HomeDirectoriesZero-Click Searches: A Guide for Local Businesses in 2025

Zero-Click Searches: A Guide for Local Businesses in 2025

Your customers are finding answers without clicking through to your website, and it’s changing everything about how local businesses need to approach search engine optimisation. Zero-click searches—where users get their answers directly from search results without visiting any website—are projected to dominate the search scene by 2025, with Bain research indicating that 80% of consumers now rely on zero-click results in at least 40% of their searches.

This shift isn’t just a minor tweak in user behaviour. It’s mainly reshaping how potential customers discover local businesses, make purchasing decisions, and interact with brands online. For local businesses, understanding zero-click searches isn’t optional anymore—it’s survival.

You’ll learn how to adapt your local SEO strategy to thrive in this new environment, identify the specific types of zero-click results that matter most for local businesses, and discover achievable techniques to maintain visibility even when users never click through to your site. We’ll also explore how to measure success when traditional traffic metrics no longer tell the full story.

Understanding Zero-Click Search Mechanics

The mechanics behind zero-click searches operate through sophisticated algorithms that extract and display information directly in search results. Google’s systems analyse web content, structure data, and user intent to provide immediate answers without requiring users to visit the source website.

Did you know? SparkToro’s 2024 study reveals that for every 1,000 Google searches, only 374 clicks go to the open web, meaning 62.6% of searches end without any website click.

These search result formats extract value from your content while potentially reducing direct traffic to your site. However, they also present opportunities for unprecedented visibility—if you know how to optimise for them properly.

Featured snippets appear as highlighted boxes at the top of search results, providing direct answers to user queries. For local businesses, these snippets often capture “how-to” queries, pricing information, and service explanations. The algorithm selects content based on relevance, authority, and how well it matches the searcher’s intent.

Knowledge panels display comprehensive information about businesses, including contact details, hours, reviews, and key facts. These panels pull data from multiple sources, including Google My Business profiles, website structured data, and third-party directories like Jasmine Directory.

My experience with optimising for featured snippets has shown that businesses need to structure their content specifically for these formats. Short, direct answers followed by detailed explanations tend to perform best. The key lies in anticipating the exact questions your customers ask and providing clear, authoritative responses.

The algorithm favours content that directly answers questions within the first 40-50 words of a paragraph. This means restructuring existing content to lead with answers rather than building up to them gradually.

Local Pack Display Algorithms

Local pack results show up for location-based searches, displaying three businesses with their key information directly in the search results. These results include business names, ratings, addresses, phone numbers, and often photos or menu items for restaurants.

The ranking factors for local pack inclusion involve proximity to the searcher, relevance to the query, and prominence (which includes review quality, citation consistency, and online authority). Google’s algorithm considers real-time factors like current business hours and temporary closures.

What’s fascinating about local pack algorithms is their sensitivity to micro-location signals. A business might rank differently for users searching from different neighbourhoods within the same city. This minute approach means local SEO strategies must consider hyperlocal optimisation tactics.

The local pack also integrates with other Google services, pulling information from Google Maps, Google My Business, and even real-time inventory data for retail businesses. This interconnected approach creates multiple touchpoints where businesses can influence their visibility.

Voice Search Result Formats

Voice search results typically provide single, definitive answers rather than multiple options. When someone asks their smart speaker about local business hours or services, the device reads one response—making position zero vital for voice visibility.

Voice search algorithms prioritise conversational, natural language content over keyword-stuffed text. They favour businesses with complete, accurate information across all platforms and those that answer questions in the way people actually speak.

The format requirements for voice search optimisation differ significantly from traditional SEO. Answers need to be speakable, typically between 29-35 words for optimal delivery. This constraint forces businesses to distil their value propositions into concise, compelling statements.

Voice search results also heavily weight local signals, often providing directions, phone numbers, or hours of operation as follow-up information. This creates opportunities for businesses to capture not just awareness but immediate action through voice queries.

