Glossary
What is Zero-click search?
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Short answer
A zero-click search is one where the user gets a complete answer directly from the AI or search result without visiting any website. In answer engines, if the AI does not name your business in that answer, you never get the chance to compete for the click.
Why it matters
Zero-click behaviour is the reason AEO exists. If the answer is delivered in place, the only way to be part of the decision is to be inside the answer.
In practice
Zero-click is not new — featured snippets and knowledge panels started it — but AI answers extend it from simple factual queries to full recommendation and comparison questions.
The practical consequence is that traffic alone understates your exposure. You can be gaining visibility in answers while total sessions stay flat, which is why answer-level measurement matters.
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