5 Key Insights to Revamp Your SEO for AI and Zero-Click Search

SEO is changing — really fast. As predicted, with Google’s AI overviews and other SERP features, more users are getting their answers without ever visiting websites (“zero-click searches”). So, where does that leave brands?

The good news? SEO isn’t dead. But the old “rank-and-click” rulebook certainly is.

Succeeding now means optimizing your presence and visibility across these new search formats: the results page, AI models and platforms users are turning to. After all, it still comes down to meeting your customer where they are.

Here are five must-have insights to do exactly that.

Insight #1: Zero-click search and AI overviews are reshaping search behavior.

For years, Google has been moving toward a more self-contained search experience, with SERP features like featured snippets (quick answers at the top of the results page) and “People Also Ask” boxes leading the way. 

User behavior is evolving both as a cause and effect of these changes:

• Users expect instant answers without having to visit multiple websites.

• Users rely on Google’s AI to curate information.

• Traditional organic traffic is declining for many informational searches.

But are all brands affected equally?

Insight #2: Zero-click searches aren’t affecting everyone equally.

AI overviews are generated mostly for informational and query-based searches (e.g., “how to,” “what is”). As per Advanced Web Ranking’s AIO Tool, AI overviews now appear for around 35% to 38% of searches. 

But we’re not all equally affected by these shifts. Industries that depend on organic search traffic are the most impacted:

• Healthcare 

• Finance

• Education

• Travel 

• E-commerce (especially product research and comparisons)

For transactional or highly commercial searches, traditional ads and shopping results still dominate. 

If your industry relies heavily on informational search, focus on becoming the “go-to source” that AI models trust, not just the site that ranks. The rule of thumb, however, is the same: Write for the user, not the AI. But that doesn’t mean you have to sacrifice discoverability. 

So, how do you ensure brand visibility in the spaces where AI is pulling its information? 

Insight #3: You need a zero-click strategy — start with generative engine optimization (GEO).

We know that every marketing strategy comes down to two considerations: What do users want, and where are they looking to find it? 

Right now, it’s simple. More users are turning to Google’s AI overviews and tools like ChatGPT to answer their queries and help decision-making. Brands need to show up where those decisions are being made. 

The first step? Make your content discoverable to AI. Enter generative engine optimization (GEO). 

What Is Generative Engine Optimization?

GEO is an offshoot of SEO, focused on optimizing content for AI-readability and credibility signals that tell AI your content is trustworthy.

The more AI models like Google’s Search Generative Experience (SGE) and ChatGPT trusts your content, the more often your brand appears in AI-generated summaries, building brand recognition, even when users don’t click.

How To Optimize for AI Search — GEO Best Practices

• Make content fact-rich and structured

  • Prioritize clear, verifiable information.

  • Use lists, tables and structured headings for easy parsing.

• Build authority beyond your website

  • Get cited on trusted industry sites (news, forums, expert blogs).

  • Optimize LinkedIn, Glassdoor and Crunchbase to reinforce credibility.

  • Encourage brand mentions on third-party platforms.

• Use structured data

  • Implement schema markup so AI can categorize your content.

  • Optimize for entities (topics, brands and experts) rather than just keywords.

• Think conversationally

  • AI pulls responses that sound natural, so write how users speak – even if you’re presenting the most complex ideas.

Insight #4: Your zero-click strategy can’t end with GEO. It should be a multichannel strategy.

Google’s search results draw from multiple sources. And users, too, rely on various social and community platforms for information and recommendations. This necessitates a multichannel approach, where social media platforms form part of your search strategy. 

Here are high-impact platforms you should prioritize:

• YouTube (dominates for tutorials and how-to content)

• Reddit (trusted for product research and niche discussions)

• TikTok (emerging search engine for lifestyle and trends)

• LinkedIn and industry blogs (for thought leadership)

• Instagram and X (for engagement and brand mentions)

What If Clicks Still Matter to Your Business?

Focus on the SERP features that can lead to clicks:

• Featured snippets: Format your content to have clear, structured answers.

• People also ask (PAA) boxes: Provide concise responses with a compelling reason to click for more.

• Image and video results: Optimize visuals and video metadata to rank in search.

Insight #5: Redefine your metrics for the AI search era

AI overviews and zero click have changed what success in search looks like. Without direct clicks, traditional metrics just don’t provide the same insights they used to. 

How Should Reporting Evolve?

To help executives understand SEO performance in this new landscape, digital teams should track:

• SERP visibility (how often your brand appears in AI overviews and rich snippets)

• Brand citation monitoring (mentions within AI content and forums like Reddit)

• Blended search performance (traffic from platforms like YouTube, Quora and Reddit)

• Correlation between search visibility and brand lift (direct traffic spikes and branded search volume)

How To Measure Influence Beyond Clicks

A lack of clicks doesn’t automatically mean a lack of impact. To measure the influence of your content, focus on:

• Brand search volume spikes

• Mentions on forums or social media

• Direct traffic increases after appearing in search results

• Brand recall surveys

Conclusion

SEO has changed, but the goal hasn’t. The focus is still on building trust and creating meaningful connections with your audience, not just driving clicks.

At the heart of this shift is customer-centricity. Because while the strategies and metrics are evolving, what truly drives impact hasn’t changed: understanding your audience, showing up where they’re searching and delivering value at every touchpoint. 

Brands that are succeeding are the ones being referenced, cited and trusted by both users and AI models alike, not just the latter. Want to be one of them? Partner with Cella by Randstad Digital today!