What is Remarketing? Advanced Retargeting Strategies and Tips
September 8, 2025
Zero-click searches happen when search engine users get the answers they need directly on the search page. Instead of clicking through to a website, they see clear answers pulled into a Google SERP feature such as a featured snippet, a direct answer box, or a knowledge panel. The search ends there, with no visit to a site.
What makes this important is the scale. According to Semrush, 17.3% of mobile searches and 25.6% of desktop searches already end in zero-click results. That’s a large share of queries where businesses lose the chance to capture traffic, even if they rank for a specific keyword. Although visibility is still gained, direct conversions are harder to achieve. For marketers who rely on organic search results, this shift demands a rethink of strategy.
Google introduced these SERP features to create a faster, more useful search experience. Quick answers to popular questions are now the expectation. Users want information in seconds, and Google delivers it through features like People Also Ask, AI Overviews, and Local Packs. This zero-click world is changing how brands appear on the search page and how they attract an audience.
AI is now pushing this trend further. Google AI Overviews and the new Google AI Mode combine content from multiple sites into short, digestible summaries. Large language models are also becoming search engines of their own, with platforms like ChatGPT and Perplexity stepping in as alternatives. Businesses that optimise for AI-driven visibility can still increase traffic and strengthen brand authority, even when fewer clicks happen.
Zero-click searches are search queries answered directly on the SERP, eliminating the need for users to click through to a website. This phenomenon occurs through various SERP features to enhance user experience by providing immediate answers.
Picture a customer searching for “best pizza near me.” In the past, the process was simple: type the query, scan through links, and click a restaurant website. That journey has changed.
Google AI Mode now reshapes the search page itself into the answer. At the very top, an AI Overview pulls reviews, menus, and highlights from different sites. Beneath it, a People Also Ask (PAA) box expands into quick explanations of related queries such as “What’s the most popular topping?” or “Which pizza places deliver?” And just below, the Local Pack displays a map with opening hours, ratings, and directions. The user gets everything in one view. A click is no longer needed.
This shift works because search engine users are speaking to Google in a new way. Instead of short keywords, they type natural, conversational questions like “Where can I find gluten-free pizza near Bondi?” or “Which pizza shops are open late?” Google introduced expanded SERP features to respond to these longer, question-style prompts. The system combines information from multiple sites and serves it back as structured, easy-to-read answers.
Yet businesses are not invisible in this model. A restaurant featured in the AI Overview is three times more visible than one that isn’t. The website may not get a visit, but the brand name is seen repeatedly. Decisions are made on the SERP itself, and visibility there can still drive results.
Zero-click results highlight how search has moved from links to answers. For businesses, the challenge is not whether users will click. The challenge is to optimise content for inclusion in AI Overviews, PAA boxes, and local packs, where customer choices are now made.
Large language models are also reshaping what zero-click means. Platforms like ChatGPT Search and Perplexity provide conversational answers without sending users to a list of links. Instead of clicking, the user receives a direct response drawn from multiple sources in one view.
This is the same behaviour driving Google AI, but on a standalone platform. For many users, typing a full question into an LLM now feels more natural than entering a short keyword into Google. The result is instant, conversational, and often complete enough that no extra clicks are required.
Google has rolled out a range of SERP features designed to deliver information instantly. At the same time, LLM platforms are building their own formats to present answers in a conversational style. We have outlined the most common formats and what they mean for businesses.
AI Overviews are one of the most significant shifts in how search engine results are displayed. They sit at the top of the SERP and combine information from different sites into a single summary. Users get quick, readable explanations without needing to leave the search page.
Since the rollout of Google AI Mode, the influence of these summaries has grown. They now respond to full, conversational queries and often provide enough detail to satisfy the search. This has had a direct impact on website metrics. Click-through rates have dropped, impressions have risen, and conversions are harder to link directly to organic search. For many businesses, traffic graphs look different even when rankings remain stable.
This change ties closely to what many in SEO describe as The Great Decoupling. In the past, visibility and traffic moved together—if a page ranked well, it earned visits. With AI Overviews, that link is broken. A page may be referenced and cited in the summary, giving exposure, but the user might never click through. Businesses are now competing not only for rankings but also for inclusion in AI-generated responses.
AI Overviews are built from a mix of sources, often favouring content that is structured, authoritative, and clear. Google’s system looks for pages that provide comprehensive coverage of a topic, then distils that information into digestible answers. This means optimisation is no longer just about keywords but building content that AI systems can interpret and reuse.
A featured snippet is a block of text that appears at the top of a Google search results page designed to quickly answer a user’s question. The information is extracted directly from a webpage and includes the page’s title and URL. For instance, searching for “benefits of meditation” might yield a featured snippet that succinctly lists the key advantages of meditation. These snippets aim to provide quick, on-point answers, satisfying the user’s query directly on the SERP.
