Traditionally, SEO followed a simple path:
Search → Click → Website → Conversion.
Businesses create helpful content, rank in Google, attract a click, and guide the visitor to call, book, or buy from them. The website was & is the main driver of conversion.
But that’s probably changing a bit.
With the rise of AI search engines like ChatGPT, Gemini, and Google’s new AI Overviews, users are getting answers directly — often without clicking through to any website i.e. Zero Click Leads!
This is part of a broader shift in AI search visibility — where users discover your business through summaries and recommendations instead of your homepage.
Search and AI engines are kinda becoming the end destination.
Key Points
What Are Zero-Click Leads
In simple terms, Zero Click Lead is when a user searches on any AI platform like ChatGPT, Gemini, Perplexity or any other, for your business by brand name or a service in the location you operate in, and contacts you even without going to your website or Google Business Profile.
In short, the conversion happens without a website visit — but it started with search.
This kind of AI-driven search experience is exactly why we need to rethink what SEO really means in 2025.
But, the good news (at least for people like me 
)?
The importance of SEO has just increased multifold.
The goal has shifted from just driving traffic to building trust, authority, and visibility right inside the search results, not just on Google, but also Bing (search engine behind ChatGPT) and also AI engines like ChatGPT, Gemini and others.
Zero Click ≠ Zero Value
Search has always evolved.
There was a time when getting found meant being listed in the Yellow Pages. Then came websites. Then came Google. Then mobile search. Then, voice search.
And now, we’re here — with AI engines becoming new search destinations for people to ask questions, get recommendations, and discover businesses.
So instead of just one destination (Google), there’s now one more powerful avenue where people can find and choose your business.
Let me start by clearing up a common myth that has been around for a long time:
“SEO is all about ranking higher and bringing in more traffic to the website”
Honestly, SEO has never really been about just traffic. It’s always been about getting leads.
Would you rather have 1,000 people visit your website and no one contact you — or 20 people visit, and 10 of them become customers?
Exactly!!!
Traffic is only useful when it leads to action.
Now, what we’re seeing is that action — that conversion — can happen even earlier in the journey. It might happen directly from a search result, a Google Business Profile, or even an AI-generated answer that includes your business name.
And this shift has only just started to grow.
In 2022, there were 5 trillion searches globally.
By 2025, that number will reach 7 trillion, which is an increase of 40% in 3 years.
AI-driven searches made up just 8% in 2025, but by 2030, they’re expected to hit 25% of all searches.
That’s not a small change.
That’s a new search behaviour shaping the way people make decisions.
So no — zero-click search doesn’t mean zero value.
It just means we have to focus more on AI search engine optimization — how we show up in smart results, summaries, and suggestions.
Where Zero-Click Leads Come From
If people aren’t clicking on your website, how are they still becoming leads?
Let’s break down some of the places where Zero Click Leads are coming from today:
1. AI Engines (ChatGPT, Gemini, Perplexity, etc.)
More and more users are going straight to these AI tools and asking questions like:
“Who’s the best interior designer in Vancouver?”
“Suggest a good bookkeeper in North Van”
And if your business is mentioned in those answers — either through your content, online reputation, or reviews, your business has already earned a spot in their shortlist — and sometimes, that’s all it takes to prompt action.
That’s ChatGPT SEO at work.
2. AI Overviews (Google SGE)
Google’s new AI-generated search summaries — called AI Overviews — pull together quick answers from across the web. If your business is referenced or your content is quoted, that could be enough to convince someone to call or choose you without ever clicking a link.
This is Google’s way of speeding up decisions — and your brand needs to be ready to appear where those answers are generated.
3. Review Sites and Aggregators
Directories like Yelp, Clutch, Houzz, Trustpilot, and others are now playing a bigger role than ever — not just for users, but also for AI engines.
These platforms are often seen as trusted sources with structured data, real reviews, and consistent business information. That makes them perfect for AI engines to crawl and extract summaries from.
When someone asks ChatGPT or Gemini for recommendations, these tools often pull listings or snippets (short section of a webpage) directly from these directories — especially if your business has strong reviews, a filled-out profile, and consistent mentions across the web.
In many cases, the person doesn’t need to visit your website — they get everything they need (ratings, services, location, contact info) from the aggregator, and act from there.
These are all search-based interactions where the user is gathering trust signals and taking action — without needing to visit your site.
How to Optimize for Zero-Click Lead Generation
If more people are making decisions without ever visiting our website, then our primary job is to make sure our business shows up clearly and confidently across all the places they’re looking.
Here’s how to do that — no technical skills required (mostly):
1. Show Up Where People (and AI) Are Looking — Not Just Google
As I have said time and again, today, people aren’t just searching on Google. They’re also looking for answers on ChatGPT, Gemini, Yelp, Clutch, Instagram, and even Reddit.
The more places your business shows up, the more likely someone (or some AI) will notice you and recommend you.
Start by making sure your business is listed on major platforms where your audience hangs out — especially review sites and directories related to your industry.
2. Maintain Consistent, Clear Information Everywhere
Make sure your business name, services, phone number, address, and website are the same everywhere — your website, Google Business Profile, social media pages, and directories.
