Think about the last time you Googled something. When Google’s AI program, Gemini, gave you an in-depth answer right at the top of the search results, did you still click through to a website? If you’re like most people, you probably didn’t.
This phenomenon is called zero-click search. Consumers are more likely to get answers before clicking through to a website because Google and other search engines are prioritizing AI results ahead of other search results, including paid ones. A study found that, in 2024, 58.5 percent of Google searches resulted in zero clicks, and Gartner predicts that the volume of searches in traditional search engines like Google will drop 25 percent by 2026. For brands, this explains a recent decrease in website traffic.
For years, brands have relied on their search engine ranking to reach potential customers ahead of competitors — the rise of search engine optimization (SEO) led to a focus on self-published content, keywords, mobile-friendliness and backlinks. While the fundamentals of SEO are still important, these tactics alone are no longer enough to maintain brand visibility. As search engines and consumer behavior evolve, businesses must shift from search engine optimization to search everywhere optimization. Being visible on large language models (LLMs) like Gemini or ChatGPT isn’t going to cut it – brands need an integrated presence across websites, AI platforms, social media and beyond.
What does that look like? Here are five ways to adapt.
- Publish and optimize content based on what your target audience is actually searching for and searching for often.
When it comes to content creation, identifying your target audience is only the first step – taking the time to understand them is key. Research the search terms your current and/or potential customer base is consistently using when searching for your product or service – not the terms you think they are using. Use your findings to develop strategies around publishing content based on the key phrases that align with your business goals.
To further narrow your competition, consider geo-targeting to capture a particular audience (i.e., Top Hudson Valley Dentists vs. Top Dentists).
The more specific you can be in identifying a target audience, the more optimized your content can be – and the easier your business will be to find.
- Work with your web developer to ensure content on your website is structured properly with the right markup and schema.
You can have the best content in the world, but if it’s not well-organized, search engines may not pick up on it, and it will be a waste of your efforts.
Avoid long blocks of text. Incorporate lists and bullet points and use a clear hierarchical structure to enhance readability. If you aren’t utilizing H1, H2, H3, etc. tags, talk to your designer or web developer and make a plan to start using them.
The idea is to create content that is concise enough for humans to easily skim, yet substantial enough for bots to search.
- Make sure you are being found on multiple platforms.
The truth is, focusing on just one platform is no longer enough. Make sure you have an active presence on several social media platforms, Google My Business, your own website, and any other relevant directory websites. Also, ensure you are appearing on search engines other than Google, like Bing.
Remember that consumers do not just search on search engines alone. Your audience may search for you within a Meta platform (like Facebook), ask an AI chatbot like ChatGPT, or rely on what they find on Google Maps.
Know where your audience spends time and build a presence there.
- Get mentioned on trusted websites. PR is your friend.
Backlinks from credible websites show AI that you’re trustworthy.
Whether it’s an interview that spotlights a member of your team or an excerpt demonstrating your expertise, PR is your friend when it comes to search.
If you don’t have the budget to hire a public relations team or an internal marketing manager, take the time to research your local news publications and find out which outlets accept contributed content like opinion pieces or letters to the editor.
- Work with experts.
The SEO landscape is changing at a fast pace. Partnering with a marketing team ensures consistent, on-brand content and enables you to explore strategies beyond SEO.
As zero-click search grows in popularity, your brand’s visibility doesn’t have to fade. In fact, the rise of AI-powered search is creating new ways for your business to be found. Adapting your strategy and embracing search everywhere optimization will help your brand stay searchable, no matter where your audience is looking.
The author, Katy Dwyer, is the founder and creative director of KDD Marketing, an award-winning agency serving clients in NY, NJ, CT and beyond.