Marketers Must Move Beyond Google Traffic as Zero-Click Becomes the Norm in 2025

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SEO specialists have been talking about a zero-click reality ever since Google debuted the featured snippet in 2014. Now, with the advent of the AI Overview 10 years later, we’re finally seeing it happen.

AI Overviews (AIOs) are what SEOs thought the featured snippet would be: They’re long, in depth, and provide not just an answer, but also context, proactively answering related questions the searcher has yet to even ask. They’re so long that, when expanded, AIOs take up roughly half the screen for both desktop and mobile devices—which means searchers finally don’t have to click through to a website to get the full picture. 

The expansion of AIOs, coupled with their in-depth answers and sheer size, means that the harbingers were right, just a little early: Zero-click search results are no longer a prediction, but a stark reality for many brands. 

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