Zero-Click Marketing: Future, or will you be left behind?

The rules of the game in digital marketing are changing faster than ever. It used to be about clicks, conversions and generating traffic. Now it's more about being visible without people having to click. We call this zero-click marketing-the SEO trend that's turning everything upside down.

It sounds like a problem: How do you score if no one visits your Website? But if you play it smart, it's an opportunity your competition doesn't dare to take (yet).

What is zero-click marketing?

Zero-click marketing means that users get their answers directly in search results. No clicks. No website visits. Google presents the information directly.

Examples:

• Question: "What is the weather like in Ghent?"
• Answer: Google immediately displays an overview. No click needed.
• Search query: "Best coffee bar nearby."
• Result: A Google Maps map with reviews. Everything at a glance.

This is not a niche event. More than 50% of searches result in a zero-click response. How often do you click through when Google already tells you everything? Exactly.

Chance or catastrophe?

Sero-click marketing has two sides.

The opportunity:

Your brand is immediately in the spotlight. People see your information right away. They know who you are, without having to click.

The Pitfall:

No clicks means fewer visitors to your website. Fewer visitors means fewer direct conversions. Especially for e-commerce, that sounds like bad news ... unless you take a different approach.

How does this work for e-commerce?

E-commerce is all about the click-or is it? Zero-click marketing requires a new approach. Here are some ways to make zero-click work for your webshop:

1. Product info in rich snippets
2. Use structured data to show prices, inventory and reviews directly in search results. A customer who knows you have a product in stock will click faster.Optimize for local searches
3. Does your online store also have a physical store? Then local SEO is crucial. Make sure your Google My Business profile is fully populated and kept up to date.
4. "Buying sports shoes in Antwerp"? Make sure you show up with opening hours as well as stock.
5. Promote unique promotions via snippets
6. Do you have a discount promotion or special deal? Make sure it appears in the search results. Use words like "free shipping" or "action of the day" to grab attention.
7. Advertise smartly through Google Shopping
8. Combine zero-click with SEA strategies. Google Shopping places your products directly in search results with images and prices. This also makes zero-click an opportunity to convert.

5 ways to win with zero-click marketing

1. Featured snippets as your stage
2. Featured snippets are the short answers at the top of Google. Make sure your content appears there by:

• Giving clear answers
• Using summaries and tables.
• Writing content that directly answers questions.

1. Use structured data (schema markup)
2. Make your content understandable to Google. Think rich snippets for products, FAQs or events.
3. Be indispensable in local searches
4. For local businesses, this is a goldmine. Optimize your Google My Business profile and use keywords that appeal to your region.
5. Build authority in your niche
6. Google only chooses content from trusted sources. Publish valuable blogs, guides or reviews and build your reputation.
7. Stay measuring and adjusting
8. Use tools like Google Search Console to see how your content ranks in zero-click searches. Improve what doesn't work.

What does AI do in this story?

With tools such as ChatGPT, the search experience is changing even more. These systems pull information from existing online sources. If your content is valuable, AI models can choose you as a reference.

How to do it:

• Make sure you have clear, relevant information.
• Write content as if you were answering a question. People ask AI systems questions naturally-do your best to take advantage of that.

Zero-click marketing: Turn a problem into an opportunity

Zero-click marketing may seem like a threat, but it also offers an opportunity. It can bring your brand into strong focus. It's not just about clicks, but about trust, visibility and relevance.

For e-commerce, this means thinking beyond just your Web site. Show your brand everywhere: in rich snippets, local results and even in AI-driven systems.

Do you want to know how your business can score without clicks?

Contact Us. Find out how zero-click marketing makes your brand visible and indispensable.