Phenomenon Changing Google Demands Trustworthy and Strategic Content, Warns SEO and AI Expert

More than 58% of Google searches in the United States and almost 60% in the European Union do not result in clicks on external links, according to a study conducted by Rand Fishkin. Known as zero-click search, the phenomenon highlights a profound change in user behavior: the answer that was previously found on websites is now being delivered directly to the Google results page.

For Rosana Marques, expert in search engines, SEO 360 and AI applied to content, and partner at MUVA House, “O zero-click search is both a challenge and an opportunity. Brands that insist on measuring authority only by clicks will lose space. Today, it is necessary to build strategic, accurate and easy-to-consume content that delivers immediate and reliable answers within the search engine itself. Who understands this logic becomes a reference even without the click”, he says.

The challenge is even greater because, according to a survey by Semrush, about 30% of clicks in the US go to Google properties, such as YouTube, Google Images and Google Maps, while only 36% go to the open web 360 clicks per thousand searches. In the European Union, the index rises slightly to 374. Even with the advancement of generative AIs and conversational search engines, Google maintains 89,66% of participation in the global search market, reinforcing its influence.

For Brands, transformation goes beyond technology: “User behavior has changed. With the rise of ChatGPT, Perplexity and other language models, people do not just want links & & & & & & & & & & & & & & & & & & & & & & & & & & & & & & . This requires companies to review their content, invest in clarity and position themselves as trusted sources of information. 

The expert points out that zero-click search does not mean invisibility, but the need to reposition content.“Whoever knows how to adapt, gains not only traffic, but also trust and authority in front of humans and machines.”