Australian Businesses Are Competing for Around 75 Fewer Website Visits per 1,000 Google Searches 

Australian Businesses Are Competing for Around 75 Fewer Website Visits per 1,000 Google Searches 

If you search for something such as“best CRM for small businesses” or “how to reduce cyber risk”, you’ll probably notice something. Before you’ve even had a chance to look at the organic results, Google has already started answering the question. There’s an AI Overview, a featured snippet, a People Also Ask section, local businesses, videos, and a handful of other search features all competing to satisfy your search before you ever click on a website. 

According to YouGov’s 2026 Australian Web Search & AI Report, Australians are no longer relying on one platform to find information. Depending on what they’re trying to do, they’re moving between Google Search, AI assistants, maps, marketplaces, social media, and other digital platforms. Search has become fragmented, and the customer journey is no longer as linear as it once was.  

At the same time, Google’s own search experience is changing. 

SparkToro’s latest clickstream analysis found that 68.01% of Google searches now end without a click, up from 60.45% in 2024. That’s a 12.5% increase in zero-click searches in just two years, driven largely by AI Overviews, Featured Snippets, Local Packs, and other search features that answer questions before users ever visit a website. 

 

Put another way: 

• In 2024, around 395 out of every 1,000 Google searches resulted in a visit to an external website. 

• In 2026, that number fell to 320 out of every 1,000 searches. 

• That’s 75 fewer opportunities to earn a website visitor from the same volume of searches in just two years. 

This also explains why so many businesses are opening Google Analytics, seeing traffic flatten or decline; leading tehm to assume their SEO has stopped working. 

 

So, if you are a business owner in Australia (or anywhere to be honest), it’s time to rethink what good SEO looks like. Infact we would suggest you start thinking about more than SEO and start considering AEO (Answer Engine Optimisation) as well. Then from there, start measuring visibility instead of traffic alone, optimise for where customers are actually discovering businesses today, and build content that earns trust before the click. 

 

In this article, I am going to step you though what you need to know.  

What Zero-Click Search Actually Means 

The reason for shift mentioned above is something called “zero-click search”. 

A zero-click search happens when a user gets the information they need directly from Google’s search results without ever clicking through to a website. 

Instead of sending users elsewhere, Google increasingly surfaces answers within the search experience itself. Depending on the query, that could be an AI Overview, a featured snippet, a local business listing, or another SERP feature designed to answer the question immediately. 

Common examples include: 

• AI Overviews 

• Featured snippets 

• People Also Ask 

• Local Packs 

• Knowledge Panels 

• Instant Answers 

4 Reasons Why Zero-Click Search Is Rising and What this Means for Australian Businesses  

The evolution of zero-click search is much more about the changing way Google is providing the overall search experience than about one particular tool. Although AI has certainly expedited the shift toward this model, all of the individual components described below have been evolving over time. Collectively, these changes help us see why so many fewer searches today result in a customer visiting your website.

1. Search engines are keeping users within the search experience

Google’s goal is to help users complete their task as quickly as possible. If someone can compare businesses, read reviews, check opening hours, call a company, or get an answer without leaving the results page, the search has done its job. 

That explains why Google continues expanding AI Overviews, Local Packs, featured snippets, and knowledge panels. They reduce the number of steps between a search and an action. For local businesses, this makes Google Business Profile one of the most valuable digital assets they own. A complete profile with accurate services, categories, photos, products, FAQs, reviews, and opening hours gives Google more information to surface directly in search, often before a user ever reaches the website. 

2. AI-generated summaries make quick answers easier

Generative AI allows Google to provide answers to broad(er) and more complex topics by combining information from multiple trusted resources into one response. This impacts what type of content does well. Content focused on answering one specific topic clearly, utilising descriptive headings throughout the content, placing answers to the reader’s questions as close to the top as possible, and supporting assertions made with credible third-party sources will be vastly easier for artificial intelligence systems to interpret and reference than long content pieces centered solely on optimising for keyword density 

This is one reason topic clusters, FAQ sections, structured data, and strong E-E-A-T signals are becoming increasingly important. They help search engines understand not just what your page is about, but why it is trustworthy enough to cite. And for AEO, this is super important.  

3. Many searches are informational and can be answered instantly

Many Google searches start out with a question (versus a purchasing decision). Users typically look to gain an understanding of a concept, compare options (prices/business hours), learn how something works etc. Frequently these types of searches won’t necessitate a full website visit since the answer can simply be delivered via an AI Overview or Featured Snippet. 

