How Zero-Click Searches Affect Website Traffic

With more answers provided directly on the search results page, fewer users are clicking through to individual websites. Around 15% of searches now include AI-generated overviews, which give users quick summaries of information right on Google’s page, making it less necessary to visit external sites. However, with AI overviews, we've noticed the opposite tends to happen, with a recent article about hashtags in 2024 being shown in AI overviews generating more organic traffic than any recent article.

Although AI Overviews appear to generate significant traffic still, Google's shift towards zero-click search can lead to a drop in organic traffic, with 60% of searches ending without a click according to Danny Goodwin at Search Engine Land. Industries that depend on search-driven traffic—such as news, health, and local services—are particularly affected, as users often find the information they need right on the search page. While this trend challenges traditional SEO approaches, it also encourages a new focus: increasing visibility within Google’s features. The more prominently your business appears in elements like featured snippets, FAQs, and AI-driven overviews, the better the chances of capturing attention, even if users don’t click through.

How to React To Rising Zero Click Searches

As zero-click searches continue to grow, creating content that truly stands out is more important than ever. Instead of covering well-known topics with the same general information, focus on delivering original insights. This might mean sharing unique industry-specific examples, data from your own research, or detailed case studies that aren’t widely available. Content that offers these deeper insights tends to hold more value for readers, and it increases the likelihood of being highlighted in AI overviews, which can drive more traffic to your site.

Diversifying beyond search engines is also essential. Platforms like YouTube, TikTok, and Instagram let you connect with your audience through video, a format that’s increasingly favored by users and algorithms alike. Video content doesn’t just drive visibility; it also builds engagement by allowing you to present complex ideas in a more digestible, visual way. Whether it’s a quick tip, a how-to demonstration, or an in-depth tutorial, video content can create interest and drive users back to your site for more information.

Adapting to the rise of zero-click searches and AI overviews means focusing on content that genuinely offers something new to users. By creating high-value, unique content and leveraging the power of video, businesses can reach their audiences effectively, even in a changing search landscape. This approach not only helps drive traffic but also builds lasting connections with users who recognize and trust your brand as a reliable resource.