{"id":188722,"date":"2025-06-17T10:33:01","date_gmt":"2025-06-17T15:33:01","guid":{"rendered":"https:\/\/ahrefs.com\/blog\/?p=188722"},"modified":"2025-08-26T09:51:30","modified_gmt":"2025-08-26T14:51:30","slug":"zero-click-search","status":"publish","type":"post","link":"https:\/\/ahrefs.com\/blog\/zero-click-search\/","title":{"rendered":"Welcome to Zero-Click Search. Please Leave Your Traffic at the&nbsp;Door."},"content":{"rendered":"<div class=\"intro-txt\">A zero-click search is when someone Googles a question and receives the answer right away, without needing to click or visit any other websites\u2013including yours.<\/div>\n<p>This sits at odds with Google\u2019s original search model, which worked by passing on referral traffic to third-party sites.<\/p>\n<p>Google is getting better at creating zero-click searches, and that means that websites get fewer and fewer clicks in search.<\/p>\n<div class=\"intro-tok\" id=\"intro_tok\" style=\"display:none;\"><div class=\"intro-title\">Contents<\/div><a href=\"#\" class=\"expand-dots\"><span><\/span><span><\/span><span><\/span><\/a><\/div>\n<div class=\"post-nav-link clearfix\" id=\"section1\"><a class=\"subhead-anchor\" data-tip=\"tooltip__copielink\" rel=\"#section1\"><svg width=\"19\" height=\"19\" viewBox=\"0 0 14 14\" style><g fill=\"none\" fill-rule=\"evenodd\"><path d=\"M0 0h14v14H0z\" \/><path d=\"M7.45 9.887l-1.62 1.621c-.92.92-2.418.92-3.338 0a2.364 2.364 0 0 1 0-3.339l1.62-1.62-1.273-1.272-1.62 1.62a4.161 4.161 0 1 0 5.885 5.884l1.62-1.62L7.45 9.886zM5.527 5.135L7.17 3.492c.92-.92 2.418-.92 3.339 0 .92.92.92 2.418 0 3.339L8.866 8.473l1.272 1.273 1.644-1.643A4.161 4.161 0 1 0 5.897 2.22L4.254 3.863l1.272 1.272zm-.66 3.998a.749.749 0 0 1 0-1.06l2.208-2.206a.749.749 0 1 1 1.06 1.06L5.928 9.133a.75.75 0 0 1-1.061 0z\" style \/><\/g><\/svg><\/a><div class=\"link-text\" data-anchor=\"What causes zero-click searches?\" data-section=\"zero-click-cause\">\n<h2><a id=\"post-188722-_8xqhbu5p36vg\"><\/a>What causes zero-click searches?<\/h2>\n<\/div><\/div>\n<p>Zero-click searches have been building for years. SERP features laid the groundwork, but AI has delivered the knockout punch.<\/p>\n<p>March\u2019s Core Update was the real tipping point: <a href=\"https:\/\/ahrefs.com\/blog\/ai-overview-growth\/\">AI Overviews doubled overnight<\/a>.<\/p>\n<p>According to our research, they currently capture <a href=\"https:\/\/www.linkedin.com\/posts\/patrickstox_ai-overviews-just-keep-growing-according-activity-7338890819212337153-bRxB?utm_source=share&amp;utm_medium=member_desktop&amp;rcm=ACoAABoEm7QBekJrKEnvC5H6nTAmYwOb4R1k5GE\">18.9% of all US keywords<\/a>\u2013but for logged-in SERPs that figure is likely much higher.<\/p>\n<p>Now that <a href=\"https:\/\/techcrunch.com\/2025\/05\/20\/googles-ai-mode-rolls-out-to-us-will-add-support-for-deeper-research-comparison-shopping-and-more\/\">AI Mode<\/a> has rolled out, the damage is accelerating.<\/p>\n<p>Back in 2024, SparkToro found that <a href=\"https:\/\/sparktoro.com\/blog\/2024-zero-click-search-study-for-every-1000-us-google-searches-only-374-clicks-go-to-the-open-web-in-the-eu-its-360\/\">60% of all Google searches ended without a click<\/a>.<\/p>\n<p>In 2025, our research shows <a href=\"https:\/\/www.linkedin.com\/posts\/kleinmatic_ai-overviews-reduce-clicks-by-345-activity-7320174499365072896-3wf-\">AI summaries alone can slash clicks by 34.5%<\/a>, with informational content taking the biggest hit.<\/p>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"alignnone wp-image-188772\" src=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2025\/06\/word-image-188722-1-1.png\" alt=\"Ahrefs AI Overview CTR drop study (34.5%)\" width=\"1600\" height=\"1239\" srcset=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2025\/06\/word-image-188722-1-1.png 1600w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2025\/06\/word-image-188722-1-1-549x425.png 549w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2025\/06\/word-image-188722-1-1-768x595.png 768w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2025\/06\/word-image-188722-1-1-1536x1189.png 1536w\" sizes=\"auto, (max-width: 1600px) 100vw, 1600px\"><\/p>\n<p>Lately, I have seen many sites lose substantial traffic on informational content and move quickly to diversify.<\/p>\n<p>Most recently, <a href=\"https:\/\/www.linkedin.com\/feed\/update\/urn:li:ugcPost:7318604164794634240?commentUrn=urn%3Ali%3Acomment%3A%28ugcPost%3A7318604164794634240%2C7318722256514256896%29&amp;dashCommentUrn=urn%3Ali%3Afsd_comment%3A%287318722256514256896%2Curn%3Ali%3AugcPost%3A7318604164794634240%29\">Databox<\/a> and <a href=\"https:\/\/www.linkedin.com\/posts\/wilreynolds_gartner-said25-of-search-traffic-would-activity-7244078993241444352-nKEg\/\">Seer Interactive<\/a> have reported significant organic traffic drops.<\/p>\n<p>We\u2019re all watching \u201c<a href=\"https:\/\/ahrefs.com\/blog\/the-great-decoupling\/\">the great decoupling<\/a>\u201d play out in our Google Search Console data\u2013impressions count for double, while clicks nosedive.<\/p>\n<p><img decoding=\"async\" src=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2025\/06\/word-image-188835-1.png\"><\/p>\n<p>And that\u2019s just from AI Overviews.<\/p>\n<p>Soon, search will be a fully conversational interface, where getting clicked becomes the exception\u2014not the&nbsp;rule.<\/p>\n<p>Clickless search isn\u2019t a new development.<\/p>\n<p>Google has been claiming our clicks as far back as 2001, with the first SERP feature: <a href=\"https:\/\/en.wikipedia.org\/wiki\/Google_Images\">Images<\/a>.<\/p>\n<p>But AI Overviews and AI Mode represent something different. They\u2019re not just features, they\u2019re fundamental changes to how search works.<\/p>\n<p>Here\u2019s what you need to know about the search features making a smash-and-grab for your clicks.<\/p>\n<h3><a id=\"post-188722-_r04novq9yghg\"><\/a>AI Overviews<\/h3>\n<p>AI Overviews are the AI generated summaries that show up at the top of search results. They deliver quick answers with information synthesized from different webpages.<\/p>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"alignnone wp-image-188773\" src=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2025\/06\/word-image-188722-2-1.jpg\" alt=\"Example of an AI Overview\" width=\"1830\" height=\"1274\" srcset=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2025\/06\/word-image-188722-2-1.jpg 1830w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2025\/06\/word-image-188722-2-1-610x425.jpg 610w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2025\/06\/word-image-188722-2-1-768x535.jpg 768w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2025\/06\/word-image-188722-2-1-1536x1069.jpg 1536w\" sizes=\"auto, (max-width: 1830px) 100vw, 1830px\"><\/p>\n<p>They began appearing for questions and long-tail queries, but they\u2019re now a regular feature on stem keyword searches.<\/p>\n<p>In fact, ironically, the phrases \u201cAI Overviews\u201d and \u201cZero-click search\u201d have acquired an AI Overview in the time it has taken me to write this article.<\/p>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"alignnone wp-image-188774\" src=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2025\/06\/word-image-188722-3-1.jpg\" alt=\"Example of AI Overviews\" width=\"2048\" height=\"733\" srcset=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2025\/06\/word-image-188722-3-1.jpg 2048w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2025\/06\/word-image-188722-3-1-680x243.jpg 680w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2025\/06\/word-image-188722-3-1-768x275.jpg 768w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2025\/06\/word-image-188722-3-1-1536x550.jpg 1536w\" sizes=\"auto, (max-width: 2048px) 100vw, 2048px\"><\/p>\n<p>While AIOs <em>do<\/em> cite some webpages (linking to <a href=\"https:\/\/www.advancedwebranking.com\/blog\/ai-overview-study\">7 URLs<\/a> on average), the citation space is limited.<\/p>\n<p>Many sources are hidden behind link icons or \u201cshow all\u201d buttons, meaning users have to click once to find the source, and click again to actually reach the&nbsp;site.<\/p>\n<div data-mode=\"normal\" data-oembed=\"1\" data-provider=\"youtube\" id=\"arve-youtube-aojdph_utv8\" style=\"max-width:900px;\" class=\"arve\">\n<div class=\"arve-inner\">\n<div style=\"aspect-ratio:4\/3\" class=\"arve-embed arve-embed--has-aspect-ratio\">\n<div class=\"arve-ar\" style=\"padding-top:75.000000%\"><\/div>\n<p>\t\t\t<iframe allow=\"accelerometer 'none';autoplay 'none';bluetooth 'none';browsing-topics 'none';camera 'none';clipboard-read 'none';clipboard-write;display-capture 'none';encrypted-media 'none';gamepad 'none';geolocation 'none';gyroscope 'none';hid 'none';identity-credentials-get 'none';idle-detection 'none';keyboard-map 'none';local-fonts;magnetometer 'none';microphone 'none';midi 'none';otp-credentials 'none';payment 'none';picture-in-picture;publickey-credentials-create 'none';publickey-credentials-get 'none';screen-wake-lock 'none';serial 'none';summarizer 'none';sync-xhr;usb 'none';web-share;window-management 'none';xr-spatial-tracking 'none';\" allowfullscreen class=\"arve-iframe fitvidsignore\" credentialless data-arve=\"arve-youtube-aojdph_utv8\" data-lenis-prevent data-src-no-ap=\"https:\/\/www.youtube-nocookie.com\/embed\/aojDPH_uTV8?feature=oembed&amp;iv_load_policy=3&amp;modestbranding=1&amp;rel=0&amp;autohide=1&amp;playsinline=0&amp;autoplay=0\" frameborder=\"0\" height=\"675\" loading=\"lazy\" name referrerpolicy=\"strict-origin-when-cross-origin\" sandbox=\"allow-scripts allow-same-origin allow-presentation allow-popups allow-popups-to-escape-sandbox\" scrolling=\"no\" src=\"https:\/\/www.youtube-nocookie.com\/embed\/aojDPH_uTV8?feature=oembed&amp;iv_load_policy=3&amp;modestbranding=1&amp;rel=0&amp;autohide=1&amp;playsinline=0&amp;autoplay=0\" title width=\"900\"><\/iframe><\/p><\/div>\n<\/div>\n<\/div>\n<p>AI Overviews do the opposite of incentivizing the click. If anything, they create a poorer UX for users who want to go deeper.