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Zero-click searches, AI Overviews and featured snippets: How to win position zero
Have you ever Googled something like “What’s the weather today?” and found the answer right there without clicking a single link? That’s what we call a zero-click search, and it’s quietly changing the way we use the internet.
And now, with the rise of AI Overviews—Google’s new AI-generated summaries powered by its Search Generative Experience (SGE)—users can get rich, conversational answers instantly, often without scrolling past the top of the page.
It’s not just about snippets anymore. Google AI Overview and the soon-to-be-introduced AI Mode are redefining search behaviour, pulling insights from multiple sources to create detailed, interactive previews right in the SERP. It’s quick and helpful for everyday users. But if you are a business or marketer, you just cannot ignore this shift.
For those looking to stay visible and competitive in this changing landscape, investing in a smart, SEO strategy for small and mid-sized B2B businesses is more important than ever.
Google’s top real estate is now dominated by AI-powered overviews, featured snippets, and knowledge panels. Therefore, Google’s top spot isn’t #1 anymore; it’s Position Zero, and that’s exactly where your content needs to land.
Table of Contents
What is a zero-click search?
Zero-click search is Google doing the heavy lifting, pulling quick answers into a little box so you don’t have to go digging. It is handy for users, sure, but what does that mean for your business?
Well, even if people aren’t clicking, they’re still seeing. And if your content ends up in those top spots, whether that’s a featured snippet, AI Overview, or knowledge panel, it tells the world and Google that you know your stuff.
It’s not just about traffic anymore. It’s about trust, visibility, and being the one who shows up with the right answer when someone needs it. So, keep your content clear, helpful, and human because that’s what connects.
What are the different types of zero-click search?
Zero-click searches are powered by various elements on SERP that provide instant answers. Here are the main types:
1. Featured snippets
These are the answer boxes at the very top of Google, known as position Zero. They pull the best summary from a site to answer questions like “What is SEO?” or “Steps to write a blog post.” A great chance for your brand to shine first.
2. AI Overviews / Search Generative Experience (SGE)
The new kid on the block. These AI-generated summaries give you a full overview pulled from multiple sources. It’s like getting a mini blog post at the top of your results, with links to explore further.
3. Knowledge panels
Ever searched for a famous person or brand and seen a neat info box on the side? That’s the knowledge panel. Google pulls this from reliable sources like Wikipedia or their own data graph. It’s all about credibility.
4. People Also Ask (PAA)
You see a list of related questions? Click one, and it expands with an answer, which is usually from a trusted site. It is a great way to understand what your audience is curious about and build content around it.
5. Direct answer boxes
Search “capital of UK” and boom—“London” pops up. No fluff, just facts. These are pure information responses—no links needed.
6. Local packs / Map packs
Looking for a “dentist near me” or “coffee shop in London”? Google gives you a map, reviews, hours, and more, all before you click anything. It is super important for local SEO.
Are featured snippets good for SEO?
Yes… but with some caveats.
The upside:
- You get noticed: Featured snippets and AI Overviews show up above all other search results. Even if people don’t click, they see you.
- You look trustworthy: If Google trusts your content enough to highlight it, so will users.
- You’re ready for voice search: Smart assistants often pull answers from featured snippets or AI-generated summaries, which is great for staying relevant in how people search today.
The downside:
- Fewer clicks: If the answer is right there, users might not need to visit your site.
- Not suitable for every topic: For product searches or anything transactional, snippets might not help drive sales.
- Results vary: Sometimes, featured snippets decrease traffic. Other times, especially for “how-to” content, they bring highly engaged users who want more.
Why is a zero-click search our new normal?
There are two big reasons this isn’t just a passing trend:
Google wants you to stay on its platform. The more questions it can answer directly, the more time you spend with Google, not clicking away. People want answers fast. We’ve all become used to instant results.
Zero-click features give users what they need without delay. Apart from that, the top of the SERP is getting more crowded. AI Overviews, featured snippets, ads, and maps are pushing down traditional results. If you want visibility, you need to show up in those prime spots.
According to a study from SparkToro, out of 1,000 Google searches in the EU, only 374 led to a website click. That means over 60% of searches end right on the results page. This shift is reshaping how people consume information, and it’s a clear sign that your SEO strategy needs to evolve.
How to optimise for zero-click searches and win position zero?
Reaching that top spot takes more than just hoping for the best. You need a clear plan, combining technical skill, clear writing, and truly knowing what your audience needs. Let’s break it down.
1. Target AI Overviews, featured snippets and other SERP features
If you’re aiming for position zero, AI Overviews and featured snippets are your most direct route.
a. Start by identifying snippet opportunities:
Look for keywords that already trigger AI Overviews or snippets using tools like Google Keyword Planner. Ideal keywords are those that start with what, how, or why. Think like your user. If someone types “how to file taxes as a freelancer,” your content should be the friendly expert holding their hand through the process.
b. Understand snippet formats:
Featured snippets usually come in three main styles, including paragraphs, lists, or tables. If Google shows a list, structure your answer as a list. If it’s a paragraph, provide a clear, concise definition or explanation. Format matters.
C. Answer questions directly and briefly:
Google tends to pull answers that are around 40–60 words long. So, when someone asks a question, make sure your answer is short, accurate, and shows up early in your content, ideally just after a heading.
d. Structure matters:
Use headers (H2s and H3s) to create clear sections. Use bullet points or numbered lists wherever it is appropriate. The easier your content is to scan, the easier it is for Google to pull.
e. Don’t forget local SEO:
If you’re a local business, Google’s local pack and map listings are your zero-click goals. Optimise your Google Business Profile with the right info, fresh photos, and client reviews. Use geo-targeted keywords in both your profile and content (like “top-rated SEO agency in London”).
