Zero-Click Searches: Winners and Losers by Industry in 2025

Zero-click searches keep growing, changing how people get answers online and how businesses compete. A zero-click search happens when Google gives a quick answer right on the results page, so users never visit a website. These instant results are common—think weather updates, sports scores, and quick facts.

For marketers and business owners, zero-click searches bring both challenges and new opportunities. It’s never been more important to understand which industries see the most gains or losses. As search engines keep users on their pages, SEO strategies must adapt. Knowing how zero-click searches work and who’s winning is key to staying ahead.

What Are Zero-Click Searches and Why Do They Matter?

Zero-click searches are changing how we use the web. These are searches where users find what they need directly on the results page, often without clicking any further. It could be a quick answer, a phone number, business hours, or the latest scores—everything right at your fingertips before you even leave Google. This shift impacts everyone: searchers, businesses, and marketers.

Defining Zero-Click Searches

Zero-click searches happen when the results page provides a complete answer, so users don’t have to visit another site. Think of times when you ask for the weather, a movie’s runtime, or today’s date. The answer pops up at the top, and that’s enough.

Here’s what counts as a zero-click search:

• Direct answers in featured snippets.
• Knowledge panels show facts or images.
• Instant tools like calculators, translators, or flight trackers.
• Maps with a location and phone number displayed right away.

Zero-click searches aren’t just for easy questions. They can sweep up topics from health facts to song lyrics and sports scores. As Google rolls out richer features, more answers come straight to you, often above traditional “blue link” results.

The Rise of Zero-Click Searches

Not that long ago, nearly every search led to clicking a link. Now, it’s common to get what you want instantly. Google and other search engines want to keep you on their page for as long as possible. They do this by adding more bold answers, smart cards, and interactive widgets.

A few trends driving this change:

• Mobile devices: It’s easier to get quick answers than to load and scroll through full sites.
• Voice search: When people ask their phone or smart speaker, they want fast, clear responses.
• Improved AI: Search engines better understand queries and serve concise, accurate answers.

These rapid results save time, but they also mean fewer visits to outside websites, especially for simple questions.

Why User Intent Matters

User intent has never been more important. Search engines focus on figuring out exactly what you’re looking for and delivering a solution right away. People want to get in, get their answer, and move on—especially if the query is easy to satisfy.

There are different types of search intent:

• Informational: Looking for facts (“How tall is Mount Everest?”).
• Navigational: Trying to find a specific website or address.
• Transactional: Ready to buy or take action.

Zero-click searches mostly satisfy informational and navigational intent. For example, a search for a store’s hours or directions often ends right on Google Maps, not on the store’s website.

Changing Search Behaviors

Searchers now expect instant answers. The days of clicking through ten blue links for a simple fact are over. Here’s how this shift looks in daily life:

• Quick searches on the go: Commuters check the weather or traffic without loading another page.
• Snippets at the top: Cooks get recipes or measurements at a glance.
• Health checks: People look up symptoms or side effects and see details immediately.

Because of this, businesses and marketers need to shift strategy. Ranking #1 isn’t the only goal anymore—sometimes, you want to be the answer on the page. Other times, the focus should be on attracting users who need in-depth content or services that instant answers can’t fulfill.

As zero-click searches increase, understanding intent and adapting your SEO strategy is essential. If your company shows up where users get answers, you can still build trust and connect, even when clicks are hard to come by.

Industries Most Affected by Zero-Click Searches

The arrival of Zero-Click Searches in recent years has caused ripple effects across nearly every sector online. For some industries, these quick answers and AI-powered results have created a direct channel to connect with audiences. For others, organic traffic is dropping, and new strategies are needed to get noticed. Understanding who wins and loses—and why—can give you an edge as you plan your own SEO approach. Here’s a closer look at which industries have adapted well and which face the challenge of shrinking clicks.