<\/p>\n<p>And there\u2019s more in the way of citation problems.<\/p>\n<p>Many AI Overviews will summarize content first, and cite second\u2013meaning, they don\u2019t always accurately match statements to the actual source\u2013instead, they sort of wave a hand in the general direction.<\/p>\n<p>In some situations, they conflate sources. They may, for instance, cite your competitor when recapping <em>your<\/em> content, sending them your (albeit dwindling) clicks.<\/p>\n<p>And in worst-case scenarios, they omit sources altogether.<\/p>\n<p>For example, <a href=\"https:\/\/www.linkedin.com\/in\/vinnero\/\">Vince Nero<\/a>\u2013Director of Content Marketing over at <a href=\"https:\/\/www.buzzstream.com\/\">BuzzStream<\/a>\u2013recently <a href=\"https:\/\/www.linkedin.com\/posts\/vinnero_ai-overviews-not-providing-a-citation-from-activity-7337919905834430464-cRpa?utm_source=share&amp;utm_medium=member_desktop&amp;rcm=ACoAABoEm7QBekJrKEnvC5H6nTAmYwOb4R1k5GE\">noticed that AI Overviews<\/a> recapped content from the email marketing platform, Litmus, but didn\u2019t actually link to&nbsp;them.<\/p>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"alignnone wp-image-188775\" src=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2025\/06\/word-image-188722-4-1.jpg\" alt=\"Vince Nero post on LinkedIn\" width=\"1378\" height=\"1496\" srcset=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2025\/06\/word-image-188722-4-1.jpg 1378w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2025\/06\/word-image-188722-4-1-391x425.jpg 391w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2025\/06\/word-image-188722-4-1-768x834.jpg 768w\" sizes=\"auto, (max-width: 1378px) 100vw, 1378px\"><\/p>\n<p><a href=\"https:\/\/searchengineland.com\/google-ai-overviews-caught-linking-back-to-its-own-search-results-453376\">AI Overviews are often recursive<\/a>, creating zero-click search loops. In fact, nearly half of all AI Overviews <a href=\"https:\/\/www.searchenginejournal.com\/google-links-to-itself-43-of-ai-overviews-point-back-to-google\/546574\/\">point back to Google<\/a>.<\/p>\n<blockquote class=\"twitter-tweet\" data-media-max-width=\"560\">\n<p dir=\"ltr\" lang=\"en\">Google AI Overview appears with an underline, and when clicked, it redirects with a new query.<a href=\"https:\/\/twitter.com\/rustybrick?ref_src=twsrc%5Etfw\">@rustybrick<\/a> <a href=\"https:\/\/twitter.com\/gaganghotra_?ref_src=twsrc%5Etfw\">@gaganghotra_<\/a> <a href=\"https:\/\/twitter.com\/brodieseo?ref_src=twsrc%5Etfw\">@brodieseo<\/a> <a href=\"https:\/\/t.co\/Y6Df6bfxgn\">pic.twitter.com\/Y6Df6bfxgn<\/a><\/p>\n<p>\u2014 Sachin Patel (@SachuPatel53124) <a href=\"https:\/\/twitter.com\/SachuPatel53124\/status\/1901555137958588496?ref_src=twsrc%5Etfw\">March 17,&nbsp;2025<\/a><\/p><\/blockquote>\n<p><script async src=\"https:\/\/platform.twitter.com\/widgets.js\" charset=\"utf-8\"><\/script><\/p>\n<p>They can be problematic in other languages and countries too.<\/p>\n<p>In a recent article, my colleague <a href=\"https:\/\/www.linkedin.com\/in\/erik-sarissky\/\">Erik Sarissky<\/a> revealed that <a href=\"https:\/\/ahrefs.com\/blog\/google-is-stealing-your-international-search-traffic-with-automated-translations\/\">Google is now using AI and its AI Overviews feature<\/a> to translate English-language content\u2013and subsequently funneling users to its own proxy landing pages.<\/p>\n<p>From there, it uses internal links to steer them to other Google-owned properties.<\/p>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"alignnone wp-image-188776\" src=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2025\/06\/word-image-188722-5-1.jpg\" alt=\"Example of an AI Overview translating English content natively in SERPs\" width=\"2048\" height=\"1066\" srcset=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2025\/06\/word-image-188722-5-1.jpg 2048w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2025\/06\/word-image-188722-5-1-680x354.jpg 680w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2025\/06\/word-image-188722-5-1-768x400.jpg 768w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2025\/06\/word-image-188722-5-1-1536x800.jpg 1536w\" sizes=\"auto, (max-width: 2048px) 100vw, 2048px\"><\/p>\n<p>If users try to follow calls-to-action (CTAs) that lead to the original source, Google displays warning messages, discouraging them from leaving its universe.<\/p>\n<blockquote class=\"twitter-tweet\">\n<p dir=\"ltr\" lang=\"en\">This on Google translate domain<\/p>\n<p>I translated to English using Circle to Search overlay<br>\n\u201cFor your safety .\u2026\u2026\u201d <a href=\"https:\/\/t.co\/RFxZbYBY79\">pic.twitter.com\/RFxZbYBY79<\/a><\/p>\n<p>\u2014 Gagan Ghotra (@gaganghotra_) <a href=\"https:\/\/twitter.com\/gaganghotra_\/status\/1929609366409564497?ref_src=twsrc%5Etfw\">June 2,&nbsp;2025<\/a><\/p><\/blockquote>\n<p><script async src=\"https:\/\/platform.twitter.com\/widgets.js\" charset=\"utf-8\"><\/script><\/p>\n<p>If you haven\u2019t localized your content, you now run the risk of losing even more traffic to Google\u2019s click-free SERP.<\/p>\n<h3><a id=\"post-188722-_yy77koq7z2ho\"><\/a>AI Mode<\/h3>\n<p>AI Mode is Google\u2019s contextual, chat-based search mode.<\/p>\n<div id=\"attachment_188777\" style=\"width: 1236px\" class=\"wp-caption alignnone\"><img loading=\"lazy\" decoding=\"async\" aria-describedby=\"caption-attachment-188777\" class=\"wp-image-188777\" src=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2025\/06\/word-image-188722-6-1.jpg\" alt=\"Example of AI Mode\" width=\"1226\" height=\"752\" srcset=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2025\/06\/word-image-188722-6-1.jpg 1226w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2025\/06\/word-image-188722-6-1-680x417.jpg 680w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2025\/06\/word-image-188722-6-1-768x471.jpg 768w\" sizes=\"auto, (max-width: 1226px) 100vw, 1226px\"><p id=\"caption-attachment-188777\" class=\"wp-caption-text\">Screenshot courtesy of Barry&nbsp;Adams.<\/p><\/div>\n<p>You can think of it like a stripped-back, search-focused version of Gemini or ChatGPT.<\/p>\n<p>AI Mode has launched experimentally in the US, but as a tab alongside \u201cNews\u201d and \u201cImages\u201d.<\/p>\n<p>For that reason, <a href=\"https:\/\/www.seoforgooglenews.com\/p\/initial-thoughts-on-google-ai-mode\">uptake hasn\u2019t been significant yet<\/a>.<\/p>\n<p>But Google has made its intentions clear. AI Mode will be slowly migrated to the main search page, until users become familiar with&nbsp;it.<\/p>\n<p>At that point, it will become the <a href=\"https:\/\/www.seroundtable.com\/google-ai-mode-in-web-search-39548.html\">primary search interface<\/a>.<\/p>\n<h3><a id=\"post-188722-_6xc4rks552uc\"><\/a>Featured snippets, local packs, search tools and&nbsp;more\u2026<\/h3>\n<p>Google\u2019s non-AI search results also display and summarize content from sites natively in the search results.<\/p>\n<p>See below for some examples of SERP features that are most likely to reduce your clicks.<\/p>\n<div id=\"attachment_188778\" style=\"width: 866px\" class=\"wp-caption alignnone\"><img loading=\"lazy\" decoding=\"async\" aria-describedby=\"caption-attachment-188778\" class=\"wp-image-188778\" src=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2025\/06\/word-image-188722-7-1.png\" alt=\"Ahrefs Keywords Explorer SERP feature filter.\" width=\"856\" height=\"1350\" srcset=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2025\/06\/word-image-188722-7-1.png 856w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2025\/06\/word-image-188722-7-1-269x425.png 269w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2025\/06\/word-image-188722-7-1-768x1211.png 768w\" sizes=\"auto, (max-width: 856px) 100vw, 856px\"><p id=\"caption-attachment-188778\" class=\"wp-caption-text\">Ahrefs Keywords Explorer tracks the most prominent SERP features.<\/p><\/div>\n<h4><a id=\"post-188722-_uz288b1vtet\"><\/a>Featured snippets<\/h4>\n<p>Featured snippets scrape content from webpages, to surface instant answers at the top of the&nbsp;SERPs.<\/p>\n<p>You can think of them as an early-stage version of an AI Overview.<\/p>\n<p>But, unlike AIOs, featured snippets cite just a single website.<\/p>\n<p>While they\u2019re known to reduce clicks, they don\u2019t present the same citation problems as AI Overviews\u2013they lift <strong>exact-match<\/strong> content from a <strong>single site <\/strong>and <strong>clearly link<\/strong> to the webpage.<\/p>\n<p>In some cases, featured snippets actually entice clicks rather than reduce them.<\/p>\n<p>When the snippets don\u2019t have enough space to answer the question in full, they end with ellipses or a \u201cMore items\u2026\u201d call-to-action.