Zero-Click SEO
Is it the end of ‘the click’? Okay, maybe that’s a tad bit dramatic. If you’ve heard of zero-click marketing, you’ll know that it’s not exactly new, but it’s making serious headway in the digital marketing world, and it’s time for you to hop on board.
See, the quiet revolution we’re seeing online isn’t about long-tail keywords or 3D landing pages (that would be kind of cool, though). Instead, it’s more subtle. Things are happening right in front of you that you probably aren’t noticing.
So, if you’re not updated with the latest trends, you might feel like you’re falling behind and that your business is fading into the background. But if you’re reading this, don’t worry; you’re already one step ahead.
Zero-click SEO is where users can see your content and engage with it, without a single click.
I know, I know. You’ve been spending years focusing on building your business’s website traffic. But zero-click doesn’t mean your efforts have zero value.
Let’s talk about what zero-click SEO is, how it’s changing the online world, and what you can do to avoid being left behind.
What Is Zero-Click SEO?
Normally, SEO focuses on optimizing your content to bring traffic to your website.
Ah, traditional SEO. Those were the good ol’ days. And while the traditional idea behind SEO is still valuable, zero-click SEO is a bit different.
Instead of creating a strategy that drives traffic to your website, zero-click SEO focuses on showing your content where people are already spending their time and consuming content without directly clicking through to it.
What does this mean? This can include:
- Featured snippets and AI Overviews on Google
- Engaging content posted on your Google Business profile
- In-app content on platforms like Instagram and TikTok
- AI-generated summaries from tools like Perplexity or ChatGPT
- Podcast mentions, newsletter blurbs, and other coverage that doesn’t link out
Now, don’t take it personally. Zero-click SEO is not here to leave your website in the dust. Instead, it’s about influencing people where they already are. And that can be even more powerful than traffic.
Is Zero-Click Taking Over?
It’s a question everyone has when new information like this pops up. With so many things changing, it’s normal to think, is this something I should pay attention to? In short, yes.
According to a study by SparkToro, almost 60% of all Google Searches end without a click. That’s a lot. This means most people who look up a query on Google end their session without clicking on any results. In other words, most people aren’t going to your website.
What happens to the other 40%? Those users know where they want to go—and that’s great. But for the remaining 60%, they’re still figuring out.
Let’s go over why zero-click SEO is a necessity.
1. Google isn't sending you traffic anymore
It’s time to accept the truth. As you saw above, almost two-thirds of all Google searches end without a single click. I even used an italicized font—that’s how serious it is.
What this means is that Google is answering queries directly within the search results, whether it’s through AI overviews, product previews, featured snippets, or knowledge panels.
Maybe you see this as a bummer because you want people to come to your website. But remember what we spoke about earlier? You know, the 60% of users end their search sessions without making a click? So for most queries, you weren’t getting the traffic anyway.
Instead, you need to look at this from a different angle. Google’s goal is to give people what they want, which is straightforward, concise content that answers their queries.
How will this affect your business? Taking advantage of the advice given in this article will help position you as a trusted expert, influencing the user whether they click or not.
2. Social platforms aren’t link friendly
Sorry, but the glory days of social media as a place to share blog posts and drive traffic are long gone.
And it doesn’t matter which platform we’re talking about, whether Instagram, Facebook, Reddit, or X. Algorithms are deprioritizing content with external links. It’s not a myth, it’s a reality. Hootsuite found that tweets without links receive 25% more engagement than those with links.
Why? Because these platforms want their users to stay on their apps. An external link means they leave the app, and that’s a no-no. If you’ve been on Instagram or X lately, you’ll have noticed they don’t allow clickable links in captions at all.
In this case, you want to focus on creating content on those platforms that are so valuable users won’t want to leave. Sure, you may not get the website traffic you want, but you’ll earn trust and attention.
3. Outreach without links is a winner
Backlinks are the holiest of all when it comes to off-page SEO. However, these days, there’s more that’s usually needed.
If you haven’t seen a link request email in some time, that’s because they’re in your spam folder. Backlinks have been so used and abused by SEOs that they usually end up in spam.
Rather than requesting links, sending pitches that focus on your product, brand, or research as something newsworthy is more relevant. Remember, zero-click SEO is about influencing without the click.
So, getting mentioned in a trusted newsletter, having a soundbite on a podcast, or a shoutout on a subreddit may not bring in traffic, but it’ll help you gain attention and trust.
4. AI and LLMs aren’t into links
We can’t forget this one. Language models like ChatGPT, Gemini, and AI tools like Perplexity and Bing Copilot are the shiny new innovations.
But these platforms aren’t always going to send you traffic.
They like to answer the users’ questions right within their platforms, with no need for backlinks.
You want your brand to be mentioned within your niche—frequently. These platforms base their answers on context and relevancy. If your brand shows consistency in its niche and provides relevant content, these platforms will take information from you. In other words, you need to be everywhere possible that people are talking about your industry. It’s the best way to be seen.
How to Shift to Zero-Click SEO
It’s a lot to take in, we know. If people don’t need to click, how can you measure what’s working?
See, we all know that traffic is a vanity metric, and the digital marketing world needed a shake-up. Traffic doesn’t mean conversions, and we all know that. Here’s what matters more:
- Who’s hearing about you?
- Are you influencing decision-making?
- Are you building brand trust and awareness?
- Are the impressions becoming conversions?
You might have seen the LinkedIn post by Wil Reynolds, where he wrote about how his traffic dropped by 41% but his newsletter sign-ups were up by 65%. How does that happen? Because conversions don’t only come from traffic, but also from trust, recommendations, and delivering value wherever the customer finds you.
To pivot your strategy and incorporate zero-click SEO in your business, do the following:
Write for AI
While you should write for your audience, you also want to make sure your content is clear and concise (AI loves that). You should use bullet points, lists, and short paragraphs. Write for your readers and for AI.
Create social content
Create content that doesn’t need a link to prove its value. Focus on storytelling, infographics, accurate data, and tutorials to create content that engages and provides value.
Track the right KPIs
Rather than only focusing on “website visitors” (it’s time to let it go), focus on the following metrics:
- Branded search volume
- Social engagement and reach
- Direct traffic or type-in visits
- Conversion rates and revenue
- Podcast or media mentions
- Share of voice in AI outputs
Don’t only focus on links
Don’t spend all your time and effort worrying about links. Instead, also focus on getting your brand talked about. Connect with journalists and content creators to gain attention and trust.
Influence > Traffic
Zero-click SEO isn’t something new, but it is becoming a serious part of digital marketing. Whether it’s Google or a social media platform, their goal is the same: they all want users to stay on their sites. For AI, this means providing the information they need without them having to leave the platform.
To give users what they want while also getting what you need as a business owner, focus on building influence. It’ll last you longer than a click. So, build trust, show up everywhere, and create the value your audience needs.
Will you get the traffic you want? Maybe not, and you’ll need to accept that, at least in the short run. But what you will get is a deeper, more genuine, and more aligned marketing strategy that you’ve needed all along.
SEO Rank Media believes that the best digital strategies integrate the best of both worlds, leveraging traditional SEO alongside zero-click SEO for a more holistic approach. By balancing efforts to drive website traffic with strategies that capture direct attention through AI, social media, and other zero-click platforms, businesses can maximize their online influence and establish greater trust with their audience. To explore how this dual strategy can be tailored to your business’s unique needs, feel free to reach out and set up a call with our team.