Is Your Brand Ready for Zero-Click AI Search?

TL;DR: AI-generated search overviews now appear in nearly 50% of Google searches, yet produce just 1% click-through rates. Traditional keyword optimisation is becoming obsolete as brands must shift to semantic clusters and authoritative content structured for AI presentation.

The search landscape has fundamentally changed. Nearly half of Google searches now trigger AI-generated overviews, but the conversion to actual clicks has plummeted to just 1%. For brands still optimising for traditional keyword rankings, this shift represents an existential threat to visibility.

The End of Keyword-Centric SEO

Will Harman, SEO and CRO Account Director at Found, argues that the conventional approach to search engine optimisation—targeting high-volume keywords—no longer delivers results. AI search prioritises context, relevance, and authority through conversational queries rather than keyword matching. The metrics that have guided SEO strategies for years are rapidly losing their predictive power.

Building Semantic Clusters

The new strategic imperative requires brands to construct semantic clusters: comprehensive groups of questions, subtopics, and use cases that reflect how audiences actually think about problems. Rather than optimising individual pages for specific phrases, successful brands will create interconnected content ecosystems that demonstrate subject matter expertise across related topics.

Harman recommends eight discovery sources for identifying these clusters, including Reddit communities, TikTok trends, question aggregators like AnswerThePublic, competitor analysis, and proprietary research tools. The goal is mapping the full landscape of audience concerns rather than cherry-picking high-traffic keywords.

Optimising for AI Presentation

Content structure must align with how AI systems present information to users. This means concise introductions, clear headings, bullet lists, and authoritative citations. The format matters as much as the substance, since AI overviews extract and reformat content rather than directing users to source pages.

Looking Forward

The transition to AI-driven search presents both risk and opportunity. Brands that adapt their content strategies to semantic relevance and AI-compatible formatting can secure visibility in zero-click results. Those that maintain traditional keyword-focused approaches will find themselves increasingly marginalised as competitors embrace these new search realities.

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