Ever since businesses began launching themselves on social media platforms, the term SEO (Search Engine Optimisation) has become a trend. But with the rise of zero-click searches and AI overviews, Google has been a threat to this approach and those businesses that work so hard to get the right ranking on SERP (Search Engine Results Page)
Just like every market, Australian businesses also consider it a threat. However, let’s discuss whether it is actually a threat or could be a new opportunity for brands. With the changing environment, brands need to adapt quickly to work with the right AI SEO strategy.
If you are hearing about this term for the first time, do not worry, as this article will provide you with all the information you need on the topic. We will break down what zero-click searches mean. Hence, if you are working with an SEO agency that Australia trusts or managing your own campaigns in-house, it will help you understand the technical aspects of the entire process.
What Are Zero-Click Searches?
These days, you must have noticed that whenever you search for a query in Google, you get an AI result first, but never an actual website recommendation. This is what you call zero-click search, because you get the result for your search without having to read anything on any website.
These results come through things like:
- Featured snippets SEO (position zero results with summaries)
- Knowledge panels
- Google’s “People Also Ask” boxes
- Local packs and maps
According to a 2023 study by Similarweb, over 50% of Google searches globally result in no clicks. Considering the impact it created in Australia, according to Semrush data, only 44% of search results resulted in an actual click.
Why Aussie Brands Should Pay Attention?
Why are Australian businesses positioned differently? It is a less saturated market compared to Europe and the U.S. Ignoring Australia’s evolving market could mean missing a crucial window for growth and visibility.
- Local businesses relying on discovery (cafes, gyms, tradies) may see fewer website visits as users get answers directly from Google Maps and AI summaries.
- Professional services, ranging from accountants to law firms, could find potential clients more satisfied with an AI-generated overview rather than visiting the service providers’ websites.
- E-commerce brands may lose clicks if AI-generated recommendations dominate product searches.
Research conducted by HubSpot indicates that 68% of online experiences begin with a search engine, with Google dominating over 90% of Australia’s search market share. Hence, this can have a lasting impact on the market.
If you are considering hiring an SEO agency in Australia, ensure they craft strategies tailored to your business’s needs.
Featured Snippets SEO: Friend or Foe?
Before AI overviews and featured snippets SEO, they were the ultimate prize for marketers. If you won that “position zero,” your content appeared directly at the top of the search results.
According to Ahrefs, 12% of all search queries show a featured snippet, and pages with featured snippets receive up to 30% more clicks compared to standard blue links.
Now, featured snippets are both a blessing and a risk. On one hand, being featured means your brand gets highlighted by Google even if users don’t click. On the other hand, you may be giving away answers without driving traffic.
That’s why businesses must go beyond chasing traffic. The new metric of success will be brand visibility and authority, even in no-click search results.
Adapting to an AI SEO Strategy
So, how do Aussie brands navigate this? By crafting a future-proof AI SEO strategy that aligns with Google’s evolution. Here’s how:
1. Optimise for Zero-Click Visibility
Rather than fighting zero-click searches, embrace them. Provide concise, accurate answers to questions in your niche so that if Google uses your content in Google AI search results or snippets, your brand gains trust and visibility.
2. Double Down on Local SEO
Google’s AI overviews often pull from local sources for location-based queries. That means local SEO efforts in Australia, such as optimising Google Business Profiles, collecting reviews, and using local keywords, will matter more than ever.
For instance, Moz research indicates that local searches result in 50% of mobile users visiting a store within one day. Ranking for “SEO strategy Melbourne” ensures your business appears in both AI summaries and local packs.
3. Create Authoritative, In-Depth Content
AI thrives on summarising information. If your website provides surface-level content, it won’t stand out. Instead, publish expert-level guides, case studies, and original insights that offer valuable information. This makes your site the “source” Google AI leans on for credibility.
4. Focus on Brand Signals
Trust signals, such as author authority, reviews, and brand mentions, are becoming increasingly valued by Google. According to Edelman’s Trust Barometer, 81% of customers consider trust a deciding factor when selecting a brand. Intense brand exposure ensures that clients will remember you even if click-through rates decline.
5. Collaborate with Experts
Working with an experienced SEO agency in Australia is a smart move. These agencies are already testing tactics to help brands stay visible in AI-first search environments.
Opportunities Hidden in the Threat
While it’s easy to see zero-click searches and AI overviews Google as a danger, the truth is, they also create opportunities:
- Higher Authority: If your content is selected for AI summaries, your brand instantly gains credibility.
- Voice Search Optimisation: With over 8 billion voice assistants projected worldwide by 2024, AI-powered results now reflect the same conversational precision these tools deliver.
- Reduced Competition: As some businesses fall behind, proactive brands can capture a larger share of mind, even with fewer clicks.
A Melbourne Case Study Example
Imagine a digital consultancy competing for the keyword SEO strategy Melbourne. With traditional SEO, the goal would be to rank first and drive traffic. But in a world of AI search results:
- Their in-depth blog can be directly cited in the AI overview Google provides.
- Their Google Business Profile could rank in the local SEO Australia pack.
- Their brand could appear in multiple snippets, reinforcing trust.
Even if fewer users click through, the consultancy becomes the default authority for SEO in Melbourne.
The Final Thoughts
Zero-click searches and Google AI search results are revolutionising Australians’ online brand discovery. This change may result in less traffic to websites. Still, it also opens doors for companies that employ innovative strategies, particularly in areas such as local SEO in Australia, highlighted snippets SEO, and the creation of an adaptable AI SEO plan.
The takeaway is clear: don’t fight the change. Instead, align with it. Brands that position themselves as trusted sources in no-click search results will remain visible, memorable, and competitive even in the AI-first search era.
For businesses unsure where to start, working with an experienced SEO agency in Australia could make all the difference in turning this disruption into a long-term advantage.
