More and more Google Maps searches end without a click. Users get what they need directly from the listing.
Most local businesses track their Google Search Console data and see something confusing: high impressions, decent click-through rates, but phone calls and direction requests from Google Maps that don't seem to match up. The explanation is zero-click searches.
Here's the reality: a significant portion of Google Maps searches now end without the user clicking to a website. They get what they need, a phone number, directions, hours, or a quick look at your reviews, directly from the Google Maps listing. Your GBP has become the destination, not just the traffic driver.
A zero-click search is one where the user gets what they need from the search results page (or Google Maps interface) without clicking through to any external website.
In the context of local search, zero-click often means: a user searches "dentist near me," sees a GBP listing with the phone number prominently displayed, and calls directly from the Maps result, without ever visiting the dentist's website. Or they check your hours from the listing and show up. Or they get directions from Maps without visiting your site.
From a website analytics perspective, these look like lost traffic. From a business perspective, they're actual customers who found what they needed. The channel just changed.
📊 Flento Data: Across local business categories in the US, an average of 34% of Google Maps profile interactions (calls, direction requests, clicks) end without a visit to the business website. In food, healthcare, and personal services, this percentage is even higher.
Action Step: Log into your Google Business Profile and look at the insights. Compare the ratio of "calls" and "direction requests" to "website visits." If calls or directions are high relative to website visits, you're already benefiting from zero-click behavior, and you should optimize for it.
Zero-click behavior has grown for a specific reason: Google's local results have become more complete. When a GBP listing shows your hours, phone number, reviews, menu, photos, and services, users often don't need to visit your website to make a decision.
Three factors are driving the increase:
AI Overviews: Google's AI-generated summaries pull directly from GBP listings and nearby search results to answer local queries. A user asking "what are the best-reviewed pizza places near downtown Austin open right now?" may get an AI-generated answer that names specific businesses, without requiring a click.
GBP completeness: As businesses complete more of their GBP (hours, services, menus, photos, Q&A), users can make decisions without visiting a website.
Mobile behavior: Mobile users searching for local businesses have strong intent and are often making immediate decisions. They want a phone number or directions, not a website experience.
💡 Pro Tip: Zero-click behavior is not something to fight, it's something to optimize for. If a user is calling you directly from your GBP, that's a better outcome than them clicking to your website and potentially bouncing.
Understanding how users interact with your GBP without clicking is the key to optimizing for it.
Common zero-click interactions:
Phone calls from GBP: User searches your category, sees your number, calls directly. This is the most common and most valuable zero-click conversion.
Direction requests: User taps "Get Directions" directly from your listing. They're coming to you.
Menu views: In restaurant and food service categories, users browse your menu from the listing without visiting your site.
Photo views: Users scroll through your photos to assess your business. This happens before any click, and it influences whether they call.
Hours check: User confirms you're open right now. This is the most common zero-click behavior for personal service businesses (salons, barbers, gyms).
Review reading: User reads your recent reviews directly in the listing. Another zero-click behavior that directly influences the decision to call.
⚠️ Common Mistake: Judging your local SEO performance only by website traffic. A business with high GBP call volume and direction requests is succeeding at local SEO even if its website traffic from local searches is modest.
The optimization strategy is straightforward: make every piece of information a user might need available directly in your GBP.
Phone number visibility: Ensure your phone number is accurate and prominently set in GBP. This is your primary zero-click conversion asset. Use a local number, area codes create trust.
Complete hours: Include hours for every day, including holiday modifications. A user checking if you're open right now should never have to visit your website to find out. Use the "Special hours" feature for holidays and events.
Menu or service listings: For restaurants and cafes, a complete GBP menu is table stakes. For service businesses, the services section should list every offering with clear descriptions and pricing ranges if applicable.
Q&A section: Pre-populate your Q&A with the 5-10 most common customer questions. Users looking for specific information (parking, accessibility, payment methods, specialties) often check Q&A before calling.
Photos: High-quality, current photos reduce the need for a site visit. A user who can see your space, your work, or your product from the GBP gallery is equipped to make a decision without clicking through.
Reviews: Your star rating and most recent reviews are often the final decision factor. Actively managing review recency and responding to reviews directly affects zero-click conversion rates.
🔥 Quick Win: Log into your GBP Q&A section right now. If it has fewer than 5 questions answered, add the most common questions customers ask you and answer them directly. This takes 20 minutes and addresses zero-click queries immediately.
Zero-click growth means your GBP is now a primary destination for users, not just a traffic gateway to your website.
Strategic implications:
Track GBP engagement, not just website traffic: Measure success by GBP calls, direction requests, photo views, and menu views, not by sessions. These are your actual local SEO KPIs.
Complete every GBP field: The more complete your listing, the more zero-click queries it can satisfy. Incomplete listings force users to visit your website (where they may bounce) or, worse, to call a competitor whose listing answered their question.
Invest in GBP content as seriously as website content: Your business description, services list, Q&A, and post content are as important as your website pages for local search, maybe more so for high-intent local queries.
Don't ignore your website: Website authority and local signals still influence your GBP ranking. You need a strong website to rank well in Maps, the zero-click behavior happens after you've earned that ranking, not instead of it.
According to Google's documentation on local ranking factors, prominence (including your web presence) is a key ranking factor, which means your website still matters for earning the ranking where zero-click behavior occurs.
Flento's GBP optimization tools ensure your listing is complete enough to satisfy zero-click queries, monitoring completeness, service listings, Q&A coverage, photo freshness, and hours accuracy.
Flento's GBP insights tracking shows you the metrics that matter for zero-click performance: calls, direction requests, and photo views alongside search impressions, so you measure what actually drives business outcomes.
Is zero-click growth bad for local businesses? No, zero-click means users are getting what they need from your GBP listing, which is your local SEO content working as intended. Direct calls and direction requests from GBP are high-conversion outcomes.
How do I track zero-click conversions? Google Business Profile insights show calls, direction requests, website visits, and photo views. Track these monthly. The ratio of calls to website visits is your zero-click conversion signal.
Does zero-click affect my Google Ads performance? Differently, yes. For local Google Ads (Search and Local ads), zero-click behavior on organic results doesn't directly affect paid performance. But as organic GBP results satisfy more queries, the proportion of users who also click paid results may shift over time.
Should I still invest in my website for local SEO? Yes. Your website's local signals (schema, location keywords, embedded map) and domain authority influence your GBP's Google Maps ranking. Zero-click happens after you've earned the ranking, and you earn that ranking partly through your website.
What's the most common zero-click conversion for service businesses? Phone calls. Users searching for a plumber, dentist, or HVAC company typically tap the phone number directly from the GBP listing. Make sure your phone number is accurate, local, and prominently set in your GBP profile.
