In 2024, over 65% of search engine queries returned zero-click searches results, where users were able to find what they needed directly on the search engine results page (SERP). While this shift might sound like a challenge for businesses relying on search engine to drive traffic to their site, it can also be a strategic opportunity to gain early visibility, build authority, and stay top-of-mind before potential buyers even land on your website.
In this article we will dive into Zero-click searches for B2B businesses.
What are zero-click searches in SEO?
A zero-click search happens when a user gets their answer directly from the search engine results page (SERP) — usually in an information box positioned before the first organic search results. These appear in formats like:
Featured Snippets
Short, concise answers are displayed at the top of Google search results to help users get information instantly.
AI Overviews
AI-generated summaries appear at the top of Google results. They often answer questions without needing to click.
Knowledge Panels
Knowledge panels display important facts about people, places, or businesses to help users find quick answers and increase visibility.
People Also Ask
The feature shows related questions to your query. Clicking on one reveals an answer and generates more related questions.
Map Pack (Local Pack)
A map and a list of local businesses with key details like address, hours, and ratings.
Impact for SEO strategy
There is no way to avoid Google from showing search information for a particular search queries. This means that SEO strategies must change. They need to make website information easier to read. This helps content and brands stay visible to search engines.
There’s a helpful webinar related to this topic. You can go to the source1 here to watch the full video.
A good webinar source on the topic: https://www.youtube.com/watch?v=NSjdozsV9gw: How B2B manufacturers can optimize for zero-click searches in 2025
Why zero-click searches matter for B2B manufacturing SEO in 2025
While zero-click searches may reduce website traffic, with click-through rates dropping by up to 30% in some B2B sectors2, they present new opportunities to gain visibility and establish authority. For B2B manufacturers, adapting to these changes is crucial, especially since 85% of B2B buyers make their purchase decision from the initial vendor list.
How B2B manufacturers can optimize for zero-click searches in 2025
1. Win featured snippets with clear content
Featured snippets display quick answers at the top of search results. A 2022 EngineScout study found that featured snippets receive about 35.1% of all clicks3. This makes them very important for visibility in search results.
Tips:
- Use headers, bullet points, and short paragraphs
- Answer FAQs in 2–3 concise sentences
- Target long-tail keywords like “what is…” or “how to…”
Example: A page called “What is Pneumatic Conveying in the Food Industry?” can be selected for the snippet box.
2. Use schema markup for rich results
Schema markup helps search engines understand your content and display more details in search results, such as pricing, specs, or reviews.
Tips
- Add schema to product pages, FAQs, and blog content
- Use Google’s Structured Data Markup Helper (LINK HERE)
- Include location-specific keywords in titles and meta descriptions
Example: A software company offering lead generation tools can use a software application schema. This helps show the software name, features, pricing, and target audience in the search results.”
3. Build a brand knowledge panel
The knowledge panel displays verified company information in a sidebar, increasing trust and visibility.
Optimization tip:
- Claim a Google Business Profile (LINK HERE)
- Use consistent business info across the web
- Get mentioned on trusted sites like Wikipedia or news outlets
Example: A company like Coperion that is well-known online can show up in Google’s Knowledge Panel. Their logo, key facts, and brands will appear on the right side of search results.
4. Optimize for AI overviews
Google’s new Search Generative Experience (SGE) uses AI to show instant answers based on reliable content.
Optimization tip:
- Write in-depth, expert-level articles
- Break content into short sections with subheadings
- Use keywords naturally and add backlinks from trusted sites
Example: A comparison of “Top logistics companies” could be included in an AI overview. This would give businesses key factors to consider when choosing a logistics partner for global trade.
5. Include video for visual search results
Videos often show up in Google’s results—especially for how-to and demo searches.
Optimization tip:
- Create short, helpful videos
- Add clear titles and keyword-rich descriptions
- Upload to YouTube with captions and timestamps
Example: A video called “How Plant-Based Products Are Made” could show up in the video carousel. This would grab early attention.
What’s next for zero-click SEO in B2B manufacturing?
As AI tools, such as Google’s Search Generative Experience, get better, B2B manufacturers will have more opportunities. They can influence search results without relying on clicks. To stay competitive, manufacturers should:
Keep up with SEO trends and algorithm changes.
Provide value with well-structured, informative content.
Continue building domain authority through accurate business details and optimized assets like videos and business profiles.
B2B manufacturers can improve their visibility by using zero-click searches. This helps them build brand awareness. It also influences buyer decisions early in the buying process.
For B2B industrial manufacturers, zero-click searches represent a valuable opportunity to strengthen brand presence and authority in an increasingly competitive digital landscape. While traffic may shift, features like featured snippets, knowledge panels, and AI-generated overviews enable companies to connect with buyers long before a site visit occurs.
For more insights into manufacturing trends and strategies, explore these articles:
- SEO vs. SEM: Strategic Budget Allocation for B2B Marketing Success
- Overcoming Content Marketing Challenges for Manufacturers in APAC
- The Benefits of Local SEO in Southeast Asia Languages for B2B Marketing
Ready to elevate your B2B manufacturing SEO strategy and succeed in the digital landscape?
Sources
- https://www.youtube.com/watch?v=NSjdozsV9gw
- https://www.bain.com/insights/losing-control-how-zero-click-search-affects-b2b-marketers-snap-chart/
- https://enginescout.com.au/featured-snippets-study/, https://corporatevisions.com/blog/b2b-buying-behavior-statistics-trends/