Content published by businesses around the questions customers are asking themselves before making contact with them increases the likelihood of appearing in the “research” phase. Individual service pages are typically unable to address this intent. Additional forms of supporting content like comparison charts/pricing guides/dictionaries/FAQs greatly increase the chances of matching a user’s search intent with the business’ area of expertise. 

What this means for your business is that you need to be answering these common questions in your content so engines pick up the answer from you – not from some other website. The key is to control the information you want people to know.  

4. Mobile search behaviour encourages shorter journeys

Most Google searches now happen on mobile devices, where users expect immediate answers and the shortest possible path to completing a task. Smaller screens also give more prominence to search features such as AI Overviews, Local Packs, and Google Business Profiles, thus pushing traditional organic listings further down the page.   

For businesses, this means the mobile search experience deserves the same attention as the website itself. Search your own services on a mobile device, review what appears before the first organic result, and compare that experience with your competitors. Those first few screenfuls are increasingly where customers form their first impression and decide what to do next. 

How Zero-Click Search Changes the Customer Journey 

The next question to answer is the one most of you (especially if you are a business owner or senior manager) are probably asking. 

If fewer people are visiting my website, where is the value actually being created?

The answer is that the value is simply being created across more of the customer journey than before. 

Website traffic is still important, but it isn’t the only way search influences commercial outcomes. Long before someone submits an enquiry, requests a quote, or books a meeting, they’re researching, comparing providers, validating claims, and deciding who they trust. 

Many of those decisions now happen before a website visit ever takes place. 

Visibility still drives influence 

Being seen still matters. 

 

Think about how people make purchasing decisions today. They rarely choose the first business they find. They compare options, look for proof, read reviews, and revisit brands several times before taking action. 

Search plays a role in every one of those moments. 

A business that consistently appears in AI Overviews, featured snippets, Local Packs, and Google Business Profile listings is repeatedly reinforcing its credibility. Every appearance increases familiarity, and familiarity is one of the strongest drivers of trust. By the time a prospect eventually visits the website, they’re often validating a business they’ve already encountered multiple times rather than discovering it for the first time. 

Visibility doesn’t replace conversion; rather, it increases the likelihood of it. 

Not every valuable search was meant to generate a click 

It’s also worth recognising that not every search has the same objective. 

Someone searching “What is MDR?” isn’t behaving the same way as someone searching “Managed IT provider Sydney.” 

One person is trying to understand a topic. The other is much closer to making a purchasing decision. 

Businesses that expect every informational search to produce a website visit often overlook the role those searches play in building awareness and trust. Educational content, comparison pages, pricing guides, FAQs, and industry insights all contribute to the research phase, even if the user continues their journey elsewhere. 

Those early interactions are often what determine which businesses make the shortlist later. 

The metrics need to evolve too 

If the way people search is changing, the way businesses measure SEO needs to change with it. 

Website traffic still deserves a place on every marketing dashboard, but it shouldn’t be the only indicator of success. 

A broader view considers how often your business appears throughout the search journey. That includes search impressions, ownership of AI Overviews and featured snippets, visibility in Local Packs, branded search growth, Google Business Profile engagement, assisted conversions, lead quality, and ultimately, revenue generated from organic search. 

Taken together, these metrics provide a much clearer picture of search performance because they reflect how buyers actually discover, evaluate, and choose businesses today. 

7 Ways to Optimise for Zero-Click Search for Australian Businesses 

So, where do you actually start? 

The good news is that you don’t need to rebuild your SEO strategy from the ground up. Most of the fundamentals still matter. The difference is where you apply them and what you’re optimising for. 

The seven recommendations below are the areas we’d prioritise if we were helping a business improve its visibility in today’s search landscape.  

 

1. Audit your visibility across the entire search results page

Most businesses know where they rank. Far fewer know how visible they actually are. 

Start by identifying your 20–50 highest-value commercial keywords and search them manually. Don’t just record your ranking. Document every search feature that appears before and alongside the traditional organic listings. 

Look for: 

• AI Overviews 

• Featured Snippets 

• People Also Ask 

• Local Packs 

• Google Business Profiles 

• Image Packs 

• Videos 

• Discussion and forum results 

Then ask a simple question. 

How many of these search features does your business appear in? 

A page ranking third while also appearing in a Featured Snippet and the Local Pack often receives more overall exposure than a page ranking first on its own. 

