Zero-click search

A zero-click search is one where the person gets what they need on the results page (a featured snippet, an AI Overview, a map listing with the phone number) and doesn't click through to a site.

For a local business that isn't always a loss: a call or a direction request from your Business Profile is a customer, even without a website visit. For information pages it means fewer clicks for simple questions, so pages that answer deeper, specific questions and show first-hand expertise earn the visits that remain.

In practice

In practice, make sure the information shown without a click is right: your Business Profile details, the snippet of your page, and your answers to common questions. For a local business, a call or a direction request from the results page is a customer, so measure those alongside website visits rather than visits alone.