Zero-Click Searches: How AI Overviews Are Changing The Game

What is a zero-click search?

A zero-click search is when somebody searches for something on Google and receives the information from the search engine, without clicking on any websites.

For example, if you were to search ‘SEO agency Bromsgrove’, you’ll be given a list of SEO agencies in the area, typically with their location on Google Maps.

Or, you might want to know what the top trending films of 2025 currently are, to get an idea of what to watch or upcoming releases. Instead of clicking on a blog, for example, you’ll now likely get an AI Overview.

What are the different types of zero-click searches and content?

As you can see, these are two types of zero-click content – maps for local search queries and AI Overview, with the AI Overview being the type we’re going to delve deeper into.

Other types of zero-click content can be in the form of: 

• People Also Ask (PAA) boxes 

• Featured snippets 

• Knowledge panels 

• Image and video previews

Why does Google provide zero-click searches if businesses need website traffic?

The AI Overview will create a full answer to search queries, more so for common questions and day-to-day queries that will need informative answers, rather than those with a commercial or transactional intent.

As web users aren’t clicking on your website to get the information or services they’re looking for, what’s the benefit of AI overviews for businesses that need consistent traffic to their website? Just because people don’t immediately click on your actual website, it doesn’t mean your business isn’t visible.

Supporting EEAT

EEAT – experience, expertise, authoritativeness and trustworthiness – is how Google determines your website content as credible, and it is now more important than ever to optimise with the rise of zero-click searches and AI Overviews.

Because Google’s AI Overview tool creates a clear answer from multiple sources, you’re more likely to show up on the list of sources, which sit right of the answers, if your website is prioritising EEAT.

This means writing transparent, accurate, informative and authoritative content, which showcases your expertise and credibility, helping you beat competitors and get your site more likely to show up on AI-generated zero-click searches.

Tips for optimising for AI Overview zero-click searches

On top of optimising EEAT, what else can you do to improve your visibility online?

1. Use tools to analyse your current performance

Semrush introduced AI Overview tracking feature which allows you to do a comprehensive analysis of AI Overview rankings.

By clicking on SERP features, followed by AI Overview, you’ll see all your pages and keywords that show up in AI Overviews.

This filter presents an opportunity to analyse the different content topics, intent and page structures that AI Overviews like.

2. Structure scannable, easy to digest content

Web users are scanners, not readers. Google’s AI Overview will often format the answers into digestible content, regularly using bullet points, lists and short paragraphs.

These practices boost readability and, in turn, audience engagement. So, look at your webpages that feature long walls of text, or don’t prioritise UX like they should, and compare how they rank.

Refreshing and optimising the structure of the content is a great way to show up in AI Overview zero-click searches.

3. Know the intent of your content

Intent is now more important than ever to get right to ensure your website appears as a source in generative AI answers.

You need to understand the full intent behind a web user’s query or question, and you will need to provide a concise answer or solution in line with the intent.

Is the user looking for a definition, a how-to guide, a product comparison or expert insight?

Align your H1s, intros and paragraph openings with this intent clearly and early. AI Overviews often scan this summarised, high-intent content to answer zero-click searches and queries.

4. Answer the question directly and early

Google’s AI Overview pulls answers from pages that offer clear, authoritative responses near the top of the content.

If your page waits until paragraph five to answer the question, you’ve likely missed the opportunity to appear on the overview. It’s important to satisfy the user’s core query upfront with a concise, scannable answer or summary.

5. Use schema markup to reinforce content purpose

A schema markup is structured data that gives Google a better understanding of what your content is about.

While it’s long been used to boost visibility on traditional SERP features like rich snippets or FAQs, it also plays a growing role in how content is sourced and formatted in AI Overview results.

AI models rely on clear context, and schema tells them exactly what your page contains. If your page has the right markups for instructions, a glossary entry, a product review or a set of FAQs, it helps Google identify and extract the relevant part of the content quickly and confidently.

Good schema types to use include:

• FAQs – Pages containing clearly labelled questions and answers makes it more likely your FAQs will be lifted into AI-generated answers.

• HowTo – For step-by-step tutorials or guides, such as DIY instructions or how to use a product or tool.

• Articles and blogs – Helps distinguish blog posts and editorial content, giving more weight to the author and publication and especially useful for EEAT.

• Product – Useful for eCommerce pages, describing pricing, reviews and availability.

• Breadcrumb and Organisation – Reinforces site structure and brand identity – useful across all pages.

Schema acts like a label system that tells Google what your page is, and the clearer the format and purpose, the more likely it is that AI will extract and showcase your content in zero-click AI Overview panels.

Rounding up zero-click searches and AI Overview

Google’s AI Overview SERP feature is a new zero-click search that has kept the SEO world on its toes. And it doesn’t look like it’s going anywhere and is likely to become more prevalent as AI gets smarter.

Rather than chasing clicks alone, the focus now needs to be on earning visibility where the answers are surfaced, even if they don’t generate a traditional visit.

That means structuring your content to match the user intent, ensuring content is scannable and signalling credibility with tools like schema markup.

By combining strong EEAT foundations with the tips above, you’ll not only boost your chances of being featured in AI Overviews, you’ll also be creating content that’s genuinely more helpful to users – the exact type of optimisation Google will always reward.

Sherbet Donkey continues to provide leading SEO services that prioritise the multiple types of zero-click searches, including AI Overviews. Read more about our AI SEO Services here.

Discuss your SEO needs with our team on 0800 197 9803 or leave us a message and discover how we can help.