2. Enhance On-Page SEO
Your content can be brilliant, but if your on-page SEO is off, it won’t matter.
a. Get the basics right:
Use clean, short URLs. Make sure your site runs on HTTPS. Use relevant schema markup (more on that in a moment), and ensure your headings follow a logical structure.
b. Keep things fresh:
Google values current answers. So, be sure to often go back to your most successful content. Update any statistics, renew your insights, and verify the information is still up-to-date.
c. Answer follow-up questions:
Have you checked the “People Also Ask” (PAA) box lately? If not, just check it now! It’s full of gold. Those are real user queries, and answering them in your content shows that you understand a topic well. Plus, you will get more chances of grabbing multiple snippet spots.
3. Implement structured data (Schema markup)
If Google could talk, schema markup would be the language it speaks fluently. So, here is what you need to do:
a. Use the right schema types:
Help search engines understand your content by applying relevant schema:
- FAQ page for question-and-answer formats
- How-to for tutorials or guides
- Article for standard blog posts
- Review, product, event, or recipe for niche content types
b. Always validate your code:
Use tools like Google’s Rich Results Test to make sure your schema is error-free. A small syntax error can prevent Google from displaying your rich results.
4. Create answer-driven content
At the heart of zero-click search success is this: give users the exact answer they’re looking for, before they even click.
a. Take inspiration from Google's Knowledge Graph:
Think about how Google shows information like definitions, quick facts, tips, step-by-step guides and many more. You should match that tone and structure and become the content that deserves the box.
b. Get specific:
You don’t just answer general questions. Dive deep into your niche. Long-tail queries (like “How to create an SEO checklist within 10 minutes?”) are less competitive and often highly relevant to your target audience.
c. Back up everything:
What you say needs to be accurate. If you’re including stats, sources, or explanations, be sure they’re legitimate. Link to trusted references and data. If your content covers SEO tactics, algorithm updates, or analytics, show your credentials.
Mention who’s writing the content, whether it’s your “Lead SEO Strategist” or a “Google-Certified Digital Consultant.” Authority builds trust.
c. Back up everything:
What you say needs to be accurate. If you’re including stats, sources, or explanations, be sure they’re legitimate. Link to trusted references and data. If your content covers SEO tactics, algorithm updates, or analytics, show your credentials.
Mention who’s writing the content, whether it’s your “Lead SEO Strategist” or a “Google-Certified Digital Consultant.” Authority builds trust.
5. Build topical authority
Zero-click results favour websites that clearly know their stuff. So, you need to:
a. Go beyond single posts and build topic clusters:
Instead of writing one blog post on a subject, create a group of interlinked articles that thoroughly explore every angle. For example, if your niche is “eCommerce SEO,” publish a series that covers product page optimisation, mobile UX, technical SEO, schema for products, and so on.
b. Establish your brand’s voice and presence:
Consistency builds trust. Publish regularly. Stay visible. The more people recognise your brand as a reliable source, the more likely Google is to reward you with top-tier visibility.
Track and monitor performance
Securing position zero feels like a victory, but holding onto it? That’s where the real effort kicks in. Don’t view it as a one-off win but as an ongoing strategic contest where the rules change all the time, and your approach has to change with them.
1. Keep an eye on your SERP footprint
Regularly check your content’s performance in AI Overviews, featured snippets, PAA boxes, and other zero-click elements using Google Search Console. If a snippet you had disappears, don’t hit the alarm. Instead, configure alerts for prompt notification. Then, figure out what happened. Usually, it’s due to a small change in how it’s presented, how current the information is, or what the user is now trying to find.
2. Go beyond rankings by studying behaviour
It’s easy to get tunnel vision with rankings. But here’s the thing: visibility doesn’t always equal success. Dive into metrics that show you how users interact with your snippet-targeted pages:
- Click-Through Rate (CTR): Are people still clicking your link, even after seeing your snippet, or does the preview answer their full query?
- Bounce Rate: If your bounce rate is low, it often suggests your snippet pulled them in, and the rest of your content held their interest.
- Scroll Depth: Use platforms like Google Analytics to check how far visitors scroll. If they’re exploring past the initial snippet, you’re doing something right.
3. Adapt as you go
Did you lose a featured snippet to a competitor? Don’t stress. Look at what they did differently. Was their answer shorter? Was their formatting tighter? Did they update the content recently? Learn from it, tweak your content, and stay in the game.
If you gained a snippet, fantastic, it’s time to celebrate! Ask yourself why you won this and try to use the same strategy on other relevant pages as well. Your goal is continuous improvement, not perfection.
Conclusion
We reside in a world where attention is currency, and Google is the gateway. Zero-click searches and featured snippets aren’t your enemy. They’re an invitation to rethink how you show up, how you serve your audience, and how you build trust without needing that initial click.
Winning position zero means meeting your users where they are with clarity, helpfulness, and authenticity. This isn’t just an SEO strategy. It’s how you tell people: “We understand your question, and we’ve already prepared the answer.”And sometimes, that’s all it takes to spark trust that lasts far beyond the search.
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Zero-click searches, AI Overviews and featured snippets: How to win position zero
Online Markrting Help.co.uk
Melissa Cross
12:12 pm
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