You’re showing up in Google searches. You’re ranking well. But your website traffic is… down?
If that sounds familiar, you’re not alone. We’ve been seeing this across the board, and no, it’s not a sign that your SEO (Search Engine Optimization) is broken. In fact, it could be working just fine.
What’s happening has more to do with how Google works today and it all comes back to something called zero-click searches.
Let’s break it down.
What’s a Zero-Click Search?
A zero-click search is exactly what it sounds like: it’s when someone searches for something on Google but doesn’t click on any results.
That’s not because they didn’t find what they needed, it’s because Google gave them the answer right there on the results page.
Think:
- A search for “DUI penalties in California” that pulls up a Google snippet with a short summary from a website
- A search for “personal injury lawyer near me” that triggers a local map with law firm listings (and contact info)
- A quick question like “What’s the statute of limitations for a car accident claim?” where Google shows a featured answer
In all these cases, the user gets what they need without ever clicking through to your site.
Why This Matters for Law Firms
Lawyers rely on organic traffic (especially from local search) to drive leads. So when you notice fewer clicks in your reports, it’s easy to assume something’s wrong.
But with zero-click searches on the rise, some of those “lost” clicks were never going to happen in the first place because Google is giving users the info they need right on the page.
Here’s what that means for you:
- Less traffic doesn’t always mean less visibility. You might still be showing up, being seen, and even influencing a potential client’s next step.
- It’s not a reflection of your SEO strategy. If you’re ranking in the map pack, getting featured snippets, or dominating local listings, your SEO is working, even if clicks are down.
- Being present still builds trust. Just being visible in those rich search features can build brand recognition and trust, even if someone doesn’t click through the first time.
So… What Can You Do About It?
The short answer? You adapt.
The goal of marketing isn’t just to get clicks, it’s to get clients. So even as the search landscape changes, there are still smart ways to make sure your firm is in the right place at the right time.
A few strategies we recommend:
- Own those rich results. If Google’s showing answers on the page, you want your firm to be the answer. That means optimizing for featured snippets and FAQs.
- Double down on local SEO. Most legal searches are local. Make sure your Google Business Profile is complete, accurate, and full of reviews.
- Keep showing up in multiple formats. Paid ads, map listings, and organic results, they all play a role in visibility, especially in a zero-click world.
- Track the right metrics. Instead of just clicks, look at phone calls, form submissions, and map impressions. Those are often better indicators of how your marketing is really doing.
The Bottom Line
Zero-click searches aren’t going away. In fact, they’re becoming the norm, especially in legal search, where people are often just looking for a quick answer or a nearby attorney to call.
But this doesn’t mean your SEO efforts aren’t working. It just means we’re playing by a slightly different set of rules now.
The good news? If your firm is still showing up in those top spots, whether in the map pack, in snippets, or as part of the Q&A features, you’re still in the game.
And if you’re not sure how your visibility is translating to actual leads, let’s talk. We’ll walk you through what’s really going on and help you figure out your next best move.