Track regularly: 

• Search impressions (Google Search Console) 

• Average position 

• Organic CTR 

• Featured Snippet ownership 

• Google Business Profile impressions 

• Local Pack visibility 

• AI Overview appearances (manual tracking) 

If impressions are increasing but CTR is declining, review whether AI Overviews or other SERP features have started answering the query before users reach your listing. That often indicates the page needs to target a different search intent or earn visibility in additional search features. 

 

2. Improve pages Google already trusts

One of the quickest SEO wins rarely comes from publishing another article. 

It comes from improving pages that are already performing reasonably well. 

Open Google Search Console → Search Results → Pages and sort by impressions. 

Look for pages with: 

• High impressions 

• Average position between 3 and 10 

• CTR below your site average 

These pages already have Google’s attention. The opportunity is increasing the percentage of people who choose your result. 

Review whether the page: 

• Answers the primary question immediately. 

• Uses headings based on real customer questions. 

• Includes FAQs where appropriate. 

• Contains outdated statistics or examples. 

• Has a title tag and meta description that encourage clicks. 

• Links naturally to related supporting content. 

 

3. Build authority around topics, not individual keywords

Many businesses still publish one page for one keyword and consider the topic complete. 

Search engines don’t evaluate expertise that way. 

Choose one of your highest-value services and map every question a customer asks before making a purchase. 

For example, if you provide Managed IT Services, your content should ideally answer questions such as: 

• How much does managed IT cost? 

• What’s included? 

• Co-managed IT vs fully managed IT 

• Common onboarding timelines 

• Cybersecurity considerations 

• Microsoft licensing 

• Case studies 

• Frequently asked questions 

If competitors answer thirty questions around a topic and your website answers five, Google has considerably more evidence that they demonstrate expertise. Review your internal linking as well. Supporting articles should strengthen your core service pages rather than compete with them. 

 

4. Match every page to one search intent

One of the most common SEO mistakes is expecting a single page to educate, compare solutions, explain pricing, and generate enquiries all at once. 

Instead, give every page one primary purpose. 

Review your content and classify each page as: 

• Informational 

• Commercial investigation 

• Transactional 

Then check whether the page actually fulfils that intent. 

For example, informational pages should answer questions quickly without immediately pushing for a sale. Comparison pages should compare options objectively. Service pages should remove friction and help users take the next step. When the page matches the reason someone searched, engagement and conversions generally improve together. 

 

5. Strengthen Google’s trust signals

Google builds confidence in your business by comparing information from multiple trusted sources, not just your website. 

Review your broader digital presence and check for consistency across: 

• Google Business Profile 

• Business categories 

• Services 

• Products 

• Reviews 

• Photos 

• Author profiles 

• Industry directories 

• Awards 

• Certifications 

• Case studies 

• Media mentions 

Pay particular attention to your Google Business Profile. 

Complete every available field, publish updates regularly, respond to reviews, and keep service information current. Every additional data point helps Google better understand your business and increases the information it can surface directly within search. 

 

 6. Make your expertise easier to extract

AI systems work best when information is clearly organised, so choose your ten most important landing pages and review them from the perspective of someone looking for a quick answer. 

Ask yourself: 

• Is the main question answered within the first 150 words? 

• Can every heading stand on its own? 

• Are definitions easy to find? 

• Are comparisons presented clearly? 

• Is supporting evidence included? 

• Are unnecessary introductions delaying the answer? 

If users need to scroll through several paragraphs before finding the key information, search engines are likely facing the same challenge. 

Simplifying the structure often improves both user experience and search visibility. 

 

7. Improve conversion before increasing traffic

As zero-click search continues to grow, the visitors who do reach your website are often further along in their decision-making process. 

That makes every visit more valuable. 

Review your highest-traffic landing pages using GA4 and Microsoft Clarity. 

Look at: 

• Engagement rate 

• Key events 

• Conversion rate 

• Scroll depth 

• Rage clicks 

• Dead clicks 

• Form abandonment 

• Session recordings 

Then identify where users hesitate or leave. 

Before investing in more traffic, make sure you’re converting the visitors you already have. Sometimes the highest-return SEO activity is increasing the conversion rate realistically, from 2% to 4% – effectively doubling the number of enquiries from the same amount of traffic.  

Zero-Click Changes the Rules But Not the Opportunity 

Every marketing channel eventually matures. Algorithms will continue to evolve. Search features will continue to change. AI will continue to improve. Building genuine expertise, earning customer trust, and creating useful content are investments that continue paying off regardless of how search develops. 

The businesses that invest in those foundations today will be much better positioned for whatever comes next. 