<\/p>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"alignnone wp-image-188779\" src=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2025\/06\/word-image-188722-8-1.jpg\" alt=\"Example of a Featured Snippet\" width=\"2048\" height=\"1057\" srcset=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2025\/06\/word-image-188722-8-1.jpg 2048w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2025\/06\/word-image-188722-8-1-680x351.jpg 680w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2025\/06\/word-image-188722-8-1-768x396.jpg 768w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2025\/06\/word-image-188722-8-1-1536x793.jpg 1536w\" sizes=\"auto, (max-width: 2048px) 100vw, 2048px\"><\/p>\n<h4><a id=\"post-188722-_llvonj5b1dc3\"><\/a>Local pack<\/h4>\n<p>A local pack is a cluster of local business listings relevant to a user\u2019s localized query, often leading to Google Maps or other native features.<\/p>\n<p>Local packs typically include:<\/p>\n<ul>\n<li>Maps<\/li>\n<li>Opening times<\/li>\n<li>Directions<\/li>\n<li>Contact info<\/li>\n<li>Book a table CTAs park&nbsp;etc.<\/li>\n<\/ul>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"alignnone wp-image-188780\" src=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2025\/06\/word-image-188722-9-1.jpg\" alt=\"Example of a Google local pack\" width=\"2048\" height=\"1517\" srcset=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2025\/06\/word-image-188722-9-1.jpg 2048w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2025\/06\/word-image-188722-9-1-574x425.jpg 574w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2025\/06\/word-image-188722-9-1-768x569.jpg 768w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2025\/06\/word-image-188722-9-1-1536x1138.jpg 1536w\" sizes=\"auto, (max-width: 2048px) 100vw, 2048px\"><\/p>\n<h4>Image packs and thumbnails<\/h4>\n<p>Image packs are a row or block of image results directly featured in the&nbsp;SERP.<\/p>\n<p>They provide a visual link to the Google Image tab, where users can go to view all their query-related images\u2013without needing to click out of the&nbsp;SERP.<\/p>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"alignnone wp-image-188781\" src=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2025\/06\/word-image-188722-10-1.jpg\" alt=\"Example of a Google image pack\" width=\"2048\" height=\"1239\" srcset=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2025\/06\/word-image-188722-10-1.jpg 2048w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2025\/06\/word-image-188722-10-1-680x411.jpg 680w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2025\/06\/word-image-188722-10-1-768x465.jpg 768w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2025\/06\/word-image-188722-10-1-1536x929.jpg 1536w\" sizes=\"auto, (max-width: 2048px) 100vw, 2048px\"><\/p>\n<h4><a id=\"post-188722-_g6z80ei1vm5z\"><\/a>Knowledge cards and knowledge panels<\/h4>\n<p>Knowledge cards provide quick answers like facts, bios, stats, or definitions from structured data.<\/p>\n<p>They can also include tools&nbsp;like:<\/p>\n<ul>\n<li>Calculators<\/li>\n<li>Clocks<\/li>\n<li>Weather<\/li>\n<li>Currency<\/li>\n<li>Translations<\/li>\n<\/ul>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"alignnone wp-image-188782\" src=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2025\/06\/word-image-188722-11-1.png\" alt=\"Example of Google knowledge card\" width=\"2048\" height=\"1051\" srcset=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2025\/06\/word-image-188722-11-1.png 2048w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2025\/06\/word-image-188722-11-1-680x349.png 680w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2025\/06\/word-image-188722-11-1-768x394.png 768w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2025\/06\/word-image-188722-11-1-1536x788.png 1536w\" sizes=\"auto, (max-width: 2048px) 100vw, 2048px\"><\/p>\n<p>Knowledge panels give searchers top-level information about a topic on page one of Google.<\/p>\n<p>They\u2019re sourced from places like Wikipedia or Google\u2019s Knowledge Graph, and are typically shown in a right-hand panel or&nbsp;card.<\/p>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"alignnone wp-image-188783\" src=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2025\/06\/word-image-188722-12-1.png\" alt=\"Example of Google knowledge panel\" width=\"2048\" height=\"1466\" srcset=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2025\/06\/word-image-188722-12-1.png 2048w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2025\/06\/word-image-188722-12-1-594x425.png 594w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2025\/06\/word-image-188722-12-1-768x550.png 768w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2025\/06\/word-image-188722-12-1-1536x1100.png 1536w\" sizes=\"auto, (max-width: 2048px) 100vw, 2048px\"><\/p>\n<p>Further reading: <a href=\"https:\/\/help.ahrefs.com\/en\/articles\/1259365-what-are-serp-features\">What are SERP features?<\/a><\/p>\n<h4><a id=\"post-188722-_tsmyi3xggo1t\"><\/a>Other Google-owned tools<\/h4>\n<p>Google\u2019s own search tools are also cutting clicks to sites in certain industries.<\/p>\n<p>For example, Google Flights and Google Careers curate flights and job listings for Google\u2019s native ecosystem.<\/p>\n<p>In some cases, users can complete flight bookings and submit one-click job applications without leaving Google\u2019s walled garden.<\/p>\n<p>And my <a href=\"https:\/\/ahrefs.com\/blog\/google-looking-out-for-number-one\/\">research shows<\/a> that Google is increasingly sending organic traffic to its own search tools.<\/p>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"alignnone wp-image-188784\" src=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2025\/06\/word-image-188722-13-1.jpg\" alt=\"Ahrefs research growth to Google owned properties in organic search\" width=\"892\" height=\"2048\" srcset=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2025\/06\/word-image-188722-13-1.jpg 892w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2025\/06\/word-image-188722-13-1-185x425.jpg 185w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2025\/06\/word-image-188722-13-1-768x1763.jpg 768w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2025\/06\/word-image-188722-13-1-669x1536.jpg 669w\" sizes=\"auto, (max-width: 892px) 100vw, 892px\"><\/p>\n<div class=\"post-nav-link clearfix\" id=\"section1\"><a class=\"subhead-anchor\" data-tip=\"tooltip__copielink\" rel=\"#section1\"><svg width=\"19\" height=\"19\" viewBox=\"0 0 14 14\" style><g fill=\"none\" fill-rule=\"evenodd\"><path d=\"M0 0h14v14H0z\" \/><path d=\"M7.45 9.887l-1.62 1.621c-.92.92-2.418.92-3.338 0a2.364 2.364 0 0 1 0-3.339l1.62-1.62-1.273-1.272-1.62 1.62a4.161 4.161 0 1 0 5.885 5.884l1.62-1.62L7.45 9.886zM5.527 5.135L7.17 3.492c.92-.92 2.418-.92 3.339 0 .92.92.92 2.418 0 3.339L8.866 8.473l1.272 1.273 1.644-1.643A4.161 4.161 0 1 0 5.897 2.22L4.254 3.863l1.272 1.272zm-.66 3.998a.749.749 0 0 1 0-1.06l2.208-2.206a.749.749 0 1 1 1.06 1.06L5.928 9.133a.75.75 0 0 1-1.061 0z\" style \/><\/g><\/svg><\/a><div class=\"link-text\" data-anchor=\"What are marketers doing about zero-click search?\" data-section=\"marketers-doing-zero-click-search\">\n<h2><a id=\"post-188722-_65i95lic58ly\"><\/a>What are marketers doing about zero-click search?<\/h2>\n<\/div><\/div>\n<p>Zero-click search isn\u2019t a temporary change or a puzzle to solve\u2014it\u2019s the new baseline.<\/p>\n<p>Our job is to&nbsp;adapt.<\/p>\n<p>Here are 7 things marketers are doing about zero-click search.<\/p>\n<div class=\"post-nav-link clearfix\" id=\"section1\"><a class=\"subhead-anchor\" data-tip=\"tooltip__copielink\" rel=\"#section1\"><svg width=\"19\" height=\"19\" viewBox=\"0 0 14 14\" style><g fill=\"none\" fill-rule=\"evenodd\"><path d=\"M0 0h14v14H0z\" \/><path d=\"M7.45 9.887l-1.62 1.621c-.92.92-2.418.92-3.338 0a2.364 2.364 0 0 1 0-3.339l1.62-1.62-1.273-1.272-1.62 1.62a4.161 4.161 0 1 0 5.885 5.884l1.62-1.62L7.45 9.886zM5.527 5.135L7.17 3.492c.92-.92 2.418-.92 3.339 0 .92.92.92 2.418 0 3.339L8.866 8.473l1.272 1.273 1.644-1.643A4.161 4.161 0 1 0 5.897 2.22L4.254 3.863l1.272 1.272zm-.66 3.998a.749.749 0 0 1 0-1.06l2.208-2.206a.749.749 0 1 1 1.06 1.06L5.928 9.133a.75.75 0 0 1-1.061 0z\" style \/><\/g><\/svg><\/a><div class=\"link-text\" data-anchor=\"1. Developing product and user-focused content\" data-section=\"product-user-content\">\n<h3><a id=\"post-188722-_97xsp1m5nqvg\"><\/a>1. Developing product and user-focused content\u2026<\/h3>\n<\/div><\/div>\n<p>I think we can come clean and admit that we over-prioritized Google in our strategy.<\/p>\n<p>When clicks were easy to come by, that worked a treat. Not so much anymore\u2026<\/p>\n<p>Now, we\u2019re publishing with more intention, focusing on \u201c<strong>Mutually valuable content\u201d<\/strong>\u2013content that supports our brand goals <em>and<\/em> offers real value to&nbsp;users.<\/p>\n<p>Think: tools, templates, use cases, and workflows that are genuinely helpful, and deeply tied to the product.<\/p>\n<p>At Ahrefs, this shift shows up in how we prioritize topics. We\u2019re leaning into content that hits a sweet spot: it\u2019s useful for our audience and unavoidably tied to our product.<\/p>\n<p>Internally, we call this <a href=\"https:\/\/ahrefs.com\/blog\/content-marketing-kpis\/#:~:text=%E2%80%9Cbusiness%20potential%E2%80%9D%20scale\">Business Potential<\/a>\u2014a measure of how naturally Ahrefs fits into the topics our audience cares&nbsp;about.<\/p>\n<p>If a topic <strong>can\u2019t be discussed without mentioning Ahrefs<\/strong>, we know we\u2019re in the right ballpark.