Zero-click searches challenge Japanese websites

A new survey suggests most Google searches in Japan now end without any clicks. Researchers at Values and Note estimate that 6.18 billion searches in September produced only 2.26 billion visits to listed sites. Zero-click behaviour accounted for roughly 63 percent of queries.

The Japanese generative AI summaries, map boxes and other built-in answers appear to satisfy many users on the results page. Analysts warn that fewer visits will result in reduced advertising income and lower chances to capturing new customers online.

Growing reliance on conversational AI such as chatbots also reshapes traffic patterns. Note reports that visits arriving via conversational AI roughly tripled between January and August, with highly specialised articles attracting strong interest from those who do click through.

Global studies indicate similar trends, linking AI overviews to declining organic clicks for many publishers. Experts advise brands to optimise content for in-search visibility, strengthen direct relationships with audiences and diversify beyond search-driven discovery.

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