August 30, 2025 • 14 mins
Web search is changing faster than at any point in the last 20 years. Google’s AI Overviews, Bing Copilot, and tools like ChatGPT are turning search engines into answer engines — and that means fewer clicks, less traffic, and a completely new playbook for SEO.
In this episode of The AI Breakdown, I dig into how generative AI is disrupting traditional search, why “zero-click” results are skyrocketing, and what businesses need to do to stay visible. From Answer Engine Optimization (AEO) to AI-resistant content and brand authority, you’ll get practical strategies to future-proof your SEO in the age of AI.
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Transcript
Episode Transcript
Available transcripts are automatically generated. Complete accuracy is not guaranteed.
(00:00):
Hi everyone.
(00:01):
Andy here and welcome back to the AI breakdown.
Today we're gonna look at how AI is changing the way we search the web.
Let's bring this to life with some numbers.
Over 58% of Google searches now end with zero clicks.
That's right.
58% of users never visit any website after searching, and if that makes you wins.
(00:21):
Brace yourself.
Because analysts are predicting search query volume could drop by 25% by 2026.
As users shift to AI assistance, Gartner's gone further forecasting more than a 50% plunge in organic website traffic.
All because AI is just handing users their answers no click required.
(00:42):
Generative AI isn't just tweaking a few search engine results pages.
It's upending how people behave, how search results are constructed, and what it takes to win attention online.
Here's what we'll cover today.
First, we'll unpack the radical shift in how people now search for answers.
Why zero clicks and AI summaries.
A change in the winner takes all game on Google.
(01:04):
Who's thriving and who's not? With some lessons for publishers, e-commerce, and local businesses, and finally, a practical playbook for surviving and thriving. 19 00:01:18,911.171428571 --> 00:01:23,441.171428571 Let's start with how generative AI is turning our old search habits upside down. 20 00:01:24,221.171428571 --> 00:01:31,631.171428571 Remember back when you'd Google one keyword at a time and spend ages clicking open 10 different tabs to try and stitch together an answer. 21 00:01:32,411.171428571 --> 00:01:40,361.17142857 Gone are those days, at least for a growing slice of the web today, the way people interact with search engines and AI tools couldn't be more different. 22 00:01:40,841.17142857 --> 00:01:42,131.17142857 Take chat, GPT. 23 00:01:42,521.17142857 --> 00:01:47,471.17142857 The average prompt on chat GPT is a whopping 23 words compared to just 4.2 24 00:01:47,471.17142857 --> 00:01:47,861.17142857 words. 25 00:01:47,861.17142857 --> 00:01:51,881.17142857 When people use old school search, it's not just about keywords anymore. 26 00:01:52,211.17142857 --> 00:01:56,951.17142857 We're talking about full multipart questions, real natural, and sometimes even a bit of rambling. 27 00:01:58,436.17142857 --> 00:02:11,486.17142857 AI systems invite us to ask, what are the best breathable running shoes for flat feet and rainy weather? Instead of running five searches, good running shoes, flat feet shoes, shoes for rain, and so on, that shift is enormous. 28 00:02:11,726.17142857 --> 00:02:19,496.17142857 The data shows users are much more conversational and intent packed in their queries when they trust an AI to synthesize the mess for them. 29 00:02:20,96.17142857 --> 00:02:22,496.17142857 And these platforms aren't just for quick hits either. 30 00:02:22,916.17142857 --> 00:02:27,566.17142857 The average session length on AI chatbots is now between eight and 13 minutes. 31 00:02:28,61.17142857 --> 00:02:31,391.17142857 Much longer than the typical hop, skip, jump through Google. 32 00:02:31,931.17142857 --> 00:02:40,571.17142857 What's important for you is this, people are expecting a straight answer with all the research, pros and cons and context delivered in one tidy box. 33 00:02:40,811.17142857 --> 00:02:42,101.17142857 No 10 blue links. 34 00:02:42,161.17142857 --> 00:02:43,631.17142857 No fussing with forums. 35 00:02:44,241.17142857 --> 00:02:49,401.17142857 Meanwhile, the platforms themselves are ballooning, even if Google's still got search traffic locked down. 36 00:02:49,401.17142857 --> 00:02:53,481.17142857 For now, Google processes about 14 billion searches a day. 37 00:02:53,871.17142857 --> 00:03:00,831.17142857 Yes, billion with a B, but AI, chatbots like chat GPT now rack up over 5 billion monthly visits. 38 00:03:01,41.17142857 --> 00:03:03,381.17142857 That's 100% plus year on year growth. 39 00:03:03,381.17142857 --> 00:03:09,351.17142857 Granted still under 2% of total global search, but the trajectory's clear and up only. 40 00:03:10,278.85231911 --> 00:03:14,58.85231911 Now, here's where traditional SEO's formula starts to wobble. 41 00:03:14,538.85231911 --> 00:03:22,248.85231911 When Google's AI overviews those big, rich answer boxes at the top kick in, they don't just recycle the top 10 results. 42 00:03:22,758.85231911 --> 00:03:23,118.85231911 Nope. 43 00:03:23,568.85231911 --> 00:03:31,218.85231911 In some cases, 62% of the sources Google sites for its AI answers aren't even in the top 10 organic rankings. 