Zero-click search
A zero-click search is one where the person gets what they needed on the results page and never visits a website.
It long predates AI, since opening hours, phone numbers, currency conversions and weather have been answered on the page for years.
AI Overviews have widened it considerably, because a whole explanation now fits where a snippet used to sit.
Your business can still win a zero-click search, since someone reading your opening hours and calling you has converted without a visit.
It does change measurement, because that customer never shows in analytics as a website visit, so I read Business Profile calls alongside the website figures.
It also means impressions and clicks now tell genuinely different stories, and only 1 of them is about people arriving.
What this means for you
This is why I lead my reports with click-through rate ahead of rankings, because it shows whether being seen is still turning into visits.
This one sits under AI search.
Related terms
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