click through to find what they\u2019re looking for.<\/p>\n While zero-click searches may seem like a loss for organic traffic, they also present a new opportunity: capturing attention directly within the search results. Brands that optimize for SERP visibility can still drive brand awareness, trust, and even downstream conversions, without relying on a traditional click.<\/p>\n Here\u2019s how to adapt your SEO strategy for 2025:<\/p>\n The first step is knowing where zero-click opportunities exist. Use the Similarweb Keyword tool<\/a> to identify keywords that frequently generate zero-click searches. For example, when analyzing bmwusa.com in Similarweb, you can review the zero-click rates for keywords driving traffic to the site.<\/p>\n This allows you to see where users are finding answers directly on the SERP and where there’s an opportunity to improve visibility within those features.<\/p>\n If you have a rank tracking campaign set up, you can also quickly identify keywords that include SERP features where your domain is not yet appearing. Just go to Similarweb\u2019s rank tracker<\/a> – SERP Features report and scroll down to the Breakdown by SERP Feature table.<\/p>\n Let\u2019s say you\u2019re tracking hubspot.com and want to uncover opportunities to appear in AI Overviews. Scroll to the AI Overview row. In the \u2018You\u2019 column, you’ll see keywords where your domain already appears in the AI Overview. In the \u2018SERP\u2019 column, you\u2019ll find keywords that trigger an AI Overview, but your domain is missing.<\/p>\n I\u2019ve clicked the \u2018SERP\u2019 result, and Similarweb redirected me to all the keywords where hubspot.com does not appear in the AI Overview.<\/p>\n Making a quick Google search for the query \u2018cover letter,\u2019 we see Hubspot is not ranking in the AI Overview.<\/p>\n Once you\u2019ve identified your target keywords, the next step is to tailor your content to match how information is presented in the top-ranking results.<\/p>\n For instance, although hubspot.com is not ranking on the AI Overview for the query \u2018cover letter\u2019, Google presents links on the right-hand side of the feature.<\/p>\n Simply click on those results to see what information is included and how that information is structured. Look for patterns that occur in all the results, and then experiment by adding those elements to your own page.<\/p>\n In general, you should focus on creating assets that are optimized for different SERP features, from featured snippets and People Also Ask results to AI Overviews.<\/p>\n Some best practices include:<\/p>\n By aligning your content to the format and style that SERP features prioritize, you increase your visibility in zero-click environments, building brand awareness even when users don\u2019t leave the search results page.<\/p>\n AI Overviews are rapidly becoming one of the dominant forces behind zero-click behavior. To stay ahead, it’s critical to understand how to optimize content specifically for AIO.<\/p>\n Prioritize:<\/p>\n For a step-by-step breakdown, check out our full guide to optimizing for AI Overviews<\/a>.<\/p>\n Zero-click searches often favor the most up-to-date and relevant information. Audit your existing pages regularly to ensure they reflect current facts, updated statistics, and the latest insights. Remember: as Google\u2019s algorithms become more dynamic with AI integration, fresher content is more likely to be pulled into AI Overviews and other prominent placements.<\/p>\n I bet you\u2019d like to see the traffic and zero-click stats for some of your top keywords<\/a>. Analyzing zero clicks over time may help you understand changes that occurred in traffic volume or click rate.<\/p>\n You can try Similarweb for free and see the unique tool in action. We\u2019ll also be happy to demonstrate how to make the most of the features for your business.<\/p>\n ![\"keyword](\"https:\/\/www.similarweb.com\/blog\/wp-content\/uploads\/2021\/01\/attachment-image9.png\" "\\"keyword")
