Zero-click content is changing how people search, with more users getting what they need directly on the results page. Google has reported a rise in usage, complex queries, and satisfaction, while broader research shows that more than half of searches now end without a click.
For brands and website owners, this can feel like lost traffic, but it also creates new opportunities. If your content or coverage appears in AI Overview, featured snippets or other zero-click formats, your brand can still earn visibility, impressions and trust.
Digital PR could be at an advantage here, landing relevant coverage, strengthening authority and placing brands within the language and topics that align with what they want to be known for. This helps position them among the words and associations search engines recognise, increasing the chances of appearing in the results people see first.
Key points
- Zero-click content gives people the answer directly on the results page by resolving their query within Google rather than sending them to a website.
- Examples of zero-click formats include AI Overview, featured snippets, People Also Ask boxes and platform-native posts that deliver information without needing a click.
- Zero-click behaviour continues to rise, with around 60% of searches ending without a click and a reported 10% increase in overall Google usage since AI Overview launched.
What is zero-click content?
Zero-click content is information that answers a search query directly within the search engine results page (SERP), removing the need to visit an external website. The goal is to provide standalone value, meaning the user’s question is resolved without clicking through to an external source.
With the evolution of AI Overview, zero-click is more important than ever. A searcher could have their query answered by AI Overview, Google Snippet, or from sponsored posts, eliminating any need to visit an organically ranking website.
In addition to the AI Overview, other zero-click content includes social media posts that don’t link to any external website. This is often done through long informational threads on LinkedIn, Twitter, or other platforms.
Examples of zero-click content
Google is moving towards more zero-click content, with several types that extend beyond AI Overview.
Here are some examples of zero-click content:
- AI Overview
- Featured snippets
- Knowledge panels
- People Also Ask
- Image packs and previews
- Maps for local queries
Why do more people use zero-click content today?
More people now find their answers directly within search because AI tools are increasingly resolving queries on the results page. Google has introduced both AI Overview and AI Mode in Search to offer more helpful responses and make users happier. They claim that it’s done that and not only that but there’s been a 10% usage increase with many searches asking more complex, longer and multimodal questions than before.
Zero-click content usage is rising because users increasingly get full answers on the search results page, with around 60% of searches ending without a click. Not only are more people using content without having to click outside the search engine.
Why this matters for PR and content marketing
Visibility is shifting from websites to SERPs
With users’ questions now answered in standalone AI Overviews, there’s a greater chance that queries are resolved directly without the need to leave the search engine. This could be good news for Google, but not so much for websites. Though there are ways to adapt to the evolution of AI-driven search engines (more on that shortly), the fact is that Google users are more likely to end their browsing session entirely after visiting a search page.
This proves that traditional search is changing, and getting ranked on Google will likely no longer offer the same metrics it did before AI. For PR and content teams, the shift highlights the importance of measuring on-SERP visibility and recognising the value of impressions, citations and brand presence even when clicks decline.
Measurement models need to adapt
Many PR metrics used to measure success are outdated as sole indicators. As you can imagine, the value of click-through rates has changed. But there are some positives to zero-click content inclusion–it boosts impressions and supports brand reputation.
AI Overview changes how content is surfaced
Search results are more dynamic than ever, with results from AI changing from one search to the next. Although ranking on page one is still a feat for SEO marketers and one that still shouldn’t be overlooked, ranking in those positions is somewhat different from what it used to be.
The Overview shows a multitude of results, essentially doing the searching for you and answering queries without the need to scroll or click. It also aims to offer direct answers that can be digested within seconds.
Reputation signals become more important
Something that’s great for digital PR companies is how important brand mentions and reputation are for zero-click content. This could mean that landing coverage in the press and gaining relevant links could help a brand win a snippet in AI-Overview.
As we mentioned in our PR measurements article, brand mentions alone don’t cut it as a metric, but when you consider their relevance and the real estate they take up on the SERP, they can help a brand grow and land more impressions.
