Zero-click behaviour and what it means for brands

Search is no longer about driving clicks to websites. Increasingly, consumers find answers directly on the platform they’re using whether Google, Bing, or an AI assistant like ChatGPT. This “zero-click” behaviour is reshaping how brands need to think about visibility. 

What is zero-click search? 

A zero-click search is when a user’s query is answered without them needing to click through to a website. For example, Google’s knowledge panels and featured snippets already provide definitions, product comparisons, and even pricing directly on the search results page. Research by SparkToro showed that in 2024, nearly 60% of Google searches ended without a click, a figure that has been steadily rising year-on-year. 

Generative AI tools take this further. Instead of showing a list of links, they provide a conversational, synthesised answer. When someone asks ChatGPT, “What’s the best budget smartphone in 2025?”, the assistant produces a recommendation based on sources it deems credible, often without citing them explicitly. 

Why this matters for brand visibility 

The shift to zero-click means that traditional SEO alone is no longer enough. Even if your website is well-optimised, there is no guarantee users will reach it if the AI or search engine presents the answer upfront. In practice, this creates two major challenges: 

1. Lost referral traffic: Consumers may get the information they need without ever visiting your site, reducing opportunities for engagement and conversion. 

2. AI as the storyteller: Generative AI becomes the narrator of your brand, deciding what details are included and how they’re framed. If it’s working from outdated or incomplete sources, the story can be misleading. 

How brands can adapt 

• Invest in off-site visibility: Ensure your brand appears in trusted editorial sources, affiliate reviews, and comparison articles. These are often the materials AI relies on to construct answers. 

• Prioritise authority: High-quality mentions in respected outlets matter more than large volumes of low-value backlinks. AI models weight credibility and context heavily. 

• Monitor your AI footprint: Regularly check what generative AI platforms are saying about your brand. Treat it like monitoring media coverage — it’s now another channel shaping perception. 

Looking ahead 

Zero-click is not a short-term trend. As AI assistants continue to integrate into everyday life, consumers will expect instant answers, not lists of links. The brands that succeed will be those that recognise citations and third-party validation as the new currency of visibility. 

📄 This blog is adapted from our latest research on off-site content in the age of generative AI. To receive the full whitepaper, get in touch with the Planit team.