Winners: Industries Benefiting from Zero-Click Searches

Industries that deliver fast facts, numbers, and stats are reaping the rewards of Zero-Click Searches. Because they naturally answer quick, repeatable questions, they’re often featured in snippets and knowledge panels.

Industries on the winning side include:

• Weather: Up-to-the-minute temperatures, precipitation, or severe alerts appear right at the top of results. Weather providers have leaned into direct answers and structured data, ensuring their brands are tied to every search.
• Finance and Stock Markets: Search “AAPL stock price” or “USD to EUR,” and Google returns charts and live conversions without a click. Financial sites that partner with Google or feed high-quality data maintain strong brand visibility.
• Sports Scores: Latest game scores, schedules, and player stats show instantly. Major sports organizations and broadcasters benefit from branded snippets and recurring exposure.
• Science and Health: According to a recent Semrush study, the science (+22%) and health (+20%) sectors saw the biggest increase in visibility from zero-click results, often via featured panels or AI overviews.
• Public Interest Content: Quick answers for “U.S. elections,” “federal holidays,” or “COVID-19 cases” now surface in rich knowledge panels, bringing recognition for trusted organizations.

These industries have succeeded by:

• Structuring their content for snippets and knowledge panels.
• Keeping information up-to-date and using schema markup.
• Prioritizing accuracy and trustworthiness to earn featured spots.

When users find what they want in a flash, these brands still get credited—and may see higher trust and broader recognition even as traffic shifts away from websites.

Losers: Industries Struggling with Zero-Click Searches

On the flip side, some industries have watched sharp drops in organic visits as Zero-Click Searches steal the spotlight. Sites that once depended on clicks for ad revenue, leads, or conversions now fight for visibility above the fold.

Industries suffering the most include:

• Travel Agencies and OTAs: Reports show that travel and review platforms have been hit hardest, losing more organic traffic than other commercial sectors. Google’s tools, like direct hotel bookings and travel planners, now answer most simple queries.
• Local Directories and Review Sites: Searching for “best sushi near me” or a local plumber often brings Google’s Local Pack and user reviews upfront. Many users get everything they need from these panels, bypassing classic directory or aggregator sites.
• News Websites and Publishers: Media brands compete against Top Stories carousels, AI summaries, and instant fact boxes. While these snippets help credibility, they often mean fewer clicks to the original article.
• Recipe and How-To Platforms: For many “how to” queries (think cooking or DIY tips), featured snippets or AI answers summarize steps without sending users to recipe blogs or craft sites.

Data snapshot for context:

• In 2025, over 60% of Google searches in the US end without a click, according to recent findings.
• Semrush data notes travel, local directories, and review platforms have seen the steepest declines.
• AI-powered overviews now trigger for about 80% of informational queries, taking prime space on search pages.

Sites once built to catch search traffic now see users stopping short at the results page. For these industries, adapting means shifting focus to branding, in-depth content, and presence in new AI and local packs.

Many experts recommend optimizing for featured snippets and knowledge panels to claim visibility where possible. Others encourage strengthening off-site presence, like social or map platforms, as Zero-Click Searches continue to shape the market.

The balance of Zero-Click Searches continues to shift, making it crucial to know where your industry stands and how to make the most of these new rules.

Case Studies: Winners and Losers by Industry

Zero-Click Searches haven’t changed the playing field equally for everyone. While some brands now own prime space in results, others have lost millions of potential visits. To highlight this split, let’s examine real examples from different industries, what their search result presence looks like today, and why some have adjusted to stay visible while others struggle to keep up.

Tech & Information: The Fast-Tracking Winners

When it comes to tech and knowledge-based industries, Zero-Click Searches have opened a new door for brand recognition, even as they reduce clicks to websites.

A great example is Wikipedia. Search almost any basic fact, and Google often pulls the summary or knowledge graph straight from Wikipedia’s vast database. This results in:

• Immediate brand trust.
• Consistent presence in featured snippets.
• Fewer website visits—but a perception as the default “source of truth.”