As Rand Fishkin, co-founder of Moz and SparkToro and one of the most recognised figures in search marketing, notes that zero-click still offers plenty of opportunity, comparing it to San Francisco’s billboards. Despite driving less traffic, these platforms still hold value and offer the chance to reach an audience.
How to make zero-click content work for you
Lead with standalone value
Zero-click content succeeds when users get their answers directly on the search results page without needing to visit another site, because many queries are resolved through featured snippets, answer boxes or AI-generated summaries. StoryChief explains that zero-click formats provide information directly in the SERP, and the content should be written so that the core answer stands on its own.
To make this work, start with a short, clear definition or statement that immediately resolves the question, followed by supporting context beneath it. Structured formatting, such as headings, bullet points and short paragraphs, helps search engines identify the most important part of your content and increases its chances of being surfaced in zero-click placements.
Gaining brand mentions for the AI Overview
Generating brand mentions for AI Overview matters because large language models rely on patterns in content, because they surface brands that appear consistently in contextually relevant discussions, and because PR-driven citations help strengthen those topical associations. SparkToro explains that LLMs do not follow traditional link signals and instead use the words and phrases that commonly appear near a brand to determine whether it should be included in AI-generated lists or summaries.
Brand mentions are often a byproduct of solid digital PR work and are therefore a positive for PR companies. When brands earn coverage in relevant publications and appear in articles that reflect their niche, the surrounding language strengthens the signals that LLMs interpret as topical authority. Consistent, high-quality mentions help models associate a brand with its core subjects, increasing the likelihood of being surfaced within AI Overview results. The outcome is not about accumulating links for ranking, but about ensuring the brand is present in credible, contextually aligned content that the model can draw from.
Optimise for visibility, not just clicks
Gone are the days of clickbait headings to gain more clicks. Today, it’s about balancing the aim of landing clicks with the opportunity of being seen with zero-click content. To strengthen your chances of appearing in featured snippets and AI Overview, shape your content so Google can more easily identify and extract the most valuable parts. The following techniques focus on clarity, structure and intent, giving your content a better chance of being surfaced in high-visibility zero-click formats.
- Answer the core question directly: SEMrush’s featured snippet research shows Google prefers concise answers placed near the top of a page, as this makes the content easier to extract for zero-click formats.
- Use question-led headings: Headings that mirror user queries, such as “what is” or “how does,” increase the likelihood of being selected for a featured snippet or AI-generated summary.
- Structure content for easy extraction: Clean formatting, short paragraphs, bullet points and clear sections help search engines identify the information that resolves search intent.
- Target long-tail, intent-based queries: Featured snippets commonly appear for long-tail questions where users expect immediate answers.
- Prioritise value for the reader first: When your content clearly resolves the user’s need, Google is more likely to surface it in high-visibility positions, improving brand familiarity even without clicks.
Update content regularly for freshness
Focus on refreshing high-value pages such as guides, FAQs and evergreen blog posts. Remove outdated references, update key statistics and check for broken links. If you make substantial improvements, consider republishing with a recent date to indicate that the page provides up-to-date information. Freshness can help your content compete for prominent SERP positions where zero-click formats often appear.
Use data and statistics to strengthen credibility
Using data and statistics improves zero-click performance because search engines favour fact-led answers, because AI Overviews prioritise information supported by clear evidence, and because reliable figures make content easier to extract confidently.
Here at Root, data plays a big role in our Digital PR and evergreen work, offering fresh insights that strengthen the credibility of both the content and the brands we work with. Our most successful campaigns often rely on original statistics, unique angles and proprietary analysis, all of which help a piece stand out in competitive search spaces. This type of data-led content is also more likely to be reused or referenced across other publications, giving brands further authority in their niche. An example of this will be added here.
AI Overviews favour information supported by clear evidence, and because factual consistency increases the likelihood of selection. StoryChief notes that zero-click content performs best when it offers clear, trustworthy information that is easy to understand and extract.
