Extended definition
Searches where the user gets the answer directly in SERP (featured snippet, AI Overview, knowledge panel) without clicking on any result.
Context and application
Zero-click isn’t necessarily negative — on brand queries (“X company name schedule”), zero-click is ideal (user finds info immediately, positively associates brand). On informational queries, zero-click reduces direct traffic but grows brand awareness if you appear as cited source. Strategy: on informational pillar content, optimize to be cited (source in AI Overview); on transactional content, don’t rely on zero-click — user must click to convert. Diversify the portfolio: 60% transactional content + 40% informational is the healthier ratio for businesses in 2026.
In practice
zero-click grew from 50% (2023) to 65%+ (2026). Your SEO strategy needs to accommodate this.