Minder klikken betekent niet per se minder waarde Ook zonder het doorklikken van de gebruiker kan je merk zichtbaar zijn in de zoekresultaten, bijvoorbeeld door te domineren via Featured Snippets, Knowledge Panels of AI Overviews.
Traditional KPIs don't tell the whole story To understand how you can be organically visible, it is necessary to look beyond just traffic from Google or your keyword positions. Visibility, authority, brand mentions, and presence within AI-driven search results are playing an increasingly important role. This falls under the field of Generative Engine Optimization (GEO): the optimization process to remain visible within AI answers and generative search environments.
Focus shifts from traffic to visibility For marketers and e-commerce managers, it is no longer just about visitor numbers, but about brand visibility within the SERP and the contribution of organic traffic to conversions. The focus is therefore shifting from being findable to being visible.
1 1. Identify which search queries end in zero clicks. A good strategy starts with insight. Use Google Search Console to analyze which keywords generate a lot of impressions but relatively few clicks. This is often a clear sign of zero-click behavior. Then check which SERP features appear for those keywords. These include Featured Snippets, Knowledge Panels, or AI Overviews. This will show you where your brand is already visible, even without clicks, and where there are still opportunities to strengthen your position. In addition, focus primarily on searches that match your expertise or product category. There you can add value with relevant, well-structured content. Even if the user does not click through, your visibility contributes to recognition and authority within the search results.
2 Optimize content for visibility In a zero-click environment, it’s all about content that provides immediate answers. Write clearly, concisely, and in a structured manner so that your information is suitable for Featured Snippets, People Also Ask blocks, and AI Overviews, among other things. Use the following guidelines: Work with clear question and answer structures: use HTML headings that correspond to frequently asked search questions. Provide a concrete answer in the first 40–60 words: this increases the chance that search engines will pick up your text as a summary. Implement structured data: this allows search engines and LLMs (such as ChatGPT) to better understand the context. At the same time, depth remains essential. If a user does click through, you want the page to offer more than just the short answer in the search results. Therefore, add visuals, practical examples, or in-depth explanations. This increases the chance that visitors will stay longer, experience more value, and ultimately convert better.
3 Focus on authority and conversion Zero-click searches make it clear that not every search query results in a click, but it can contribute to brand awareness and trust. Therefore, don’t just focus on traffic, but on building authority. Ensure that your brand is consistently visible as a reliable source, both in snippets and in AI responses. For e-commerce managers, this means shifting from traffic goals to brand visibility in different formats. Focus on: Long-tail searches with clear purchase intent: these are more likely to result in clicks and conversions. Informative content: in which your brand and expertise are recognizable. This helps you build trust, even without a direct click. Relevant link building from sources that reinforce your authority: these are an important signal for both search engines and LLMs. By broadening your SEO strategy, you can work towards better rankings, more credibility, and better visibility in AI systems. This is the basis for sustainable growth in a search landscape that is increasingly providing its own answers.
4 Focus on new KPIs that match changing search behavior Clicks and impressions no longer tell the whole story. Modern search results require a broader approach to measurement. An approach that shows how visible, relevant, and valuable your brand really is within SERP and AI-driven environments. Therefore, focus on additional KPIs, such as: Share of SERP features in which your domain appears; Mentions of your brand within AI answers or generative search results; Growth in branded searches and direct traffic; Conversion rate of organic traffic that does click through; Combination of visibility, engagement, and conversion as a total measure of SEO success. By integrating these metrics into your reports, you will gain a more complete picture of your performance. You will not only measure traffic, but also the actual value of your brand within organic search: where visibility and authority come together.