Zero-click search 2025. The even bigger end of clicking in search engines

illustration: DALL-E

Google has been dealing the cards in the attention game for years, but in 2024, it changed the rules - to its advantage. The launch of AI Overview, automated summaries generated by artificial intelligence, gave the zero-click search phenomenon a whole new dimension. It’s no longer just quick answers to quick questions. Now it`s full-featured articles shown without visiting any website.

We’ve seen this before. ChatGPT and Perplexity AI are right behind the giant, offering fast, concise answers without digging through dozens of links. It’s a new quality in information searching - faster, simpler, and less distracting. To keep users from leaving, Google is now playing the same card. Convenient? Yes. But is it fair?

AI Overview. A new face of no-click searching

What is zero-click search? It’s when a search engine gives you the answer on a silver platter before you even click anything. You type in a question, and the engine shows a definition, a conversion, a map, or - more and more - a full summary. Google no longer settles for showing a snippet. Now it builds out the full answer. AI Overview is a module that generates a summary of a user’s question based on multiple sources. No click needed. The user gets what they came for - and the content publisher gets nothing.

Rand Fishkin from SparkToro warned last summer that out of every 1000 searches on Google, only 360 clicks in the EU and 374 in the US go outside Google’s ecosystem.

Google Searches 2024	USA (%)	EU (%)
Total Clicks	41.5%	40.3%
No Action (Session Ends)	37.1%	37.4%
New Search	21.4%	22.3%
Zero-click searches	58.5%	59.7%

source: 2024 Zero-Click Search Study, SparkToro

This isn’t just about technology. It’s a paradigm shift. Information is no longer tied to its source. Even when Google shows links, they’re subtle - and users often don’t feel the need to visit. Because they feel they "already know".

Classic zero-click was already a problem. But AI Overview raises the stakes. It removes the user from the whole clicking process. Before they even look through the results, they’re given a ready-made dose of knowledge. No visits, no sessions, no revenue for publishers. It’s like running a restaurant where Google sends people, shows them a photo of the menu, lets them smell the food - but doesn’t let them in. In an industry where every click is a potential customer or reader, that’s like cutting off the air supply.

New SEO. Optimizing for AI, not humans

We used to fight for the top spot in search results. Now the goal has shifted - you need to show up in the AI summary field. The problem is, the rules aren’t clear. Google doesn’t say what determines which sources are chosen. That means traditional SEO is no longer enough.

We have to write content not only for users, but in a way the AI algorithm can "understand". Think structure, clarity, definitions, and direct answers. The more "textbook-like" your content appears, the more likely it gets into AI Overview. Is this still journalism - or just content farming?


AI Overview doesn’t match keywords directly. It analyzes the user query as a whole and identifies intent. That’s why your texts need to be not just accurate, but contextual. You need to anticipate what the reader is really looking for - even if they can’t phrase it clearly.

This is a big change for content creators. It’s not enough to write "how to cook pasta". You need to know if they want cooking time, calorie count, or gluten-free options. AI will figure it out. If you don’t, your content disappears. Zachariasz Kijak, SEO expert at digital agency Verseo, explains it well in the guide How to optimize for LLMs.

Vanishing brand and AI mistakes

When Google creates AI Overviews, it pulls from specific sites. But users rarely know which. Sometimes there’s a link, sometimes a name - often, nothing. The content is "generated", as if it created itself. But someone wrote it. Someone is responsible. Someone wants credit. This isn’t just an ethical issue - it’s a business problem. Because:

• if users don’t see the brand, they build no loyalty;
• they won’t return or remember;
• and that kills brand communication through content.

Worse still, AI can do a lot - but it’s not flawless. AI Overviews sometimes include mistakes, misrepresentations, or entirely made-up facts. Yet to the average user, it’s still a "Google answer" - something trustworthy.


That’s the trap. When AI is the source, there’s no clear accountability. If an article contains an error - you know who wrote it. When AI gets a summary wrong, no one feels responsible. But the consequences can be serious - from bad health advice to political misinformation.

Who’s really getting paid?

At the end of the chain lies the question that’s being asked more and more: who should profit from content? Google - for displaying it? Or the author - for creating it? AI Overview is a perfect example of a model where the middleman profits, and the creator gets nothing.

Publishers are starting to push back. There are calls for licensing fees, revenue sharing, new partnership models. If Google uses others’ work to increase ad profits - fairness demands that it shares.

If AI Overview becomes the standard - and it looks like it will - the internet will undergo a major shift. On one side: user convenience. On the other: the death of organic traffic as we know it. And the question the industry keeps asking: do we really want an internet where Google eats the whole cake - and leaves everyone else the crumbs?