What is zero click marketing: quality, content, and algorithms

Digital marketing has long been built around one main aim – driving users to your website. But today, where people use search and social platforms differently, that approach alone is no longer enough because users may never visit your website.  

That’s where zero-click marketing comes in.  

Instead of solely creating content that entices users to visit a website, brands are now developing content that delivers value where users already are – in search results, in social feeds, and increasingly, in AI-powered chat interfaces.

As of 28th July, Google has introduced an AI Mode to ‘dive deeper into the web than a traditional search’ and will answer the query with highly relevant, high-quality links rather than a set of web search results. 

At first glance, this might seem like bad news. If users don’t click, how do you engage them? But for those brands that adapt, zero-click behaviour presents new ways to build trust, raise brand visibility, and win mind share across a wider range of platforms. 

In this article, we explore what zero-click marketing means in practice, why it matters more than ever, and how marketers can take advantage of it without abandoning core channels like their website. 

What is zero click marketing? 

Zero-click marketing refers to content strategies that deliver answers or value without requiring a click through to another page. 

This trend is most visible in two places: 

• Search engines, where AI overviews and featured snippets provide direct answers. 

• Social platforms, which increasingly deprioritise external links in favour of content that keeps users within the platform. 

For those familiar with social media it is well known that Instagram does not allow clickable links in captions, and it is heavily rumoured that LinkedIn and Facebook posts containing links in the captions are less favoured by the algorithms – Meta have even gone as far to now outright suggest links are moved to comments!

Figure 1: Screenshot from our Meta account 

Search engines are evolving too. AI summaries and direct answers in search results mean that more users get the information they need without ever clicking through to a website. 

According to a SparkToro study (2024), 59.7% of Google searches by EU users result in no click at all – so-called ‘zero-click searches’. (source)  

Figure 2: Fishkin, 2024 Zero-Click Search Study, SparkToro 

But rather than making websites irrelevant, this makes the quality of content on your website more important. Why? Because these snippets and AI summaries don’t appear from thin air – they’re powered by your web content.

Why zero-click doesn’t mean zero website

It’s a common misconception that zero-click trends mean websites matter less. In fact, they are now playing a more subtle but vital role – as authoritative sources of the very information platforms surface. 

AI-generated summaries in search results often pull from well-structured web content. Google, Bing, and now AI assistants and chatbots scan your website to find relevant, trustworthy answers. If your pages aren’t optimised, you risk being invisible to these tools – even if your brand is the perfect fit. 

The rise of AI chatbots like ChatGPT, Gemini, Claude, and others is pushing this even further. Users now conduct product research, ask brand-related questions, and make purchase decisions through conversational AI. These tools rely heavily on web-crawled content – so your site needs to speak their language. 

Rather than focusing only on driving users to a site, today’s marketers must also ensure their web content is clear, structured, and designed for machines as well as people. 

The role of social media in zero-click strategy

Alongside search, social media platforms are key drivers of zero-click behaviour. 

Platforms like Instagram, TikTok, and LinkedIn prioritise native content – posts that answer questions, spark discussion, or deliver value without linking elsewhere. When you create content that performs well in-feed, your brand becomes more visible – even if there’s no click involved. 

This means marketers need to invest more in standalone, high-quality, platform-native content that appeals directly to target audiences and the content they are most likely to consume. 

Here’s a great example. One of our team recently bought an Estrid razor without ever visiting their site. They’d seen influencers mention it, watched an Instagram ad, and read a product review in a third-party blog. The purchase decision happened across multiple touchpoints – none of which involved clicking a brand link first. 

Benefits of zero-click marketing 

• Increased visibility across more touchpoints 

By adapting content to work natively within search results, AI chat, and social feeds, you dramatically increase your chance of being seen – even if there’s no click. 

• Enhanced brand trust 

If your content regularly surfaces in response to questions, your brand becomes a go-to. You’re seen as helpful, knowledgeable, and relevant – often without any form of gatekeeping. 

• Higher quality traffic 

While you may attract fewer overall clicks, those who do reach your site are more likely to be self-qualified. They’ve made an intentional choice to learn more, which often means greater intent and a higher chance of conversion. 

Challenges of zero-click marketing

• It requires a new mindset 

Zero-click marketing isn’t about abandoning traditional tactics – it’s about layering in new ones. That means adjusting KPIs, revising content formats, and learning how platforms treat different types of posts. 

• Lower measurable traffic 

Because you’re not always linking out, you may see a dip in website visits. If traffic volume is your primary KPI, this strategy may not deliver the same results – although quality may improve. 

• Attribution gets tricky 

Without clicks or UTM parameters, it’s harder to track the path to purchase. You’ll need to rethink how you measure impact – using post-purchase surveys, brand recall tests, or visibility tracking tools. 

Adapting for the age of zero-click and AI search

To stay ahead, your marketing strategy should consider: 

• Optimising your website content for structured data, clarity, and crawlability – so it’s picked up by AI summaries and chatbots. 

• Creating native content for social platforms that delivers standalone value. 

• Shifting your measurement approach to include brand visibility, mind share, and assisted conversions – not just direct clicks. 

In summary 

Zero-click marketing isn’t a replacement for traditional digital marketing – it’s a new layer. Your website is still essential, but its role is evolving. It must act as a source of truth for search engines and AI assistants, not just a destination for users. 

Meanwhile, your content must work harder across platforms – answering questions, starting conversations, and leaving an impression even without a click. 

Unsure where to start?   

We offer both search marketing, social media management and content services to help client teams to build strategies, launch campaigns, and drive results  

How can you stay ahead of the curve and adapt to zero-click marketing you ask? You can sign up to our newsletter.