What is zero-click search, and what does it mean for the future?

A zero-click search happens when a user finds what they need directly on the search engine results page, without ever clicking into a website.
This is possible because search engines now include features like:

• AI overviews
   

• Images and videos
   

• Featured snippets

As a result, users often get their answers instantly, without ever visiting a brand’s site. For marketing professionals, that means fewer opportunities for clicks, conversions, and engagement. So what does this mean for the industry? Some marketers have started to move away from SEO altogether, assuming it no longer delivers value. In reality, the opposite is true. The focus is simply shifting — from chasing clicks to ensuring your brand is visible within the search experience itself.

How can you capitalize on it?

There are several ways to make the zero-click trend work for you instead of against you.

Refine your SEO strategy to make sure you still appear in relevant keyword searches. You might not always get a direct visit, but if your message is strong enough, you’ll stay top of mind until the moment a prospect is ready to buy.

Every marketer knows the value of SEO, but Answer Engine Optimization (AEO) is quickly becoming just as important. AEO works hand in hand with SEO to help your content appear in AI-generated summaries. By structuring your copy and metadata so AI tools can easily extract relevant insights, your brand can become the source of those overviews — putting you front and center without the user ever leaving the results page.

High-intent searchers may still click through if your result appears at the top of the page, and sponsored links remain the most reliable way to achieve that. When executed well, PPC can deliver an impressive ROI and help you bypass some of the challenges introduced by AI-driven search.

Looking to get proven results?

Exhibiting at The B2B Marketing Expo can generate you more leads than any SEO optimizing ever could! With thousands of SMB decision-makers under one roof, it is the perfect opportunity to showcase your services to the people with the power to buy. 

Click here to enquire about exhibiting in Miami, April 2026.