Google zero click searches
The search landscape has shifted and a recent study confirms it: Google zero click searches reached 68% in early 2026 (Source: SparkToro research based on SimilarWeb clickstream data) > meaning ~7 in 10 searches are now being answered directly on the SERP.
Buyers are finding immediate answers;whether it’s technical specs, part numbers, or quick solutions, without ever clicking through to your website. The impacts are diverse; for example, we can no longer rely solely on ‘traditional’ metrics (like CTR) to measure TOFU success.
We must move beyond the click and optimise for visibility within Google’s native ecosystem, targeting the likes of AIO, OPG, featured snippets, rich schema, UCP & Gemini GEO.
The overall demand for information hasn’t shrunk (it has actually risen), but where that demand is being satisfied is evolving.