Visual trends of the Zero-click Search Paradigm in digital marketing

What is the Zero-click Search Paradigm?

The Zero-click Search Paradigm represents the transformation of user behavior in relation to Google, TikTok, AI browsers, and integrated search platforms. From July 2024 to November 2025, approximately 60% of global Google searches will not generate clicks on external links: users receive answers directly within the results themselves, through knowledge panels, snippets, maps, and, above all, through new AI interfaces that synthesize content from multiple sources [ref1][ref2][ref3]. This trend accelerates with the launch of Google AI Mode, ChatGPT, Gemini, and systems like Perplexity, where search and discovery merge into instant answers, infographics, and carousels within the SERP.

Real Impact on Growth, Performance, and Marketing Strategies

The rise of zero-click is profoundly altering the game for campaign growth and performance. Organic traffic has declined between 15% and 25% globally, according to Bain & Company, undermining traditional KPIs such as CTR, CAC, and LTV [ref5][ref3]. The volume of users clicking on organic results in the US is expected to fall to 40.3% by 2025, and less than 1% access sources after viewing an AI Overview. Despite the drop in traffic, brands that dominate featured snippets, People Also Ask, and information panels gain relevance and authority—even without visits. Recent cases, such as the viral content of Calm and the repositioning of Nike in conversational algorithms, show that being seen has become as important as, or even more important than, being clicked, and that growth strategies now require integration between copy, snippet structures, and conversational formats.

Trends of the Last 4 Days: Viral Videos, Campaigns, and New Movements

In recent days, the sector has seen:

Massive adoption of AI Overviews by fintech brands focused on optimized CAC via zero-click visibility, especially in mobile searches that are 20% more likely to generate zero-click traffic [ref2].
TikTok has implemented interactive cards in searches, further reducing the external traffic funnel.
Agencies like Jellyfish and Bain have warned of the urgent need to restructure metrics: performance dashboards should include mentions in snippets and authority panels instead of just clicks and visits [ref1][ref5].
Mainstream events like WebSummit 2025 discussed the end of the ‘click economy’ and the reinvention of attribution models.

The growth strategy, therefore, is shifting from a model focused on direct traffic and conversion to one focused on presence and influence in zero-click environments , encouraging new tactics in content creation, conversational SEO, and dashboard monitoring.

References

[ref1] Jellyfish: How Zero-Click Searches Are Changing SEO In 2025
[ref2] SEOptimizers: 2025 Study: 60% of Global Google Searches Result in Zero Clicks
[ref3] Boston Institute of Analytics: Why Zero‑Click & AI‑Driven Search Are Changing SEO Forever In 2025
[ref5] Bain & Company: Goodbye Clicks, Hello AI: Zero-Click Search Redefines Marketing