Measuring Success Beyond the Click: A Comprehensive Guide to Navigating Zero-Click Search

By Hannah Turner

 

The search landscape is evolving, and marketers are facing a new challenge: zero-click searches. In recent years, more and more people are getting their answers directly on the search engine results page (SERP) through featured snippets, knowledge panels, and AI-generated overviews, rather than clicking through to a website.

With fewer clicks, traditional performance metrics like click-through rate (CTR) and website traffic are becoming less reliable indicators of success. So, how can brands measure and prove their value in a zero-click environment?

 

The Rise of Zero-Click Searches

A 2024 SparkToro study using Semrush’s Datos clickstream data found that nearly 60% of searches in the European Union and the United States (59.7% and 58.5% respectively) resulted in zero clicks.

What’s Driving This Shift?

• Google’s evolving search engine results pages: Featured snippets, People Also Ask (PAA) sections and AI-generated overviews give users quick answers.
• Mobile search behaviour: Mobile users, who often seek instant answers, are more likely to experience zero-click searches as the AI overview appears more often for mobile users.
• AI-driven search updates: Google’s AI Overviews were rolled out in over 100 countries by October 2024, hinting at further experimentation with AI-powered search results.

While ranking #1 on Google has long been the goal, the rise of zero-click searches means brands must now optimise for visibility rather than just clicks.

 

Measuring Success Beyond Clicks

Since CTR alone can’t effectively define success anymore, brands should shift to new optimal KPIs that reflect their presence and impact in search.

 

1. Impressions and SERP Visibility

Rather than just tracking website visits, marketers should assess how often their content appears in search results. Google Search Console provides impression data that indicates visibility—even if users don’t click through.

Tip: Compare SERP impression share against competitors to gauge brand authority in search results.

 

2. Brand Lift and Awareness Metrics

With fewer click-throughs, businesses must evaluate their brand lift—how well users recognise and recall their brand after encountering it in search results.

Ways to track brand lift:

• Google Trends: Measure increases in brand-related searches.
• Social listening tools: Monitor brand mentions across platforms.
• Surveys and brand sentiment analysis: Assess consumer awareness and perception.

3. Engagement Beyond Google

Zero-click doesn’t mean zero engagement. Users who don’t click may still interact with your brand elsewhere, whether by searching for you another time, engaging with your social media, or recalling your brand when making a future purchase decision.

Track:

• Direct traffic (users searching for your brand later).
• Branded search growth (via Google Search Console).
• Referral traffic from other sources (social media, email).

 

Optimising for Zero-Click Success

Instead of resisting the zero-click trend, brands must adapt their SEO strategy to secure Position Zero—the coveted featured snippet spot or high-ranking knowledge panel presence.

Optimising content to capture zero-click results is crucial for increasing visibility on search engine results pages and meeting user expectations for immediate information.

 

1. Optimise for Featured Snippets

A study by Ahrefs shows that featured snippets receive 8.6% of clicks on average—a significant share considering many users find their answers without clicking.

How to rank for snippets:

• Use clear, structured content: Answer questions concisely in bullet points, tables or short paragraphs.
• Target question-based keywords: Optimise for “how,” “what,” and “why” queries.
• Implement schema markup: Help Google understand your content for better visibility. Tip: Use structured data types such as FAQ, HowTo, and Q&A schema to clearly signal to search engines that your content provides direct, authoritative answers that can be featured in snippets.

Example: If a user searches “What is a zero-click search?”, the best-optimised page will briefly define it in a snippet-friendly format.

 

2. Leverage Rich Media and Video Content

Google increasingly prioritises video results, often featuring them in SERPs. Short-form video content (e.g., YouTube Shorts) can capture the audience’s attention without requiring a click.

Tips:

• Add transcripts and structured data to videos for better indexing.
• Answer FAQs in video format to increase SERP real estate.
• Ensure alt text and image optimisation for Google Images visibility.

 

3. Write for AI and Conversational Search

To optimise for AI-driven and voice search, it’s essential to align your content with how users naturally ask questions. These tools, like Siri and Google Assistant, prioritise conversational language and direct, helpful responses. 

Here are some key strategies to enhance your content for voice search and AI-powered queries:

• Update content to match how people speak their search queries (long-tail), not just type them. A short-tail keyword like “best furniture Sydney” are very broad topics with high search volume. On the other hand, a long-tail, conversational keyword optimised for voice search and AI overviews would be “Where can I find the best vintage furniture in Sydney?”
• Use FAQ sections with concise, direct answers.
• Test your content in Google’s PAA boxes—if your answer appears, it signals strong relevance for voice search.

 

4. Refine Content for Zero-Click Success

Enhance your zero-click search strategy by structuring your content effectively, strengthening your E-E-A-T (Experience, Expertise, Authoritativeness and Trustworthiness), implementing schema markup, and refining your local SEO approach. These tactics help Google better understand your content, ensuring higher placement in SERPs even when users don’t click.

 

5. Compare Performance Against Industry Standards

Since zero-click search impacts all brands, measuring ROI requires benchmarking against industry norms.

How to do it:

• Use WordStream’s CTR benchmarks to compare your click performance with industry averages.
• Track SERP rankings against competitors to see who dominates zero-click spaces.
• Monitor Google Search Console data to evaluate whether brand searches are increasing despite lower CTRs.

The Future of SEO in a Zero-Click World

The traditional “click = success” model is fading. Instead, brand visibility, engagement, and authority on the SERP are becoming the new success metrics. Here are the key takeaways: 

• Don’t just chase clicks—chase visibility. Aim for featured snippets, PAA results and knowledge panels.
• Measure impact holistically—track brand lift, direct traffic and social engagement alongside CTR.
• Adjust content for AI and conversational search—as AI-powered search evolves, so should your SEO strategy.
• Benchmark against industry performance to understand whether you’re winning the zero-click game.

Google’s AI-driven changes will continue reshaping search, but by adapting content strategy, measurement tactics and brand positioning, businesses can thrive—even when users never click.

Is your SEO strategy built for the zero-click era? Now’s the time to shift focus and redefine success beyond the click.