Yes, zero-click search traffic is increasing and now accounts for roughly 27.2% of search traffic in the US, compared to 24.4% in March 2024 (according to the State of Search Q1 report 2025).
This is because users are finding their answers directly in search results through AI Overviews, featured snippets, knowledge panels, and other SERP features.
Zero-click searches occur when users get their answers directly from search engine results pages without clicking through to any website. This trend has grown as search engines have prioritized user experience by providing immediate answers.
This trend presents both challenges and opportunities for marketers. While it can reduce website traffic, appearing in AI overviews and other SERP features can increase brand visibility and trust. The key is optimizing content to capture these prominent search positions.
