Traditionally, local search engine optimization has revolved around driving clicks to a business’s website or Google Business Profile (GBP), ultimately leading to more visits, calls, or appointments. But, while getting your GBP to appear in Google’s local pack is still the top way to drive traffic to any type of local business, we’re seeing an increase in the significance of zero-click search results for local SEO. This is largely thanks to the proliferation of AI-driven search results and the growing popularity of alternative search platforms.
What Are Zero-Click Local Search Results?
Zero-click local search results are search outcomes where the user gets the locally relevant information they need directly on the search engine results page (SERP) or within another platform — without needing to click through to a business’s website or GBP. These types of results can include:
- Google’s Knowledge Panels and AI Overviews
- AI-generated or AI-organized search results that summarize multiple sources
- Featured Snippets and People Also Ask (PAA) boxes
- Social media search results (e.g., Reddit, Instagram, TikTok, YouTube)
- Third-party review aggregators that appear prominently in search results
For local businesses, this means key information — such as address, phone number, business hours, and even customer reviews — may be surfaced in these zero-click search results, influencing consumer decisions before a click ever occurs.
Additionally, AI-generated search summaries may favor content from authoritative sources like review platforms, social media discussions, online directories, and industry blogs or news sites over that from individual business websites.
What Does the Rise of Zero-Click Search Results Mean for Local SEO?
The growing prevalence of zero-click search results doesn’t mean traditional local SEO is obsolete. You still need to ensure your Google Business Profile and website are optimized for local search to drive traffic and business.
However, local businesses should adjust their strategy to prioritize visibility across multiple digital touchpoints — wherever their customers are spending time online.
Here’s what businesses should focus on to optimize for zero-click local search trends in 2025 and beyond:
1. Optimize Google Business Profile
Google’s local pack is an interesting hybrid between zero-click search and traditional search. Why? Because when a business’s GBP listing appears in the top results on Google, some customers might get the information they’re looking for, such as address, hours, or review score, without clicking to expand the listing. However, many users will still choose to click through to a GBP to get more detailed info, reading through reviews or browsing photos, for example.
So, to optimize GBP for both traditional and zero-click local search, businesses must ensure that their profile is fully filled out with accurate business details, compelling photos, up-to-date hours, and answers to questions in the Q&A section. This provides potential customers with as much information as possible in both the local pack overview and the expanded business listing.
2. Stay on Top of AI-Driven Search Trends
As AI-powered search tools reshape how users find information, businesses should adapt by ensuring their brand is present in the types of sources that AI models frequently reference. This includes maintaining strong profiles on review sites, engaging with relevant industry publications, and creating authoritative content that AI algorithms can pull from.
3. Build Brand Awareness Beyond Traditional SERPs
Local businesses should cultivate a strong brand presence beyond Google. Customers increasingly use social media platforms like TikTok, Instagram, and Reddit to discover local services and read recommendations. Having an active presence and engaging with these communities helps capture attention, even if no direct clicks occur.
Encouraging user-generated content, such as reviews, testimonials, and social media posts or check-ins, can boost a business’s visibility in zero-click search results on additional platforms.
4. Encourage and Manage Customer Reviews
Reviews are a significant component of both traditional and zero-click local SEO. Google, Bing, Yelp, and other local search platforms and review sites prominently display star ratings and user feedback within search results, influencing purchase decisions before a potential customer even visits a business’s listing or website. Encouraging positive reviews and responding to feedback improves credibility and visibility across these platforms.
As AI-driven search results continue to evolve, businesses should also monitor where reviews that appear in AI-generated search summaries are pulled from, managing reviews on those platforms to ensure their reputation remains strong across multiple sources.
5. Prioritize Content That Appears in Zero-Click Results
Businesses should tailor content strategies to align with featured snippets, PAA boxes, and knowledge panels. This means structuring website content to answer common customer questions concisely and in a format that search engines can easily extract (e.g., FAQs).
Additionally, businesses should consider contributing content to authoritative industry-related blogs, online forums, and local news sites, as these sources are often referenced in zero-click search results.
The Future of Local SEO Is Search Everywhere Optimization
As zero-click searches become more prevalent, local businesses will need to shift their mindset from chasing clicks to maximizing brand visibility across all digital channels.
The key to success in zero-click local SEO is ensuring that a business’s information is readily available wherever potential customers are looking — whether that’s Google’s AI-organized search results, a Reddit discussion, or a YouTube review.
In other words, local SEO success isn’t just measured by how you rank on traditional SERPs anymore, but rather by being present everywhere your potential customers seek information.
Ultimately, businesses that embrace a broader, more holistic approach to their digital presence will remain competitive in the changing local search ecosystem.
