Search is changing fast. Between Google’s new AI Overviews and the rise of GEO and AEO, more people are finding their answers without ever leaving the results page. That might sound like bad news for clicks, but it’s really a sign that search behaviour is evolving. These “zero-click” results mean users are getting what they need straight from the results page, and for marketers, that means it’s time to rethink how we measure visibility and success across both organic and paid channels.
What’s changed because of zero click?
Around 60% of searches now end without a click. Users are getting their answers directly from the results page through AI Overviews, featured snippets, and knowledge panels. That means fewer visits to websites, even when your content is the one providing the answer.
New approaches like Generative Engine Optimisation (GEO) and Answer Engine Optimisation (AEO) are emerging as marketers adapt to AI-driven results. The fundamentals of SEO still apply, but structure now matters more. Content that’s clear, conversational, and easy for AI to interpret is more likely to surface in these responses, and thus, be more likely seen by searchers.
Organic and paid both feel the squeeze
With AI summarising content, organic traffic is falling across some sectors by as much as 25%. For paid search, fewer available clicks mean tougher competition, lower CTRs, and higher CPCs. Even if your ad position stays the same, the space to capture attention is shrinking.
Platforms want to keep users in
Search engines aren’t the only ones trying to keep users on-platform. Social Media platforms like LinkedIn, Instagram and TikTok are pushing native content over outbound links, rewarding posts that keep people scrolling rather than sending them elsewhere. Across both search and social, visibility is now less about getting the click, and more about being seen, trusted, and remembered where the audience already is.
How to make organic and paid work together
AI search has changed SEO and PPC. Here’s how to make both sides work harder in an era of fewer clicks and smarter search results.
Organic: Building Visibility That Sticks
AI search still runs on familiar signals, relevance, originality, and authority, but the way people search is changing. Queries are longer, more conversational, and focused on advice or comparison. Things like:
- “What’s the most effective way to…”
- “Can you recommend…”
- “What’s the best way to…”
Your content should mirror that. Focus on intent rather than individual keywords, and aim to give the most complete, trustworthy answer possible.
Expertise, Experience, Authoritativeness, and Trustworthiness (EEAT) remains essential to your SEO. Back up your content with credible sources, current insights, and a clear human voice.
Make your structure work for AI by using headings, short paragraphs, and schema markup like FAQs or HowTo guides so AI crawlers can easily surface your answers.
An important thing to keep in mind throughout this, zero-click doesn’t mean zero value. Even if users don’t click through, being cited in an AI Overview or featured snippet still builds brand awareness and authority. Treat those placements as part of your overall visibility strategy, not a loss.
Your organic content also fuels your paid activity. A strong organic presence builds trust, making your ads more clickable later. Likewise, use search term data from PPC to inspire future content. When the two align, both perform better.
PPC: Winning the Clicks That Count
With fewer total clicks available, value beats volume. Target users who are ready to buy, not just browse. The clicks that remain often come from people further down the funnel, and they’re worth more. The following is particularly important given Google’s recent changes with users being able to hide sponsored results.
Make your ads hyper-relevant:
- Keep ad groups tightly themed so copy and landing pages match user intent.
- Use specific, product-focused language.
- Maximise ad assets to take up more visual space on the results page.
A perfect message match between query, ad, and landing page is what earns conversions now.
Switch to value-based bidding to focus spend on what truly delivers, conversions, lifetime value, or revenue, instead of chasing cheap clicks. Don’t forget, your organic authority boosts ad performance too. When users have already seen your brand in an AI answer or top result, your paid ad feels more trustworthy.
Finally, think beyond search. If clicks are falling, expand into formats where attention is still strong like video, discovery, and paid social. Just make sure your tracking connects the dots, so you can see how every touchpoint contributes to real results.
How Do You Measure Success in the Age of AI Search?
AI Overviews have changed how people interact with search results, and that means traditional metrics won’t give us the full picture. Success is no longer just about how many people click, but how visible, trusted, and influential your brand is within the search experience itself.
For Organic Measure Visibility, Not Just Visits
Even if fewer people are landing on your site, your content can still play a vital role in their journey. Here’s what to focus on:
- Impressions and visibility: Track how often your content appears in AI Overviews, featured snippets, and other SERP features. You might not get the click, but visibility still builds awareness.
- Brand lift: Look for increases in branded searches, direct traffic, and social mentions, these are all signs your content is cutting through.
- Assisted conversions: Use GA4 to see how organic content supports conversions indirectly, even when it’s not the final touchpoint.
- SERP feature tracking: Tools like Semrush or Ahrefs can help you monitor how often you appear in AI answers, snippets, and “People also ask” results.
Clicks might fall, but that doesn’t mean your strategy’s failing, success just looks different now.
For PPC Track Quality Over Quantity
With fewer clicks up for grabs, every one of them needs to count. Focus your reporting on efficiency, not volume:
- Conversion rate and CPA: As traffic tightens, the return on each click matters more. Keep an eye on conversion efficiency and acquisition costs.
- CTR and Quality Score: CTRs may drop as AI takes up more SERP space, but maintaining ad relevance will help control CPCs.
- ROAS: With reduced volume, tracking profitability at every spend level is key.
- Impression share and visibility: Measure how often your ads appear compared to competitors, even if fewer users click, exposure still drives trust.
- Cross-channel impact: Search is now just one part of a wider journey. Use attribution models to understand how it works alongside social, video, and discovery campaigns.
To wrap it all up
This is digital marketing, it’s always changing, always shifting, AI-driven search is nothing new in that regard. It’s making big changes, but it’s not the end of SEO or paid. Zero-click results are changing where attention lands, but not why people search.
Making sure you’re and aligning your paid activity to match that intent will stay visible and valuable no matter how the interface evolves. It’s less about chasing clicks now, and more about earning recognition, relevance, and results across the whole journey.