IMDB and Stack Overflow experience something similar. They’re frequently referenced in quick answers for movie summaries or coding questions, staying top-of-mind for users who see their names even if they don’t always click through.

Key takeaways:

• Content must be structured for easy extraction (tables, lists, FAQs).
• Owning direct answers maintains authority, even as traffic drops.
• Frequent appearances in snippets boost brand reputation, if not clicks.

Financial Services: Gaining from Instant Answers

Banks and consumer finance services have seen huge shifts:

• Search for a “mortgage calculator” or “current USD to GBP rate”—Google now presents a built-in calculator or currency converter.
• Yahoo Finance, Bloomberg, and Nasdaq still feature in stock market panels, but far fewer users visit these sites directly for quick checks.

Some financial brands have adapted by integrating structured data, supplying feeds, and focusing on deep-dive guides and reviews that go beyond the instant answer. Their strategy: win featured snippets for basic queries, but draw visitors with high-value, “next step” content.

Travel: Losing Out to Google’s Own Ecosystem

Travel searches once meant clicks for agencies, directories, or blogs. But now:

• “Flights to Paris” or “hotels near Times Square” triggers Google Flights and Google Hotels—users compare, book, and see prices without ever leaving the search page.
• TripAdvisor and Expedia have dropped in visibility for simple queries, redirecting focus to in-depth reviews, experience guides, and loyalty perks.

Travel sites are forced to work harder for each visitor by ranking for unique experiences, longer-form advice, or deeply local content that users can’t get from Google’s summary.

Food & Recipes: Challenge from Featured Snippets

Recipe blogs and food sites used to thrive on quick “how to make pancakes” searches. With AI summaries and step snippets:

• Results often show a photo, ingredients, and basic steps, leaving less incentive to visit the source.
• Brands like Allrecipes and TheKitchn still surface at the top, but now compete directly with Google’s AI-generated previews.

Some sites combat this by focusing on detailed cooking tutorials, video content, and unique recipes, encouraging users to click for the “why” and “how” behind a dish, not just the basics.

Local Businesses and Directories: Caught in the Local Pack

Local service searches (“plumber near me”, “pizza delivery”) return Google’s Map Pack, reviews, hours, and click-to-call links right on the page. Classic directories like Yelp, Yellow Pages, and even niche review sites have seen declines in organic visits as more gets answered instantly.

The shift is so dramatic that local businesses depend even more on positive Google reviews, accurate profiles, and presence in the local results.

For deeper insight on building a strong local presence despite fewer website visits, check out Effective Local SEO Link Building.

News Media: Mixed Results in the AI Era

News brands are highly visible in Top Stories carousels and AI-generated news previews. Outlets like CNN, BBC, and Reuters get exposure, but their stories are summarized or quoted more often than visited.

• Breaking news queries pull headlines and snippets, rarely demanding a full site visit
• Media brands must now optimize headlines and summaries for these carousels if they want readers to engage further

As Google experiments with “AI overviews” in search, the challenge grows: only truly unique reporting and behind-the-scenes takes nudge readers to click.

Lessons from Winners and Losers

• Winners adapt by structuring content for easy extraction, prioritizing brand mentions, and offering added value beyond snippets.
• Losers lose organic traffic for simple answers—but compete more on rich, extended content and deeper expertise.
• Across all industries, owning your organic brand presence and building trust signals matter more than ever as Zero-Click Searches shape the next phase of SEO.

Understanding which side your industry falls on can refine your approach and set new priorities for sustainable visibility in the future. For case study-driven strategies on how top brands maximize search presence, see these case studies on building quality backlinks.

Adapting SEO Strategies for a Zero-Click Future

Zero-Click Searches aren’t slowing down; they’ve become the way people use Google for quick answers, local info, and basic services. This new reality means it’s not just about getting that top blue link anymore. If you want to succeed, you need to think about visibility as its reward, even when a click won’t follow. That’s why smart brands and marketers are turning their focus to owning as much visible space as possible on search results pages. Below are practical ways you can take control, stand out, and make your brand unforgettable, even if the click never comes.