44 00:03:32,58.85231911 --> 00:03:39,258.85231911 If your content directly nails a user's intent, you've still got a shot at the spotlight, even if you're not crown king of the old ranking order. 45 00:03:39,738.85231911 --> 00:03:52,608.85231911 In my own work, I've switched from scattershot Googling to just asking AI in plain English what I want, and I get back a structured answer with recommendations, links, and a summary all in one. 46 00:03:53,298.85231911 --> 00:03:54,378.85231911 That's the new normal. 47 00:03:54,408.85231911 --> 00:03:59,538.85231911 We're teaching the machines exactly what we want and expecting a single authoritative answer back. 48 00:04:00,123.85231911 --> 00:04:06,123.85231911 And for content strategy, that means if your site doesn't answer real complex questions, you're invisible. 49 00:04:06,753.85231911 --> 00:04:07,173.85231911 Okay. 50 00:04:07,173.85231911 --> 00:04:16,233.85231911 Let's talk about what this means for the battleground of SEO zero click searches and the AI answer boxes aren't just trimming a few points off organic click-through rates. 51 00:04:16,623.85231911 --> 00:04:20,193.85231911 They're driving a knife straight into the heart of traditional web traffic models. 52 00:04:20,643.85231911 --> 00:04:23,343.85231911 Zero click searches are already at an all time high. 53 00:04:23,673.85231911 --> 00:04:26,403.85231911 More than half of all searches now end without a click. 54 00:04:26,778.85231911 --> 00:04:28,728.85231911 Users never leave the results page. 55 00:04:28,728.85231911 --> 00:04:32,928.85231911 Their questions are answered by a summary, a box or a chatbot response. 56 00:04:33,18.85231911 --> 00:04:40,428.85231911 And when Google's AI overviews appear, the traffic impact is significant, but varies considerably across studies and contexts. 57 00:04:40,878.85231911 --> 00:04:49,8.85231911 Organic click-through rates typically decline between 25% and 50% with some extreme cases reaching up to 79%. 58 00:04:49,698.85231911 --> 00:04:58,488.85231911 For content sites focused on how to guides news or FAQs, traffic losses generally range from 18% to 64%. 59 00:04:59,118.85231911 --> 00:05:11,658.85231911 Paid ads also see reduced performance when appearing beneath the AI content with click-through rates declining by approximately 54% to 62% compared to searches without AI overviews present. 60 00:05:12,348.85231911 --> 00:05:18,48.85231911 The fallouts already visible stack overflow once pulling in over 100 million monthly visits. 61 00:05:18,363.85231911 --> 00:05:20,223.85231911 Swords Google traffic cut in half. 62 00:05:20,223.85231911 --> 00:05:23,463.85231911 After chat, GPT and Bing copilot launched. 63 00:05:24,63.85231911 --> 00:05:25,773.85231911 News publishers are feeling at two. 64 00:05:26,103.85231911 --> 00:05:26,763.85231911 Among the top. 65 00:05:26,763.85231911 --> 00:05:34,863.85231911 500 referrals from search are down 27% year on year with some losing as many as 64 million visits a month. 66 00:05:35,523.85231911 --> 00:05:38,163.85231911 As one publisher put it, we feel betrayed. 67 00:05:38,343.85231911 --> 00:05:40,893.85231911 We provide the answers, but the clicks don't come. 68 00:05:41,283.85231911 --> 00:05:42,933.85231911 And this isn't just on the fringe. 69 00:05:43,263.85231911 --> 00:05:47,853.85231911 Google's AI overviews have rolled out more than 2 billion users across 200 countries. 70 00:05:48,273.85231911 --> 00:05:54,3.85231911 And by mid 2025, over half of all global searches triggered an AI overview. 71 00:05:54,273.85231911 --> 00:05:55,413.85231911 So here's the reality. 72 00:05:55,683.85231911 --> 00:06:03,753.85231911 If you're still just chasing those 10 blue links, still betting everything on organic clicks, the writing's on the wall adapt or fade away. 73 00:06:04,503.85231911 --> 00:06:14,643.85231911 So with all that carnage, who's really at risk and who's actually coming out on top? Let's break this down by business type, because the impact is not one size fits all. 74 00:06:15,273.85231911 --> 00:06:17,463.85231911 First are publishers and content sites. 75 00:06:17,853.85231911 --> 00:06:24,543.85231911 If you're running a news portal, q and a hub or a blog thriving on listicles and affiliate links, you're in the blast zone. 76 00:06:25,83.85231911 --> 00:06:31,413.85231911 AI scrapes your answers, jumbles them with input from third party sites and boils it all down to a neat little box. 77 00:06:31,833.85231911 --> 00:06:43,293.85231911 Sometimes without your brand even being shown, it can misquote you or rips stats out of context, meaning you lose the chance to set the record straight, the result, your page views and ad revenue. 78 00:06:43,293.85231911 --> 00:06:44,343.85231911 Take a nosedive. 79 00:06:44,763.85231911 --> 00:06:45,993.85231911 But it's not all doom. 80 00:06:46,443.85231911 --> 00:06:57,483.85231911 High quality publishers, the ones producing original research, deep expert analysis and structured, clearly attributed content are increasingly cited in AI summaries. 81 00:06:57,963.85231911 --> 00:07:02,343.85231911 Someone's gotta feed the machine and the AI needs trusted sources of truth. 82 00:07:03,33.85231911 --> 00:07:12,273.85231911 Sites like Wikipedia and Quora have seen their exposure increase through ai referencing some publishers are even working directly with the AI platforms. 