The digital landscape is undergoing a transformation driven by advancements in AI and changes in user behavior. One of the most significant shifts in recent years is the rise of zero-click searches, where users receive the information they need directly on the Search Engine Results Page (SERP) without clicking through to a website. This trend, combined with a shifting user search intent—moving from informational queries to transactional and commercial ones—demands a strategic re-evaluation of SEO best practices.
According to the Semrush Zero-Clicks Study, 57% of mobile searches and a quarter of desktop searches result in zero clicks. Google’s enhanced SERP features—such as knowledge panels, local packs, and direct conversion tools—immediately satisfy user intent by providing concise and precise answers. This trend is further amplified by the integration of AI-generated overviews, which offer users instant, summarized responses without the need to explore external websites.
For U.S. digital marketers and small business owners, the implications of these trends are clear: traditional SEO strategies must evolve to remain effective. Content must be optimized for position zero (the featured snippet), transactional queries must be prioritized, and real-time performance monitoring is essential to adapt to rapidly changing user behaviors. The following sections explore how businesses can adjust their on-page, technical, and off-page strategies to thrive in this new environment.
The Growth of Zero-Click Searches and Its Impact
Zero-click searches occur when users find the information they need directly on the SERP without clicking on any organic or paid result. This behavior is most common in searches related to public figures, local businesses, and quick conversions or calculations. For instance, a search for “Johnny Depp” may yield a knowledge panel that includes age, occupation, and notable works—allowing users to access the necessary information without visiting a website.
The growth of zero-click searches is driven by several factors:
- AI-generated overviews that summarize content directly in the SERP
- Knowledge panels and local packs that provide essential business details
- Direct conversion tools for units of measure and currency conversions
Research across hundreds of thousands of queries indicates that zero-click searches are accelerating, with AI overviews contributing to a decline in click-through rates. This shift has direct implications for publishers and businesses relying on organic traffic. While it may be challenging to drive clicks from these queries, there are still strategies to maintain visibility and relevance.
Optimizing for Position Zero and Featured Snippets
One of the most effective ways to adapt to the rise of zero-click searches is to focus on securing featured snippets—also known as position zero. These snippets appear at the top of the SERP and offer a concise answer to a user’s query. Even if a user does not click through to the website, being featured in the snippet increases brand visibility and trust.
According to Semrush, SERPs with a prominent featured snippet are among the most affected by zero-click behavior. For example, a search for a definition may yield a featured snippet that answers the question in a few sentences. Users may find the information sufficient and choose not to click further.
To increase the likelihood of securing a featured snippet:
- Structure content to directly answer the question
- Use clear, concise language
- Leverage tools like Semrush’s Keyword Magic Tool to identify high-traffic, featured snippet-eligible keywords
By optimizing for these keywords and ensuring that content is structured to meet the needs of both search engines and users, businesses can maintain visibility in a landscape where clicks are less frequent.
Shifting User Search Intent: From Informational to Transactional
User search intent is evolving as search engines like Google recalibrate their algorithms to prioritize transactional and commercial queries. Data from the Semrush State of Search study reveals that transactional and commercial keyword groups are growing in volume, while navigational and informational keyword groups are declining.
This shift is partly attributed to the increased use of voice search and conversational search, where users ask more direct questions with the intent to perform an action—such as making a purchase, finding a service, or comparing products. For example, instead of searching for “best smartphones,” users may now ask, “Where can I buy the latest iPhone?”
To adapt to this change, businesses must:
- Audit existing content to ensure it aligns with transactional intent
- Optimize product and service pages for relevant keywords
- Use tools like Semrush’s On-Page SEO Checker to identify optimization opportunities
Focusing on transactional queries not only aligns with user behavior but also increases the likelihood of conversions. As Google continues to refine its algorithms, staying ahead of these shifts will be crucial for maintaining relevance and driving traffic.
Leveraging AI and Real-Time Performance Monitoring
AI is playing an increasingly significant role in shaping the future of SEO. With the introduction of AI-generated overviews, enhanced voice search capabilities, and real-time content generation tools, the way users interact with search engines is changing rapidly.
For businesses, this means that SEO strategies must include AI optimization. This includes:
- Monitoring AI-generated overviews and adjusting content to ensure accurate representation
- Optimizing for voice search queries, which often differ from traditional keyword searches
- Using AI-powered tools like Topic Research and Position Tracking to stay ahead of emerging trends
Semrush’s Position Tracking tool is particularly useful for monitoring how content performs in the SERPs. By setting up alerts for ranking fluctuations, businesses can quickly identify when a page is losing visibility and take corrective action. This real-time monitoring is essential in a fast-moving digital environment where trends can shift overnight.
The Role of Local SEO in the Age of Zero-Click Searches
Local SEO is particularly affected by the rise of zero-click searches, as Google’s local pack and map pack features often provide the necessary information without requiring a click. For example, a search for “best pizza in Chicago” may display a list of local pizzerias with addresses, ratings, and operating hours directly in the SERP.
To remain competitive in local search:
- Ensure NAP (Name, Address, Phone Number) consistency across all directories and listings
- Claim and optimize Google My Business (GMB) profiles
- Encourage customer reviews, as they influence both visibility and user trust
Local businesses that actively manage their online presence are more likely to appear in local packs and benefit from the visibility they provide—even if users do not click through to the website.
Conclusion
The rise of zero-click searches and the shift in user intent are reshaping the SEO landscape. While traditional strategies remain relevant, businesses must adapt to new realities by optimizing for position zero, focusing on transactional queries, and leveraging AI-powered tools for real-time monitoring.
By adjusting content strategies to align with user behavior and staying informed about algorithmic changes, U.S. businesses can maintain visibility and drive meaningful traffic in an evolving digital environment.
Sources
- Semrush Zero-Clicks Study
- Google Search Quality Evaluator Guidelines (URL not provided)
- SEMrush Position Tracking Tool Overview (URL not provided)
- SEMrush State of Search Study
- Mozlow’s Hierarchy of SEO Needs