Mobile SERP Layout Changes

Mobile search results prioritise immediate utility over comprehensive information. The limited screen space means zero-click elements take up proportionally more visual real estate, making them even more dominant in the mobile experience.

Google’s mobile-first indexing approach means the mobile search experience drives desktop formatting decisions, not the reverse. Features like click-to-call buttons, map integrations, and quick actions (like “Order Online” or “Make Reservation”) appear prominently in mobile results.

The mobile SERP layout continues evolving with features like visual search integration, where users can search using images, and augmented reality previews for certain business types. These developments suggest zero-click searches will become even more interactive and immediate.

Swipeable carousels, expandable information panels, and integrated social proof elements are becoming standard in mobile SERPs. These features provide users with comprehensive information without requiring them to leave the search results page.

Local Business Impact Assessment

The impact of zero-click searches on local businesses extends far beyond simple traffic metrics. While reduced click-through rates might seem alarming, the reality involves complex trade-offs between visibility, brand awareness, and direct website engagement.

Research from NoGood indicates that zero-click experiences can actually increase visibility and potential for higher traffic when businesses adapt their strategies appropriately. The key lies in understanding which metrics matter most for your specific business model.

Key Insight: Zero-click searches often serve as the first touchpoint in longer customer journeys, making brand awareness and trust-building more important than immediate clicks.

Local businesses must reconsider their success metrics, moving beyond simple website traffic to encompass brand searches, phone calls, store visits, and long-term customer relationship development.

Traffic Loss Quantification Methods

Measuring traffic loss from zero-click searches requires sophisticated attribution modelling that tracks the complete customer journey. Traditional analytics tools often miss the connection between zero-click exposures and eventual conversions.

Brand search volume provides one of the most reliable indicators of zero-click search impact. When users see your business information in zero-click results, they often search for your brand name later, creating a delayed but measurable traffic pattern.

Phone call tracking becomes important for local businesses, as many zero-click results include click-to-call functionality. Implementing call tracking numbers that tie back to specific search queries helps quantify the value of zero-click visibility.

Store visit attribution through Google Analytics and Google Ads provides another measurement angle. Users who see your business in local pack results might visit your physical location without ever clicking through to your website.

The challenge lies in connecting these various touchpoints into a coherent attribution model. Many businesses underestimate the value of zero-click searches because they focus solely on direct website traffic metrics.

Click-Through Rate Analysis

Click-through rates vary dramatically based on query intent and result type. Informational queries often have lower CTRs because users find their answers directly in the search results, while transactional queries maintain higher click-through rates.

Local businesses should segment their CTR analysis by query type rather than looking at overall averages. “Business hours” queries might have 5% CTRs, while “book appointment” queries could maintain 40% CTRs—both serving important but different purposes.

Seasonal variations in CTR patterns reveal interesting insights about user behaviour. During busy periods, users rely more heavily on zero-click results for quick information, while during slower periods, they’re more likely to browse websites thoroughly.

The position of your business in zero-click results significantly impacts CTR to your website. Businesses appearing in position 1 of featured snippets often see increased brand searches and delayed traffic, even if immediate CTRs decrease.

Quick Tip: Track CTRs for different query categories separately. Group queries by intent (informational, navigational, transactional) to understand which zero-click results help versus hurt your traffic goals.

Revenue Attribution Challenges

Attributing revenue to zero-click search appearances requires advanced tracking setups that most local businesses haven’t implemented. The customer journey often involves multiple touchpoints, making direct attribution nearly impossible with basic analytics.

Multi-touch attribution models help solve this challenge by assigning fractional credit to each interaction in the customer journey. A user might first discover your business through a zero-click local pack result, then search for your brand name, and finally convert through a paid ad.

Customer surveys provide qualitative insights that quantitative data often misses. Asking new customers how they first heard about your business frequently reveals zero-click search touchpoints that don’t appear in analytics data.

Lifetime customer value calculations become more important when evaluating zero-click search impact. A customer acquired through zero-click brand awareness might have lower immediate conversion rates but higher long-term value due to increased trust and familiarity.