83 00:07:12,633.85231911 --> 00:07:19,323.85231911 Striking licensing deals to be branded in AI answers, or at least to get some traffic and credit back the lesson. 84 00:07:19,833.85231911 --> 00:07:25,623.85231911 If you are authoritative and unique, AI gives you new ways to pop up in front of users who may not have clicked before. 85 00:07:26,253.85231911 --> 00:07:40,623.85231911 Next e-commerce and retailers, the threat here is comparison Shopping in a box, AI can shortlist products and spit out price rating and review summaries, sometimes skipping your affiliate reliant product pages entirely. 86 00:07:41,43.85231911 --> 00:07:48,333.85231911 Smaller brands or those who haven't invested in structured product data and reviews see themselves locked out of the recommended set. 87 00:07:48,603.85231911 --> 00:07:56,343.85231911 No matter how good the stock in their warehouse, even if you are the original source, a third party review site might get the citation instead. 88 00:07:56,643.85231911 --> 00:07:58,893.85231911 And the risk of misinformation here is real. 89 00:07:59,253.85231911 --> 00:08:06,513.85231911 If AI scrapes an outdated price or lists an old model, you're left in the lurch, yet there's a silver lining. 90 00:08:06,933.85231911 --> 00:08:10,443.85231911 If your brand and product data are kept up to date and well structured. 91 00:08:10,968.85231911 --> 00:08:11,718.85231911 Think schema. 92 00:08:11,808.85231911 --> 00:08:26,508.85231911 Current pricing reviews in all the right places, you can still make it into the AI's consideration set and the visitors you do get from the iis are more likely to be high intent and ready to buy since they've already had the shortlist made for them. 93 00:08:27,138.85231911 --> 00:08:34,338.85231911 Smart retailers are also experimenting with plugins or official integrations into chat GPT and other AI assistance. 94 00:08:34,728.85231911 --> 00:08:37,308.85231911 So they're the ones stop the AI recommends for shopping. 95 00:08:37,908.85231911 --> 00:08:45,828.85231911 Now local businesses and services like restaurants, plumbers, clinics here, the winner takes all Logic can be brutal. 96 00:08:46,248.85231911 --> 00:08:52,878.85231911 AI assistance might give users just one or two top suggestions rather than a nice long Google Map 10 pack. 97 00:08:53,688.85231911 --> 00:09:02,808.85231911 If you're not recommended because your reviews aren't glowing, your details are out of date, or your listings aren't consistent, your online visibility could vanish overnight. 98 00:09:03,213.85231911 --> 00:09:05,353.85231911 But if your Google Business profile is on point. 99 00:09:06,48.85231911 --> 00:09:09,648.85231911 Reviews are stellar and your local business schema is up to date. 100 00:09:09,948.85231911 --> 00:09:15,408.85231911 You might just become the local plumber or curry house that the AI recommends to everyone nearby. 101 00:09:15,828.85231911 --> 00:09:21,18.85231911 And with new SGE places modules, your business could be right there inside the AI result. 102 00:09:21,288.85231911 --> 00:09:25,968.85231911 Complete with the review snippets and photos, there's even a chance to win on seamlessness. 103 00:09:26,143.85231911 --> 00:09:31,518.85231911 If you've got booking integrations in place, someone can find you and book you via AI in seconds. 104 00:09:31,983.85231911 --> 00:09:42,903.85231911 So the risks are highest for those stuck with thin, generic, or ignored content, and the winners will be those who build trust, freshness, and practical value into every digital touchpoint. 105 00:09:44,364.76141002 --> 00:09:45,954.76141002 Time for some practical advice. 106 00:09:46,164.76141002 --> 00:09:50,244.76141002 Here's your survival toolkit for thriving in this AI first landscape. 107 00:09:50,574.76141002 --> 00:09:53,964.76141002 The strategies, every forward thinking business needs to embrace. 108 00:09:54,504.76141002 --> 00:09:56,784.76141002 First, optimize for questions, not just keywords. 109 00:09:57,579.76141002 --> 00:10:04,269.76141002 That means building out detailed FAQs, how-TOS and q and a sections that mirror the way real people ask for things. 110 00:10:04,659.76141002 --> 00:10:16,749.76141002 Full natural questions like, how do I fix low water pressure in an old London flat? Or, what's the best CRM for SaaS companies with remote teams? Second, structure your content for machines. 111 00:10:16,839.76141002 --> 00:10:19,929.76141002 Use crisp headings, bullet points, and concise summaries. 112 00:10:20,409.76141002 --> 00:10:24,189.76141002 Put the key answer up front and make your pages easy to extract. 113 00:10:24,549.76141002 --> 00:10:25,719.76141002 Get schema.org 114 00:10:25,719.76141002 --> 00:10:30,249.76141002 structured data in place, FAQ product review local business. 115 00:10:30,279.76141002 --> 00:10:31,629.76141002 Whatever fits your vertical. 116 00:10:32,289.76141002 --> 00:10:37,239.76141002 This helps AI engines and search bots know exactly what you offer and why it's trustworthy. 117 00:10:37,749.76141002 --> 00:10:41,289.76141002 Third, double down on traditional SEO basics. 118 00:10:41,679.76141002 --> 00:10:47,199.76141002 You're still unlikely to get cited in an AI answer unless your page ranks at least in the top 20. 