Imagine typing a question into Google and getting the answer immediately on the page no clicking, no scrolling. This is the reality of a zero-click search, which now makes up nearly 58.5% of all U.S. searches (based on the 2024 Zero-Click Search Study) and closer to 65% globally (according to the Rise of Zero-Click Searches). For businesses, this shift is critical. So, why now?
The way people search today is completely different from 15 years ago. Back then, users clicked through multiple sites to find what they needed. Now, AI and search engines are doing the work for them delivering instant, summarized answers. Business owners who don’t adapt to this new search behavior risk losing visibility, leads, and ultimately, revenue. The digital landscape has evolved, and to grow as a business and a brand, you have to evolve with it.
Winning today means understanding AI SEO, a powerful, three-part strategy designed for the age of generative AI and zero-click results. The foundation of this strategy is traditional SEO (Search Engine Optimization), which still matters because trusted, well-ranked content is more likely to be pulled into AI-generated answers, as noted in The SEO’s Guide to AEO . What’s interesting is how many of the tools we already use are starting to embrace this shift.
For instance, Semrush has introduced an entire AI section to help users research and create faster often without needing to dig as deeply themselves. Pulling information has never been easier, but that convenience also means the competition for accuracy and originality is higher than ever. Building on this, AEO (Answer Engine Optimization) focuses on making your content the direct answer on search pages, like Featured Snippets or AI Overview boxes.
Informational queries are the sweet spot for AEO, and it’s quickly becoming the next big thing in search. Finally, GEO (Generative Engine Optimization) is about establishing authority, helping AI tools like ChatGPT or Gemini cite your brand as a trusted expert, as detailed in our other blog. By combining SEO to build the foundation, AEO to earn the answer spot, and GEO to secure long-term credibility, your business can stay ahead and dominate search results.
This isn’t just tech talk, it's a visibility and revenue challenge. As AI-driven search grows, we’re seeing real impacts on our clients’ SEO performance. Visibility is shifting fast.
When users rely on zero-click answers from tools like Google’s AI Overview or ChatGPT, traditional website clicks drop even for strong-ranking pages. For example, some clients with top-performing blog posts have noticed fewer visits, not because their content isn’t ranking, but because AI is summarizing their answers before users ever reach the site. That’s where AEO becomes critical. Optimizing for answer engines helps ensure your brand is the one featured or referenced, keeping you visible even when clicks decline.
Credibility plays an equally big role. GEO strengthens brand authority by positioning your content as a trusted source for AI tools to cite. In B2B, where buyers often use AI for vendor research, being cited by these tools can directly influence who they reach out to first. Acting now isn’t just about protecting rankings, it's about future-proofing your visibility and reputation before competitors secure those AI-driven spots.
How AI Decides Who to Trust
To appear as the answer or be cited by AI, your content must meet the rigorous criteria of E-E-A-T: Experience, Expertise, Authoritativeness, and Trustworthiness (as cited in CXL's Comprehensive Guide for 2025). This framework is essential because Experience shows you’ve done the work, Expertise shows you know your stuff, Authoritativeness proves others recognize your expertise, and Trustworthiness ensures your content is accurate and credible. Beyond content quality, you must also help AI "read" your website.
Using Structured Data (or Schema Markup), such as FAQ Schema and Organization Schema, lets AI find and understand your content faster, dramatically increasing your chances of being shown as the answer or cited.
Clicks are no longer the only metric. To measure your success in the AI-driven landscape, you should now track: How often your content appears as the featured answer (AEO win). How often AI cites your brand (GEO win). When AI results drive traffic back to your site (AI referral). The real win is being cited, not just being clicked.
If your website isn’t showing up in AI answers or being cited as an expert, now is the time to act. DaBrian Marketing helps businesses optimize content, build trust signals, and implement schema so AI can recognize your brand’s expertise. Don’t let competitors take your spot. Make your website the answer everyone sees first. Contact DaBrian Marketing today and start winning the zero-click game.