<\/p>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"alignnone wp-image-188785\" src=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2025\/06\/word-image-188722-14-1.png\" alt=\"Ahrefs' proprietary Business Potential Score\" width=\"1600\" height=\"1422\" srcset=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2025\/06\/word-image-188722-14-1.png 1600w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2025\/06\/word-image-188722-14-1-478x425.png 478w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2025\/06\/word-image-188722-14-1-768x683.png 768w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2025\/06\/word-image-188722-14-1-1536x1365.png 1536w\" sizes=\"auto, (max-width: 1600px) 100vw, 1600px\"><\/p>\n<p>Case in point with our research into the <a href=\"https:\/\/ahrefs.com\/blog\/ai-overviews-reduce-clicks\/\">click-loss spurred by AI Overviews<\/a>.<\/p>\n<p>We created the biggest (and first) study into the impact of zero-click search, and made sure our data and product were at the center of&nbsp;it.<\/p>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"alignnone wp-image-188786\" src=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2025\/06\/word-image-188722-15-1.png\" alt=\"Screenshot of Ahrefs blog &quot;AI Overviews reduce clicks by 34.5%&quot; pointing out Ahrefs product mention and Ahrefs data chart\" width=\"1219\" height=\"2048\" srcset=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2025\/06\/word-image-188722-15-1.png 1219w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2025\/06\/word-image-188722-15-1-253x425.png 253w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2025\/06\/word-image-188722-15-1-768x1290.png 768w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2025\/06\/word-image-188722-15-1-914x1536.png 914w\" sizes=\"auto, (max-width: 1219px) 100vw, 1219px\"><\/p>\n<p>When marketers shared their own traffic drop-offs, they couldn\u2019t help but cite our research\u2013Ahrefs became part of the narrative.<\/p>\n<p>And it worked pretty damn well\u2013<a href=\"https:\/\/www.linkedin.com\/posts\/thinkingslow_50700-views-829-from-non-google-sources-activity-7329179625828343808-TPFp?utm_source=share&amp;utm_medium=member_desktop&amp;rcm=ACoAABoEm7QBekJrKEnvC5H6nTAmYwOb4R1k5GE\">we drove tons of traffic<\/a> from sources far beyond just Google.<\/p>\n<p><a href=\"https:\/\/www.linkedin.com\/posts\/thinkingslow_50700-views-829-from-non-google-sources-activity-7329179625828343808-TPFp?utm_source=share&amp;utm_medium=member_desktop&amp;rcm=ACoAABoEm7QBekJrKEnvC5H6nTAmYwOb4R1k5GE\"><img loading=\"lazy\" decoding=\"async\" class=\"alignnone wp-image-188787\" src=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2025\/06\/word-image-188722-16-1.jpg\" alt=\"Ryan Law LinkedIn post\" width=\"1370\" height=\"1562\" srcset=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2025\/06\/word-image-188722-16-1.jpg 1370w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2025\/06\/word-image-188722-16-1-373x425.jpg 373w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2025\/06\/word-image-188722-16-1-768x876.jpg 768w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2025\/06\/word-image-188722-16-1-1347x1536.jpg 1347w\" sizes=\"auto, (max-width: 1370px) 100vw, 1370px\"><\/a><a href=\"https:\/\/www.linkedin.com\/posts\/timsoulo_in-the-next-3-years-ai-is-going-to-kill-activity-7333471630066679809-fs-s?utm_source=share&amp;utm_medium=member_desktop&amp;rcm=ACoAABoEm7QBekJrKEnvC5H6nTAmYwOb4R1k5GE\"><img loading=\"lazy\" decoding=\"async\" class=\"alignnone wp-image-188788\" src=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2025\/06\/word-image-188722-17-1.png\" alt=\"Tim Soulo LinkedIn post on Ahrefs traffic diversification \" width=\"1380\" height=\"1818\" srcset=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2025\/06\/word-image-188722-17-1.png 1380w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2025\/06\/word-image-188722-17-1-323x425.png 323w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2025\/06\/word-image-188722-17-1-768x1012.png 768w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2025\/06\/word-image-188722-17-1-1166x1536.png 1166w\" sizes=\"auto, (max-width: 1380px) 100vw, 1380px\"><\/a>Ultimately, marketers are shifting focus to build defensible IP\u2014treating content as utility, not just traffic bait.<\/p>\n<p>After all, if it doesn\u2019t drive clear conversions or user value, why keep feeding the machine?<\/p>\n<div class=\"post-nav-link clearfix\" id=\"section1\"><a class=\"subhead-anchor\" data-tip=\"tooltip__copielink\" rel=\"#section1\"><svg width=\"19\" height=\"19\" viewBox=\"0 0 14 14\" style><g fill=\"none\" fill-rule=\"evenodd\"><path d=\"M0 0h14v14H0z\" \/><path d=\"M7.45 9.887l-1.62 1.621c-.92.92-2.418.92-3.338 0a2.364 2.364 0 0 1 0-3.339l1.62-1.62-1.273-1.272-1.62 1.62a4.161 4.161 0 1 0 5.885 5.884l1.62-1.62L7.45 9.886zM5.527 5.135L7.17 3.492c.92-.92 2.418-.92 3.339 0 .92.92.92 2.418 0 3.339L8.866 8.473l1.272 1.273 1.644-1.643A4.161 4.161 0 1 0 5.897 2.22L4.254 3.863l1.272 1.272zm-.66 3.998a.749.749 0 0 1 0-1.06l2.208-2.206a.749.749 0 1 1 1.06 1.06L5.928 9.133a.75.75 0 0 1-1.061 0z\" style \/><\/g><\/svg><\/a><div class=\"link-text\" data-anchor=\"2. Creating deliberately human content\">\n<h2><a id=\"post-188722-_yjcgmjsggw04\"><\/a>2. Creating deliberately human content\u2026<\/h2>\n<\/div><\/div>\n<p>We\u2019re distancing ourselves from the AI-flattened \u201c<a href=\"https:\/\/www.seerinteractive.com\/insights\/the-sea-of-sameness-problem-in-content-marketing-seo\">sea of sameness<\/a>\u201d, by developing content that:<\/p>\n<ul>\n<li>Validates our humanity<\/li>\n<li>Provides net-new information<\/li>\n<\/ul>\n<p>This looks like thought leadership, opinion pieces, storytelling, data research, topic gaps, and <a href=\"https:\/\/ahrefs.com\/blog\/gonzo-content\/\">gonzo content<\/a>.<\/p>\n<div id=\"attachment_188789\" style=\"width: 1610px\" class=\"wp-caption alignnone\"><a href=\"https:\/\/ahrefs.com\/blog\/gonzo-content\/\"><img loading=\"lazy\" decoding=\"async\" aria-describedby=\"caption-attachment-188789\" class=\"wp-image-188789\" src=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2025\/06\/word-image-188722-18-1.png\" alt=\"A quote from Hunter S. Thompson, reading &quot;The only way to write honestly about the scene is to be part of it&quot;\" width=\"1600\" height=\"736\" srcset=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2025\/06\/word-image-188722-18-1.png 1600w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2025\/06\/word-image-188722-18-1-680x313.png 680w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2025\/06\/word-image-188722-18-1-768x353.png 768w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2025\/06\/word-image-188722-18-1-1536x707.png 1536w\" sizes=\"auto, (max-width: 1600px) 100vw, 1600px\"><\/a><p id=\"caption-attachment-188789\" class=\"wp-caption-text\">An excerpt from Ryan Law\u2019s article on Gonzo content<\/p><\/div>\n<p>As AI content becomes ubiquitous, \u201chumanity\u201d becomes a serious competitive advantage.<\/p>\n<p>We\u2019re creating \u201c<strong>deliberately human content\u201d<\/strong> to draw a clear line between us and&nbsp;AI.<\/p>\n<p>We want our marketing to say \u201chey, look, I\u2019m human. You can trust me. I don\u2019t give you broad strokes information, or hallucinated answers. I have lived experience. I will give you a trusted account <em><strong>and<\/strong><\/em> provide the receipts. I don\u2019t parrot the same ideas over and over. I\u2019ll tell you something completely new.\u201d<\/p>\n<p>Thought leadership, original research, and \u201cgonzo content\u201d centers real expertise, rather than rehashing the same known ideas, and generic information.<\/p>\n<p>It\u2019s the kind of content that makes a brand an innovator\u2013not just a follower.<\/p>\n<p>We\u2019ve embraced this philosophy at Ahrefs, ramping up our creation of green-field research\u2013publishing <a href=\"https:\/\/ahrefs.com\/blog\/top-mentioned-sources-are-not-shared-across-ai-assistants\/\">AI market share<\/a> studies, <a href=\"https:\/\/ahrefs.com\/blog\/marketers-using-ai-publish-more-content\/\">AI marketing surveys<\/a>, <a href=\"https:\/\/ahrefs.com\/blog\/almost-half-of-google-searches-are-branded-study\/\">branded search traffic studies<\/a> and&nbsp;more.<\/p>\n<p>We also proactively hunt for topic gaps\u2014ideas not yet covered by AI summaries and zero-click results.<\/p>\n<p>Using Ahrefs AI Content Helper, we find underserved entities and target them to make sure we\u2019re adding something new to the conversation.<\/p>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"alignnone wp-image-188790\" src=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2025\/06\/word-image-188722-19-1.png\" alt=\"A screenshot of Ahrefs AI Content Helper, pointing out entity gap scores for the topic of &quot;Zero-click content&quot;\u2013highlighting a score of zero for the subtopic &quot;Future outlook and industry debates&quot;\" width=\"2048\" height=\"1049\" srcset=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2025\/06\/word-image-188722-19-1.png 2048w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2025\/06\/word-image-188722-19-1-680x348.png 680w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2025\/06\/word-image-188722-19-1-768x393.png 768w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2025\/06\/word-image-188722-19-1-1536x787.png 1536w\" sizes=\"auto, (max-width: 2048px) 100vw, 2048px\"><\/p>\n<p>In fact, that\u2019s why I\u2019m writing this-here guide.