Zero-Click Search and AI Overviews: What the Evidence Actually Shows
Google can answer some questions directly in the results page. AI Overviews, featured snippets, maps and business panels all create searches in which the user may not visit a website.
That does not justify repeating unsupported claims that "80% of searches get zero clicks" or that AI Overviews appear for a fixed majority of all queries. Rates change by market, device, query and research method.
A better approach is to use measured evidence and treat it within its limits.
What the Pew study found
Pew Research Center analysed the browsing activity of 900 U.S. adults during March 2025. Its data included 68,879 unique Google searches; 12,593 produced an AI summary when Pew collected the corresponding result pages in April.
For visits to a result page with an AI summary:
- Users clicked a conventional search result in 8% of visits.
- Users clicked a source inside the AI summary in 1% of visits.
- Users ended the browsing session in 26% of visits.
On result pages without an AI summary, users clicked a conventional result in 15% of visits and ended the session in 16%.
These findings support a clear conclusion: the participants were less likely to click when an AI summary appeared. They do not prove that every market, including Malta, has the same rate. They also do not show an 80% universal zero-click figure.
What zero-click means for a business
Different result features produce different outcomes.
A map result may lead directly to a call or directions without a website visit. A factual AI answer may satisfy the user completely. A service comparison may still produce clicks because the user needs prices, proof or a booking path.
The business objective is therefore not "get a click at any cost." It is to earn the right interaction and measure whether it leads to enquiries, bookings or sales.
A practical strategy
Give the direct answer
Answer the core question early, then provide the detail that justifies a visit. Hiding the answer behind padding does not protect traffic; it makes the page less useful.
Create information Google cannot invent
Useful reasons to visit include:
- Current local prices and availability.
- Original photos and demonstrations.
- Tools, calculators or downloadable resources.
- First-hand case studies with permission.
- Detailed comparisons and service terms.
Strengthen local conversion paths
For local searches, keep the Google Business Profile, opening hours, contact details and categories accurate. Track calls, directions, bookings and form submissions alongside website traffic.
Make the brand recognisable
A citation without a click can still introduce the name, but do not assign a fabricated percentage to that effect. Measure branded searches, direct visits and assisted conversions in your own data.
Track AI visibility honestly
Search Console's generative AI reports can show impressions for eligible properties. They do not turn an impression into proof of a click or sale. Pair them with standard performance data and analytics.
Metrics worth watching
- Organic clicks and impressions by query group.
- Click-through rate by page and device.
- Calls and directions from local profiles.
- Branded search demand.
- Assisted conversions.
- Enquiries and revenue from landing pages.
Avoid turning third-party correlation studies into ranking rules. Google does not publish a formula in which brand mentions, FAQ schema or any one content format guarantees selection in an AI answer.
What to do next
Review the pages that already earn impressions but few clicks. Check the current result layout, improve the snippet where appropriate, and make the page worth visiting beyond the direct answer.
For Malta-specific local search actions, use our AI Overviews and Google Maps guide. To review your query and conversion data, request a free SEO audit.
Sources
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