<\/p>\n![\"keyword](\"https:\/\/www.similarweb.com\/blog\/wp-content\/uploads\/2021\/01\/attachment-image18.png\" "\\"keyword")
<\/p>\n![\"Of](\"https:\/\/www.similarweb.com\/blog\/wp-content\/uploads\/2021\/01\/attachment-image11.png\")
<\/p>\n![\"In](\"https:\/\/www.similarweb.com\/blog\/wp-content\/uploads\/2021\/01\/attachment-image5.png\")
<\/p>\nTypes of zero-click searches<\/h2>\n
1. AI overviews<\/h3>\n
![\"AI](\"https:\/\/www.similarweb.com\/blog\/wp-content\/uploads\/2021\/01\/attachment-image20.png\")
<\/p>\n\n
![\"AI](\"https:\/\/www.similarweb.com\/blog\/wp-content\/uploads\/2021\/01\/attachment-image14.png\")
<\/p>\n2. Featured snippets<\/h3>\n
![\"Featured](\"https:\/\/www.similarweb.com\/blog\/wp-content\/uploads\/2021\/01\/attachment-image7.png\")
<\/p>\n3. Direct answer box<\/h3>\n
![\"Direct](\"https:\/\/www.similarweb.com\/blog\/wp-content\/uploads\/2021\/01\/attachment-image8.png\")
<\/p>\n4. Knowledge panel<\/h3>\n
![\"Knowledge](\"https:\/\/www.similarweb.com\/blog\/wp-content\/uploads\/2021\/01\/attachment-image1.png\")
<\/p>\n5. People also ask<\/h3>\n
![\"Knowledge](\"https:\/\/www.similarweb.com\/blog\/wp-content\/uploads\/2021\/01\/attachment-image4.png\")
<\/p>\n6. Local pack<\/h3>\n
![\"Local](\"https:\/\/www.similarweb.com\/blog\/wp-content\/uploads\/2021\/01\/attachment-image17.png\")
<\/p>\n![\"Local](\"https:\/\/www.similarweb.com\/blog\/wp-content\/uploads\/2021\/01\/attachment-image16.png\")
<\/p>\nHow do AI Overviews affect zero-click searches?<\/h2>\n
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Popular zero-click keywords in 2025<\/h2>\n
1. Keyword: Lumon meaning<\/h3>\n
![\"Lumon](\"https:\/\/www.similarweb.com\/blog\/wp-content\/uploads\/2021\/01\/attachment-image12-1.png\")
<\/p>\n2. Keyword: Grams to pounds<\/h3>\n
![\"Grams](\"https:\/\/www.similarweb.com\/blog\/wp-content\/uploads\/2021\/01\/attachment-image21-1.png\")
<\/p>\n3. Keyword: How many people can play Repo<\/h3>\n
![\"How](\"https:\/\/www.similarweb.com\/blog\/wp-content\/uploads\/2021\/01\/attachment-image3-1.png\")
<\/p>\nHow to optimize for zero-click searches in 2025<\/h2>\n
1. Identify keywords that trigger zero-click searches<\/h3>\n
\nThis insight will help you prioritize which topics and queries to target with optimized content, based on how users interact with the SERP.<\/p>\n![\"Identify](\"https:\/\/www.similarweb.com\/blog\/wp-content\/uploads\/2021\/01\/attachment-image4-1.png\")
<\/p>\n![\"breakdown](\"https:\/\/www.similarweb.com\/blog\/wp-content\/uploads\/2021\/01\/attachment-image6.png\")
<\/p>\n![\"SERP](\"https:\/\/www.similarweb.com\/blog\/wp-content\/uploads\/2021\/01\/attachment-image19-1.png\")
<\/p>\n![\"cover](\"https:\/\/www.similarweb.com\/blog\/wp-content\/uploads\/2021\/01\/attachment-image17-1.png\")
<\/p>\n2. Create content aligned with SERP features<\/h3>\n
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Focus on AI Overview optimization<\/h4>\n
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3. Refresh and update high-performing pages<\/h3>\n
\nSmall improvements, like refining an answer, clarifying a definition, or expanding an FAQ can make a big difference in capturing SERP features.<\/p>\nGet zero-click data and trends for your keywords<\/h2>\n
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