<\/p>\n<p>It seems there\u2019s not enough in the way of \u201cFuture outlook\u201d content into zero-click search right&nbsp;now.<\/p>\n<p>Well, I am happy to oblige&nbsp;\ud83d\ude09<\/p>\n<div class=\"post-nav-link clearfix\" id=\"section1\"><a class=\"subhead-anchor\" data-tip=\"tooltip__copielink\" rel=\"#section1\"><svg width=\"19\" height=\"19\" viewBox=\"0 0 14 14\" style><g fill=\"none\" fill-rule=\"evenodd\"><path d=\"M0 0h14v14H0z\" \/><path d=\"M7.45 9.887l-1.62 1.621c-.92.92-2.418.92-3.338 0a2.364 2.364 0 0 1 0-3.339l1.62-1.62-1.273-1.272-1.62 1.62a4.161 4.161 0 1 0 5.885 5.884l1.62-1.62L7.45 9.886zM5.527 5.135L7.17 3.492c.92-.92 2.418-.92 3.339 0 .92.92.92 2.418 0 3.339L8.866 8.473l1.272 1.273 1.644-1.643A4.161 4.161 0 1 0 5.897 2.22L4.254 3.863l1.272 1.272zm-.66 3.998a.749.749 0 0 1 0-1.06l2.208-2.206a.749.749 0 1 1 1.06 1.06L5.928 9.133a.75.75 0 0 1-1.061 0z\" style \/><\/g><\/svg><\/a><div class=\"link-text\" data-anchor=\"3. Going \u201cmethod\u201d with customer research\" data-section=\"customer-research\">\n<h3><a id=\"post-188722-_1lxf1n8jqgl4\"><\/a>3. Going \u201cmethod\u201d with customer research<\/h3>\n<\/div><\/div>\n<p>Searchers are asking more complex questions than&nbsp;ever.<\/p>\n<p>No two queries are the same, and every user question is laden with intent.<\/p>\n<p>That puts the pressure back on marketers to know their audience inside out. But it also means new opportunities for those who can meet that nuance.<\/p>\n<p>While generic answers are the easiest clicks to steal, <a href=\"https:\/\/ahrefs.com\/blog\/seo-ai-deep-content\/\">deep content<\/a> is hard to summarize and even harder to co-opt.<\/p>\n<p>For those reasons\u2013and many more\u2013we are getting granular with our content, and going \u201cmethod\u201d with our customer research.<\/p>\n<p>\u201cGoing method\u201d means that we\u2019re tapping into long-tail questions, community threads, customer feedback, support logs, and site search queries\u2013all to better understand what consumers <em>really<\/em> care&nbsp;about.<\/p>\n<div id=\"attachment_188791\" style=\"width: 1216px\" class=\"wp-caption alignnone\"><img loading=\"lazy\" decoding=\"async\" aria-describedby=\"caption-attachment-188791\" class=\"wp-image-188791\" src=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2025\/06\/word-image-188722-20-1.png\" alt=\"A quote from Gary Magnone, MD at Magneti, from the SEO Community reading &quot;lead content strategy with both primary AND secondary research on ICPs, buying groups, decision makers, and influencers&quot;\" width=\"1206\" height=\"556\" srcset=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2025\/06\/word-image-188722-20-1.png 1206w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2025\/06\/word-image-188722-20-1-680x313.png 680w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2025\/06\/word-image-188722-20-1-768x354.png 768w\" sizes=\"auto, (max-width: 1206px) 100vw, 1206px\"><p id=\"caption-attachment-188791\" class=\"wp-caption-text\"><a href=\"http:\/\/linkedin.com\/in\/gmagnone\">Gary Magnone<\/a>, Managing Director at <a href=\"http:\/\/magneti.com\/\">Magneti<\/a>, advises The SEO Community to double-down on customer research and build out solid ideal customer profiles (ICPs)<\/p><\/div>\n<p>And we\u2019re providing the kind of answers AI can\u2019t spitball or scrape from the&nbsp;SERP.<\/p>\n<p>The more specific our marketing, the more niche problems we solve, the more likely we are to survive the click cull and find our \u201ctribe\u201d.<\/p>\n<p><a href=\"https:\/\/searchengineland.com\/how-ai-mode-ai-overviews-work-patents-456346\">AI Mode is already personalizing results<\/a> based on context and memory: including a user\u2019s prior queries, location, and account behavior.<\/p>\n<p>Meaning that when you master audience personalization, and make it into your customer\u2019s world, you tend to stick around\u2026<\/p>\n<p><a href=\"https:\/\/www.linkedin.com\/posts\/joshuahardwick28_welcome-to-the-future-of-search-gemini-gave-activity-7330997829101895680-sf0c?utm_source=share&amp;utm_medium=member_desktop&amp;rcm=ACoAABoEm7QBekJrKEnvC5H6nTAmYwOb4R1k5GE\"><img loading=\"lazy\" decoding=\"async\" class=\"alignnone wp-image-188792\" src=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2025\/06\/word-image-188722-21-1.png\" alt=\"LinkedIn Post from Joshua Hardwick\" width=\"1102\" height=\"1834\" srcset=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2025\/06\/word-image-188722-21-1.png 1102w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2025\/06\/word-image-188722-21-1-255x425.png 255w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2025\/06\/word-image-188722-21-1-768x1278.png 768w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2025\/06\/word-image-188722-21-1-923x1536.png 923w\" sizes=\"auto, (max-width: 1102px) 100vw, 1102px\"><\/a><\/p>\n<p>Here\u2019s a framework you can borrow for nuanced customer research.<\/p>\n<p>It involves mining the kinds of questions a user might ask when they\u2019re wanting more than just the broad-strokes information contained in a zero-click search.<\/p>\n<p>When they\u2019re in the market for advice, personal experience, tips, and recommendations.<\/p>\n<p>To find these queries, I\u2019ve been using Ahrefs and ChatGPT.<\/p>\n<p>First up, I head to <a href=\"https:\/\/ahrefs.com\/site-explorer\">Ahrefs Content Gap<\/a> tool where I set up a search that shows me where my competitors are visible\u2013but I\u2019m&nbsp;not.<\/p>\n<p>I basically want to find all the complex questions my audience are asking that I haven\u2019t yet answered.<\/p>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"alignnone wp-image-188793\" src=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2025\/06\/word-image-188722-22-1.jpg\" alt=\"Screenshot of Ahrefs Competitive Analysis tool homepage showing Ahrefs.com in the &quot;this target doesn't rank for&quot; search field, and backlinko, semrush, moz, and seranking in the search field &quot;But these competitors do&quot;\" width=\"2048\" height=\"1460\" srcset=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2025\/06\/word-image-188722-22-1.jpg 2048w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2025\/06\/word-image-188722-22-1-596x425.jpg 596w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2025\/06\/word-image-188722-22-1-768x548.jpg 768w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2025\/06\/word-image-188722-22-1-1536x1095.jpg 1536w\" sizes=\"auto, (max-width: 2048px) 100vw, 2048px\"><\/p>\n<p>From there, I set up the following filters:<\/p>\n<ul>\n<li>A <strong>minimum<\/strong> <strong>word count<\/strong> of 6 words, so that I\u2019m focusing on nuanced, long-tail phrases.<\/li>\n<li>A <strong>keyword starts with: <\/strong>\u201c<strong>how<\/strong>\u201d filter. Of all the question-based keyword modifiers, \u201chow\u201d is the one most likely to suggest there is a complex job-to-be-done.<\/li>\n<\/ul>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"alignnone wp-image-188794\" src=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2025\/06\/word-image-188722-23-1.png\" alt=\"Screenshot of the same Ahrefs Content Gap tool with the dropdown filter menu closed. Two filter tags are highlighted with an orange box and arrow: &quot;Word count: From 6&quot; and &quot;Keyword: Starts with how&quot;. The main content shows a matrix comparing common keywords between the five SEO tool websites, with numerical values representing keyword counts or rankings for each site intersection. The data is displayed in a heat map format with orange shading indicating relative performance levels.\" width=\"1990\" height=\"1084\" srcset=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2025\/06\/word-image-188722-23-1.png 1990w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2025\/06\/word-image-188722-23-1-680x370.png 680w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2025\/06\/word-image-188722-23-1-768x418.png 768w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2025\/06\/word-image-188722-23-1-1536x837.png 1536w\" sizes=\"auto, (max-width: 1990px) 100vw, 1990px\"><\/p>\n<p>Then I make&nbsp;sure:<\/p>\n<ol>\n<li>I\u2019m not ranking<\/li>\n<li>At least two of my competitors <strong>are<\/strong> ranking (in the top&nbsp;100)<\/li>\n<\/ol>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"alignnone wp-image-188795\" src=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2025\/06\/word-image-188722-24-1.jpg\" alt=\"Screenshot of Ahrefs Content Gap analysis tool showing keyword research data. The interface displays a comparison between ahrefs.com and 4 competitors (backlinko.com, semrush.com, moz.com, seranking.com). A dropdown filter menu is open showing options for competitor rankings including &quot;In top 100&quot; (selected), &quot;In top 10&quot;, and &quot;Custom&quot;. The analysis shows 1,607 keywords with filters applied for &quot;Target's position: No rank&quot; and &quot;Competitors' positions: At least 2 rank&quot;. Below is a keyword table showing three &quot;how to&quot; queries related to reverse image search, with their search frequency, volume, keyword difficulty, CPC, and position data across different competitor sites.