The marketing playbook has been rewritten, and zero-click searches are leading the charge. What used to be the occasional search feature has become the dominant reality. According to WordStream’s latest research from March 2025, nearly 65% of Google searches now end without a click, and on mobile devices, that number soars to over 75%. This seismic shift is fundamentally changing how brands connect with their audiences online, creating both challenges and opportunities for savvy marketers.

So, how can your business adapt and thrive when users get answers without ever visiting your website?

The Rise of Zero-Click Content

Zero-click content refers to search results that provide answers directly on the search engine results page (SERP), eliminating the need for users to click through to a website. These include featured snippets, AI Overviews, knowledge panels, People Also Ask boxes, and more—all designed to deliver instant answers.

According to our analysis of current search trends, marketers are seeking answers to questions like:

• How can I optimise for zero-click searches?
• What’s the difference between traditional SEO and Generative Engine Optimisation (GEO)?
• Are AI Overviews killing website traffic?
• How do I get my content featured in Google’s AI-generated responses?

These are major questions for marketers. A January 2025 study by SparkToro found that only 360 of every 1,000 Google searches in the US resulted in a click to an external website (36%). The rest ended with users either finding their answer directly in the SERP or navigating to Google-owned properties. Similarly, CLICKVISION’s analysis from March 2025 confirmed that 55% of Google searches worldwide are now zero-click.

Beyond Traditional SEO: The Emergence of GEO

Whilst marketers continue to value traditional SEO, there’s growing interest in what some are calling Generative Engine Optimisation (GEO)—the practice of optimising content specifically for AI-generated search features.

Unlike traditional SEO, which focuses on ranking organic listings, GEO prioritises getting your content cited and referenced in AI-generated overviews and summaries. This represents a fundamental shift in how content needs to be structured. As noted by Boomcycle Digital Marketing in their comprehensive 2025 analysis:

“While SEO helped you climb search rankings, GEO is your key to surviving in the AI-powered search revolution.”

Their research indicates that content optimised for traditional search rankings doesn’t automatically perform well in AI-generated responses. Which makes life more complicated for marketers!

The Surprising Truth About AI Overviews

Contrary to widespread fears, recent research suggests that AI Overviews might drive more traffic to websites than traditional featured snippets. According to a January 2025 study by SEO.ai analysing 18 million UK websites, when an AI Overview appears in position #1, users are significantly more likely to click on the links provided compared to traditional featured snippets.

Why? The research found that AI Overviews typically cite multiple sources (5-6 on average), creating more opportunities for visibility compared to featured snippets, which highlight just one source. This multi-source approach encourages users to explore further, potentially increasing click-through rates for cited websites.

5 Ways to Thrive in the Zero-Click Economy                     

1. Optimise for Featured Snippets and AI Overviews

The most effective way to gain visibility in zero-click searches is to appear in featured snippets and AI Overviews. Focus on:

• Creating concise, direct answers to common questions (40-60 words)
• Using clear headings with question formats
• Structuring content with bullet points, numbered lists, and tables
• Placing key information early in your content

According to Backlinko’s 2025 research, pages that earn the featured snippet can capture up to 42% of all clicks (even when they’re not ranked first organically).

2. Implement Schema Markup

Schema markup helps search engines understand your content better, increasing the chances of appearing in rich results. Priority schema types include:

• FAQ schema for question-based content
• HowTo schema for instructional content
• Organisation schema for brand information
• LocalBusiness schema for location-based businesses

3. Build Topical Authority

Google’s AI systems favour sources with demonstrated expertise. To build topical authority:

• Create comprehensive, in-depth content around core topics
• Develop content clusters with internal linking
• Focus on E-E-A-T (Experience, Expertise, Authoritativeness, Trustworthiness)
• Include data points, research, and citations from credible sources

4. Focus on Visual Content

Visual elements play an increasingly important role in zero-click results:

• Include high-quality images optimised for thumbnail displays
• Create clear, informative infographics
• Develop short-form video content
• Use descriptive alt text and file names

Recent statistics from Straits Research show that in 2025, 67% of B2B marketers are incorporating infographics into their strategies, whilst 62% are adopting interactive content to drive engagement.

5. Embrace Multichannel Marketing with Print Integration

The digital noise is louder than ever, which is why print marketing is experiencing a significant resurgence:

• Integrate digital campaigns with targeted direct mail to boost engagement
• Use QR codes and personalised URLs in printed materials to drive online traffic
• Leverage print’s tangibility for high-value touchpoints in the customer journey
• Implement cross-channel measurement to track how print drives digital engagement

Research from Royal Mail MarketReach shows that when primed by mail, people spend 30% longer looking at social ads, creating a powerful synergy between print and digital channels.

Measuring Success Beyond Clicks

In a zero-click world, traditional metrics like organic traffic become less reliable indicators of success. Forward-thinking marketers are now tracking:

• Brand search volume and mentions
• Direct and assisted conversions
• Social media engagement and shares
• Citation frequency in AI-generated content

According to Zero Gravity Marketing’s recent analysis, 2025 has seen the rise of new metrics to measure content authority, including entity authority scores, citation impact metrics, and expertise verification systems.

The Print Advantage in a Zero-Click World

As digital channels become saturated and zero-click searches reduce website traffic, savvy marketers are rediscovering the unique advantages of print marketing:

• Tangibility and Trust: Physical mail has a 90% open rate according to ARK Data research, compared to email’s average 20% open rate
• Enhanced Digital Engagement: Adding mail to your marketing mix can boost overall ROI by 12%, according to Royal Mail MarketReach
• Longer Engagement: Unlike digital content that’s consumed and forgotten, research shows that recipients keep direct mail for an average of 17 days
• Reduced Digital Fatigue: As online users experience information overload, print offers a refreshing, focused experience without the distractions of notifications and competing content

At KPM Group, we’ve seen firsthand how integrating print with digital strategies creates powerful synergies that overcome the limitations of zero-click search.

The Future is Already Here

The zero-click revolution isn’t coming—it’s already here. By 2025, businesses that adapt their strategies to this new reality will thrive, whilst those clinging to outdated approaches will struggle to maintain visibility.

Remember: zero-click doesn’t mean zero opportunity. It simply means changing how you think about search visibility and brand presence. By optimising for the formats and features that dominate today’s SERPs, and complementing your digital strategy with intelligent print marketing, you can ensure your brand stays relevant and visible, even in a world where clicks are increasingly rare.

Why Choose KPM Group

When you work with us, you’re choosing a print partner who understands modern marketing. We get the ins and outs of online and offline marketing and can support your multichannel strategy for the best ROI.

Keen to learn about the exciting possibilities for your print marketing campaigns? Get in touch to speak to our team.

Book a Free Postage Audit

Don’t let perceived costs be a barrier to embracing print in your next campaign. Postage can account for a significant cost of the print element, but we are highly experienced in ensuring you get the best deal. So, are you getting the best postage rates and delivery times? This Free Postage Audit will enable you to:

• Understand your options
• Gain insight into small changes that could make a big difference to your budget
• Review recommendations for improvement and next steps

CONTACT US to book your Free Postage Audit today!