Zero-click query

What it is

A zero-click query is one the user resolves on the results page itself, through an AI Overview or answer snippet, without clicking any result. The need is met before any site is visited.

Why it matters

Zero-click rates have risen with the rollout of AI Overviews and persistent assistant memory, which erodes click-driven traffic and pushes value toward being the cited source rather than the clicked one.

How it works

Practitioners identify which of their queries resolve without clicks and respond by optimising for citation and brand mention within the answer, accepting that visibility there may not produce a visit.

When it applies

Account for it on informational and definitional queries most likely to be answered in place.

Examples

• A definitional query answered fully by an Overview with no click
• A brand earning a citation in a zero-click answer to retain visibility
• A team separating zero-click informational queries from click-driving commercial ones

How it is measured

• Share of impressions with no resulting click
• Zero-click rate by query type
• Impressions vs clicks gap for answered queries
• Trend in zero-click rate as AI surfaces expand