How customers search for products on the internet is changing thanks to AI, and this is something businesses in the channel need to be aware of, as Lewis Early, director of operations at GetCrisp, explains.
The SEO landscape is going through dramatic change. The rise of AI, and the changing habits of searchers has sent everyone back to the drawing board. AI LLMs are now so effective at answering complex questions, users are less likely to visit websites to find an answer.
What is a zero-click search?
As the names suggests, a zero-click search is a search event in which the user does not click on any of the results brought up by the search engine.
The LLM, in this case Google’s Gemini, has correctly assessed what I want to find out and given a good summary, combining several sources, which answer my question.
Because of this, search results that sit below the AI Overview are not going to receive as much traffic.
This article by B&Q is the first result below the AI Overview. It’s clearly well-optimised for SEO, answers the question, and comes from a trusted brand. It’s probably helpful, but I wouldn’t know because I didn’t click on it. This is an example of a zero-click search. I’ve reached the conclusion of my enquiry about fence painting without rewarding any website with a click.
What’s the problem with zero-click search?
If your well-planned, in-depth keyword strategy was reliant on providing helpful, informative content, then the chances are you’ve seen a drop-off in traffic. In the EU and UK last year, 59.7% of searches ended without a click. Users either found what they needed without clicking a link, or made another search.
This is going to throw some pre-existing strategies into chaos. Some notable blogging sites have seen their traffic fall sharply for months now.
There’s a couple of caveats. Some searches can still benefit you even if users don’t reach your site. Take local searches, where a potential customer might see you on a list of local businesses, not click, but still stop by to see you later that day. Google often shows a Local Pack for these results (see image overleaf), to rank in it, so it’s worth optimising your Google Business Profile.
How to optimise my site around zero-click searches?
‘Around’ is the watchword here. When you’re carrying out keyword research, it’s important to know where you’re going to come up against AI Overviews and Local Packs. Keyword tools like SemRush or Dragon Metrics will let you know which SERP Features trigger against certain terms, which is helpful. Once you know what you’re up against, there’s a few strategies that are relevant.
Target featured content
In plenty of cases, brands are trying to work SERP Features to their favour. AI Overviews need sources, and if your content is authoritative enough, you can rank at the top of the pack. You can do this by checking what Google currently ranks as the featured snippet for your chosen keyword and matching the terminology or formatting of your content to that snippet, just making it better!
Consider search intent
As mentioned earlier, when users search on Google, there are different outcomes to be expected, this is known as search intent.
- Navigational: These are direct searches from users trying to find your brand specifically. To start driving navigational searches, you need to look further than SEO.
- Commercial: These keywords help people research products or services. These include price comparisons, feature guides for specific products, reviews and high value thought leadership. Users searching for these terms are slightly further on in their buying journey and will likely appreciate some in-depth content. This could be where your expertise has its chance to shine.
- Transactional: This is for your e-commerce style searches, for people about to buy. They’re most used for specific products, or search terms that end with ‘buy’ or ‘for sale.’ Bear in mind that if you’re trying to rank for these terms, you’re going to be competing with sponsored Google Shopping content.
Target a wider channel presence
We say this a lot to clients. Even if SEO has been a big winner for you in the past, don’t put all your eggs in one basket.
If you’re in B2B, consider targeting Google, LinkedIn, Meta and YouTube, for B2C, TikTok is another consideration.
Even if SERP Features are pushing your content down the page, ranking via many channels gives you the best chance for success.
What’s coming next?
The situation is still volatile. Google is hinting about introducing ads to AI Overviews, but diversification, in terms of keyword strategy and marketing channels, are still going to be the key to success. For more information about how to develop your strategy, speak to GetCrisp.
