Zero-click searches occur when users get the information they need directly from a SERP feature — a featured snippet, Knowledge Panel, AI Overview, calculator, weather widget, or local pack — without clicking any result. The rise of AI-generated answers is accelerating the zero-click phenomenon. While zero-click results can reduce organic traffic for informational queries, appearing as the cited source builds brand authority. Marketers must balance optimizing for zero-click visibility with driving actual site visits through transactional and navigational content.