"This is referred to as Zero-Click Search. If you do not have a plan in place, your business will be made invisible by Zero-Click Search. Fortunately, there is some good news. Although the majority of businesses are experiencing fewer clicks, a select number of brands are seeing an increase in clicks due to the fact that their brand is included in AI answers. These brands are seeing a 35% increase in Organic Clicks and a 91% increase in Paid Clicks."
"As Google's AI Overviews begin to appear in search results, Organic Click-Through Rates may decline. What was once considered a #1 Ranking may now be seen as nothing but a Participation Trophy. The first half of this explanation describes the impact on traffic with respect to Google. The second half is taking place behind the scenes at platforms such as ChatGPT, which is currently being used by over a billion people per day."
Generative Engine Optimization (GEO) explains traffic declines as AI Overviews in Google and AI platforms like ChatGPT reduce organic clicks by enabling zero-click search. AI Overviews can transform a #1 ranking into minimal visibility because users receive answers without visiting websites. ChatGPT and similar platforms are being used for recommendations and purchase decisions, bypassing company sites. Some brands included in AI answers experience substantial gains in clicks—reported increases include 35% organic and 91% paid clicks—demonstrating the new importance of being cited by AI. GEO should be integrated into AI marketing strategies alongside AEO to secure brand inclusion in AI recommendations.
Read at Forbes
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