What is Google Zero and why does it matter?

If your organic traffic has taken a mysterious dip, ‘Google Zero’ might be to blame. The term refers to the rise in zero-click searches, being driven by Google’s new AI overviews.

These AI-generated summaries pull information from across the web and display it directly on the search results page, meaning users often get the answers they need without actually needing to click through to a website. 

For site owners, that can result in a steep drop in traffic due to Google keeping users on its own site. And for those who sell online, the ripple effects can be brutal, as fewer visitors means fewer product views, fewer conversions, and wasted marketing spend.

What is Google Zero — and why should ecommerce owners care?

Google Zero refers to the rise of search results that give users direct answers, so they no longer need to click through to websites.

The unofficial term was coined by Nilay Patel from The Verge, who predicts that we could reach a point Google Search simply stops sending traffic outside of its search engine.

At the heart of this shift is Google’s AI Overview (AIO) feature, which summarises information from multiple sources online to give users an instant answer. While convenient for searchers, it’s far less friendly to website owners. 

With many queries now resolved on the search results page, users are less likely to click through to other websites. As a result, many firms are losing traffic despite ranking well. According to one report, organic clickthrough rates can drop by up to 70% due to AIOs.

Speaking to Exchange Wire, Stefan Mustieles, cofounder and director of search at Stonechat Digital, was blunt about the threat. “The ugly truth is that Google spent years guiding publishers on how to rank, but now the rug’s being pulled and there’s no real recourse. It’s not an overstatement to say we’re entering an ‘adapt or die’ moment”, he said.

It’s fair to say some small businesses already feel blindsided by the changes. The Verge mentions the case of HouseFresh, a small site dedicated to reviewing air purifiers, which has been struggling to compete with bigger publishers in search rankings.

In a detailed blog post, complete with receipts, HouseFresh revealed how its in-depth reviews are being overlooked by Google in favour of larger, well-known outlets. Since AIOs launched, the site says it has suffered a staggering 91% drop in traffic.

Is Google Zero a chance to start again?

Google has a rather different take. It claims that AI Overviews are the biggest upgrade to Search yet and are “driving more queries and higher quality clicks.” 

Google says that, despite external reports of sharp declines in clicks, traffic has in fact been steadily rising. It highlights that AI Overviews also link to cited sources, providing a potential new stream of traffic for those sites. 

Also, the search engine company notes that while AI Overviews give users a quick summary, those on a deep dive will still click through to do their own research, allowing people to ask more complex questions and receive richer, in-depth answers.

Some experts suggest the shift to AI search is partly a reaction to sites overusing Search Engine Optimisation (SEO) tactics to game the system and churn out low-quality content. 

Sites relying on superficial strategies, like over-optimised FAQs or keyword stuffing, are now losing traffic, while some of those that prioritise intent, quality, and long-term value are holding steady or even seeing gains.

That said, it’s important to note that with the speedy roll-out of new tools like Google AI Mode, the Search page is a particularly volatile place to be right now. This means there’s plenty of quality content that is currently being overlooked, hence the term, Google Zero. 

How to protect your ecommerce site from traffic loss

The zero-click world can be tricky to navigate, but there are ways to stay visible. Start by optimising for Google’s AI Overviews and ensuring your product pages, reviews, and resources deliver genuine value to shoppers. 

At the very least, track key visibility metrics, such as impressions and the appearance of AI features, to see how Google Zero is affecting your site and adjust your approach accordingly.

It’s also worth diversifying your marketing strategy, rather than putting all your eggs in Google’s basket. Selling through other channels such as social media, now called social commerce, is a smart tactic for those whose websites have been affected by Google Zero.

Ultimately, ecommerce businesses that focus on helpful, original content and build strong brand loyalty will be best placed not just to survive, but thrive, as AI search evolves.