If you’d like to understand where your business stands today, we’ll help you identify the opportunities that matter most and build an SEO strategy designed for the way customers search now. 

Book an SEO Visibility Assessment with Three Piece Marketing. 

 

How to Optimise for Zero-Click Search and AI Results 

• Search is no longer just about earning traffic. 

• Latest reports show that up to 50% of site traffic is now generated through AI results. 

• Google surfaces answers directly in search through featured snippets, AI Overviews, local packs, knowledge panels, and other SERP features. 

• That means a search result can create awareness, trust, and even action without a website visit. 

• The opportunity is no longer only about clicks. It is about visibility, authority, and being the source users see first. 

 

What zero-click search actually means 

Definition: 

• A zero-click search happens when the user gets what they need directly on the search results page. 

• This can happen through: 

• AI Overviews 

• featured snippets 

• People Also Ask 

• local packs 

• knowledge panels 

• instant answers 

 

Why zero-click is rising 

Cover the cause behind the shift: 

1. Search engines want to keep users in-platform longer. 
2. AI-generated summaries make quick answers easier. 
3. Many searches are informational and can be answered instantly. 
4. Mobile search behaviour encourages shorter journeys and faster answers. 

 

Why this is not a threat, even if traffic drops 

 Visibility still drives influence 

• A brand can shape perception before a click happens. 

• Appearing in AI summaries, snippets, and top results builds familiarity and trust. 

Not every valuable search was meant to generate a click 

• Some searches are upper-funnel. 

• The job is to be present at the moment of interest, not force traffic where it is not needed. 

 The click is no longer the only signal of success 

• Visibility 

• citation presence 

• branded search lift 

• direct traffic growth 

• assisted conversions 

• lead quality 

 

What to optimise when the click disappears 

1. Optimise for search visibility, not just traffic 

• Focus on where the brand appears across the SERP. 

• Track rankings across featured snippets, AI Overviews, local packs, and other search features. 

• Think beyond “Did they click?” to “Did they see us?” 

 

2. Structure content so AI can understand and cite it 

• Clear headings 

• concise answers near the top 

• scannable formatting 

• strong topical relevance 

• FAQ sections where appropriate 

• expert-led, factual, easy-to-parse content 

3. Build topic authority, not isolated pages 

• One page cannot carry an entire search strategy. 

• Create clusters of content around key services, problems, and industry questions. 

• Reinforce expertise through connected pages. 

• Work on the E-E-A-T principle 

4. Prioritise intent-led content 

Break content into: 

• quick-answer content for informational searches 

• comparison content for evaluation-stage users 

• service and solution pages for conversion-stage users 

5. Strengthen brand signals 

• Branded search matters more in a zero-click world. 

• Users may not click the first time, but they will remember trusted names. 

• Strong brand presence improves recall and increases the chance of future direct visits or branded queries. 

6. Make on-page content easier to extract 

• Use plain language 

• answer the core question early 

• define terms clearly 

• add supporting detail after the direct answer 

• avoid burying key insights under fluff 

7. Optimise for conversion when the click does happen 

• Zero-click reduces wasted visits. 

• The traffic that does come through is often more intentional. 

• Make landing pages clearer, faster, and more conversion-focused. 

The metrics that matter now 

Traditional metrics are no longer enough 

• clicks 

• sessions 

• bounce rate 

Add visibility-first metrics 

• impressions 

• SERP feature ownership 

• What about Citations in AI?  

• branded search growth 

• assisted conversions 

• engagement from organic landing pages 

• lead quality 

• keyword coverage by intent 

Key point: a drop in clicks does not always mean a drop in commercial value. 

 

What businesses should stop doing 

• Stop treating traffic decline as a content failure. 

• Stop writing pages only for keyword placement. 

• Stop measuring SEO only by last-click conversions. 

• Stop assuming visibility without traffic has no value. 

• Stop producing generic content that says the same thing as everyone else. 

 

What businesses should do next 

 

• Review which queries now trigger AI Overviews and snippets 

• identify pages losing clicks but still gaining impressions 

• improve formatting and direct-answer sections 

• build supporting content around high-value topics 

• refresh service pages with clearer, expert-led content 

• strengthen local and branded search presence 

• align SEO reporting with visibility and business outcomes 

 

Zero-click changes the rules, not the opportunity 

• Search is becoming a visibility ecosystem, not just a traffic channel. 

• Brands that adapt early will be easier to find, easier to trust, and harder to ignore. 

• The goal is not simply to win the click anymore. 

• The goal is to win the search moment.