Zero-click search

Google answers more and more questions itself. Opening hours and phone numbers appear in the business profile, excerpts appear in a featured snippet, and AI Overviews summarise the answer at the top of the results. The person gets what they need and closes the tab.

A search without a click is not always lost

For a local business, a search without a click can be the best outcome. Someone who sees your number in your Google Business Profile and calls is a customer who never visited your website. That is why counting visits is not enough. Google itself shows how many people called, asked for directions or clicked through to your website from the profile.

The losers are pages that only repeat simple facts. Answers that call for judgement, experience or a quote are still something people have to click for.

Check this today

Search for your business name, and for your service plus your town. Look at what Google shows before the results: are the opening hours, phone number and address right? That is all many people see of you. If you want to read more about adapting your content, we have written about zero-click and AI search.