The integration of offline and online attribution presents particular challenges for local businesses. Customers might see your business in zero-click results, visit your physical location, and make purchases without any digital trail connecting the touchpoints.

Optimisation Strategies for Zero-Click Dominance

Successful zero-click optimisation requires a fundamental shift from driving clicks to providing value directly within search results. This approach builds brand authority and trust while maintaining visibility in an increasingly competitive search environment.

Semrush research shows that featured snippets can include step-by-step instructions or even videos directly in search results, allowing users to consume content without visiting the source website. This trend demands content strategies that provide immediate value while encouraging deeper engagement.

The most effective zero-click strategies balance giving away valuable information with creating desire for more comprehensive solutions. It’s about becoming the trusted authority that users remember when they’re ready to make purchasing decisions.

Featured snippet optimisation starts with understanding the specific formats Google prefers for different query types. Paragraph snippets work best for definition queries, while list snippets excel for step-by-step processes or ranking-based content.

The optimal structure involves leading with a direct answer in 40-58 words, followed by supporting details and context. This format satisfies both the snippet algorithm and users who click through for more information.

Table snippets perform exceptionally well for comparison content, pricing information, and specifications. Local businesses can apply this format for service comparisons, pricing tiers, or feature lists.

My experience with snippet optimisation has revealed that Google often combines information from multiple sections of a page. Creating comprehensive, well-structured content increases the chances of capturing various snippet opportunities.

What if your competitors dominate featured snippets for your key terms? Focus on long-tail variations and specific local modifiers where competition is lower. “Best plumber near [neighbourhood]” might be easier to capture than “best plumber.”

Local SEO Schema Implementation

Schema markup provides search engines with structured data about your business, increasing the likelihood of rich snippet appearances. Local businesses should implement LocalBusiness schema, FAQ schema, and Review schema as foundational elements.

Event schema becomes particularly valuable for businesses hosting classes, workshops, or special events. This markup can trigger event-specific rich results that display dates, times, and booking information directly in search results.

Product schema helps retail businesses display pricing, availability, and review information in search results. This information often appears in zero-click formats, providing immediate value to potential customers.

The implementation of schema markup requires technical precision, but the payoff in terms of zero-click visibility justifies the investment. Businesses with comprehensive schema implementation consistently outperform competitors in rich result appearances.

Google My Business Optimisation

Google My Business profiles serve as the primary data source for local pack results and knowledge panels. Complete, accurate profiles with regular updates significantly increase zero-click visibility opportunities.

The Q&A section within Google My Business allows businesses to proactively address common customer questions. These answers often appear in zero-click results, providing immediate value while demonstrating experience.

Regular posting on Google My Business keeps profiles active and provides additional content for Google to display in zero-click formats. Posts about special offers, events, or updates can appear directly in search results.

Photo and video content within Google My Business profiles increasingly appears in zero-click results, especially for visual queries. High-quality, regularly updated visual content improves both engagement and visibility.

Measuring Success in the Zero-Click Era

Traditional metrics like organic traffic and click-through rates tell only part of the story in the zero-click search era. Local businesses need comprehensive measurement frameworks that capture the full impact of search visibility on business outcomes.

Research indicates that users benefit from zero-click searches because they can get answers quickly and easily, but this user benefit doesn’t automatically translate to business harm. The key lies in measuring the right metrics for your specific business model.

Success measurement must evolve to encompass brand awareness, customer journey touchpoints, and long-term relationship building rather than focusing solely on immediate website engagement.

Alternative Success Metrics

Brand search volume provides one of the most reliable indicators of zero-click search success. Users who discover your business through zero-click results often search for your brand name later, creating measurable downstream traffic.

Phone call volume and quality offer direct insight into zero-click search impact. Many local pack results include click-to-call functionality, making phone calls a primary conversion path for zero-click visibility.

Store visit attribution through Google Analytics connects online visibility to offline conversions. This metric becomes particularly important for local businesses where the ultimate goal is physical location visits.

