If you’ve noticed that your website isn’t getting as many clicks from Google as it used to, you’re not alone. This may be due to the rise of zero-click search. More and more, people are searching for answers online but not clicking on multiple websites to find them. Google’s once-dominant position in search is now being challenged by AI powered search and AI chat engines, changing search behaviour.
What is emerging is the pattern of zero-click search, this is the term used to group search behaviour on AI search engines, AI-augmented engines and chat engines. This happens when users find the information they need directly on the search results page, eliminating the need to visit multiple external websites. This shift is reshaping how businesses approach search engine optimisation (SEO) and how users interact with search engines. As a result, organic strategies now need to incorporate AI optimisation, AI-augmented search optimisation, and chat search optimisation—collectively falling under the umbrella of generative search engine optimisation (GEO).
For businesses that rely on organic search traffic, this might sound a little scary. But don’t worry, SEO is far from dead. In fact, it’s more important than ever. Here’s why.
What is Zero-Click Search?
A zero-click search happens when a user gets the information they need directly on the search experience page without clicking on a website. The search experience page often provides citations and links to the sources of information, making it the new gateway for users to access your website. Google’s featured snippets, knowledge panels, AI-generated overviews, and local business listings all contribute to becoming a source or cited within an AI search engine. More on how to get cited later on.
A 2024 study found in 2024 that nearly 59.7% of Google searches in the UK and EU now result in zero clicks. This represents a massive shift from the early days of search, when users had to click through multiple links to find relevant information.
Why Are People Using Zero-Click Search More?
Zero-click search is increasing in popularity because people want fast, accurate answers. No one wants to scroll through pages of results when they can see the answer instantly. And as search evolves, we’re seeing some interesting trends:
- Voice search: More people are using voice assistants like Siri and Alexa, which pull information from zero-click features like featured snippets.
- AI-powered search: New platforms like ChatGPT, Perplexity, and Google’s AI Overviews summarise information in a way that’s easier to digest than a list of blue links.
- More complex queries: People aren’t just searching “best architect near me” anymore. They’re asking nuanced, multi-layered questions—like “What are the latest sustainable building trends for 2025?” AI search engines can answer these more directly than traditional Google search.
How Does This Affect Businesses' Visibility on Search?
Let’s say you’re an architect and someone searches for “modern home extensions that work with period properties”. If AI-generated results pull from your website, you might not get a direct click, but you’re still being cited as an expert.
Or if you run a medical clinic, and a user searches “latest minimally invasive spine surgery techniques”. A well-optimised website with authoritative content could appear in an AI-powered result, leading to brand awareness and trust even if the user doesn’t click right away.
AI Search Behaviour vs. Traditional Google Search Behaviour
The way people interact with search is shifting dramatically. Instead of scanning ten search results, users now see:
Our tips for AI Optimisation and how to get cited in AI Search and Chat Engines
While Google and traditional search still holds 70% of the market share, the use of Chat GPT has doubled year on year when we compare January 2024 and 2025, from 6.95% to 14.68% respectfully.
Despite the rise in AI-generated responses, all these platforms still rely on high-quality web content to generate their answers. SEO is no longer just about optimising for users and search engine bots -it now involves optimising for AI search models too with GEO.
If your site is well optimised, it has a better chance of being featured in AI Search Models or being used as a citation.
Here’s how to stay ahead:
- Optimise with Complex and Niche Content: Clear, structured content is more likely to be pulled into AI-generated answers. Produce content for all stages of the buyer's journey and levels of expertise, from basics to advanced. Users engaging with AI search have often already done basic research, hopefully via citations from your website, so your content needs to cater to advanced queries once users arrive.
- Create authoritative content: Content with a heightened level of complexity can demonstrate your expertise within your niche. AI search engines prioritise expert sources. The more in-depth and well-researched your content, the higher your chances of being cited.
- Think beyond clicks: Even if someone doesn’t visit your site, appearing in AI-generated results builds brand trust and credibility
Why SEO Still Matters (More Than Ever!)
At UTOPi Digital Optimisation, we’ve seen firsthand how businesses can adapt to this shift. As our Managing Director, Emmy Cammegh, puts it:
“SEO isn’t just about getting clicks anymore - it’s about being the most trusted source of information in your industry.”
The way people search is changing, but the opportunities to gain visibility are expanding. In optimising for all aspects of organic search, your business needs to hit several goals, including:
- Hit high rankings in traditional search and local optimisations - Google Search still holds the majority share
- Optimise of AI - AI-augmented search - AI Overviews contain 7.2 links, this is 7 new opportunities to become listed on Page One
- AI Search and Chat Engine Citations - AI citations build brand trust, enhance visibility, and attract more qualified traffic.
Top 5 Tips to Optimise Your Website for Organic Search:
- Consistent messaging and topical authority -Demonstrate expertise within your niche by producing well-researched, sourced content offering depth that surpasses competitors. Build your niche with multifaceted content, demonstrating technically sound information architecture and page hierarchy. Keyword research remains as important as ever for the foundation of any successful content strategy.
- Build trust with personal branding - Use ‘About’ and ‘Team’ pages to humanise your business and establish credibility with Google & AI search models. In creating a personal brand, people get a greater understanding of who you are and what you stand for, making them feel more comfortable and confident in interacting with you or relying on your services. Google and AI search models also recognise this information, which builds credibility over competitors who potentially use AI generated content and are at risk of penalties for spam content.
- Implement correct site architecture and page structure – Logical hierarchies and schema markup improve AI crawler understanding and increase citation potential.
- Create problem-solving, mixed-media content: Mixed media remains a rank factor within traditional SEO, but AI search engines are increasingly transcribing results from brand informational videos, eg how to videos. AI overviews are trigged most often by problem-solving queries (74%) and informational queries (69%).
- Establish your brand in Google’s Knowledge Graph - This helps to future proof your organic strategy as it potentially enhances recognition in generative chatbots and AI-powered search. AI learning models might start to increasingly interact with other technologies, like the Knowledge Graph, to access factual information about your brand.
Our Verdict
SEO Isn’t Dead, instead, SEO is merging into a hybrid optimisation strategy which combines SEO, GEO and CRO.
AI platforms might summarise the web, but they still need the web to exist. That means SEO isn’t just relevant - it has always been and continues to be essential. If you want to future-proof your business, let’s talk about how UTOPi Digital Optimisation can help you stay ahead of the curve.
Need Help Navigating These Changes?
We offer flexible SEO and GEO packages tailored to your needs. From consulting services for in-house teams to full SEO management, we're here to help you navigate both algorithm updates and AI search developments.
Feeling overwhelmed? No worries, we’ve got your back! Drop us a message or give us a call, and we can discuss SEO opportunities specific to your website and your business goals. Drop us an email or give us a call on: 01794 830042
