As AI continues to shape how people search, the rise of zero-click behaviour is changing the game for digital marketers. In our recent webinar, which we co-hosted with Infinity, we explored what this means for businesses and, more importantly, what to do about it.

If you missed the session, you can watch the full recording here.

What Are Zero-Click Searches?

Zero-click searches happen when users get the information they need directly from the search results, without clicking through to a website. Thanks to AI-powered overviews, Google’s local pack, featured snippets, and tools like voice assistants, more users than ever are converting without touching your site. 

Why Does This Matter?

Traditionally, marketers relied on click-through rates, website traffic, and on-site conversions to measure success. But in a zero-click world, users might:

• Get an answer from an AI overview
• Call directly from a Google Business Profile
  Visit a store after a search, with no digital trace

This creates a gap in attribution, making it harder to prove what is driving enquiries from your digital marketing strategy, as well as what isn’t working. 

Smart Strategies for a Zero-Click Landscape

At I-COM, we believe this is not a threat, it’s an opportunity. Here’s how marketers can adapt:

1. Optimise for Featured Snippets & AI Overviews

Structure your content, answer key questions, and use schema markup to increase the chances of being pulled into AI-driven search results.

2. Maximise Your Google Business Profile

Keep it updated, include a call tracking number, and use it to drive actions like phone calls and reviews - all without needing a site visit.

3. Focus on Visibility, Not Just Clicks

In a zero-click environment, visibility still builds trust and drives action. Users may not click immediately, but brand exposure plays a key role in later conversions.

4. Use Call Tracking to Fill the Attribution Gap

By linking calls back to search terms or campaigns, tools like Infinity Call Tracking give marketers visibility into what’s driving real-world leads, even when clicks are missing.

FAQs from the Webinar

Q: How can I tell if my content is appearing in AI overviews?
Use a combination of manual searches, Search Console impressions, and tools like Ahrefs, which now highlights AI overview visibility.

Q: Can call tracking be used with Google Business Profile and Ads?
Yes - you can use a tracking number as your primary line in GBP (with your real number as secondary), and integrate with call extensions in Google Ads.

Q: What should I prioritise first?
Start with optimising your Google Business Profile and key content for featured snippets — these are your frontline in the zero-click landscape.

Final Thought

As AI continues to influence how search works, businesses can no longer rely on traditional metrics alone. Visibility, trust, and offline actions now carry just as much weight as traffic and form fills.

By combining strategic SEO with smart attribution tools, brands can continue to grow, even when users never click.

Want tailored advice for your business? Contact us for a free consultation or insight review - call us on 0161 402 3170, or fill out our online form.