Social media engagement and mentions often increase following zero-click search visibility improvements. Users who can’t immediately convert might follow your social accounts or share your content, creating valuable long-term touchpoints.

Success Story: A local restaurant optimised for zero-click searches by focusing on menu information and hours in their GMB profile. While website traffic decreased 15%, phone reservations increased 40% and foot traffic grew 25% over six months.

Attribution Modelling Techniques

Multi-touch attribution models assign fractional credit to each touchpoint in the customer journey, providing more accurate insights into zero-click search value. These models reveal how zero-click exposures contribute to eventual conversions.

Customer journey mapping helps identify all the touchpoints between initial zero-click exposure and final conversion. This mapping often reveals that zero-click searches serve as necessary awareness-building touchpoints rather than direct conversion drivers.

Cohort analysis tracks groups of users over time to understand how zero-click exposures influence long-term behaviour. Users first exposed through zero-click results might show different engagement patterns and lifetime values.

Survey-based attribution complements quantitative data by capturing customer perspectives on their discovery and decision-making processes. Many customers can identify zero-click touchpoints that don’t appear in digital analytics.

Competitive Intelligence Gathering

Monitoring competitor visibility in zero-click results provides insights into market opportunities and threats. Tools like SEMrush and Ahrefs now track featured snippet ownership and local pack appearances.

Share of voice metrics in zero-click results offer a different perspective on competitive positioning. A business might have lower overall search volume but higher zero-click visibility, indicating strong topical authority.

Competitive content gap analysis reveals opportunities for zero-click optimisation. Identifying queries where competitors lack comprehensive answers creates opportunities for featured snippet capture.

Local pack position tracking becomes more nuanced when considering different search locations and query variations. Competitors might dominate certain geographic areas or query types while leaving others open.

Future Directions

The trajectory of zero-click searches points toward an increasingly sophisticated search ecosystem where immediate value delivery becomes the primary ranking factor. Industry experts project that AI-powered search features will continue expanding, making zero-click optimisation even more vital for local business visibility.

Artificial intelligence integration in search results will likely create more personalised, context-aware zero-click experiences. Local businesses must prepare for search results that adapt in real-time based on user location, search history, and immediate needs.

The convergence of voice search, visual search, and traditional text search will create new zero-click formats that we can barely imagine today. Businesses that build flexible, comprehensive content strategies now will be better positioned to adapt as these technologies mature.

Myth Debunked: Zero-click searches don’t necessarily hurt local businesses. Research shows that businesses can actually benefit from increased visibility and brand awareness when they optimise appropriately for zero-click formats.

While predictions about 2025 and beyond are based on current trends and expert analysis, the actual future area may vary. However, the fundamental shift toward immediate value delivery in search results appears irreversible, making zero-click optimisation a permanent fixture in digital marketing strategies.

The businesses that thrive in this environment will be those that embrace zero-click searches as opportunities rather than obstacles, focusing on building trust and authority through helpful, immediate value delivery rather than trying to force clicks through manipulative tactics.

Local businesses have a unique advantage in this evolving domain—their inherent connection to specific geographic areas and communities creates natural opportunities for zero-click visibility that larger, national brands cannot easily replicate. The key lies in leveraging this advantage through intentional optimisation and comprehensive measurement approaches.

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Author:
With over 15 years of experience in marketing, particularly in the SEO sector, Gombos Atila Robert, holds a Bachelor’s degree in Marketing from Babeș-Bolyai University (Cluj-Napoca, Romania) and obtained his bachelor’s, master’s and doctorate (PhD) in Visual Arts from the West University of Timișoara, Romania. He is a member of UAP Romania, CCAVC at the Faculty of Arts and Design and, since 2009, CEO of Jasmine Business Directory (D-U-N-S: 10-276-4189). In 2019, In 2019, he founded the scientific journal “Arta și Artiști Vizuali” (Art and Visual Artists) (ISSN: 2734-6196).

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