Zero-click is the structural problem GEO responds to, and it is now the majority case: 68% of US Google searches in the first four months of 2026 ended without a click, per Similarweb panel data published by SparkToro in June 2026, up from the 60.45% reported for 2024 on a different panel. When the answer is delivered on the page, the value shifts from earning the click to being the brand named in the answer.
You measure presence here by citations and mentions, not just sessions, because the win often happens before any click.