Leveraging Featured Snippets and SERP Features

Featured snippets, local packs, and other search result features give you prime digital real estate. If your goal is to make a splash on “zero-click” SERPs, here are practical steps to help you build organic visibility:

• Target Question-Based Keywords: Identify common questions your audience searches. Use tools like Google’s “People also ask,” FAQs, and search autocomplete for ideas.
• Put Answers Up Front: When you write, lead off with a clear, direct answer. Bulleted lists, tables, and concise paragraphs work best for snippets.
• Use Structured Data Markup: Schema makes it easier for Google to understand your page and show it as a snippet, info box, or local pack. For details on harnessing structured data, see these Page Optimization for SEO tips.
• Optimize for Local Packs: Keep your business name, address, phone number, reviews, and hours up to date on Google Business Profile. Encourage happy customers to leave reviews.
• Add “How-To” and “FAQ” Schema: This makes it easier for your content to earn rich results. Step-by-step guides and Q&As are ideal.
• Refresh Content Regularly: Outdated info gets skipped by Google for fresh, trustworthy details.

Remember, getting a snippet or being in a local pack keeps your brand in the spotlight—even if users never click through. The visibility alone can shape perception and drive indirect business.

For more on how voice search ties into snippet wins, see these Voice Search SEO Strategies 2024.

Brand Building and Non-Click Value Propositions

With more answers shown right on Google, your brand has to be memorable beyond a quick visit. Zero-click visibility is your new business card: it builds authority and keeps your name in users’ minds even when they don’t visit your site.

Here’s how to use zero-click features to boost your credibility and trust:

• Consistency is Key: Use the same name, logo, and voice across your site and business listings. Repetition builds recognition.
• Claim and Polish Your Profiles: Make sure your Google Business, Wikipedia, and social accounts reflect the latest info about you.
• Reputation Matters: Gather real reviews. Respond to both praise and problems professionally—your reactions often show in search boxes.
• Turn Visibility Into Trust: People spot your name again and again in featured snippets or local packs. This repeated exposure plants confidence, even without a click.
• Share Expertise Freely: Contribute to Q&A sites, industry forums, and community hubs. Many of these answers end up in Google’s “People also ask” or similar panels.
• Promote Deep Dives on Your Site: Use visible snippets as teasers for richer guides, unique insights, or detailed tools that users can only get by visiting.
• Monitor Brand Mentions: Set alerts for your business to keep tabs on how you’re featured in quick answers and panels.

Smart use of these tactics isn’t just about traffic; it’s about recognition, authority, and lasting value. Even as zero-click behavior grows, strong brands retain their edge.

For more ways to win at the brand game online, check out SEO Tips for Small Businesses, with advice on structured data and standing out in your local area.

The right mix of technical smarts and relationship-building will keep you relevant in a search-first, click-optional world. If you lead with answers, reinforce your brand everywhere, and keep your presence accurate and engaging, zero-click searches can become a source of organic strength, not just a traffic drain.

Conclusion

Zero-Click Searches have changed how every industry approaches SEO. Industries built on quick answers, like weather, finance, and public info, now gain more visibility, while travel, local directories, and news sites must fight harder for attention. The key difference between winners and losers often comes down to adapting early—structuring content for SERP features and leaning into brand recognition, not just traffic.

Adapting SEO is no longer optional. If you want to stay visible and relevant, you need to treat featured snippets, local packs, and knowledge panels as your new storefront. Focus on brand authority and offer depth beyond the fast answers in SERPs.

Want more ideas to help your business thrive as search evolves? Explore Freelance SEO benefits for SMBs for flexible and effective SEO support. For those invested in paid traffic, check out Voice search optimization tips to reach users wherever they search.

Thanks for reading. How is your industry adjusting to the rise of Zero-Click Searches? Share your experience or insights below—your story could help others looking for new ways to grow.