Optimising for Zero-Click Searches in the UK: Opportunities & Risks

I’ve seen the search landscape change completely since I started back in 1998—the same year Google was incorporated. Back then, it was a simple game: rank first, get the click, and welcome the visitor to your site. Today, that old playbook is broken.

When I talk about zero-click searches, I’m referring to the fact that Google is increasingly becoming the "destination" rather than the "gateway." In the UK, we’re seeing over 60% of searches end without a single click to an external website. Users are getting their answers directly on the search engine results page (SERP) through AI-generated summaries, featured snippets, and instant answer boxes.

UK search behaviour has shifted toward speed and convenience. With the rise of AI Overviews (which now appear in roughly 40% of UK queries) and voice assistants, people want immediate facts about the weather in Manchester, a share price, or a quick "how-to" guide, without waiting for a page to load.

The risk for businesses is that now ranking #1 no longer guarantees traffic. You can hold the top spot, but if Google’s AI summary or a knowledge panel answers the user's intent entirely, they have no reason to click through to your site. As a business owner, you have to stop chasing just "rankings" and start competing for on-SERP visibility.

What Are Zero-Click Searches?

In my years leading a digital agency, I’ve had to explain this concept to many frustrated business owners: a zero-click search happens when a user gets exactly what they need from the Google results page without ever visiting a website.

Whether it’s a snippet explaining a technical term or a Google Map showing your location, the search ends right there. For any SEO company in Birmingham, this is the new frontline. We aren't just fighting for blue links anymore; we are fighting for "real estate" in those boxes and AI summaries. It’s no longer about just being found; it’s about being the answer itself.

Why Are Zero-Click Searches Increasing in the UK?

In my experience, you can't fight a trend this massive with old SEO tricks. The surge in zero-click searches in the UK isn't an accident; it’s the result of a deliberate shift in how Google operates and how we, as users, have changed our habits.

Here is why I believe we are seeing this spike:

• The AI Takeover: With the launch of AI Overviews (AIO) and "AI Mode" in the UK, Google has moved from being a librarian to an assistant. Instead of giving you a list of books to read, it’s reading them for you and giving you the summary. When 15–20% of queries now trigger an AI summary, the need to click a link simply vanishes.
• The "Convenience First" Mindset: UK searchers are increasingly impatient. We've seen mobile traffic in the UK hit nearly 60% in 2025. On a small screen, nobody wants to wait for a heavy website to load if the answer—like a currency conversion or a weather forecast—is already visible at the top.
• Google’s Own Ecosystem: Google is becoming a "walled garden." Between Google Flights, Hotels, and Maps, they are keeping users within their own properties. In fact, clicks to Google-owned sites in the UK rose by an additional 1% this year alone.
• Featured Snippets & PAA: "Position Zero" (the boxes at the top) and "People Also Ask" sections have expanded. These features now appear in nearly 98% of UK searches, providing enough information to satisfy most top-of-funnel questions instantly.

How Zero-Click Searches Can Benefit UK Businesses?

I know it’s painful to see your organic traffic numbers drop, but I’ve learned that a "zero-click" search isn't necessarily a lost lead. If you play it right, it’s actually a way to get your brand in front of more people than traditional SEO ever could.

Here is how I’ve seen UK businesses turn these "lost clicks" into real wins:

• Instant Brand Authority: When Google displays your answer in a Featured Snippet, it essentially highlights your brand spotlight. In the UK, individuals usually place their trust in the very first thing they notice. Even if they don’t click through today, they’ve seen your name as the expert. Next time they need a service, you’re the first one they remember.
• Owning the "Local Pack": For regional businesses, zero-click is a goldmine. If someone searches for a "Birmingham marketing agency" and sees your Google Business Profile with 50+ five-star reviews, your phone number, and your location on a map, they might call you directly. They didn’t "click" to your website, but you just won a customer.
• Dominating Voice Search: Most voice search answers from Alexa or Siri are pulled directly from zero-click snippets. If I can get my clients into that "Position Zero," they become the only answer the user hears. You aren’t just one of ten links; you are the only choice.
• Filtering for High-Intent Traffic: By answering the "what" and "how" questions directly on the search page, you filter out the casual browsers. The people who do eventually click through to your site are usually further down the sales funnel and much more likely to actually buy something.
• Reduced Friction: Sometimes, the best customer experience is the fastest one. If a customer finds your opening hours or your pricing instantly on the SERP, you’ve saved them a step. That "zero-click" experience creates a positive first impression of your brand as being helpful and efficient.

How UK Businesses Can Optimize for Zero-Click Searches?

I don't just want my clients to survive these shifts; I want them to own the front page. To win in a zero-click world, you have to stop thinking about your website as the only place your content lives. You need to become an "information provider" for Google’s own interface.

First, I focus on Schema Markup. This is the hidden code that tells Google exactly what your data means—prices, reviews, and FAQs. Without it, you’re just hoping Google "guesses" correctly. Second, we target Featured Snippets by answering specific questions in a concise, "snippet-ready" format (usually 40–50 words). If you provide the clearest answer, Google will likely put your brand at the very top.

For any digital marketing agency in Birmingham, the local game is equally vital. I tell my team to obsess over Google Business Profiles. We optimize for the "Local Pack" so that when someone searches for a local service, your phone number and address appear immediately. Finally, we use FAQ sections on every key page. By answering "People Also Ask" queries directly on your site, you increase the chances of your brand appearing in those dropdowns. It’s about being helpful where the user is, rather than forcing them to come to you.

Conclusion

The search landscape in the UK isn't going back to the way it was. We have to stop measuring success solely by clicks and start looking at our total digital footprint. If your brand is the one providing the answer, whether through an AI summary, a map, or a snippet, you’re winning the trust of your audience. At SpiderWorks, my approach to SEO services in Birmingham is to adapt to these shifts, not fight them. It’s time to go beyond just clicking and begin taking charge of your response. Let’s discuss your strategy.