119 00:10:47,739.76141002 --> 00:10:54,519.76141002 Ensure your site is crawlable loads quickly and isn't blocking reputable AI crawlers like GPT Bot. 120 00:10:55,59.76141002 --> 00:10:59,319.76141002 Good architecture and links are a must not optional next or authority. 121 00:10:59,829.76141002 --> 00:11:04,809.76141002 AI can spit out content, but it can't manufacture trust, so you need to build it yourself. 122 00:11:05,319.76141002 --> 00:11:09,489.76141002 Highlight real expertise, bios, credentials, reviews, client logos. 123 00:11:09,909.76141002 --> 00:11:13,959.76141002 Show off awards, certifications, mentions in the press expertise. 124 00:11:13,989.76141002 --> 00:11:14,859.76141002 Experience. 125 00:11:15,9.76141002 --> 00:11:20,379.76141002 Authorit and Trustworthiness, or EEAT for short isn't just a Google slogan. 126 00:11:20,679.76141002 --> 00:11:23,169.76141002 It's how you persuade AI models you're worth quoting. 127 00:11:23,769.76141002 --> 00:11:28,569.76141002 It also helps to get your brand mentioned on third party sites and earn digital pr. 128 00:11:29,109.76141002 --> 00:11:31,749.76141002 Now create AI resistant content. 129 00:11:32,169.76141002 --> 00:11:42,549.76141002 That means interactive tools, live calculators, podcasts, data visualizations, demos, the kind of thing an AI summary can only hint at not reproduce. 130 00:11:43,59.76141002 --> 00:11:46,149.76141002 If someone wants the full picture, they need to click through to you. 131 00:11:46,599.76141002 --> 00:11:48,519.76141002 Strong opinions and original research. 132 00:11:48,519.76141002 --> 00:11:53,679.76141002 Help to know bot can replicate your hot stake or last year's customer dataset. 133 00:11:54,189.76141002 --> 00:11:55,989.76141002 Treat AI as its own channel. 134 00:11:56,394.76141002 --> 00:11:59,574.76141002 Track when you're cited in AI boxes or chat bot answers. 135 00:11:59,904.76141002 --> 00:12:03,234.76141002 Look for new referral patterns and user agents in your analytics. 136 00:12:03,804.76141002 --> 00:12:18,354.76141002 If chat, GPT or Bing co-pilot is suddenly mentioning your brand or linking to your site, see which pages are getting love and double down there, optimize titles and hooks so they're irresistible for AI to quote and for human users to click. 137 00:12:18,834.76141002 --> 00:12:21,804.76141002 Now for e-commerce and local businesses, listen up. 138 00:12:22,254.76141002 --> 00:12:25,764.76141002 Your product feeds and availability need to be religiously up to date. 139 00:12:26,169.76141002 --> 00:12:27,939.76141002 Don't just update them on your site. 140 00:12:28,299.76141002 --> 00:12:31,509.76141002 Make sure your reviews and rate and shine everywhere across the web. 141 00:12:31,959.76141002 --> 00:12:45,69.76141002 Why? Because AI doesn't just look at your website, it scours external platforms when recommending products or local services, for those of you running local businesses, your Google business profile is your new best friend. 142 00:12:45,459.76141002 --> 00:12:54,69.76141002 Chase those five star reviews like their gold dust, upload high quality photos that showcase your business at its best and craft an FAQ section. 143 00:12:54,459.76141002 --> 00:12:58,659.76141002 That answers every possible question a potential customer might ask. 144 00:12:58,959.76141002 --> 00:13:02,979.76141002 Remember, AI loves to quote comprehensive, authoritative answers. 145 00:13:03,399.76141002 --> 00:13:04,659.76141002 Here's your AI game plan. 146 00:13:04,659.76141002 --> 00:13:14,469.76141002 In a nutshell, be the definitive answer people seek, build rock solid trust with both users and algorithms, and maintain your data with obsessive precision. 147 00:13:15,844.6471243 --> 00:13:17,134.6471243 So here's where we land. 148 00:13:17,434.6471243 --> 00:13:19,24.6471243 Classic search is still huge. 149 00:13:19,324.6471243 --> 00:13:24,139.6471243 Google's not going anywhere overnight, but the way people look for answers online is rapidly evolving. 150 00:13:24,994.6471243 --> 00:13:33,964.6471243 Instead of fixating on 10 blue links, users are asking fuller, more conversational questions and expecting trustworthy answers instantly. 151 00:13:34,174.6471243 --> 00:13:46,84.6471243 From chat GPT or an AI box on Google, zero clicks and generative answers are siphoning off huge chunks of traffic, slashing, organic visibility, and reordering who wins attention. 152 00:13:46,384.6471243 --> 00:13:48,154.6471243 But this isn't the death of SEO. 153 00:13:48,514.6471243 --> 00:13:50,824.6471243 It's a transformation the secret. 154 00:13:51,304.6471243 --> 00:13:59,794.6471243 Don't think of S-E-O-A-E-O, answer engine optimization and GEO generative engine optimization as separate camps. 155 00:14:00,574.6471243 --> 00:14:10,909.6471243 The sites that flourish, pair rigorous technical SEO with answer engine optimization, high authority, structured data and content that AI can't easily rip off. 156 00:14:11,934.6471243 --> 00:14:14,904.6471243 So if you remember one thing from today's show, make it this. 157 00:14:15,264.6471243 --> 00:14:18,624.6471243 Don't just optimize for Google, optimize to be the source. 158 00:14:18,624.6471243 --> 00:14:19,584.6471243 AI trusts. 159 00:14:20,64.6471243 --> 00:14:21,834.6471243 Thanks for listening and see you next time.