Let’s consider a practical example: if you search for “what is pure organic barley,” a featured snippet might appear showing information that is directly extracted from the webpage, including the page’s title and URL. It can even come complete with images or diagrams. This snippet is extracted from a high-ranking webpage that has structured its content to be easily digestible and directly answer the search query.
A feature that provides immediate answers to simple questions without including a link. For example, asking “What is the capital of France?” will result stating “Paris,” with no need to click through to any website. These boxes are particularly useful for straightforward factual queries and help users find information quickly, improving their search experience.
Another example is a query like “current temperature in Manila.” Google will display the current temperature, weather conditions, and forecast directly in the answer box, sourced from a reliable weather website. This instant access to information makes it easier for users to get what they need without additional clicks.
The knowledge panel is an information box on the right side of search results summarising key details about an entity (person, place, organisation, or thing). For example, searching for “Albert Einstein” will display a knowledge panel with information about his biography, achievements, and more. These panels are sourced from reliable databases and websites, offering a comprehensive snapshot of the subject and enhancing user understanding without requiring additional clicks.
If you search for “Microsoft Corp,” the knowledge panel will display an overview of the company, including its founding date, headquarters location, key executives, stock price, and a brief description of its products and services. This panel aggregates information from various trusted sources, providing a quick reference for users.
The local pack is a feature showing a map and a list of local businesses that match the user’s query. For instance, searching for “donut near me” will display a local pack with nearby donut places, their ratings, and contact information.This feature is particularly beneficial for local businesses as it drives potential clients by providing them with immediate access to essential details, such as location, phone number, and operating hours.
When searching for “best pizza near Bondi,” the local pack will present a map with pins indicating nearby coffee shops, along with their names, ratings, addresses, and hours of operation. Users can quickly see which options are closest and most highly rated, making it easy to choose where to go.
The People Also Ask (PAA) section is a list of questions related to the user’s query that expands to show brief answers and links to the source when clicked. For example, searching for “how to plant tomatoes” might trigger a PAA section with questions like “What is the best time to plant tomatoes?” and “How deep should you plant tomato seeds?” This feature helps users explore related topics and find more information without navigating away from the SERP.
If you search for “AI marketing strategies,” the PAA section might include questions such as “How can AI be used for marketing?” and “How is AI used in brand strategy?” Clicking on these questions expands them to reveal short answers, usually with links to the source content for further reading.
The rise of large language models has reshaped how people search for information. ChatGPT now attracts 190.6 million users every day. Each week, more than 800 million people actively use the platform, generating over a billion queries daily. In a single month, ChatGPT records 5.72 billion visits—numbers that place it alongside the biggest players in search.
Google remains the leader, but it is no longer the only place users turn. Bain’s research shows that 40–70% of LLM users rely on these platforms to gather information, check news, and make purchase decisions. Millions of people are now skipping traditional search altogether, finding answers directly in conversational platforms.
This scale matters. Search is no longer confined to a single results page. A growing share of the audience is dividing its attention between Google and LLMs, and both environments shape how brands are discovered.
Zero-click searches don’t have to mean lost opportunities. By adjusting how content is created and presented, businesses can still gain visibility and drive results. The strategies below show practical ways to optimise for these features and remain competitive.
Featured snippets and rich results place your content above standard organic listings. These formats include direct answer boxes, tables, and lists that Google uses to answer questions instantly. For a business, being chosen here means higher visibility and authority — even if the user doesn’t always click through.
To optimise, start with keyword research focused on question-based queries. Tools like Semrush’s Keyword Magic Tool or Google’s own “People Also Ask” can reveal what users are asking most. Once you have a list, design your content so that each question is clearly marked with a heading, followed by a short, direct answer.
Keep answers under 40–60 words where possible, as this is the length Google prefers to display. You can expand on the details further down the page for users who want more.
Formatting also plays a key role. Lists, tables, and step-by-step instructions are frequently pulled into snippets. For example, a retailer could format a product comparison table, while a service business might use a numbered list to explain its process. Adding structured data through schema markup further improves the chance of being surfaced as a rich result.
Local searches are some of the most valuable, often leading directly to action. The local pack displays a map with nearby businesses, contact details, and reviews — all before the first organic link. For local businesses, this is prime real estate.
Start by completing your Google Business Profile (GBP) with accurate details, opening hours, and photos. Add local keywords in your descriptions and on your website to reinforce relevance. Encourage reviews from happy customers and respond to them regularly. Google rewards steady engagement, not just one-off updates. Posting offers, events, or announcements on GBP also signals an active, reliable business.
Expert tip: Profiles with high-quality images see significantly more engagement. Adding photos of your team, store, or products can make your listing stand out in a crowded pack.
