Zero-Click SERPs and Conversational Search [Video]

Google’s results pages (SERPs) are not solely about generating website clicks. Increasingly, they deliver answers or services within the SERP, leading to zero-click SERPs searches—where users find what they need without leaving Google. Meanwhile, conversational interfaces, such as voice search or advanced chat-based queries, reduce clicks on organic listings. How can site owners adapt and gain value from these evolving user behaviours?

In this article, we’ll explore the phenomenon of zero-click SERPs—where your content might appear in an instant answer or snippet—and conversational search elements, from voice-based queries to typed “chat style” interactions. We’ll provide actionable tips to remain relevant, secure brand recognition, and encourage deeper engagement beyond the SERP answer. We’ll also consider unique survival strategies for local or travel industries when Google surfaces direct answers (like flight info and hotel listings) bypassing your site.

“Zero-click SERPs can feel like Google’s taking away traffic, but they can also highlight …