How do I measure ROI if AI searches don't generate clicks?

Measure brand awareness and consideration, not just clicks. Track: 1) Brand mention frequency and positioning in AI responses, 2) Branded search lift (do AI mentions drive direct searches?), 3) Assisted conversions (AI mentions in customer journey), 4) Survey awareness ('How did you hear about us?' → 'ChatGPT/Perplexity'). Tracking reveals AI mentions even without clicks, measuring the full awareness impact of zero-click visibility.

Should I still invest in SEO if most searches are zero-click?

Yes, but evolve strategy. Traditional SEO still drives traffic for transactional queries. For informational queries going zero-click, focus on being the cited source—structure content for AI extraction (FAQ schema, clear headings, direct answers). Think of zero-click as top-of-funnel brand building. Optimize for both: get mentioned in zero-click answers (awareness) AND rank for click-worthy content (conversion).

Can I force users to click instead of accepting zero-click?

No, and you shouldn't try. Zero-click is user preference—they want fast answers. Fighting it frustrates users. Instead, leverage it: 1) Get mentioned in zero-click answers for awareness, 2) Tease value requiring a visit ('See our ROI calculator'), 3) Optimize for high-intent queries where users need to click (pricing details, sign-ups, demos). Accept zero-click for awareness queries, optimize for clicks on conversion queries.

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Zero-Click Search

Search where the user gets the answer directly without clicking on any link.

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What is Zero-Click Search?

A Zero-Click Search occurs when the user gets all the necessary information directly on the results page or in an LLM's response, without needing to click to an external site. Google's AI Overviews and ChatGPT/Perplexity responses massively increase zero-click searches, which reduces traditional SEO traffic and makes GEO (being mentioned in the response) even more crucial.

How Qwairy Makes This Actionable

Qwairy helps you succeed in the zero-click search era by tracking brand mentions within AI-generated answers where clicks don't occur. Since 70%+ of AI searches result in zero clicks, being mentioned in the response itself is critical—Qwairy measures and optimizes this direct visibility, tracking your brand presence in answers even when users never visit your site.

Frequently Asked Questions

AI Overviews

AI Platforms

AI-generated summaries by Google that appear at the top of search results.

AI Traffic

Metrics

Web traffic coming from AI platforms like ChatGPT, Perplexity, Claude, or Google AI Overviews.

Brand Mention

Metrics

Explicit mention of a brand name in content generated by an LLM.

Trend Analysis

Identification and tracking of emerging topics, changing patterns, and shifts in AI responses over time.

← Back to GlossaryLast updated Oct 18, 2025