Definition
No-click search is a query where the user's information need is satisfied entirely on the SERP or AI answer page, with no click-through to a result. Driven by featured snippets, AI Overviews, AI Mode answers, Knowledge Panels, and other on-SERP answer surfaces. Share has grown from ~50% in 2020 to ~65%+ in 2026 for informational queries. Defines the AEO opportunity: if users don't click anymore, being cited is the only visibility that matters.
User asks 'capital of France'. SERP shows 'Paris' in a knowledge box. User reads it, moves on. No click to any source: that's no-click search.
How to optimize
Accept that organic click-through rate is declining. Optimize for brand-visibility-without-click: AI Overview citations, Knowledge Panel presence, featured snippets. Track citation share separately from click-through.