For years, the SEO industry has been sounding the alarm on ‘Zero-Click Search’. The narrative is simple: Google is stealing your traffic by answering questions directly on the search results page, leaving users with no reason to click through to your website.
At Local Marketing Group, we see this differently. If you are a business owner in Brisbane or across Australia, viewing zero-click search as a ‘loss’ is a fundamental misunderstanding of modern consumer behaviour. It isn’t a theft of traffic; it is an evolution of brand authority.
In 2026, the goal of SEO has shifted. It is no longer just about the click—it is about the impression, the trust, and the conversion that happens three steps later. Let’s bust the most common myths surrounding zero-click search and look at how you can actually use it to dominate your local market.
Myth 1: No Click Means No Value
The most pervasive myth is that if a user doesn't land on your website, the search was a waste of marketing spend. This ignores the 'Billboard Effect'. When a Brisbane resident searches for "best commercial electrician near me" and your business appears in the Local Map Pack with a 4.9-star rating and a snippet of your services, you have won.
They may not click your website link immediately. They might tap the 'Call' button directly from the SERP or drive straight to your showroom. By focusing purely on mobile-first audit metrics like sessions and bounce rates, you miss the high-intent conversions happening right under your nose.
Myth 2: Featured Snippets Cannibalise Your Traffic
Many experts suggest avoiding queries that trigger Featured Snippets (the 'Position Zero' boxes). The logic? If Google gives the answer, the user leaves.
Our data suggests the opposite. Being the source of the Featured Snippet establishes you as the definitive authority in your niche. In an era where LLM influence dictates how AI models perceive your brand, being Google’s chosen answer is a massive trust signal. It’s better to be the answer Google provides than to let your competitor take that space and the brand recognition that comes with it.
Strategy: How to Optimise for the 'Non-Click'
To win in 2026, you need to stop chasing raw traffic and start chasing 'Share of Answer'. Here is how to implement a zero-click strategy that actually drives revenue:
1. Master Your Schema Markup
Schema is no longer optional. It is the language Google uses to understand your business's physical location, opening hours, and service areas. By providing schema accuracy, you ensure that when someone asks a voice assistant or a search engine for a solution, your data is the most reliable source available.2. Optimise for 'On-SERP' Conversions
If users aren't coming to your site, bring your site to them. Google Business Profile (GBP): Ensure your products, services, and FAQs are updated weekly. Review Management: A high volume of recent, local Brisbane reviews is more persuasive than a 2,000-word blog post.- Direct Booking: Use integrated booking buttons so customers can convert without ever leaving the search page.
3. Target 'Zero-Click' Keywords with Intent
Instead of broad terms, focus on queries where the answer provides a teaser. For example, a Brisbane landscaping business shouldn't just target "how to grow buffalo grass." They should target "buffalo grass maintenance schedule for Queensland summers." The snippet might give a summary, but the detailed expertise required will eventually drive the user to seek professional help.The Brisbane Advantage
For local Queensland businesses, zero-click search is a gift. Why? Because local search intent is often immediate. If someone searches for "emergency plumber Fortitude Valley," they aren't looking for a long-form article. They want a phone number and a reputation they can trust. By dominating the zero-click real estate—the Map Pack and the Snippets—you are the first and only choice they see.
Conclusion: Changing the Metric of Success
Success in SEO is no longer measured solely by Google Analytics traffic reports. It is measured by brand salience, inbound calls, and physical foot traffic. If your brand is the one answering the questions, you are the brand that gets remembered when the customer is ready to buy.
Stop fearing the zero-click search and start owning it. By positioning your business as the authoritative source of information directly on the search results page, you aren't losing a visitor—you're gaining a customer.
Ready to dominate the Brisbane search landscape? Contact Local Marketing Group today to build an SEO strategy that focuses on what actually matters: your bottom line.