Dealing with zero-click culture: How to get more people onto your site

It’s a problem we’re all facing, clicks are going down, less people are visiting your website. But you’re still doing the right thing, you’re targeting the right keywords, you’re getting your content ranking, you should be getting in front of people. 

Well, the thing is, you are. People are seeing your content but not clicking on it. Why? Because the answer they need appears instantly, right in front of them on the search results page, so they don’t need to click on your link. That is zero-click culture, and it’s rapidly becoming the norm.

What is a zero-click search?

A zero-click search is when a user’s query is answered on the results page, either via featured snippets, knowledge panels, “People Also Ask” boxes, AI summaries, or direct answer boxes, so the user doesn’t need to click onto a website. 

Beyond that, generative AI and summary overlays now synthesise answers from multiple sources and present them in a conversational style, making it even less likely that someone needs to click on a website to get an answer. 

Why are zero-click searches increasing? 

Zero-click searches are increasing, it’s not just an idea, it’s a fact. According to Bain & Company 80% of consumers now rely on AI or zero-click results in at least 40% of their searches. On traditional search engines, about 60% of searches now end without a click to another site. 

But why is this happening? 

Consumers are getting what they want straight away from AI overviews. A Pew study found that when Google shows an AI-generated summary, users are less likely to click the source links.

Google reports that AI Overviews are now used by 1.5 billion people each month. And in many cases, AI summaries or answer boxes now occupy half the screen, pushing traditional links “below the fold” on both mobile and desktop. 

In short, what was once a fringe phenomenon is now mainstream. Zero-click culture is rewriting the rules of how people search and how brands must respond.

How zero-click searches impact businesses 

Declining clicks and traffic

One of the primary issues we’ve all been facing is a decline in traffic, and for many of us this is where we first started to notice the impact zero-click searches have been having. Bain estimates that zero-click reliance has reduced organic traffic by 15–25% for many brands, and many B2B brands are reporting a 30% drop in traffic overall. 

Loss of narrative control

When AI overviews summarise your content (or sections of it), you lose the ability to control the full narrative, the framing, the tone, or the branding. The AI may extract your “main point” but strip out nuance, examples, or branding cues, and ultimately strip out your selling points.

Competitive disadvantage and bias

Brands with strong existing authority, backlinks, or coverage in trusted sources are more likely to be cited by AI summaries. Smaller or niche brands may struggle to break in.

In B2B, where 85% of buyers reportedly purchase from their “day-one” list (vendors already on their radar), losing influence over those early search results could be make or break. 

How to reframe ‘success’ in a zero-click world 

In a zero-click world, the old metrics that you used to rely on might be telling you the whole story. It might be time to invest in some new metrics.

Metrics you might want to look at 

• Impressions / visibility: How often your content appears in SERP features, answer boxes, AI Overviews, or featured snippets

• Share of voice in AI / snippet citations: How often your content is cited as a source in AI summaries

• On-page engagement / micro-conversions: Newsletter signups, embedded chat, scroll depth, time spent

• Assisted conversions / downstream signals: Traffic brought indirectly, brand lift, repeat visits

• Branded queries growth: Measure whether users begin to search specifically for your brand over time

• Retention and return visits: Even if initial click is lost, capturing return interest is critical

  
  

It’s important to consider, brand awareness isn’t necessarily trackable, and while your regular metrics, like clicks, might be down, that doesn’t mean everything is going horribly wrong. Take stock and try to look at the bigger picture,  and remember, this is happening to everyone.

Setting expectations

• Be realistic, if your content is already heavily referenced by AI Overviews, further gains in clicks may be limited

• Benchmark against visibility and citation metrics rather than traffic alone

• Use cohorts: track how users who see your brand via AI or SERP features may convert later

Strategies to thrive in zero-click culture

1. Structure content for AI and snippet extraction

Provide concise, well-organised answers written in short paragraphs or clear lists. Each section should begin with a question placed in the header, followed immediately by a direct answer in the first sentence or two. 

Incorporate FAQ-style sections or Q&A blocks to increase the chances of your content being pulled into AI-generated summaries.

Avoid inaccessible formats like gated PDFs, images without alt text, or content hidden behind heavy paywalls, since these cannot easily be indexed or surfaced by AI systems.

2. Target zero-click features directly

Craft precise, well-formatted answers of around 40 to 60 words that align closely with user intent to increase your chances of earning featured snippets.

To capture visibility in “People Also Ask” boxes, anticipate and address common follow-up questions throughout your content. You can see what other questions people might ask, simply by googling the topic yourself.

3. Focus on deeper content and proprietary insights

While broad, informational “what is” content is often saturated, mid- and bottom-of-funnel topics, such as comparisons, case studies, and product reviews, still generate strong click intent. Publishing original research, data, or experiments gives AI systems unique material to cite, reinforcing your authority.

Use storytelling, expert commentary, and thoughtful analysis to add a human dimension that automated summaries cannot easily replicate.

4. Build brand authority and external endorsement

Getting high-quality backlinks, citations, and mentions from reputable sources can really boost your brand’s credibility with both AI systems and users. Collaborations, guest contributions, and media partnerships can also further amplify your reach.

5. Enhance retention and off-site channels

Since fewer users may visit your site directly, focus on channels that keep your audience engaged. Email newsletters, social media, and online communities can maintain connections and encourage repeat interactions.

Include early calls to action within your content, such as invitations to download a guide or subscribe, to capture interest quickly.

6. Test, iterate, and experiment

As a marketer, you already know this but it’s always worth saying! 

Stay adaptable by testing different content approaches. Run A/B tests on question phrasing, summaries, and headers to see what resonates best. Monitor which pieces of content are cited in AI Overviews or featured in answer boxes, and adjust your strategy accordingly.

The future of zero-click culture

Reading this, you might be thinking ‘what’s next?’. How can you prepare for the next big thing when you don’t know what that ‘big thing’ will be. 

At BlackCat Content, we can’t predict the future but we can sensibly theorise on what we could see coming in the future of SEO and search. 

Are zero-click searches here to stay? 

Zero-click culture is not a blip, it’s completely changing the way users consume information. For marketers and content creators, the stakes are clear, your content must be surfaced, not just clicked.

Rather than resist, lean into it. Raise your visibility, build authority, embed conversion pathways, and retool how you define success. 

Not sure where to start? BlackCat Content can help you reach your audience when other businesses are losing clicks. Reach out to us today to see how we can help you.