Hi everyone.
(00:01):
Andy here and welcome back to the AI breakdown.
Today we're gonna look at how AI is changing the way we search the web.
Let's bring this to life with some numbers.
Over 58% of Google searches now end with zero clicks.
That's right.
58% of users never visit any website after searching, and if that makes you wins.
(00:21):
Brace yourself.
Because analysts are predicting search query volume could drop by 25% by 2026.
As users shift to AI assistance, Gartner's gone further forecasting more than a 50% plunge in organic website traffic.
All because AI is just handing users their answers no click required.
(00:42):
Generative AI isn't just tweaking a few search engine results pages.
It's upending how people behave, how search results are constructed, and what it takes to win attention online.
Here's what we'll cover today.
First, we'll unpack the radical shift in how people now search for answers.
Why zero clicks and AI summaries.
A change in the winner takes all game on Google.
(01:04):
Who's thriving and who's not? With some lessons for publishers, e-commerce, and local businesses, and finally, a practical playbook for surviving and thriving. 19 00:01:18,911.171428571 --> 00:01:23,441.171428571 Let's start with how generative AI is turning our old search habits upside down. 20 00:01:24,221.171428571 --> 00:01:31,631.171428571 Remember back when you'd Google one keyword at a time and spend ages clicking open 10 different tabs to try and stitch together an answer. 21 00:01:32,411.171428571 --> 00:01:40,361.17142857 Gone are those days, at least for a growing slice of the web today, the way people interact with search engines and AI tools couldn't be more different. 22 00:01:40,841.17142857 --> 00:01:42,131.17142857 Take chat, GPT. 23 00:01:42,521.17142857 --> 00:01:47,471.17142857 The average prompt on chat GPT is a whopping 23 words compared to just 4.2 24 00:01:47,471.17142857 --> 00:01:47,861.17142857 words. 25 00:01:47,861.17142857 --> 00:01:51,881.17142857 When people use old school search, it's not just about keywords anymore. 26 00:01:52,211.17142857 --> 00:01:56,951.17142857 We're talking about full multipart questions, real natural, and sometimes even a bit of rambling. 27 00:01:58,436.17142857 --> 00:02:11,486.17142857 AI systems invite us to ask, what are the best breathable running shoes for flat feet and rainy weather? Instead of running five searches, good running shoes, flat feet shoes, shoes for rain, and so on, that shift is enormous. 28 00:02:11,726.17142857 --> 00:02:19,496.17142857 The data shows users are much more conversational and intent packed in their queries when they trust an AI to synthesize the mess for them. 29 00:02:20,96.17142857 --> 00:02:22,496.17142857 And these platforms aren't just for quick hits either. 30 00:02:22,916.17142857 --> 00:02:27,566.17142857 The average session length on AI chatbots is now between eight and 13 minutes. 31 00:02:28,61.17142857 --> 00:02:31,391.17142857 Much longer than the typical hop, skip, jump through Google. 32 00:02:31,931.17142857 --> 00:02:40,571.17142857 What's important for you is this, people are expecting a straight answer with all the research, pros and cons and context delivered in one tidy box. 33 00:02:40,811.17142857 --> 00:02:42,101.17142857 No 10 blue links. 34 00:02:42,161.17142857 --> 00:02:43,631.17142857 No fussing with forums. 35 00:02:44,241.17142857 --> 00:02:49,401.17142857 Meanwhile, the platforms themselves are ballooning, even if Google's still got search traffic locked down. 36 00:02:49,401.17142857 --> 00:02:53,481.17142857 For now, Google processes about 14 billion searches a day. 37 00:02:53,871.17142857 --> 00:03:00,831.17142857 Yes, billion with a B, but AI, chatbots like chat GPT now rack up over 5 billion monthly visits. 38 00:03:01,41.17142857 --> 00:03:03,381.17142857 That's 100% plus year on year growth. 39 00:03:03,381.17142857 --> 00:03:09,351.17142857 Granted still under 2% of total global search, but the trajectory's clear and up only. 40 00:03:10,278.85231911 --> 00:03:14,58.85231911 Now, here's where traditional SEO's formula starts to wobble. 41 00:03:14,538.85231911 --> 00:03:22,248.85231911 When Google's AI overviews those big, rich answer boxes at the top kick in, they don't just recycle the top 10 results. 42 00:03:22,758.85231911 --> 00:03:23,118.85231911 Nope. 43 00:03:23,568.85231911 --> 00:03:31,218.85231911 In some cases, 62% of the sources Google sites for its AI answers aren't even in the top 10 organic rankings. 44 00:03:32,58.85231911 --> 00:03:39,258.85231911 If your content directly nails a user's intent, you've still got a shot at the spotlight, even if you're not crown king of the old ranking order. 45 00:03:39,738.85231911 --> 00:03:52,608.85231911 In my own work, I've switched from scattershot Googling to just asking AI in plain English what I want, and I get back a structured answer with recommendations, links, and a summary all in one. 46 00:03:53,298.85231911 --> 00:03:54,378.85231911 That's the new normal. 