Can you survive no-click search?

Imagine running a storefront on the busiest street in town, but every time a customer walks by, they get all the information they need from a sign in your window—without ever stepping inside. Now imagine that the sign wasn’t even placed there by you, but by a third party who controls what information is displayed. Would you still get as many customers? 

This is exactly what’s happening with Google’s No-Click Searches. More and more, searchers get their answers without ever clicking through to a website, leaving businesses with fewer visitors and less control over their messaging. So if Google controls a greater share of traffic and decides who to hand it out to, do you know how to get your share? Can your business survive without it?

This shift has created both challenges and opportunities for local businesses. 

The key to thriving in this new landscape is understanding how to work with the system rather than against it—leveraging Google’s tools while maintaining brand visibility. 

For example, in Local SEO, optimizing your Google Business Profile is crucial. So, how does No-Click Search work, how can local businesses protect themselves, and is there a way to actually benefit from this trend? Let’s dive in.

What Are No-Click Searches?

No-Click Search (also known as Zero Click Search) refers to search results where users get the information they need directly on the search engine results page (SERP)—without clicking through to a website. This happens through Google’s featured snippets, knowledge panels, local packs, direct answers, People Also Ask (PAA) boxes, and other rich search features. This results in lost traffic and clicks to local business websites that owners work so hard to secure.

Example: A customer searches for “Best pizza near me.” Instead of clicking on your website, they see business names, reviews, directions, operating hours, and even menu highlights directly in the search results.

Common No-Click Search Features:

Featured Snippets: A direct answer pulled from a website, often ranking above traditional search results.

Knowledge Panels: A side panel with company details, images, and key facts.

Local Pack Listings: A Google Maps result showing nearby businesses, reviews, and contact details.

People Also Ask (PAA) Boxes: Frequently asked questions with collapsible answers.

Stat: As of 2023, nearly 65% of Google searches end without a click to a website (SparkToro). The good news is that website traffic is constantly increasing, so Google is taking a big chunk of a pie that keeps getting bigger and that helps alleviate some of the pain. The bad news is that if you don’t take action to protect your business, then Google just might leave you in the past and share all those new customers you used to get with another business that has figured out how to play the game.

How Google Takes Advantage of No-Click Searches

Google benefits from No-Click Searches by keeping users on Google’s platform longer, increasing ad revenue, and controlling the user experience. The more time users spend engaging with Google’s SERPs, the more Google profits from ad impressions and clicks on paid search results.

How Google Uses No-Click Search to Its Advantage:

Google Business Profile & Local Pack: Users get business details without visiting the business’s website, increasing reliance on Google’s platform. That’s right, you don’t actually own your Google Business Profile, Google lets you borrow it if you’ll put in the work to fill out all the information Google needs to make it relevant and useful.

Featured Snippets & Direct Answers: Google extracts key information from websites, like yours if you do a good job, decreasing the need for users to click for further details. Translation – they steal your information from you and then use it to keep visitors from ever finding your website. Are you sensing a pattern here…

Google Ads Dependence: With fewer organic clicks, businesses are pushed toward paid ads to maintain visibility. Have you ever heard about the mafia… I mean forget I said that, you don’t know me, I was never here.

Voice Search Integration: Answers are read aloud directly by Google Assistant, bypassing websites altogether.

Stat: The click-through rate (CTR) for organic search results has dropped by 37% since the rise of No-Click Search (Moz).

How No-Click Search Affects Local Business Websites

No-Click Searches reduce website traffic, making it harder for businesses to convert searchers into customers. If a potential customer finds all the information they need directly in Google’s local pack, they might never visit your website.

The biggest challenges include:

Declining organic website traffic: Fewer people clicking means fewer leads.

Less control over brand messaging: Google determines what information is shown.

Increased dependency on Google: Businesses rely more on GBP rankings and reviews than their own website SEO.

Example: A law firm ranking #1 for “best divorce lawyer in Chicago” now sees fewer clicks because Google displays lawyer listings, reviews, and a “call now” button directly in search.

How Local Businesses Can Protect Themselves

1. Optimize Your Google Business Profile (GBP)

Keep your business hours, phone number, and services up to date.

Regularly post updates, promotions, and customer reviews to engage users.

Add high-quality images and videos to enhance credibility.

Stat: GBP listings with regular updates get 70% more engagement (Google).

2. Use Structured Data & Schema Markup

Implement LocalBusiness schema to help Google pull correct business details.

Add FAQ schema so Google can showcase your content in featured snippets.

Google Guide: How to use structured data for local SEO

3. Focus on Click-Worthy CTAs in GBP & Local Listings

Add “Call Now” or “Book an Appointment” buttons to your Google listing.

Use Google Q&A and Google Posts to answer common questions.

4. Create Exclusive Content That Google Can’t Fully Replicate

Offer in-depth case studies, behind-the-scenes insights, and interactive tools.
Use engaging visuals and videos that stand out in search results.

How Businesses Can Take Advantage of No-Click Searches

The short answer is that if you can put the right strategies into place and become Google’s #1 go-to guy in the market, then you’re going to see way more business than you ever imagined.  You’ll enjoy the benefit of all the people who would have visited you and everyone else who would have visited your competitors, except now Google is steering them to you too, but you gotta know how to play the game.  

1. Get More Reviews & Ratings

High-rated businesses rank higher in Google’s Local Pack and get more calls.

Ask for reviews via email, SMS, and in-store prompts.

Dominate Featured Snippets & People Also Ask

Use bullet points and concise summaries in content.

Answer common customer questions in blog posts and FAQs.

3. Increase Brand Visibility Through Video & Social Media

YouTube videos often appear above traditional search results.

Post short, engaging local content on Instagram & Facebook.

No-Click Search is Here to Stay. Adapt & Win

Much like businesses had to adapt when telephone directories, online marketplaces, and social media changed how customers find information, No-Click Search is the next evolution in how businesses reach their audience. Instead of fighting this shift, local businesses must embrace new strategies to ensure they remain visible and competitive.

By optimizing Google Business Profiles, leveraging schema markup, and focusing on high-value content, businesses can stay competitive even when clicks decrease. Instead of resisting change, embrace new SEO strategies to ensure your business remains visible and accessible to potential customers. Utilize tracking pixels and other tools that make email and remarketing viable options to help extend your reach.

Need expert help optimizing for No-Click Search? Rook Digital helps local businesses maximize their online presence. Contact us today!

VP Digital Strategy, Co-Founder

Paul Gonzalez has over a decade of experience in the world of Search Engine Optimization, Lead Generation, and business development. As the VP of SEO Strategy, Paul helps develop cutting-edge SEO strategies and techniques to help businesses grow in an ever-expanding technical world.

Paul lives in Provo, UT, with his family and dog, where he does CrossFit, Brazilian Jiu-Jitsu, works with the Boy Scouts of America, and runs his own eCommerce websites.