Zero-click Behaviour

User search patterns where queries are satisfied directly within search results through AI-generated summaries or featured snippets, eliminating the need to visit source websites. This behaviour fundamentally disrupts traditional web traffic models where businesses relied on search engines directing users to their websites. Organisations dependent on search-driven traffic must adapt content strategies to provide unique value beyond what AI summaries can offer, focusing on detailed analysis, proprietary data, or interactive experiences. Understanding zero-click behaviour helps businesses plan for changing digital discovery patterns and optimise their online presence accordingly.