What is a zero-click search?
Definition
A zero-click search is a search that ends without the person clicking any result, because the answer appears on the results page itself, for example in an AI Overview or a featured snippet.
Why it matters
As more searches end without a click, being the quoted or cited source matters as much as ranking. A SparkToro study of US Google searches found 68% ended without a click in early 2026.
How to do it
- Answer questions clearly so your brand is the one quoted.
- Make your brand name visible in the quoted content.
- Track impressions and citations, not only clicks.
Example
Someone searches “what is engagement rate” and reads the answer in an AI Overview citing your glossary page. No click, but your brand was seen.
FAQ
Is zero-click search bad for websites?
It cuts clicks for simple questions, but being cited still builds awareness and trust.