The search engine results page (SERP) is constantly changing, especially when it comes to Google. While zero-click content has been around for a few years now, AI-Overviews are one of the biggest game-changers to the SERP. We’ll take a look at what zero-click content is and how AI-Overviews (also known as AIOs) are quickly changing this ever-evolving landscape.
What is Zero-Click Content
Zero-Click content is content that appears in the SERP that can immediately answer a question. In the past, this content was generated through various different ways, including featured snippets, knowledge panels, and people also ask boxes. While this content is still used, nowadays the majority of zero-click content comes in the form of AI-Overviews.
AI-Overviews had a bit of a rocky start. When they were first pushed out in May of 2024, many of the AIOs contained false or misleading information. Now, almost a year later, AIOs have vastly improved, but that doesn’t mean that they are 100% accurate. However, many AIOs contain links to the source, which really helps to verify the information.
It is important to note that SEO is not dead, it is simply changing. SEO will remain prevalent as long as search engines exist. While the platforms may change (Google, Bing, YouTube, Instagram), SEO will always be taken into account.
The rise of AI-Overviews
According to SE Ranking, AI-Overviews boasted some pretty impressive stats in 2024. For instance, in November 2024, long-tail keywords (queries with 4+ words) triggered AIOs 60.85% of the time and AIOs linked to at least one domain that ranked in the top 10 results 92.36% of the time. AIOs increased in length as well – from an average of 2,633 characters in July to an average of 5,337 characters in November. Click here to read all of the stats.
What all this means is that AIOs are only going to become more commonplace in 2025. Search Engine Land discovered that in 2024, AI-Overviews appeared on 47.4% of all search queries. Also of note is that while AIOs were present for 59% of informational queries, they only appeared in 19% of all commercial queries. Finally, about 75% of AIO source links come from the top 12 organic rankings.
Taken together, this data shows us that AI-Overviews still have a lot of room to grow. AIOs are still figuring out their place for many different search queries. But for the searches they are displaying on, they are pulling from relevant sources to provide useful information.
For service based businesses such as lawn care professionals, dentists, and roofers, AIOs may not be as impactful. While AIOs can provide basic information, they are unable to provide the services that businesses like these do on a daily basis.
AI-Overviews in 2025
Here’s an example of how AIOs are appearing in Google as of January 2025. For transparency reasons, Google displays a message that says “Generative AI is experimental.”
As you can see, next to the bullet points are links that go to the source of where the information came from.
SEO Tips for 2025 and How To Remain Relevant
Keep in mind that not all is lost in the age of AI-Overviews. There are many ways to continue to stay relevant by having your content and website stand out.
First, when it comes to Google and other search engines, it is important to continue to provide value-packed content. This means ensuring your web pages, blogs, and FAQs are optimized to provide readers with the information they are searching for. Get as specific as you can on your topic while keeping your content precise and clear.
As we alluded to in the previous section, making sure your website is found within the top 10 to 12 results in the SERP is becoming even more important. If your content ranks high for the topic, there is a chance that Google will use your content for their AIOs. And if you are lucky enough to be chosen to be sourced by an AI-Overview, think of it as a free boost. While not all searches will lead to clicks, as long as your results are near the top, the people that do click into your site are more likely to convert.
Video is still the King of Content
It should come as no surprise that video is still the king of content. Not only that, but video is often considered zero-click content as well, as many videos don’t contain links. Video is also able to bypass AIOs and allows the viewer to see you, the person behind the business. This ‘face-to-face’ connection builds trust and credibility. This is why video has become so popular nowadays – people want to make connections with real people.
The Impact of Social Media
Google and the other traditional search engines are not the only place where zero-click content is prevalent. Nearly all of the major social media platforms utilize zero-click content, just in various ways. And while the social media landscape itself may be constantly changing (such as the fall of Twitter and the uncertainty surrounding Tik-Tok), social media isn’t going anywhere.
Zero-Click content works a bit differently on social media as it does on search engines. Traditionally, when people would post content, sometimes links would be included. This could lead to someone clicking on link after link to try and find the information they’re looking for. People want information quickly, and this model doesn’t support that. Instead, as people become accustomed to scrolling faster and faster, content must grab their attention within a second. This can involve photos, video, or relevant content.
Let’s take a quick look at some of the most popular social media platforms and how zero-click has changed their landscapes.
According to Socialinsider, multi-image posts without links performed about 30% better than posts with links on LinkedIn. This means that people are far more likely to stop scrolling and engage with content that isn’t trying to push them to another platform. In 2024, roughly 52% of all posts on LinkedIn were zero-click content, and that number is only expected to rise in 2025.
Even though Facebook is quite different from LinkedIn, the situation is basically the same. Socialinsider discovered that album posts without links had nearly twice the engagement rate of posts with links. Also, videos without links performed better as well. In 2024, about 70% of all content on Facebook was zero-click content.
Instagram and Tik-Tok
Even though Tik-Tok is going through major changes, it is still an important platform to discuss, as Tik-Tok gave rise to short-form video. Instagram’s reels (also seen on Facebook) are following that trend. Most of these videos are under 60 seconds, which fits perfectly into the zero-click model. The success in these videos is hooking viewers in within the first few seconds that ultimately hold their attention. The more engagement your videos have, the more relevant you will be. Another feature that both platforms offer its users is carousels that people can scroll through to see more pictures or read more content. As users are swiping through carousels or watching videos, they stay engaged without ever leaving the platform.
Remaining Relevant on Social Media
To remain relevant on social media, it is more important than ever to be posting zero-click content. While you may want to constantly link back to your website, the data shows that people are more likely to engage with content without links. What’s important is to be the source that people want to engage with. If people are reading your posts, then they are learning about your business.
There are a few things you can do to remain relevant on social media without links. First of all, make sure you are delivering instant value. Don’t make people hunt for the information. Give it to them upfront in an answer-first format that clearly provides relevant content. You should also design your content to be direct and easy to skim through. Finally, consider encouraging interaction with in-content CTAs, such as asking your audience for comments, shares, or reactions to keep the conversation going.
Keeping Up With the Evolving Landscape
While things are constantly changing, it is important to stay positive and learn what these changes mean for your business. If you don’t have the time to keep up with all the latest developments, that’s where we come in. Our team at Blue Zenith stays on top of the latest trends so you don’t have to!
Sign up for our newsletters to keep up with the ever-evolving landscape!
Alex Galassi is Donna’s son and has been working with Blue Zenith since the fall of 2013, after graduating from CU Boulder that spring. In the beginning he worked part time, mainly doing blogging and simple website edits. Since then, his role has shifted to become the main website developer for Blue Zenith. He is experienced in working with WordPress and Kajabi. Alex’s other responsibilities include website maintenance, security, and updates.
Alex Galassi is the author of the Rebalancing the Cosmos series, a science-fiction and fantasy book series. When he is not at work or writing fiction, Alex enjoys exploring Colorado’s beautiful mountains, reading fantasy and science-fiction novels, attending concerts at Red Rocks, and playing Magic: The Gathering, Dungeons & Dragons, and video games.