Zero-Click Searches in 2026: Should You Still Target Them?

If you’ve noticed your rankings holding steady while clicks slide, you’re not imagining it. Zero-click searches are when someone searches on Google, gets what they need right on the results page, and never visits a website.

In January 2026, this matters more than ever because Google’s results pages answer more questions by default. AI Overviews, featured snippets, People Also Ask boxes, knowledge panels, and map packs don’t just “help” users, they often complete the search.

Recent research summaries put the share of no-click searches at about 58.5% in the US and 59.7% in the EU, with desktop alone around 46.5% (mobile is higher). On queries that trigger AI Overviews, organic click-through rates can drop hard, with reported declines from mid-2024 levels (and many sites seeing sharp losses). One overview of the trend is captured in Zero-Click Search 2026: Redefine SEO Success.

So should you still target these queries? Yes, but only with a plan. This post gives you a clear framework for when to target zero-click keywords, when to skip them, and how to measure success without relying on clicks.

What zero-click searches look like in 2026 (and why they are growing)

Zero-click doesn’t mean “no value.” It means Google is doing more of the answering before the user ever chooses a site.

In 2026, the most obvious change is AI Overviews. For many informational searches, Google shows a summary at the top, pulls in sources, and pushes classic blue links further down. Even when your page ranks, it may be below an answer that feels “good enough.”

Featured snippets still matter too. They can pull a paragraph, list, or table straight from a page and display it above the results. People Also Ask boxes do something similar, but in a stack of expandable questions. Knowledge panels handle “entity” searches, like brands, people, movies, medical conditions, and public figures. For local intent, map packs show hours, reviews, directions, and call buttons. On a phone screen, that can take up the whole view.

The reason users stop clicking is simple: the page already gives them closure. It’s like walking into a store, reading the label on the shelf, and leaving because you got the answer without needing the product.

Informational queries get hit hardest because they often have a single “best” summary. “What is,” “how to,” “symptoms of,” “best time to,” and “does X work” are prime candidates for on-SERP answers.

Mobile tends to be more zero-click than desktop because the screen is smaller, the answer units are larger, and the path of least resistance is tapping nothing at all. A quick glance, done.

This isn’t a sudden shift, it’s been building. Zero-click behavior has risen steadily since 2022 and accelerated as AI Overviews expanded. Desktop zero-click rates were far lower a few years ago, and now they’re close to half on their own, before you even add mobile.

Common zero-click SERP features, and what they steal from your traffic

• AI Overviews: Triggered by broad informational questions and comparisons, often replaces a top-of-funnel click because the summary feels complete, and it compresses the visible organic space.
• Featured snippets: Triggered by definitional and “how-to” queries, often replaces the quick “learn the basics” visit.
• People Also Ask: Triggered by exploratory searches, replaces multiple follow-up clicks by answering the next questions inline.
• Knowledge panels: Triggered by entities (brands, people, topics), replaces brand clicks like “official site” for basic facts.
• Map packs and local panels: Triggered by “near me” and service queries, replaces a website visit with a call, direction tap, or in-store visit.
• Quick answers (calculator-like results): Triggered by time, date, unit conversions, sports scores, simple math, and similar needs, replaces almost any click.

The real impact on clicks and traffic, what the latest data suggests

The headline number is tough: roughly 6 in 10 Google searches can end without a click (US and EU figures sit around that range). Desktop alone is lower, but still high.

AI Overviews can intensify the problem. Reported analyses show organic CTR on AI Overview queries dropping sharply compared to pre-AI layouts, with some keywords seeing extreme declines for the top-ranked pages. At the same time, outcomes vary a lot by intent. Brand trust, topic type, and how “complete” the overview is can change whether users still click.

If you want a practical view of how marketers are adapting their reporting, Measuring zero-click search: Visibility-first SEO for AI results lays out why impressions and visibility are becoming first-class metrics.

Should you still target zero-click keywords? A simple yes, but not always

Targeting zero-click queries can feel like working hard to hand Google free content. Sometimes that’s true. Other times, it’s the cheapest way to earn attention from the right people, again and again, until they buy.

Here’s the mindset shift: some keywords are traffic keywords, and some are trust keywords. Zero-click queries are often trust keywords.

When you show up in an AI Overview citation, a snippet, or a PAA answer, you may not get the click today. But you can still earn:

• Familiarity (people recognize your brand later)
• Authority (you look like a source, not an ad)
• Downstream demand (branded searches, direct visits, email signups, purchases)

The mistake is treating every keyword as if the only win is a session.

A simple checklist to decide if a zero-click keyword is worth it:

1) Does the query have a “next step”?
If the search naturally leads to choosing a tool, product, provider, or method, the SERP answer rarely ends the journey.

2) Can your page add something the SERP won’t show?
Templates, decision rules, a mini case study, a comparison table, screenshots, pricing context, or real-world constraints.

3) Is the topic tied to revenue, retention, or a high-value audience?
If the person is in your ideal buyer group, a no-click impression can still be worth money.

4) Are AI Overviews likely to cite sources for this topic?
Some categories get citations more often than others. If citations appear, you have a shot at being the named source.

5) Will ranking improve your brand searches over time?
If you expect repeat exposure, you can measure lift in branded queries later.

When targeting zero-click queries is worth it (visibility that leads to later wins)

Top-of-funnel education that sets you apart.
If people need to understand a problem before they buy, you want to be the source they keep seeing. Think “what causes,” “how it works,” “pros and cons,” and “common mistakes.”

High-margin products where early trust matters.
For expensive B2B services, health products, finance, or anything with risk, the “first touch” often happens in search. Even if the click doesn’t.

Topics where you can go deeper than the overview.
AI Overviews tend to summarize. Your content can show real constraints, edge cases, and trade-offs. That’s where decisions get made.

