Is your brand ready for zero-click AI search?

"Nearly half of all Google searches now trigger AI-generated overviews, yet only 1% result in a click. For brands, this isn't just another algorithm update; it's a fundamental rewiring of how people discover, evaluate, and choose brands. It is now clear that the rules of search have changed. Traditional SEO tactics focused on ranking high for a set of core keywords. But today, generative AI and large language models (LLMs) are shaping results in ways that bypass those listings entirely."

"Conversational queries, zero-click answers, and AI-powered summaries now dominate the search experience. These often surface brands based on context, relevance, and authority, not keyword volume alone. For brands, the risk is clear: if your brand isn't discoverable across these new AI-driven surfaces, you will lose at search. Visibility now depends on building content that speaks to both human intent and machine understanding, ensuring your brand has a voice in the moments that matter."

Nearly half of Google searches now trigger AI-generated overviews while only about 1% lead to clicks. Generative AI and large language models are reshaping search by surfacing answers through conversational queries, zero-click responses, and AI summaries that prioritize context, relevance, and authority over keyword volume. Brands risk losing visibility if they are not discoverable across these AI-driven surfaces. Effective search strategy requires content that addresses human intent and machine understanding through semantic clusters of questions, subtopics, and use cases. Businesses should define clear goals and service pillars, leverage historical search and PPC data, and expand data sources to capture how people actually talk.

Read at The Drum