When optimised well, your GBP can drive calls, direction requests, and visits without a single site click. That visibility turns into foot traffic and conversions directly from the search page.
Zero-click results thrive on quick answers, but users still need depth when making decisions. A strong content strategy ensures your site remains the destination for those who want more than a one-line response.
Begin by creating long-form resources that cover a topic thoroughly. Case studies, guides, and detailed blogs give users the context they won’t find in a snippet or AI Overview. Use internal linking to guide readers toward related pages, creating a natural journey across your site. Keep content updated with fresh data, stats, and examples to maintain relevance.
Analyse your analytics for bounce rates and time on page. If visitors leave quickly after arriving from a snippet, your content may be too similar to what Google already shows. Add unique insights or deeper layers of detail to encourage users to stay.
This approach shifts your site from being “just another result” to becoming a trusted resource. While snippets build visibility, comprehensive content builds authority and loyalty.
Schema markup allows search engines to interpret your content more clearly. Pages with structured data are more likely to appear as rich results, whether as FAQs, reviews, or how-to steps. For zero-click searches, schema is often the difference between being visible and being invisible.
To implement, choose the schema type most relevant to your content — FAQ, How-To, Product, or Review are among the most impactful. Use Google’s Structured Data Markup Helper to generate the code, then validate it with the Rich Results Test. Monitor regularly, as updates to your site can cause schema to break.
Combine schema with on-page formatting. For example, adding FAQ schema to a page that already includes well-structured questions and answers increases the chance of being pulled into both PAA boxes and rich snippets.
Well-executed schema boosts the appearance of your content on the SERP and can lift click-through rates. More importantly, it improves the likelihood that your brand is included in the zero-click features shaping user decisions.
Relying only on Google is risky in a zero-click world. When users get what they need on the SERP, brands must stay visible across other channels to remain top of mind.
Start by building a strong presence on social media. Share video, infographics, or thought leadership posts that spark engagement. Use email marketing to deliver regular updates and keep your audience informed. Paid ads and remarketing campaigns can help recapture attention when organic visibility doesn’t lead to a click.
Expert tip: Track how often users engage with your brand across channels, not just your website. Metrics like email open rates, social interactions, and ad impressions reveal the true reach of your marketing.
Diversification creates resilience. Even if fewer users visit your site from organic search, your brand remains visible and accessible wherever your audience spends time.
The rise of zero-click searches means businesses must rethink traditional SEO strategies that primarily focus on driving traffic to their websites. Instead of merely aiming to rank high on the SERP, businesses now need to ensure their content is optimised to appear in these zero-click features. This involves creating high-quality, concise, and informative content that directly answers common user queries. Implementing schema markup and structured data is also crucial, as it helps search engines understand and display content in rich results.
Creating content tailored for zero-click search features like featured snippets, Google answer boxes, and People Also Ask sections is essential. This means structuring content to provide clear and on-point answers to specific questions, using bullet points, lists, and tables where appropriate. By doing so, businesses increase their chances of being selected by Google to appear in these prime SERP real estate spots, which can significantly boost visibility even if it doesn’t always translate into direct website traffic.
Moreover, adapting to zero-click searches requires a strategic approach to search engine optimisation. Vital steps include ensuring that Google My Business profiles are complete and regularly updated, using local keywords, and encouraging customer reviews. These actions not only improve visibility in local searches but also drive potential clients to physical locations. For instance, maintaining an updated Google My Business profile with accurate contact information, operating hours, and engaging posts can enhance a business’s presence in the local pack, which is crucial for attracting local customers.
Businesses should also focus on gathering and responding to customer reviews. Positive reviews not only improve a business’s credibility but also boost its visibility in search results. Encouraging satisfied customers to leave reviews and promptly addressing any negative feedback can create a more robust online presence that attracts more local traffic.
Diversification is key. Businesses must diversify their traffic sources to mitigate the impact of reduced website clicks. This can be achieved through a robust presence on social media platforms, engaging email marketing campaigns, and targeted paid advertising. By leveraging multiple channels, businesses can build a resilient strategy that is less dependent on organic search traffic.
Businesses need to adopt a multifaceted approach to SEO in response to the rise of zero-click searches. By optimising SERP features, enhancing SEO, and diversifying traffic sources, they can maintain visibility and continue attracting potential customers despite the shift towards zero-click search behaviour.
Zero-click searches are reshaping the SEO landscape, presenting both challenges and opportunities. By understanding and adapting to these changes, businesses can enhance their search strategy and online presence and maintain visibility. Implementing strategies like optimising for featured snippets, enhancing local search engine optimisation, developing comprehensive content, leveraging schema markup, and engaging users through multiple channels will help businesses thrive in the age of zero-click searches. Partner with Evolving Digital, a leading Sydney SEO Agency, and stay up to date with SEO trends and refine your digital strategies in this ever-shifting digital landscape.
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