Queries where being cited is a win on its own.
If AI Overviews show sources, a citation puts your brand name inside the answer. Over time, repeated exposure can increase branded searches and direct traffic.

For a broader discussion of how SEO teams are adjusting their strategy, AI Overviews and Zero-Click Searches: SEO Strategy for 2026 is a helpful reference point.

When to skip or de-prioritize them (and what to target instead)

Some queries are simply bad bets because the SERP can satisfy the need completely.

Skip or de-prioritize:

• Single-fact queries (age, release date, definition-only intent)
• Time-and-place answers (weather-like needs, simple schedules)
• Pure conversions and unit math (no real “research” phase)
• Queries dominated by Google properties (maps, flights, hotels in some cases)

Target instead:

• Transactional and comparison queries: “best X for Y,” “X vs Y,” “X pricing,” “X alternatives”
• Local intent with strong actions: where calls, bookings, and direction taps matter more than pageviews
• Support content that feeds money pages: buying guides, integration pages, setup instructions, and “before you buy” checklists
• Email capture topics: where a downloadable resource beats a one-time click

Zero-click isn’t the enemy. Pointless work is.

How to win zero-click SERPs without wasting time (content patterns that get picked)

If you’re going to target zero-click queries, you need to write in a way that Google can quote, and humans can trust.

The practical playbook is simple:

Pick the query. Look at the current SERP. What is Google trying to satisfy? A definition, a process, a list, a comparison, or a recommendation?

Map intent. Ask what “done” looks like for the user. If done equals “I understand,” expect zero-click pressure. If done equals “I choose,” you can still earn clicks.

Write the answer block. Put the best short answer near the top. Make it easy to extract.

Expand with unique value. Add proof, context, and something the SERP can’t fully show.

A lot of “AI-friendly” content fails because it’s too vague. You don’t need longer posts, you need clearer ones. Formats that often get pulled into snippets and AI citations include short step lists, quick definitions, and compact comparison tables.

If you’re optimizing specifically for AI Overview inclusion, this guide is a useful companion: Google AI Overviews Optimization: How to Get Featured in 2026.

Write for answer engines: the “answer block” plus the “proof”

Think of your page like a good witness in court. First, you give the direct statement. Then you back it up.

Answer block (40 to 60 words):
Place it high on the page, right after a short lead-in. Use plain language and a tight definition or process.

Proof (the rest of the page):
Add supporting sections that make the answer believable and usable:

• Examples that show the idea in the real world
• Clear steps with constraints (time, cost, tools)
• Data points with a source link
• Caveats that prevent bad outcomes

To capture the click anyway, tease something that doesn’t fit in the snippet. A downloadable checklist, a small calculator, a decision tree, a template, or a real case outcome can give people a reason to visit.

Make your page cite-worthy (experience, trust, and original value)

AI systems and snippet extractors prefer content that looks reliable. That’s not about fancy language, it’s about signals.

Simple trust signals that help:

• An updated date when the topic changes fast
• Clear author attribution and expertise
• Transparent sources (and links to them)
• First-hand screenshots, tests, or step results when relevant
• Clean headings that match common questions

Original value that’s hard to replace:

• A framework you created (a scoring rule, a decision checklist)
• Fresh mini data (even a small survey, or a benchmark you ran)
• A short case study with numbers (before and after)
• A step-by-step process with the “why,” not just the “what”

If you want a baseline explanation of how zero-click works across SERP features, Inside Zero-Click Searches (And Their SEO Impact) is a solid overview.

How to measure success when clicks drop (the metrics that still matter)

When clicks fall, many teams assume SEO stopped working. More often, SEO is working, but the “win” moved up the funnel.

This is where measurement needs to mature. If search keeps pushing answers onto the SERP, you can’t run your program on sessions alone. Expect more brands to report like this going forward, with visibility and outcomes sharing the spotlight.

A basic monthly reporting view can answer the only question that matters: are you gaining profitable demand, even when clicks are flat?

Track these categories:

• Visibility: impressions, average position, and where you appear on high-volume queries
• SERP feature presence: snippets, PAA visibility, and AI Overview citations when they happen
• Brand demand: branded query growth, direct traffic, returning visitors
• Business outcomes: assisted conversions, email signups, demo requests, calls, bookings

Track visibility, not just traffic: impressions, feature wins, and brand lift

Google Search Console becomes your best friend here.

Look for:

• Queries with rising impressions but falling CTR (often a sign that the SERP layout changed)
• Pages that still rank, but get fewer clicks after AI Overviews appear
• High-impression keywords where you can improve the “answer block” to earn a snippet or citation

To spot brand lift, watch trends in:

• Branded queries in Search Console
• Direct traffic in analytics
• Returning visitors over time

These are slower signals, but they’re closer to real demand than a single click.

Prove business impact: assisted conversions and paths that start with no-click exposure

A common path in 2026 looks like this: someone sees your brand in a snippet or AI Overview, doesn’t click, then comes back later through a branded search, a bookmarked return, or a link from a teammate.

To prove that value:

• Set clear conversion goals (email signup, demo request, purchase, booking)
• Use attribution that includes assisted conversions, not last-click only
• Compare cohorts month over month, not day over day

The goal is to show that search visibility creates future actions, even when the first touch is a no-click impression.

Conclusion

You should target zero-click searches, but only on purpose. Go after them when the query builds trust, introduces your brand, or leads to a later decision. Skip them when the SERP fully satisfies the need and there’s no meaningful next step.

To act on this this week: audit Search Console for queries with high impressions and low CTR, update your top pages with a clear answer block plus real proof, then report on impressions, brand lift, and conversions for the next 30 to 60 days. If those numbers move, your SEO is working, even if clicks don’t look like they used to.