Zero-Click Search: How to Improve Your Business Visibility as Consumer Search Behaviour Evolves

What Is Zero-Click Search?

Zero-click searches occur when users get their answers directly from search engines or AI tools like ChatGPT without visiting any websites. Google now displays business hours, featured snippets, and even detailed guides directly in the search results.

AI-powered platforms such as Bard or ChatGPT take this further by summarising and generating answers from multiple sources, providing users with the information they need without ever clicking through.

Examples of How Zero-Click Search Scenarios Affect Business Visibility

Local Businesses

• Before: Users would search for a restaurant, click through to the website, and browse the menu or stumble upon the promotions page.

• Now: Google displays business hours, reviews, and contact details directly in search results, reducing clicks to the website.

Service-Based Businesses

• Before: Searching for “plumber near me” would lead to multiple clicks on different websites for pricing and availability.

• Now: Google My Business listings with instant contact options appear at the top, or AI tools like ChatGPT provide answers immediately.

Knowledge-Based Websites

• Before: A user would click on a website to read a guide on “how to bake sourdough bread.”

• Now: Google or AI tools like ChatGPT provide step-by-step instructions directly in search results or responses.

How Does Zero-click Search Affects Businesses

Content creators relying solely on page views or ads will lose traffic unless they offer unique, in-depth insights. As consumer behaviour evolves, businesses relying on SEO face challenges in maintaining online visibility. In a world driven by convenience, not being visible at the right moment risks losing potential customers.

We believe that a Knowledge Management (KM) strategy can counter the impact of the Zero-Click Internet by ensuring your content remains relevant, discoverable, and positions your brand as an authority.

Knowledge Management

Knowledge management is often underestimated by businesses. Traditionally focused on internal information sharing, it can now be explored and strategically leveraged to deliver unique expertise and solutions to the public.

Small businesses in Singapore often have unique ways of solving problems, particularly in addressing local needs and aligning with our culture. This knowledge is like golden nuggets, and we are curious about how to leverage it to make businesses stand out—especially as websites lose prominence in SEO. Below are some of the key ideas.

1. Create AI-Friendly Content

• Structured Answers: Provide concise, direct responses to common questions, such as FAQs or People Also Ask (PAA) sections.

• Optimise for Search: Ensure your content is easily discoverable and formatted to rank in featured snippets.

2. Branding Through Knowledge

• Share unique, expert-level insights that AI tools cannot summarise from other sources.

• Develop your own frameworks and share personal insights to establish thought leadership.

3. Build a Knowledge Hub

• Create a well-organised knowledge hub where the public can access detailed guides, resources, and tools.

• Ensure the hub is accessible, shareable, and branded to maintain recognition and reinforce your authority.

Conclusion

This is our hypothesis, but we believe it offers a practical solution to quickly add value for businesses and their customers. By leveraging Knowledge Management and creating AI-friendly content, businesses can remain visible and relevant while building long-term trust and recognition.

Additionally, the knowledge gathered and organised through this process can be further utilised in RAG (Retrieval-Augmented Generation) systems, enabling businesses to develop customised AI-driven solutions.

This ensures that the effort put into building a robust knowledge base could serve multiple purposes, maximising its value and impact.