47 00:03:54,408.85231911 --> 00:03:59,538.85231911 We're teaching the machines exactly what we want and expecting a single authoritative answer back. 48 00:04:00,123.85231911 --> 00:04:06,123.85231911 And for content strategy, that means if your site doesn't answer real complex questions, you're invisible. 49 00:04:06,753.85231911 --> 00:04:07,173.85231911 Okay. 50 00:04:07,173.85231911 --> 00:04:16,233.85231911 Let's talk about what this means for the battleground of SEO zero click searches and the AI answer boxes aren't just trimming a few points off organic click-through rates. 51 00:04:16,623.85231911 --> 00:04:20,193.85231911 They're driving a knife straight into the heart of traditional web traffic models. 52 00:04:20,643.85231911 --> 00:04:23,343.85231911 Zero click searches are already at an all time high. 53 00:04:23,673.85231911 --> 00:04:26,403.85231911 More than half of all searches now end without a click. 54 00:04:26,778.85231911 --> 00:04:28,728.85231911 Users never leave the results page. 55 00:04:28,728.85231911 --> 00:04:32,928.85231911 Their questions are answered by a summary, a box or a chatbot response. 56 00:04:33,18.85231911 --> 00:04:40,428.85231911 And when Google's AI overviews appear, the traffic impact is significant, but varies considerably across studies and contexts. 57 00:04:40,878.85231911 --> 00:04:49,8.85231911 Organic click-through rates typically decline between 25% and 50% with some extreme cases reaching up to 79%. 58 00:04:49,698.85231911 --> 00:04:58,488.85231911 For content sites focused on how to guides news or FAQs, traffic losses generally range from 18% to 64%. 59 00:04:59,118.85231911 --> 00:05:11,658.85231911 Paid ads also see reduced performance when appearing beneath the AI content with click-through rates declining by approximately 54% to 62% compared to searches without AI overviews present. 60 00:05:12,348.85231911 --> 00:05:18,48.85231911 The fallouts already visible stack overflow once pulling in over 100 million monthly visits. 61 00:05:18,363.85231911 --> 00:05:20,223.85231911 Swords Google traffic cut in half. 62 00:05:20,223.85231911 --> 00:05:23,463.85231911 After chat, GPT and Bing copilot launched. 63 00:05:24,63.85231911 --> 00:05:25,773.85231911 News publishers are feeling at two. 64 00:05:26,103.85231911 --> 00:05:26,763.85231911 Among the top. 65 00:05:26,763.85231911 --> 00:05:34,863.85231911 500 referrals from search are down 27% year on year with some losing as many as 64 million visits a month. 66 00:05:35,523.85231911 --> 00:05:38,163.85231911 As one publisher put it, we feel betrayed. 67 00:05:38,343.85231911 --> 00:05:40,893.85231911 We provide the answers, but the clicks don't come. 68 00:05:41,283.85231911 --> 00:05:42,933.85231911 And this isn't just on the fringe. 69 00:05:43,263.85231911 --> 00:05:47,853.85231911 Google's AI overviews have rolled out more than 2 billion users across 200 countries. 70 00:05:48,273.85231911 --> 00:05:54,3.85231911 And by mid 2025, over half of all global searches triggered an AI overview. 71 00:05:54,273.85231911 --> 00:05:55,413.85231911 So here's the reality. 72 00:05:55,683.85231911 --> 00:06:03,753.85231911 If you're still just chasing those 10 blue links, still betting everything on organic clicks, the writing's on the wall adapt or fade away. 73 00:06:04,503.85231911 --> 00:06:14,643.85231911 So with all that carnage, who's really at risk and who's actually coming out on top? Let's break this down by business type, because the impact is not one size fits all. 74 00:06:15,273.85231911 --> 00:06:17,463.85231911 First are publishers and content sites. 75 00:06:17,853.85231911 --> 00:06:24,543.85231911 If you're running a news portal, q and a hub or a blog thriving on listicles and affiliate links, you're in the blast zone. 76 00:06:25,83.85231911 --> 00:06:31,413.85231911 AI scrapes your answers, jumbles them with input from third party sites and boils it all down to a neat little box. 77 00:06:31,833.85231911 --> 00:06:43,293.85231911 Sometimes without your brand even being shown, it can misquote you or rips stats out of context, meaning you lose the chance to set the record straight, the result, your page views and ad revenue. 78 00:06:43,293.85231911 --> 00:06:44,343.85231911 Take a nosedive. 79 00:06:44,763.85231911 --> 00:06:45,993.85231911 But it's not all doom. 80 00:06:46,443.85231911 --> 00:06:57,483.85231911 High quality publishers, the ones producing original research, deep expert analysis and structured, clearly attributed content are increasingly cited in AI summaries. 81 00:06:57,963.85231911 --> 00:07:02,343.85231911 Someone's gotta feed the machine and the AI needs trusted sources of truth. 82 00:07:03,33.85231911 --> 00:07:12,273.85231911 Sites like Wikipedia and Quora have seen their exposure increase through ai referencing some publishers are even working directly with the AI platforms. 83 00:07:12,633.85231911 --> 00:07:19,323.85231911 Striking licensing deals to be branded in AI answers, or at least to get some traffic and credit back the lesson. 84 00:07:19,833.85231911 --> 00:07:25,623.85231911 If you are authoritative and unique, AI gives you new ways to pop up in front of users who may not have clicked before. 