A zero-click search is one where the user ends the session or moves to a new query without clicking any result. SparkToro’s June 2026 analysis of Similarweb data found that 68.01% of US Google searches in the first four months of 2026 ended without a click (60.45% in 2024)[1]. In this world, the goal is to have your brand named inside the answer before any click happens.
What do the numbers say?
| Period | Region | Zero-click searches | Source |
|---|---|---|---|
| 2024 | US | 58.5% | SparkToro / Datos (2024 study)[2] |
| 2024 | EU | 59.7% | SparkToro / Datos (2024 study)[2] |
| Jan–Apr 2026 | US | 68.01% | SparkToro / Similarweb (June 2026)[1] |
SparkToro’s 2026 analysis attributes the rise largely to AI Overviews and other Google features that answer queries directly. We don’t know of a comparable public study for Türkiye, but AI Overviews spreading in Turkish results points in a similar direction.
What should you do when clicks don’t come?
- Aim to be named in the answer: your brand appearing in AI Overviews and chat answers builds recall even without a click.
- Track branded search: the most visible trace of zero-click influence is later brand searches and direct visits.
- Create click-worthy assets: calculators, comparison tables, original data — things an answer can’t summarize.
- Change the measurement: citation share + branded search + “how did you hear about us?” instead of traffic alone (measurement guide).
Frequently asked questions
01What is a zero-click search?
A zero-click search is one where the user ends the session or changes the query without clicking any link on the results page — often because the answer is shown on the page or in an AI summary.
02Does zero-click make SEO obsolete?
No. AI Overviews and other AI answers still pick their sources from the search index. What changes is the goal: not only the click, but being named inside the answer.
Sources
- SparkToro — In 2026, less than one third of Google searches still send a click (June 2026) · accessed 27 September 2026
- SparkToro — 2024 Zero-Click Search Study · accessed 27 September 2026