How it works
Zero-click search in healthcare
What is zero-click search?
A zero-click search happens when Google answers a query directly in the search results. The user never clicks through to a website.
Featured snippets, knowledge panels, People Also Ask boxes, and AI Overviews all contribute to zero-click searches.[1]
Studies show that 58.5% of US Google searches end without a click to any website – and only 37.4% of clicks go to the open web (vs Google properties).[1]
For healthcare queries, this number can be even higher due to the prevalence of quick-answer health information.
How zero-click affects healthcare practices
If someone searches "symptoms of carpal tunnel" and gets the answer in a featured snippet, they may never visit your practice's website – even if you wrote that content.
However, zero-click isn't entirely negative. Being featured builds brand awareness even without clicks.
Local pack results are a form of zero-click where users call or get directions directly from search results.
The key is being the source Google cites, even if users don't click through.
The healthcare zero-click landscape
Healthcare queries trigger zero-click features more frequently than most industries. Symptom queries ("what causes lower back pain") often surface featured snippets or Health Knowledge Panels directly from sources like Mayo Clinic and WebMD.
Local intent queries ("orthopedic surgeon near me") generate local pack results where patients call, get directions, or read reviews without visiting any website. For many practices, the Google Business Profile IS the primary touchpoint.
AI Overviews add another zero-click layer. When Google generates an AI-summarized answer for "how to treat a herniated disc," your content may inform the answer without receiving a click. Being cited as a source in the AI Overview becomes the new measure of visibility.
The practices most affected are those relying on informational content for traffic. If your strategy is "rank for condition pages, drive clicks, convert on-site," zero-click search undermines every step. The practices least affected are those with strong local signals – because zero-click local results (calls, directions) still drive patient acquisition.
Optimizing for zero-click visibility
Answer questions directly: Structure content to answer specific questions in 40-60 words – the ideal snippet length.
Claim your knowledge panel: A complete Google Business Profile ensures your practice information appears directly in search.[2]
Target featured snippets: Use question-based headings (H2s) and provide clear, concise answers immediately after.
Optimize for local pack: Reviews, photos, and complete GBP information help you stand out in local results.[3]
Make phone number prominent: If zero-click users call directly from search results, you still win.
Implement structured data: Schema markup helps Google extract your practice's key information for knowledge panels, local results, and AI Overviews.
Key takeaways
- Nearly 60% of searches result in zero clicks – and the rate is growing
- Being cited in search results builds awareness even without clicks
- Local pack optimization captures zero-click patient calls and directions
- AI Overviews are the newest zero-click feature affecting healthcare
- Structure content for featured snippets, local results, and AI citations
Frequently asked questions
Common questions about this topic.
Not necessarily. Zero-click searches can still benefit your practice if you're the source being cited. When your practice name, phone number, or expertise appears directly in search results, patients can call you without visiting your website. Being the cited authority builds trust even without clicks.
Related concepts
How it works
How AI search works
AI search tools like ChatGPT, Perplexity, and Google AI Overviews are changing how people find information. Understanding how these tools work is essential for ensuring your practice gets discovered and cited.
Comparisons
Google AI Overviews for healthcare
Google AI Overviews (formerly Search Generative Experience) provide AI-generated summaries at the top of search results. For healthcare queries, these overviews significantly impact how patients discover and evaluate providers.
Foundational definitions
What is Answer Engine Optimization (AEO)?
When a patient asks ChatGPT "best orthopedic surgeon in Boston," is your practice among the sources it cites? With nearly 60% of US adults searching for health information online, and AI tools rapidly becoming part of that journey, practices that aren't optimized for answer engines are invisible to a growing segment of patients.
Foundational definitions
Local SEO for doctors
Local SEO focuses on improving visibility for location-based searches. For medical practices, this means appearing when patients search for "orthopedic surgeon near me" or "best dermatologist in ."
How it works
How Google ranks medical content
Google applies heightened scrutiny to medical content because it can significantly impact people's health, safety, or finances. Understanding how Google evaluates healthcare websites is essential for ranking well.
For healthcare practices
See how this applies to specific specialties.
For Spine Surgery Practices
Spine Surgery
Spine patients spend significant time researching before choosing a surgeon – nearly 60% of US adults search for health information online. They search for specific conditions, compare surgical approaches, and look for specialists with relevant experience. Your online presence directly impacts whether they find you or your competitors.
For Joint Replacement Practices
Joint Replacement
Joint replacement is one of the most researched elective surgeries – nearly 60% of US adults search for health information online. Patients spend weeks comparing surgeons, researching techniques, and reading reviews before choosing who will perform their procedure. Your online presence is critical to being considered.
Related problems
Common challenges this concept helps address
Common Problem
Why Your Practice Ranks Well But Phones Aren't Ringing
Your website shows up on Google. Your SEO reports look healthy. But the phones aren't ringing like they used to. You're not imagining it – something fundamental has changed in how patients find and choose healthcare providers.
Common Problem
Why Your Website Traffic Is Up But Phone Calls Are Flat
Your analytics show website traffic growing – month over month, you're getting more visitors. But your phone isn't ringing any more than before. New patient inquiries remain stubbornly flat. This disconnect between traffic and results is increasingly common, and it signals a shift in how patients are using search.
Sources
See how visible your practice is in AI search
Run a free scan to find out if patients can find you through ChatGPT, Google AI, and other AI tools.
Results in 60 seconds. No signup needed.