85 00:07:26,253.85231911 --> 00:07:40,623.85231911 Next e-commerce and retailers, the threat here is comparison Shopping in a box, AI can shortlist products and spit out price rating and review summaries, sometimes skipping your affiliate reliant product pages entirely. 86 00:07:41,43.85231911 --> 00:07:48,333.85231911 Smaller brands or those who haven't invested in structured product data and reviews see themselves locked out of the recommended set. 87 00:07:48,603.85231911 --> 00:07:56,343.85231911 No matter how good the stock in their warehouse, even if you are the original source, a third party review site might get the citation instead. 88 00:07:56,643.85231911 --> 00:07:58,893.85231911 And the risk of misinformation here is real. 89 00:07:59,253.85231911 --> 00:08:06,513.85231911 If AI scrapes an outdated price or lists an old model, you're left in the lurch, yet there's a silver lining. 90 00:08:06,933.85231911 --> 00:08:10,443.85231911 If your brand and product data are kept up to date and well structured. 91 00:08:10,968.85231911 --> 00:08:11,718.85231911 Think schema. 92 00:08:11,808.85231911 --> 00:08:26,508.85231911 Current pricing reviews in all the right places, you can still make it into the AI's consideration set and the visitors you do get from the iis are more likely to be high intent and ready to buy since they've already had the shortlist made for them. 93 00:08:27,138.85231911 --> 00:08:34,338.85231911 Smart retailers are also experimenting with plugins or official integrations into chat GPT and other AI assistance. 94 00:08:34,728.85231911 --> 00:08:37,308.85231911 So they're the ones stop the AI recommends for shopping. 95 00:08:37,908.85231911 --> 00:08:45,828.85231911 Now local businesses and services like restaurants, plumbers, clinics here, the winner takes all Logic can be brutal. 96 00:08:46,248.85231911 --> 00:08:52,878.85231911 AI assistance might give users just one or two top suggestions rather than a nice long Google Map 10 pack. 97 00:08:53,688.85231911 --> 00:09:02,808.85231911 If you're not recommended because your reviews aren't glowing, your details are out of date, or your listings aren't consistent, your online visibility could vanish overnight. 98 00:09:03,213.85231911 --> 00:09:05,353.85231911 But if your Google Business profile is on point. 99 00:09:06,48.85231911 --> 00:09:09,648.85231911 Reviews are stellar and your local business schema is up to date. 100 00:09:09,948.85231911 --> 00:09:15,408.85231911 You might just become the local plumber or curry house that the AI recommends to everyone nearby. 101 00:09:15,828.85231911 --> 00:09:21,18.85231911 And with new SGE places modules, your business could be right there inside the AI result. 102 00:09:21,288.85231911 --> 00:09:25,968.85231911 Complete with the review snippets and photos, there's even a chance to win on seamlessness. 103 00:09:26,143.85231911 --> 00:09:31,518.85231911 If you've got booking integrations in place, someone can find you and book you via AI in seconds. 104 00:09:31,983.85231911 --> 00:09:42,903.85231911 So the risks are highest for those stuck with thin, generic, or ignored content, and the winners will be those who build trust, freshness, and practical value into every digital touchpoint. 105 00:09:44,364.76141002 --> 00:09:45,954.76141002 Time for some practical advice. 106 00:09:46,164.76141002 --> 00:09:50,244.76141002 Here's your survival toolkit for thriving in this AI first landscape. 107 00:09:50,574.76141002 --> 00:09:53,964.76141002 The strategies, every forward thinking business needs to embrace. 108 00:09:54,504.76141002 --> 00:09:56,784.76141002 First, optimize for questions, not just keywords. 109 00:09:57,579.76141002 --> 00:10:04,269.76141002 That means building out detailed FAQs, how-TOS and q and a sections that mirror the way real people ask for things. 110 00:10:04,659.76141002 --> 00:10:16,749.76141002 Full natural questions like, how do I fix low water pressure in an old London flat? Or, what's the best CRM for SaaS companies with remote teams? Second, structure your content for machines. 111 00:10:16,839.76141002 --> 00:10:19,929.76141002 Use crisp headings, bullet points, and concise summaries. 112 00:10:20,409.76141002 --> 00:10:24,189.76141002 Put the key answer up front and make your pages easy to extract. 113 00:10:24,549.76141002 --> 00:10:25,719.76141002 Get schema.org 114 00:10:25,719.76141002 --> 00:10:30,249.76141002 structured data in place, FAQ product review local business. 115 00:10:30,279.76141002 --> 00:10:31,629.76141002 Whatever fits your vertical. 116 00:10:32,289.76141002 --> 00:10:37,239.76141002 This helps AI engines and search bots know exactly what you offer and why it's trustworthy. 117 00:10:37,749.76141002 --> 00:10:41,289.76141002 Third, double down on traditional SEO basics. 118 00:10:41,679.76141002 --> 00:10:47,199.76141002 You're still unlikely to get cited in an AI answer unless your page ranks at least in the top 20. 119 00:10:47,739.76141002 --> 00:10:54,519.76141002 Ensure your site is crawlable loads quickly and isn't blocking reputable AI crawlers like GPT Bot. 120 00:10:55,59.76141002 --> 00:10:59,319.76141002 Good architecture and links are a must not optional next or authority. 