\" width=\"2048\" height=\"1750\" srcset=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2025\/06\/word-image-188722-24-1.jpg 2048w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2025\/06\/word-image-188722-24-1-497x425.jpg 497w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2025\/06\/word-image-188722-24-1-768x656.jpg 768w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2025\/06\/word-image-188722-24-1-1536x1313.jpg 1536w\" sizes=\"auto, (max-width: 2048px) 100vw, 2048px\"><\/p>\n<p>From there, I export the returning 1,607 keywords, and head to ChatGPT, where I drop the following prompt into the o4-mini model (best for advanced reasoning tasks):<\/p>\n<blockquote><p>Please score the keywords on this list according to the following scale (1 = a broad, vague question that can be answered easily and succinctly, 10 = a nuanced, hyper-specific question that can\u2019t be answered easily or succinctly)<\/p><\/blockquote>\n<p>I attach my csv. export of keywords which I\u2019ve cleaned to include just the keyword and volume columns.<\/p>\n<p>When ChatGPT\u2019s done scoring, I\u2019m left with a list of complex user questions.<\/p>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"alignnone wp-image-188796\" src=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2025\/06\/word-image-188722-25-1.png\" alt=\"Table showing SEO-related search tasks with their volume and complexity ratings. Tasks include queries like &quot;how do i get ahrefs bot to crawl my site&quot; (Volume: 30, Complexity: 10), &quot;how do i know what keywords your site ranks for&quot; (Volume: 150, Complexity: 10), and various other SEO-related questions, all rated with complexity level 10 and volumes ranging from 0 to 160.\" width=\"1558\" height=\"1478\" srcset=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2025\/06\/word-image-188722-25-1.png 1558w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2025\/06\/word-image-188722-25-1-448x425.png 448w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2025\/06\/word-image-188722-25-1-768x729.png 768w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2025\/06\/word-image-188722-25-1-1536x1457.png 1536w\" sizes=\"auto, (max-width: 1558px) 100vw, 1558px\"><\/p>\n<p>To prioritize this list, I can filter to zero-in on questions with a complexity score of 9s or 10s, and then sort by descending keyword \u201cvolume\u201d.<\/p>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"alignnone wp-image-188797\" src=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2025\/06\/word-image-188722-26-1.png\" alt=\"Screenshot of a keyword research table showing search tasks with their corresponding search volumes and complexity scores. The table has three columns: &quot;Task&quot; (showing &quot;how to&quot; queries), &quot;Volume&quot; (monthly search volume), and &quot;Complexity (1-10)&quot; (keyword difficulty rating).\" width=\"1562\" height=\"1522\"><\/p>\n<p>From there, I\u2019ll make a final judgement call on \u201cBusiness Potential\u201d, based on how relevant the question is to Ahrefs.<\/p>\n<p>In a zero-click world, depth beats breadth. And depth starts with customer research.<\/p>\n<div class=\"post-nav-link clearfix\" id=\"section1\"><a class=\"subhead-anchor\" data-tip=\"tooltip__copielink\" rel=\"#section1\"><svg width=\"19\" height=\"19\" viewBox=\"0 0 14 14\" style><g fill=\"none\" fill-rule=\"evenodd\"><path d=\"M0 0h14v14H0z\" \/><path d=\"M7.45 9.887l-1.62 1.621c-.92.92-2.418.92-3.338 0a2.364 2.364 0 0 1 0-3.339l1.62-1.62-1.273-1.272-1.62 1.62a4.161 4.161 0 1 0 5.885 5.884l1.62-1.62L7.45 9.886zM5.527 5.135L7.17 3.492c.92-.92 2.418-.92 3.339 0 .92.92.92 2.418 0 3.339L8.866 8.473l1.272 1.273 1.644-1.643A4.161 4.161 0 1 0 5.897 2.22L4.254 3.863l1.272 1.272zm-.66 3.998a.749.749 0 0 1 0-1.06l2.208-2.206a.749.749 0 1 1 1.06 1.06L5.928 9.133a.75.75 0 0 1-1.061 0z\" style \/><\/g><\/svg><\/a><div class=\"link-text\" data-anchor=\"4. Diversifying to new channels\" data-section=\"diversify\">\n<h3><a id=\"post-188722-_vbjc6m2ure6g\"><\/a>4. Diversifying to new channels<\/h3>\n<\/div><\/div>\n<p>Now that search is sans click, traffic diversification is the #1 thing on everyone\u2019s mind.<\/p>\n<p>Google used to be <em>the<\/em> destination. Now it\u2019s just one of&nbsp;many.<\/p>\n<p>PR, TikTok, Reddit, Substack, Slack, WhatsApp\u2014anywhere people talk, decide, and discover is where we now want to&nbsp;be.<\/p>\n<p>The smartest SEOs are making sure they\u2019re not stuck in search.<\/p>\n<p>They\u2019re diversifying their channel mix, and building their business on land they own\u2013not search real estate they&nbsp;rent.<\/p>\n<blockquote class=\"small\"><div class=\"quote-content\"> The message is clear. Publishers need to focus on audience strategies that exclude Google as a reliable source. The emphasis needs to be on non-Google channels, multimedia content, and direct brand traffic.\u201d<\/div><div class=\"quote-info clearfix\"><div class=\"quote-photo\"><img decoding=\"async\" alt=\"Barry Adams\" src=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2025\/06\/Barry-adams.jpeg\"><\/div><div class=\"extra-box\"><span class=\"quote-author\">Barry Adams,<\/span> <span class=\"quote-author-job\">SEO and Audience Growth Consultant, <a href=\"https:\/\/www.linkedin.com\/posts\/barryadams_i-just-delivered-a-presentation-on-googles-activity-7333794193288450049-2Oij\/?utm_source=share&amp;utm_medium=member_desktop&amp;rcm=ACoAABoEm7QBekJrKEnvC5H6nTAmYwOb4R1k5GE\" target=\"_blank\">on LinkedIn<\/a><\/span><\/div><\/div><\/blockquote>\n<p>A byproduct of this: we\u2019re collectively remembering just how important content promotion is.<\/p>\n<blockquote class=\"small\"><div class=\"quote-content\"> The future of informational content is demand-led and you\u2019ve got to start thinking of how you can drive demand with informational content, not just educate.<\/div><div class=\"quote-info clearfix\"><div class=\"quote-photo\"><img decoding=\"async\" alt=\"Chima Mmeje\" src=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2024\/08\/chima-mmeje.png\"><\/div><div class=\"extra-box\"><span class=\"quote-author\">Chima Mmeje,<\/span> <span class=\"quote-author-job\">SaaS Content Strategist at Moz, <a href=\"https:\/\/www.linkedin.com\/posts\/chima-mmeje_when-folks-ask-me-what-is-the-future-of-informational-activity-7335298284976021505-yyCJ?utm_source=share&amp;utm_medium=member_desktop&amp;rcm=ACoAABoEm7QBekJrKEnvC5H6nTAmYwOb4R1k5GE\" target=\"_blank\">on LinkedIn<\/a><\/span><\/div><\/div><\/blockquote>\n<p>Gone are the days where we could work through a laundry list of SEO ranking factors, and build a nice, steady stream of traffic.<\/p>\n<p>We\u2019re having to start operating like marketers again.<\/p>\n<p>As my colleague Despina rightly says, \u201c<a href=\"https:\/\/ahrefs.com\/blog\/seo-plus-lazy-marketing-wont-cut-it-anymore\/\">Good SEO plus lazy marketing won\u2019t cut it anymore.<\/a>\u201d<\/p>\n<p><a href=\"https:\/\/ahrefs.com\/blog\/seo-is-still-your-best-marketing-channel\/\">SEO delivered outsized returns<\/a> for so long, while social, PR, email and other business functions had to put double reps in for half the&nbsp;gains.<\/p>\n<p>Now the time has come for us to make 10X the effort for the same volume of traffic that once came so&nbsp;easy.<\/p>\n<div id=\"attachment_188800\" style=\"width: 1424px\" class=\"wp-caption alignnone\"><a href=\"https:\/\/www.linkedin.com\/posts\/daniel-foley-assertive_seo-activity-7328433917152161792-vBBI?utm_source=share&amp;utm_medium=member_desktop&amp;rcm=ACoAABoEm7QBekJrKEnvC5H6nTAmYwOb4R1k5GE\"><img loading=\"lazy\" decoding=\"async\" aria-describedby=\"caption-attachment-188800\" class=\"wp-image-188800\" src=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2025\/06\/word-image-188722-29-1.png\" alt=\"A LinkedIn post from Daniel Foley Carter\" width=\"1414\" height=\"1694\" srcset=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2025\/06\/word-image-188722-29-1.png 1414w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2025\/06\/word-image-188722-29-1-355x425.png 355w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2025\/06\/word-image-188722-29-1-768x920.png 768w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2025\/06\/word-image-188722-29-1-1282x1536.png 1282w\" sizes=\"auto, (max-width: 1414px) 100vw, 1414px\"><\/a><p id=\"caption-attachment-188800\" class=\"wp-caption-text\">Solid advice from Daniel Foley Carter<\/p><\/div>\n<p>So, we\u2019re moving towards something like what Rand Fishkin calls \u201c<a href=\"https:\/\/www.linkedin.com\/posts\/randfishkin_new-post-httpslnkdingkvafmdj-deep-activity-7334088033912164355-i7ol\/?utm_source=share&amp;utm_medium=member_desktop&amp;rcm=ACoAABoEm7QBekJrKEnvC5H6nTAmYwOb4R1k5GE\">Search&nbsp;<strong>everywhere&nbsp;<\/strong>optimization\u201d.<\/a><\/p>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"alignnone wp-image-188801\" src=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2025\/06\/word-image-188722-30-1.jpg\" alt=\"SparkToro Bar chart titled &quot;SEO... or SEO?&quot; showing &quot;Use of search &amp; AI tools by profiles with sommelier in their bio.&quot; The chart displays percentage usage across different platforms ranked #1-#13, with platform #8 showing the highest usage at +50.4%. Platforms are represented by their logos including Google, Wikipedia, Amazon, Reddit, Microsoft, Yahoo, Pinterest, and others.\" width=\"1280\" height=\"720\" srcset=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2025\/06\/word-image-188722-30-1.jpg 1280w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2025\/06\/word-image-188722-30-1-680x383.jpg 680w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2025\/06\/word-image-188722-30-1-768x432.jpg 768w\" sizes=\"auto, (max-width: 1280px) 100vw, 1280px\"><\/p>\n<p>We\u2019re having to:<\/p>\n<ul>\n<li><strong>Distribute ideas, not content:<\/strong> According to Ahrefs\u2019 CMO <a href=\"https:\/\/www.linkedin.com\/in\/timsoulo\">Tim Soulo<\/a>, we need to promote our most disruptive ideas natively on each platform\u2013not clicks to our&nbsp;site.