This is a question that has become increasingly common — and it’s no coincidence.
In recent months, millions of users have noticed something curious: when searching for a question on Google, the answer appears right at the top of the page, ready, summarized and often with links that seem optional.
Without having to click on any website, the person finds what they are looking for. And moves on with their life.
This phenomenon has a name and is already transforming
SEO as we know it: it is the advancement of generative AI at Google , driven by technologies such as AI Overview (AIO) and Search Generative Experience (SGE) — which are making the search experience more conversational, multimodal and self-sufficient .
The result? Even websites that rank well on Google are losing organic traffic , falling into digital oblivion , or becoming invisible sources within AI-generated summaries.
And there’s no point in complaining: either you adapt your strategy now, or you’ll disappear from searches, even though you’re “at the top”.
In this article, you will understand
What are zero-click searches and why will they become the majority in 2025;
How Google is using generative AI to deliver complete answers without the user needing to visit your website;
What types of content gambling data philippine does AI prioritize when putting together new summaries and response panels?
How local businesses and institutional websites are being affected (and what to do to remain visible);
And most importantly: how to adapt your content, structure and strategy to maintain relevance, traffic and conversion on the new Google.
All of this is based on Google’s most current
Guidelines , the changes brought about by the Gemini model , and the principles of EEAT, technical SEO, voice search, and semantic optimization for AI.
If you’ve created a retention tactics to improve your bottom line professional, manageable website and are wondering why you’re getting so few visitors and no one is clicking on it… or if you feel like your content has disappeared from searches without explanation, keep reading!
What are zero-click searches (and why they matter in 2025)
Have you ever noticed how Google often answers your question before you even click on a result? That’s because we’re living in the era of AI-powered zero-click Google searches — a phenomenon that will become mainstream by 2025.
But what does this mean in practice?
A zero-click search occurs when the user finds the answer they are looking for directly on the results page (SERP) , without needing to access any website.
It could be a short liechtenstein number definition, a table, a step-by-step guide, or now, even more frequently, an AI-generated summary right at the top of the screen.
This behavior is fueled by features such as:
Featured Snippets (those answer blocks with paragraphs, lists or definitions);
Side information panels ;
People Also Ask ;
And more recently, AI Overviews of Google’s new phase
According to recent analysis, more than 50% of searches in 2025 will not generate any clicks . In other words, the majority of searches end without the user accessing a website .
This represents a radical change for those who produce content, invest in SEO and depend on organic traffic to generate results.
google search example
The game is changing: visibility ≠ click
Instead of competing for the top of the blue links list, your site now needs to compete for a more restricted and strategic space: that of “trusted source used by AI to respond to the user” .
And here comes another important fact:
Google still dominates 93.57% of the search market , but ChatGPT already receives more than 37 million searches per day , gaining space as an alternative for those looking for direct answers.
And between September 2024 and February 2025, traffic generated by AIs grew 123% , according to internal data from large digital marketing consultancies.
In other words, the way people search for and consume information has changed. And your content needs to change along with it.
Instead of a snippet with content from a specific site, AI Overview:
Analyzes multiple relevant sources of information;
Generates a fluid, reliable and multimodal summary (with text, image and even video);
Display this content at the absolute top of the SERP , as if it were a conversation with a virtual assistant.