121 00:10:59,829.76141002 --> 00:11:04,809.76141002 AI can spit out content, but it can't manufacture trust, so you need to build it yourself. 122 00:11:05,319.76141002 --> 00:11:09,489.76141002 Highlight real expertise, bios, credentials, reviews, client logos. 123 00:11:09,909.76141002 --> 00:11:13,959.76141002 Show off awards, certifications, mentions in the press expertise. 124 00:11:13,989.76141002 --> 00:11:14,859.76141002 Experience. 125 00:11:15,9.76141002 --> 00:11:20,379.76141002 Authorit and Trustworthiness, or EEAT for short isn't just a Google slogan. 126 00:11:20,679.76141002 --> 00:11:23,169.76141002 It's how you persuade AI models you're worth quoting. 127 00:11:23,769.76141002 --> 00:11:28,569.76141002 It also helps to get your brand mentioned on third party sites and earn digital pr. 128 00:11:29,109.76141002 --> 00:11:31,749.76141002 Now create AI resistant content. 129 00:11:32,169.76141002 --> 00:11:42,549.76141002 That means interactive tools, live calculators, podcasts, data visualizations, demos, the kind of thing an AI summary can only hint at not reproduce. 130 00:11:43,59.76141002 --> 00:11:46,149.76141002 If someone wants the full picture, they need to click through to you. 131 00:11:46,599.76141002 --> 00:11:48,519.76141002 Strong opinions and original research. 132 00:11:48,519.76141002 --> 00:11:53,679.76141002 Help to know bot can replicate your hot stake or last year's customer dataset. 133 00:11:54,189.76141002 --> 00:11:55,989.76141002 Treat AI as its own channel. 134 00:11:56,394.76141002 --> 00:11:59,574.76141002 Track when you're cited in AI boxes or chat bot answers. 135 00:11:59,904.76141002 --> 00:12:03,234.76141002 Look for new referral patterns and user agents in your analytics. 136 00:12:03,804.76141002 --> 00:12:18,354.76141002 If chat, GPT or Bing co-pilot is suddenly mentioning your brand or linking to your site, see which pages are getting love and double down there, optimize titles and hooks so they're irresistible for AI to quote and for human users to click. 137 00:12:18,834.76141002 --> 00:12:21,804.76141002 Now for e-commerce and local businesses, listen up. 138 00:12:22,254.76141002 --> 00:12:25,764.76141002 Your product feeds and availability need to be religiously up to date. 139 00:12:26,169.76141002 --> 00:12:27,939.76141002 Don't just update them on your site. 140 00:12:28,299.76141002 --> 00:12:31,509.76141002 Make sure your reviews and rate and shine everywhere across the web. 141 00:12:31,959.76141002 --> 00:12:45,69.76141002 Why? Because AI doesn't just look at your website, it scours external platforms when recommending products or local services, for those of you running local businesses, your Google business profile is your new best friend. 142 00:12:45,459.76141002 --> 00:12:54,69.76141002 Chase those five star reviews like their gold dust, upload high quality photos that showcase your business at its best and craft an FAQ section. 143 00:12:54,459.76141002 --> 00:12:58,659.76141002 That answers every possible question a potential customer might ask. 144 00:12:58,959.76141002 --> 00:13:02,979.76141002 Remember, AI loves to quote comprehensive, authoritative answers. 145 00:13:03,399.76141002 --> 00:13:04,659.76141002 Here's your AI game plan. 146 00:13:04,659.76141002 --> 00:13:14,469.76141002 In a nutshell, be the definitive answer people seek, build rock solid trust with both users and algorithms, and maintain your data with obsessive precision. 147 00:13:15,844.6471243 --> 00:13:17,134.6471243 So here's where we land. 148 00:13:17,434.6471243 --> 00:13:19,24.6471243 Classic search is still huge. 149 00:13:19,324.6471243 --> 00:13:24,139.6471243 Google's not going anywhere overnight, but the way people look for answers online is rapidly evolving. 150 00:13:24,994.6471243 --> 00:13:33,964.6471243 Instead of fixating on 10 blue links, users are asking fuller, more conversational questions and expecting trustworthy answers instantly. 151 00:13:34,174.6471243 --> 00:13:46,84.6471243 From chat GPT or an AI box on Google, zero clicks and generative answers are siphoning off huge chunks of traffic, slashing, organic visibility, and reordering who wins attention. 152 00:13:46,384.6471243 --> 00:13:48,154.6471243 But this isn't the death of SEO. 153 00:13:48,514.6471243 --> 00:13:50,824.6471243 It's a transformation the secret. 154 00:13:51,304.6471243 --> 00:13:59,794.6471243 Don't think of S-E-O-A-E-O, answer engine optimization and GEO generative engine optimization as separate camps. 155 00:14:00,574.6471243 --> 00:14:10,909.6471243 The sites that flourish, pair rigorous technical SEO with answer engine optimization, high authority, structured data and content that AI can't easily rip off. 156 00:14:11,934.6471243 --> 00:14:14,904.6471243 So if you remember one thing from today's show, make it this. 157 00:14:15,264.6471243 --> 00:14:18,624.6471243 Don't just optimize for Google, optimize to be the source. 158 00:14:18,624.6471243 --> 00:14:19,584.6471243 AI trusts. 159 00:14:20,64.6471243 --> 00:14:21,834.6471243 Thanks for listening and see you next time.
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