Inconsistencies (like slightly different names or phone numbers) can confuse search engines and AI models that generate answers — and may result in your business being left out of results.
This is one of the easiest but most overlooked steps to getting found.
3. Build a Strong Online Reputation
When people (or AI tools) are trying to figure out which businesses to trust, reviews matter a lot. It’s not just about having a few 5-star reviews — it’s about:
- Having a steady stream of recent reviews (here are a few tips on getting SEO-optimized reviews from your clients).
- Responding to reviews, both good and bad, with keyword-rich responses.
- Showing real feedback that builds trust.
You don’t need fancy tools — just ask your happy customers to leave a review wherever it makes the most sense (Google, Yelp, Clutch, etc.).
4. Create Content That’s Easy to Understand and Summarize
AI tools and search engines love clear, simple language. They’re trying to quickly understand what your business does and who it’s for.
Avoid buzzwords and technical jargon. Instead, write like you’re explaining your service to a friend:
- What do you offer?
- Who do you help?
- What makes you different?
Whether it’s your homepage, your bio on a directory, or your Instagram profile — keep it short, clear, and focused.
🎯 Tip
You can check out my tips for writing the perfect blog article here.
Writing the Perfect Blog Article
5. Use Structured Data and Schema Markup
(Okay — this one sounds technical, but here’s a plain-language version)
Structured data is a behind-the-scenes way of telling Google and AI tools exactly what’s on your website — things like your services, business hours, location, and reviews.
You don’t need to write code yourself.
If you use WordPress or a website builder, many SEO plugins like Yoast or Rank Math add this automatically.
🎯 Tip
If you have a web developer or SEO person, just ask them:
“Can you make sure we have proper schema markup on our site for services, reviews, and contact info?”
That one line can make a big difference.
6. Answer the Questions People Are Asking
Think about the questions your customers usually ask before they contact you:
- How much does this cost?
- What areas do you serve?
- What’s the difference between service A and B?
Now, make sure those answers exist somewhere online — either on your website or in your directory listings.
Why? Because AI engines are trained to answer those same questions, and if you’ve already answered them clearly, you have a better chance of being mentioned in their response.
🎯 Tip
Just ask a few of your clients if they have any questions. Take all the questions you have and pick the common ones.
If you are able to answer the question with a single answer, then you should add it as an FAQ (Frequently Asked Questions) on your website’s service page.
If the answer has options or multiple solutions, then consider writing a blog post about it — it can help both your audience and your SEO.
These are simple, actionable steps that help your business stand out — even if the user never clicks on your website.
And as search keeps evolving, being visible, trusted, and understood matters more than ever.
Let Me Share A Case Study!
A few days ago, one of my clients — a Senior In-Home Care business based in North Vancouver — texted me with a screenshot.
The screenshot showed a ChatGPT response where someone had searched for senior care options in North Vancouver… and guess whose business came up in the answer? Theirs.
Naturally, my client asked the person where they found them — and the user shared the exact screenshot of their search.
So my client did what most clients do in moments like this — they forwarded it to me and asked:
“Was this because of our SEO efforts?” (Well, not in those exact words, but you get the idea.)
Now, me being me — a little sarcastic, a little proud — replied:
“Should I be modest?”
The truth is, we had been working consistently on their SEO for over a year — including technical improvements, on-page optimization, content updates, and off-page visibility. We were already laying the groundwork before searches on AI engines even became a thing.
But once we noticed the trend picking up, we took it a step further:
We submitted the site to Bing Webmasters (since Bing powers ChatGPT’s browsing) and made sure all the pieces were in place.
A few days later?
Their business showed up — and they got a new client directly from that ChatGPT search.
It was one of those moments that confirmed what we’ve been saying all along:
SEO today isn’t just about clicks. It’s about presence, trust, and being found — wherever the search happens.
And yes… it felt awesome.
The Click Isn’t the Goal — It’s Visibility & Inquiries
The way people search has changed — and it’s still changing.
Clicks aren’t the only sign of success anymore. In fact, some of the best leads now happen before someone ever visits your website.
Whether it’s through a Google AI Overview, a directory listing, or an answer generated by ChatGPT, your business can show up, earn trust, and get chosen — all without a click.
That’s the power of Zero Click Leads.
It doesn’t mean SEO is less important.
It means it’s more important than ever — because now you’re not just optimizing for traffic, you’re optimizing for visibility, credibility, and discovery across a wider search landscape.
So if you’re investing in SEO the right way — with strong content, clear messaging, and a trustworthy presence across the web — you’re not falling behind.
You’re actually ahead of the curve.
About the Author
I am Karan, the Chief Geek at The Web Geeks.
I have been working with small and medium-sized businesses for 19+ years to build better websites, get them found on search engines like Google and Bing — and now even AI platforms like ChatGPT and Gemini using SEO.
My mission? To turn online presence into real-world inquiries and revenue.
When I am not deep in SEO or web design, I am either creating content like the one above, chatting with business owners, or sharing simple, no-fluff & no-jargon marketing tips to help people grow online.