Glossary
Zero-Click Search
A zero-click search is a query answered fully on the results page or inside an assistant, so the user never visits any website.
The share of searches ending without a click has risen steadily, and AI Overviews and assistants accelerate it further by answering completely rather than pointing elsewhere.
The strategic response is not to fight it but to relocate: if the answer is consumed in the interface, the objective becomes being the business named in that answer rather than the site that receives the click.
Why it matters
Traffic-based measurement understates AI visibility badly. A business can be recommended thousands of times and see it in brand searches and direct enquiries rather than referral traffic.