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.
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.
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.
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.
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.
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:
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.
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:
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.
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.
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:
Clicks might fall, but that doesn’t mean your strategy’s failing, success just looks different now.
With fewer clicks up for grabs, every one of them needs to count. Focus your reporting on efficiency, not volume:
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.