Google is no longer just a search engine. With the incorporation of AI, it’s becoming an answer engine—serving up results directly on the page so voters never have to click through to your site.
Marketers call this trend Google Zero. And it’s already here: out of every 1,000 Google queries, 640 end without a single click.
That matters because voters rely heavily on Google for election information. According to the Center for Campaign Innovation, 60% of voters used Google during the 2024 election to look up candidates, issues, and how to vote. If campaigns aren’t optimizing for zero-click results, they’re losing visibility where voters are making their decisions.
The Four Types of Zero-Click Results
These are the most common AI-enhanced results relevant to campaigns:
Featured Snippet – A block of text pulled from a webpage that sits at the very top of the results. These snippets can show definitions, instructions, or even video clips—and they include the source page’s title and URL.
People Also Ask – A dropdown of related questions that expand with quick answers and links.
AI Overview – Google’s newest feature, summarizing information from multiple sources into a short AI-generated explanation.
Direct Answer Box – A short answer to a simple question. Unlike snippets, these don’t include a source link at all.
Together, these features explain why voters often don’t need to leave Google to get what they want.
Strategies for Campaigns
If clicks are disappearing, the new game is making sure your answers still appear at the top.
Target Featured Snippets
Structure your content to answer common voter questions. Use headings that mirror the query (“When is voter registration due in Ohio?”) and provide a concise, direct answer in the next sentence.
Match Google’s Formats
Study the current featured snippet for your issue or keyword and format your answer the same way. If Google is surfacing a numbered list or a how-to guide, create content that mirrors it.
Focus on Readability
Google favors clear, skimmable content. That means:
- Short sentences and paragraphs
- Subheadings and bullet points
- Visuals and charts where possible
- Active voice, not jargon
Answer Voters’ Real Questions
Think beyond political speak and press releases. Voters are searching for basics like “Where does [candidate] stand on taxes?” or “How do I find my polling place?” Campaign websites should include content that directly answers these queries.
Conclusion
Zero-click search is the reality for how voters find information online. Campaigns that adapt their content to show up in snippets, answer boxes, and AI overviews will still meet voters where they’re looking. Those that don’t will miss out on critical visibility, fewer site visits, and fewer chances to persuade.
Now more than ever, don’t just publish pages and hope voters click. Create content that Google itself wants to feature.