<\/li>\n<li><strong>Own the demand:<\/strong> Google never actually created the demand\u201363% of the traffic Google sends is navigational (<a href=\"https:\/\/sparktoro.com\/blog\/who-sends-traffic-on-the-web-and-how-much-new-research-from-datos-sparktoro\/\">SparkToro<\/a>), and 46% is branded (<a href=\"https:\/\/ahrefs.com\/blog\/almost-half-of-google-searches-are-branded-study\/\">Ahrefs<\/a>). We just need to take back ownership. <a href=\"https:\/\/uk.linkedin.com\/in\/chima-mmeje\">Chima Mmeje<\/a> advises creating content experiences that give people a reason to return to your blog\/site again and&nbsp;again.<\/li>\n<li><strong>Change our benchmarks: <\/strong>We need to monitor mentions, shareability, referrals, and sentiment\u2013not just traffic.<\/li>\n<\/ul>\n<p>For us, LinkedIn is working pretty damn hard as a source of referral traffic, and ChatGPT is majorly picking up the slack as our organic traffic takes a&nbsp;hit.<\/p>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"alignnone wp-image-188854 size-full\" src=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2025\/06\/Ahrefs-traffic-trends-in-Ahrefs-Web-Analytics-across-LinkedIn-ChatGPT-and-Google.jpg\" alt=\"Ahrefs traffic trends in Ahrefs Web Analytics across LinkedIn ChatGPT and Google\" width=\"2018\" height=\"1488\" srcset=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2025\/06\/Ahrefs-traffic-trends-in-Ahrefs-Web-Analytics-across-LinkedIn-ChatGPT-and-Google.jpg 2018w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2025\/06\/Ahrefs-traffic-trends-in-Ahrefs-Web-Analytics-across-LinkedIn-ChatGPT-and-Google-576x425.jpg 576w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2025\/06\/Ahrefs-traffic-trends-in-Ahrefs-Web-Analytics-across-LinkedIn-ChatGPT-and-Google-768x566.jpg 768w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2025\/06\/Ahrefs-traffic-trends-in-Ahrefs-Web-Analytics-across-LinkedIn-ChatGPT-and-Google-1536x1133.jpg 1536w\" sizes=\"auto, (max-width: 2018px) 100vw, 2018px\"><\/p>\n<p>Look deeper into your own analytics data, and see which channels you can zhuzh to drive audiences to your content.<\/p>\n<p>This next part isn\u2019t about abandoning SEO. It\u2019s about making sure you\u2019re not dependent on&nbsp;it.<\/p>\n<div class=\"post-nav-link clearfix\" id=\"section1\"><a class=\"subhead-anchor\" data-tip=\"tooltip__copielink\" rel=\"#section1\"><svg width=\"19\" height=\"19\" viewBox=\"0 0 14 14\" style><g fill=\"none\" fill-rule=\"evenodd\"><path d=\"M0 0h14v14H0z\" \/><path d=\"M7.45 9.887l-1.62 1.621c-.92.92-2.418.92-3.338 0a2.364 2.364 0 0 1 0-3.339l1.62-1.62-1.273-1.272-1.62 1.62a4.161 4.161 0 1 0 5.885 5.884l1.62-1.62L7.45 9.886zM5.527 5.135L7.17 3.492c.92-.92 2.418-.92 3.339 0 .92.92.92 2.418 0 3.339L8.866 8.473l1.272 1.273 1.644-1.643A4.161 4.161 0 1 0 5.897 2.22L4.254 3.863l1.272 1.272zm-.66 3.998a.749.749 0 0 1 0-1.06l2.208-2.206a.749.749 0 1 1 1.06 1.06L5.928 9.133a.75.75 0 0 1-1.061 0z\" style \/><\/g><\/svg><\/a><div class=\"link-text\" data-anchor=\"5. Going all in on brand and PR\" data-section=\"brand-pr\">\n<h3><a id=\"post-188722-_bg13p530k37f\"><\/a>5. Going all in on brand and&nbsp;PR<\/h3>\n<\/div><\/div><!-- notionvc: ac9f3e57-2785-40b9-8318-028711e7f399 -->\n<p>The less visibility you get in the SERPs, the more you need people to <em>already<\/em> know who you&nbsp;are.<\/p>\n<p>For that reason, we\u2019re starting to invest more in off-site content.<\/p>\n<div id=\"attachment_188803\" style=\"width: 957px\" class=\"wp-caption alignnone\"><a href=\"https:\/\/www.linkedin.com\/posts\/sarahhartland_iso-a-pr-agency-that-will-increase-our-activity-7338979316929572864-DXYO?utm_source=share&amp;utm_medium=member_desktop&amp;rcm=ACoAABoEm7QBekJrKEnvC5H6nTAmYwOb4R1k5GE\"><img loading=\"lazy\" decoding=\"async\" aria-describedby=\"caption-attachment-188803\" class=\"wp-image-188803\" src=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2025\/06\/word-image-188722-32-1.jpg\" alt=\"Sarah Hartland &quot;In search of&quot; a PR agency to increase visibility in AI by way of social media, influencer marketing, and PR\" width=\"947\" height=\"2048\" srcset=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2025\/06\/word-image-188722-32-1.jpg 947w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2025\/06\/word-image-188722-32-1-197x425.jpg 197w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2025\/06\/word-image-188722-32-1-768x1661.jpg 768w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2025\/06\/word-image-188722-32-1-710x1536.jpg 710w\" sizes=\"auto, (max-width: 947px) 100vw, 947px\"><\/a><p id=\"caption-attachment-188803\" class=\"wp-caption-text\">Sarah Hartland \u201cIn search of\u201d a PR agency to increase visibility in AI by way of social media, influencer marketing, and&nbsp;PR<\/p><\/div>\n<p>PR, earned media, and brand mentions pack the greatest punch when it comes to zero-click search and AI visibility.<\/p>\n<p>This has been a long-held theory, but we\u2019ve found proof in our study of 75,000 brands and the <a href=\"https:\/\/ahrefs.com\/blog\/ai-overview-brand-correlation\/\">factors that correlate with brand mentions in AI Overviews<\/a>.<\/p>\n<h3><img loading=\"lazy\" decoding=\"async\" class=\"alignnone wp-image-188804\" src=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2025\/06\/word-image-188722-33-1.png\" alt=\"Ahrefs AI Overview Brand Correlation study, showing Spearman correlation values for various SEO factors. Branded web mentions has the highest correlation at 0.664, followed by branded anchors at 0.527, branded search volume at 0.392, DR (Domain Rating) at 0.326.\" width=\"1600\" height=\"1769\" srcset=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2025\/06\/word-image-188722-33-1.png 1600w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2025\/06\/word-image-188722-33-1-384x425.png 384w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2025\/06\/word-image-188722-33-1-768x849.png 768w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2025\/06\/word-image-188722-33-1-1389x1536.png 1389w\" sizes=\"auto, (max-width: 1600px) 100vw, 1600px\"><\/h3>\n<p>But the takeaway for marketers here is not: build branded web mentions with a bit of \u201clite\u201d PR.<\/p>\n<p>And it\u2019s certainly not paying for mentions, guest posting, or off-site \u201centity engineering\u201d.<\/p>\n<p>In other words, it\u2019s not about <em>feigning<\/em> brand reach. It\u2019s about building a brand that <em>gets mentioned. <\/em><\/p>\n<p>The mentions are the byproduct of strong brand affinity. And we\u2019ll have to work our socks off to build that&nbsp;brand.<\/p>\n<p>Through strategies like PR, yes, but also through:<\/p>\n<ul>\n<li><strong>Search everywhere optimization<\/strong>: Showing up on every platform our customer touches.<\/li>\n<li><strong>Building an incredible product experience:<\/strong> Providing exceptional customer support, deep documentation, and \u201csurprise + delight\u201d features that get people talking. Promoting open-source tools for \u201cpost-click\u201d search, creating live feedback loops, and \u201cbuilding in public\u201d.<\/li>\n<li><strong>Fueling public discourse:<\/strong> Encouraging reviews on platforms like G2, and the sharing of use cases, workflows, and discussions on Reddit. Ultimately, showing up in customer communities.<\/li>\n<li><strong>Launching \u201cnoisy\u201d narrative-driven campaigns<\/strong>: Investing in creative stunts, branded content, data-storytelling, and inventive product launches (not just announcement blog posts) that are made to be shared, and appeal to audiences on more of an emotional level.<\/li>\n<li><strong>Engineering \u201cWord of mouth\u201d marketing: <\/strong>Coining original theories, frameworks, or important brand topics, then taking them \u201con tour\u201d, and engineering the ways in which audiences talk and think about our brand. Here\u2019s <a href=\"https:\/\/www.youtube.com\/watch?v=uctaJFXgNLo\">Nathan Barry<\/a> (founder of <a href=\"https:\/\/kit.com\/\">Kit<\/a>, formerly ConvertKit) talking to Tim Soulo on the <a href=\"https:\/\/ahrefs.com\/podcast\">Ahrefs Podcast<\/a> about how marketers should be \u201cequipping customers with the ability to tell the story of their&nbsp;brand.\u201d<\/li>\n<\/ul>\n<p><iframe loading=\"lazy\" title=\"Embedded post\" src=\"https:\/\/www.linkedin.com\/embed\/feed\/update\/urn:li:ugcPost:7337757827853127682?compact=1\" width=\"504\" height=\"399\" frameborder=\"0\" allowfullscreen=\"allowfullscreen\"><\/iframe><\/p>\n<div class=\"post-nav-link clearfix\" id=\"section1\"><a class=\"subhead-anchor\" data-tip=\"tooltip__copielink\" rel=\"#section1\"><svg width=\"19\" height=\"19\" viewBox=\"0 0 14 14\" style><g fill=\"none\" fill-rule=\"evenodd\"><path d=\"M0 0h14v14H0z\" \/><path d=\"M7.45 9.887l-1.62 1.621c-.92.92-2.418.92-3.338 0a2.364 2.364 0 0 1 0-3.339l1.62-1.62-1.273-1.272-1.62 1.62a4.161 4.161 0 1 0 5.885 5.884l1.62-1.62L7.45 9.886zM5.527 5.135L7.17 3.492c.92-.92 2.418-.92 3.339 0 .92.92.92 2.418 0 3.339L8.866 8.473l1.272 1.273 1.644-1.643A4.161 4.161 0 1 0 5.897 2.22L4.254 3.863l1.272 1.272zm-.66 3.998a.749.749 0 0 1 0-1.06l2.208-2.206a.749.749 0 1 1 1.06 1.06L5.928 9.133a.75.75 0 0 1-1.061 0z\" style \/><\/g><\/svg><\/a><div class=\"link-text\" data-anchor=\"6. Turning off the content tap\" data-section=\"turning-off-content-tap\">\n<h3><a id=\"post-188722-_vy3ao58xcrhx\"><\/a>6. Turning off the content tap<\/h3>\n<\/div><\/div>\n<p><a href=\"https:\/\/developers.google.com\/search\/blog\/2025\/05\/succeeding-in-ai-search\">Google\u2019s latest guidance<\/a> reads like d\u00e9j\u00e0 vu: make great content, use structured data, mix up formats.