How to Win in the Zero-Click Search Era: SEO Tips for Travel Brands

June 7, 2025  By dwadmin 

How to Win in the Zero-Click Search Era:

SEO Tips for Travel Brands

How Google zero-click search results appear in the SERP.

 Adapt to Stay Ahead

The zero-click era isn’t going away — it’s evolving. Google’s AI answers and expanded SERP features will only grow. But that doesn’t mean organic content is dead. It just means we need to be smarter with how we present it, faster at answering questions, and bolder about building brand trust.

So whether you’re a local guide, tourism board, or content creator, optimize for visibility, not just clicks — and lead curious searchers straight to unforgettable experiences.

More than 60% of Google searches now end without a click. That means most users get the answers they need directly on Google’s results page—thanks to featured snippets, knowledge panels, map packs, and AI-powered summaries.

This shift, known as the zero-click search era, may sound like bad news for tourism websites, but it’s actually a huge opportunity — if you adapt.

Here’s how to stay visible, build trust, and guide users to bookings, even when they don’t click.

In this guide, we’ll explore a practical SEO strategy for the zero-click era..

What is a zero-click search and why is it rising?

A zero-click search is when Google answers the user’s query on the search results page, removing the need to visit another website. These answers appear in:

  • Featured snippets

  • People Also Ask (PAA) boxes

  • Google Maps & Local Packs

  • Booking boxes and weather forecasts

  • AI-generated results (like Google’s Search Generative Experience)

Google is becoming less a search engine and more an “answer engine”—which means tourism operators and publishers must evolve too.

How do zero-click searches impact tourism websites?

If you’re running a travel guide, booking site, or local tour page, you’ll feel the effects:

  • Fewer users click through, even if you rank #1

  • OTAs and resellers often dominate booking-intent queries

  • Your content may be quoted in snippets—without a link

  • Users may see reviews, pricing, or competitors directly on Google

The risk isn’t just lost traffic — it’s lost bookings and brand awareness.

What’s the best SEO strategy for the zero-click era?

Let’s break down smart strategies to win in a world where Google keeps users on the SERP.

How do you optimize for featured snippets?

Featured snippets are prime search real estate. To win them:

  • Use question-based H2 and H3 headings

  • Answer the question directly after the heading

  • Keep answers brief (40–60 words)

  • Use bullet points, tables, or short paragraphs

These formats also help you appear in People Also Ask boxes and voice search results.

What types of schema should you use?

Schema markup helps Google understand your content structure. Use:

  • FAQPage for Q&A sections
  • TouristTrip or Product for bookable experiences
  • LocalBusiness for better map visibility
  • BlogPosting for article-rich results

Schema improves eligibility for rich results and drives visibility even without clicks.

How can you increase brand visibility without clicks?

Even if users don’t visit your site, your brand can still leave a strong impression:

  • Include your brand name in meta titles and descriptions

  • Use branded images, logos, and watermarked videos

  • Be consistent across your website, Google Business Profile, and social media

This ensures users remember your brand—even if they don’t click right away.

Why should you add visual content?

Google’s search results are increasingly visual. You’ll often see:

  • Video cards from YouTube

  • Image packs tied to destination guides

  • Infographics in AI-generated overviews

To stay competitive:

  • Upload short, high-quality videos about your tours

  • Include “Top 5” graphics, icons, or visual itineraries

  • Add original images and charts that match common search queries

How can you reduce dependence on Google?

To build a more resilient online presence:

  • Grow your email newsletter to drive direct traffic

  • Post video content to YouTube, Instagram Reels, and TikTok

  • Partner with travel bloggers or local tourism boards

  • Optimize for branded search terms like “Must Do New Zealand Queenstown tours”

Owning your audience means less risk from algorithm changes or declining click-through rates.

Frequently Asked Questions – Zero-Click Search

What is a zero-click search?

A zero-click search is when Google provides the answer directly on the search results page, so the user doesn’t need to click through to a website. This includes featured snippets, knowledge panels, local map listings, and AI-generated answers.

Why does zero-click search matter for tourism websites?

Because even if your site ranks well, users may never visit it. For tourism businesses, this makes it more important than ever to be visible in rich search features and build brand recognition directly in the search results.

How can I optimize my content for featured snippets?

Use clear headings, short and direct answers to common questions, and structured content like bullet points or numbered lists. Google favors content that’s well-organized and easy to extract.

What schema should I use to help with zero-click visibility?

Use FAQPage schema for Q&A sections, TouristTrip or Product schema for bookable tours, and LocalBusiness schema to improve your presence in maps and local search results. This increases your chances of showing up in rich results.

Can I still get bookings in a zero-click world?

Yes — but your content needs to go beyond just informing. Make sure it includes strong calls-to-action, clear booking links, and reasons to engage further. Lead users toward booking or enquiry pages once you’ve satisfied their initial search intent.

Advanced FAQs

Winning Featured Snippets & SERPs

How do I increase my chances of appearing in a featured snippet?
Use question-based headings (H2 or H3), followed immediately by a clear, 40–60 word answer. Include numbered lists or bullet points when appropriate. Google prioritizes concise, well-structured answers over lengthy paragraphs.

What types of content perform best in zero-click SERPs?
Listicles, definitions, “how-to” guides, and FAQs tend to perform best. Google looks for direct, helpful answers that solve a user’s query instantly.

How do I track zero-click performance in Google Search Console?
While you can’t track zero-click impressions directly, monitor impressions vs. clicks for featured keywords. A rising impression count without clicks could indicate zero-click visibility. You can also use tools like Ahrefs or Semrush to spot snippet ownership.

Is zero-click visibility still valuable without traffic?

Absolutely. Even if users don’t click, showing up in featured snippets, map packs, or People Also Ask reinforces your brand and builds authority. Over time, this visibility can lead to higher trust, more branded searches, and direct bookings.

Final Thoughts: Can You Still Win in the Zero-Click Era?

Yes — but only if you shift your strategy.

Focus less on driving traffic, and more on owning visibility, earning trust, and guiding action within the SERP itself. With structured content, smart schema, and a strong brand presence, you can still reach the right travellers—even when Google keeps them on the page.

Need help optimizing your tourism content for zero-click results?
Must Do New Zealand helps tour operators and destination pages win visibility through SEO, schema, and rich content strategy. 

       

       Return to Must Do New Zealand

0