Zero-Click Searches

Once upon a time, when someone searched for your business, the goal was simple: get them to click your website. Easy. Clean. Predictable.

But this is 2025, and Google has decided it's the world's most helpful know-it-all. Enter: the zero-click search.

What's a Zero-Click Search, Anyway?

A zero-click search is when someone Googles something…and finds their answer right there on the results page, without ever clicking through to a website.

Examples:
- "Pizza near me" → Google Maps shows options, reviews and opening hours.
- "Dentist Belfast" → Business listings with stars, phone numbers, and booking links.
- "Coffee shop open now" → You guessed it, all the info is correct in the search results.
No clicks. No website traffic. Just instant answers.

It's like asking your mate for a film recommendation and instead of sending you the trailer link, they give you the plot, reviews, and Rotten Tomatoes score right on the spot. Efficient, but you're not getting more website views out of it.

Why Google Loves Zero-Click Searches

From Google's perspective, it's brilliant. They keep users on their platform longer, control the experience, and serve more ads. From your perspective as a business owner? It feels like someone is standing at your shop door telling customers, "Don't bother going in, I'll show you everything right here."

Why It Matters for Local Businesses

For local searches, zero-click is now the default experience.

People looking for:
"Best café in Manchester"
"Dog groomer near Liverpool"
"Emergency plumber London"
… don't have to go past the Google Business Profile listings anymore. They're comparing your stars, reviews, and photos right there in the search results.

That means your Google Business Profile (GBP) is no longer "optional." It's your digital storefront, and your first point of contact with potential customers. It's where you can make a lasting impression.

Your Website vs. Your GBP Profile

Websites remain relevant for their depth and detail. But when it comes to first impressions in a zero-click world, your GBP profile is the star of the show.
- Business name
- Opening hours
- Phone number
- Reviews
- Photos
- Posts & updates
…all of this sits on Google's stage, not yours.

If your profile appears neglected (with outdated hours, no reviews, or a blurry photo from 2017), customers will be less likely to click through to your website to learn more. They'll click your competitor's phone number instead.

Reviews Are Your Secret Weapon in Zero-Click Searches

Here's where it gets fun: reviews are the one thing that makes you stand out instantly in a sea of zero-click results.

Imagine three businesses appear in the Google 3-Pack for "nail salon Bristol":
- Salon A: 4.7 ⭐ (243 reviews)
- Salon B: 4.1 ⭐ (36 reviews)
- Salon C: No stars, no reviews

Which one are you picking? Exactly. Customers don't even need to visit the websites—they're making the decision right there based on stars and sentiment.

How to Win the Zero-Click Game

So, how do you compete when Google keeps traffic for itself? You play by the new rules:
- Claim & optimise your GBP profile - Ensure every detail is accurate—address, phone number, website, and opening hours. Add fresh photos regularly.
- Collect reviews consistently - More reviews equal better click-through rates. Consistency matters more than sudden bursts.
- Encourage descriptive reviews - natural keyword reviews ("best barber in Leeds," "family-friendly restaurant in Birmingham") boost your relevance in local search.
- Reply to every review - Google loves activity. Plus, customers love businesses that engage.
- Make it effortless to leave reviews - here's where tools like The Colour Stand shine. Place it on your counter, let customers tap or scan, and leave a review in under 7 seconds. The easier it is, the more reviews you'll get.

Zero-click searches aren't going away. In fact, they're Google's favourite child. But that doesn't mean you're powerless. It means your front-line presence—your Google Business Profile and reviews—matters more than ever.

Instead of worrying about "losing clicks," focus on winning the decision before the click even occurs.

Because in 2025, your website is the menu—but your Google profile is the smell of fresh pizza wafting out the door. And trust me, people follow the smell. 🍕