Zero click searches in 2025: this is how I deal with them

By 2025, zero click searches will have increased again. Website visitors will increasingly find their answer directly in AI summaries, for example, without having to click through to the source.

This has major implications for how SEO specialists measure value and create optimization strategies. I tell you how I deal with this development as an SEO specialist.

What are zero click searches?

Zero click searches are searches in which the user does not visit any external page or click on anything because the answer is already provided directly in the search engine or AI assistant’s search results. AI systems often base their answers on well-structured content with reliable source context. By 2025, new forms have been added. For example, I now often see AI-generated overviews, which summarize multiple sources, or direct answers in conversational search interfaces. I also increasingly see contextual widgets such as prices, diagrams or definitions. (1)

These developments make it increasingly important to optimize for visibility in results, rather than just clicks.

What will change for SEO?

People used to find answers to their questions by clicking to a Web site, but now I see that it’s increasingly important that you be mentioned in visible answers. AI-driven search engines select sources that are reliable, complete and semantically clear. This means writing content that answers specific questions in separate, self-contained passages. Make sure your brand is recognizable as an authority in knowledge graphs and semantic networks.

Use tools and log data to see if your content appears in AI answers and knowledge panels, in addition to traditional metrics such as organic traffic. (2)

This focus keeps you relevant even when the number of clicks decreases.

Strategic adjustments for 2025

To achieve returns even in a zero click environment, it is important to use structured data for meaning and context. It is also important to put keywords and definitions at the top of your pages. Also, integrate branding into your content so that your branding remains visible in AI-integrated responses. This keeps your content recognizable even without the user visiting your site.

A good example of how this works in practice can be seen at one of my clients in the IT sector.

How an IT company stayed visible in AI answers

At one client, a software company in the IT sector, I noticed that their organic traffic was declining while their brand was popping up more frequently in AI summaries. We analyzed the content and discovered that while it was referenced in search results, the texts did not provide enough context to be considered a primary source.

By adding structured data, rewriting paragraphs in question-and-answer form and adding brand references, their answers appeared in more than 30% of AI reviews within three months. Website visits remained stable, but brand awareness and leads from branded searches actually increased. (3)

This approach not only increased visibility, but also increased brand searches over the following months.

Summary

Zero click searches will no longer be an exception in 2025, but a standard part of the search experience. For SEO specialists, this means that being found is no longer the only goal; being included in the answer is also important. If you focus on inclusion in answers, authority building and smart brand anchoring, you will also be creating value in 2025.

Frequently asked questions about zero click searches

Zero click searches are uncharted territory for many people. Therefore, I am happy to answer the most frequently asked questions on this topic.

What is the downside of zero click searches to my SEO results?

The main disadvantage of zero click searches is that you receive less traffic, even if your content is still visible in search results. However, the value shifts from the click to recognition and authority within search engine responses and AI systems.

How do I measure success when the number of clicks decreases?

Look beyond traditional metrics such as sessions. For example, use impression data, brand mentions in AI reviews, featured snippets and visibility in knowledge windows to measure your reach.

Can you optimize to be included in AI answers?

By applying entity-based SEO, using structured data and writing concrete, self-contained passages, you increase the likelihood that your content will be picked up in AI responses.Should I completely change my strategy?
You don’t have to change your strategy completely. The important thing is to expand your strategy. Focus on authority, context and brand consistency. This will ensure that your content remains future-proof, even if the user no longer needs to click.