The New Search Reality: How SERP Features, Zero-Click Searches, and AI Overviews Are Changing User Behaviour in the UK

Search is changing faster than ever. At Studio 36 Digital, our latest UK studies reveal a notable transformation in how people interact with Google. Almost every search now includes enhanced results, users are clicking less, and AI is beginning to rewrite the rules of visibility.

Across three major studies, we found that 98.7% of UK searches display at least one SERP feature, over half of searches end without a single website visit, and AI Overviews are already influencing user trust and attention. These findings show a clear shift in how people discover and consume information online, with significant implications for businesses and SEO professionals alike.

The Rise of SERP Features: 98.7% of UK Searches Are No Longer ‘Traditional’

Our research shows that 98.7% of Google searches in the UK now display at least one SERP feature. From Featured Snippets and People Also Ask boxes to Local Packs and Knowledge Panels, these elements dominate the search results page.

For users, these features deliver faster answers and richer experiences. For brands, however, they mean increased competition for attention and clicks. Traditional blue links are now surrounded — and often overshadowed — by Google’s enhanced modules.

To remain visible, it’s no longer enough to simply rank on page one. Businesses must aim to appear within the SERP features themselves, ensuring that their content provides clear, structured, and authoritative information that Google can extract and display.

The Zero-Click Crisis: Over Half of Searches End Without a Website Visit

In our study The UK’s Zero-Click Search Crisis, we discovered that over 50% of searches now end without any clicks to external websites. This marks a major behavioural shift, driven largely by Google’s growing ability to answer questions directly within its own platform.

Users now find what they need immediately — whether that’s directions, definitions, or comparisons — without ever visiting another site. While convenient, this reduces opportunities for organic traffic and conversions.

For businesses, this means success can no longer be measured by clicks alone. Instead, the focus must move towards brand visibility within the search results page itself. Being recognised as an authoritative source, even without the click, is becoming just as valuable as the visit.

AI Overviews Enter the Scene: What Our 2025 Study Reveals

Our AI Overviews in Google Search: UK Study 2025 highlights another major development in user experience. AI Overviews, powered by generative artificial intelligence, are starting to appear for a wide range of searches — from simple questions to complex buying decisions.

These AI-generated summaries combine information from multiple sources, offering users conversational, ready-made answers at the very top of the page. While this can improve user satisfaction, it also presents a new challenge for SEO: earning inclusion within the AI Overview.

Initial findings suggest that only a limited number of websites are cited in these overviews. To stand out, content must be clear, factual, and demonstrably trustworthy. Pages that show expertise, cite reliable sources, and use structured formatting are more likely to be referenced. This aligns closely with Google’s E-E-A-T principles — Experience, Expertise, Authoritativeness, and Trustworthiness.

The Combined Impact on SEO Strategy

When we look at these three trends together, the message is clear: SEO success in 2025 is no longer just about ranking high. It’s about being present and credible wherever your audience is searching — including within Google’s own features and AI experiences.

Brands should now think in terms of search presence rather than just search position. That means:

• Using structured data to make content eligible for rich results.

• Writing concise, expert-led content that answers queries directly.

• Building authority through consistent, high-quality publications.

• Tracking brand mentions and entities across Google’s ecosystem.

This approach helps ensure visibility even when users don’t click through, keeping your brand top-of-mind and trusted in the moment of search.

How Brands Can Adapt in 2025

To remain competitive as search evolves, we recommend four practical actions:

1. Build and demonstrate expertise
   Create detailed, trustworthy content that answers real questions. This helps both users and AI systems identify your authority.

2. Optimise for SERP visibility
   Target Featured Snippets, People Also Ask boxes, and Local Packs using structured data and well-formatted answers.

3. Strengthen brand recognition
   Encourage reviews, brand mentions, and citations. Visibility across Google’s ecosystem reinforces credibility.

4. Diversify your traffic sources
   Combine organic visibility with social, email, and referral strategies to stay resilient as zero-click and AI-led experiences grow.

Conclusion

The evolution of search is accelerating. With 98.7% of UK searches now featuring SERP enhancements, over half ending without a website visit, and AI Overviews beginning to dominate, businesses can no longer rely solely on clicks and rankings to measure success.

At Studio 36 Digital, we believe this is not a crisis, but an opportunity. Brands that invest in authority, structure, and transparency will not only survive this new search era but thrive within it.

Visibility in 2025 isn’t just about where you rank — it’s about how clearly, credibly, and consistently you’re seen.