<\/p>\n<p>What\u2019s changed is the goalpost\u2014it\u2019s no longer about ranking. It\u2019s about \u201cearning a place in AI answers.\u201d In other words: zero-click visibility.<\/p>\n<p>What Google\u2019s guidance fails to mention is the <a href=\"https:\/\/ahrefs.com\/blog\/ai-overviews-reduce-clicks\/\">monumental collapse in traffic<\/a> and attribution that comes with&nbsp;that.<\/p>\n<p>For many, the exchange feels broken.<\/p>\n<h3><img loading=\"lazy\" decoding=\"async\" class=\"alignnone wp-image-188805\" src=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2025\/06\/word-image-188722-34-1.png\" alt=\"Collection of LinkedIn posts discussing AI and SEO topics. Multiple posts from various SEO professionals discussing AI overviews, search engine optimization strategies, and the impact of AI on organic traffic and content creation.\" width=\"2048\" height=\"1152\" srcset=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2025\/06\/word-image-188722-34-1.png 2048w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2025\/06\/word-image-188722-34-1-680x383.png 680w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2025\/06\/word-image-188722-34-1-768x432.png 768w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2025\/06\/word-image-188722-34-1-1536x864.png 1536w\" sizes=\"auto, (max-width: 2048px) 100vw, 2048px\"><\/h3>\n<p>We\u2019re seeing a few early forms of pushback.<\/p>\n<p>Some marketers are disabling <a href=\"https:\/\/www.linkedin.com\/feed\/update\/urn:li:activity:7331316159515926528?updateEntityUrn=urn%3Ali%3Afs_updateV2%3A%28urn%3Ali%3Aactivity%3A7331316159515926528%2CFEED_DETAIL%2CEMPTY%2CDEFAULT%2Cfalse%29\">AI search<\/a>\u2026<\/p>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"alignnone wp-image-188806\" src=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2025\/06\/word-image-188722-35-1.png\" alt=\"Screenshot of site homepage &amp;udm=14 which switches off AI search results\" width=\"722\" height=\"748\" srcset=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2025\/06\/word-image-188722-35-1.png 722w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2025\/06\/word-image-188722-35-1-410x425.png 410w\" sizes=\"auto, (max-width: 722px) 100vw, 722px\"><\/p>\n<p>More and more are <a href=\"https:\/\/ahrefs.com\/blog\/ai-bot-block-rates\/\">blocking AI crawlers<\/a>\u2026<\/p>\n<div id=\"attachment_188807\" style=\"width: 1984px\" class=\"wp-caption alignnone\"><img loading=\"lazy\" decoding=\"async\" aria-describedby=\"caption-attachment-188807\" class=\"wp-image-188807\" src=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2025\/06\/word-image-188722-36-1.png\" alt=\"Line chart showing &quot;Monthly trend (Top traffic)&quot; in &quot;AI bot blocks over time&quot; from 2020 to 2025 for various AI chatbots and search tools. The chart shows multiple colored lines representing different platforms like GPTBot, CCBot, ChatGPT-user, ClaudeBot, Google-Extended, Amazonbot, Claude-Web, Facebookbot, Omgili, Bytespider, Cohere-AI, and Applebot-Extended. Most lines show steady traffic around 2.5-3.5% until 2024, when several platforms (particularly GPTBot and CCBot) show dramatic increases to around 4.5-5%.\" width=\"1974\" height=\"2048\" srcset=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2025\/06\/word-image-188722-36-1.png 1974w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2025\/06\/word-image-188722-36-1-410x425.png 410w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2025\/06\/word-image-188722-36-1-768x797.png 768w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2025\/06\/word-image-188722-36-1-1481x1536.png 1481w\" sizes=\"auto, (max-width: 1974px) 100vw, 1974px\"><p id=\"caption-attachment-188807\" class=\"wp-caption-text\">Top-trafficked sites began blocking AI bots in&nbsp;2024<\/p><\/div>\n<p>Some are refocusing on non-search channels\u2026<\/p>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"alignnone wp-image-188808\" src=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2025\/06\/word-image-188722-37-1.jpg\" alt=\"Screenshot of a comment by &quot;Bob&quot; on search engine journal with highlighted text stating &quot;This is the final nail in the coffin, guys. It's over.&quot; and &quot;Why bother with Google anymore? With AI Mode and AI Overviews in Search, your traffic has come to droplets.&quot; The comment suggests switching to Facebook's program instead for better content monetization.\" width=\"2048\" height=\"697\" srcset=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2025\/06\/word-image-188722-37-1.jpg 2048w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2025\/06\/word-image-188722-37-1-680x231.jpg 680w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2025\/06\/word-image-188722-37-1-768x261.jpg 768w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2025\/06\/word-image-188722-37-1-1536x523.jpg 1536w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2025\/06\/word-image-188722-37-1-650x220.jpg 650w\" sizes=\"auto, (max-width: 2048px) 100vw, 2048px\"><\/p>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"alignnone wp-image-188809\" src=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2025\/06\/word-image-188722-38-1.png\" alt=\"Screenshot of a search engine journal comment from user &quot;2001&quot;. The comment reads: &quot;Google has largely kept AI away from Youtube. So far. So, it's got a few more good years.&quot; Below this is a highlighted yellow sentence that says &quot;Go for Tiktok, Youtube etc. for content creation. Stop wasting time on Google.&quot;\" width=\"2046\" height=\"376\" srcset=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2025\/06\/word-image-188722-38-1.png 2046w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2025\/06\/word-image-188722-38-1-680x125.png 680w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2025\/06\/word-image-188722-38-1-768x141.png 768w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2025\/06\/word-image-188722-38-1-1536x282.png 1536w\" sizes=\"auto, (max-width: 2046px) 100vw, 2046px\"><\/p>\n<div id=\"attachment_188810\" style=\"width: 1320px\" class=\"wp-caption alignnone\"><a href=\"https:\/\/www.linkedin.com\/feed\/update\/urn:li:activity:7337930733564387328?updateEntityUrn=urn%3Ali%3Afs_updateV2%3A%28urn%3Ali%3Aactivity%3A7337930733564387328%2CFEED_DETAIL%2CEMPTY%2CDEFAULT%2Cfalse%29\"><img loading=\"lazy\" decoding=\"async\" aria-describedby=\"caption-attachment-188810\" class=\"wp-image-188810\" src=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2025\/06\/word-image-188722-39-1.jpg\" alt=\"A post from Alisa Scharf, VP of SEO &amp;amp; Generative AI at Seer Interactive\" width=\"1310\" height=\"2048\" srcset=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2025\/06\/word-image-188722-39-1.jpg 1310w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2025\/06\/word-image-188722-39-1-272x425.jpg 272w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2025\/06\/word-image-188722-39-1-768x1201.jpg 768w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2025\/06\/word-image-188722-39-1-983x1536.jpg 983w\" sizes=\"auto, (max-width: 1310px) 100vw, 1310px\"><\/a><p id=\"caption-attachment-188810\" class=\"wp-caption-text\">A post from Alisa Scharf, VP of SEO &amp; Generative AI at Seer Interactive<\/p><\/div>\n<p>Some are even taking legal action to push back on their content being mined for training data <a href=\"https:\/\/techcrunch.com\/2025\/02\/24\/chegg-sues-google-over-ai-search-summaries\/\">\u00b9<\/a> <a href=\"https:\/\/travellemming.com\/perspectives\/ftc-letter-google-censors-indie-publishers-with-ai\/\">\u00b2<\/a>.<\/p>\n<div id=\"attachment_188811\" style=\"width: 1886px\" class=\"wp-caption alignnone\"><a href=\"https:\/\/travellemming.com\/perspectives\/ftc-letter-google-censors-indie-publishers-with-ai\/\"><img loading=\"lazy\" decoding=\"async\" aria-describedby=\"caption-attachment-188811\" class=\"wp-image-188811\" src=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2025\/06\/word-image-188722-40-1.jpg\" alt=\"Screenshot of a blog post from Travel Lemming website titled &quot;Google is Using AI to Censor Thousands of Independent Websites Like Mine (And to Control the Flow of Information Online)&quot; by Nate Hake, updated May 27, 2025. \" width=\"1876\" height=\"1398\" srcset=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2025\/06\/word-image-188722-40-1.jpg 1876w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2025\/06\/word-image-188722-40-1-570x425.jpg 570w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2025\/06\/word-image-188722-40-1-768x572.jpg 768w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2025\/06\/word-image-188722-40-1-1536x1145.jpg 1536w\" sizes=\"auto, (max-width: 1876px) 100vw, 1876px\"><\/a><p id=\"caption-attachment-188811\" class=\"wp-caption-text\">A fascinating read by independent publisher, Nate Hake, on Google\u2019s growing search and AI monopoly.<\/p><\/div>\n<p>Google\u2019s zero-click search has certainly shaken things up.<\/p>\n<div class=\"further-reading\"><div class=\"reading-title\">Further reading<\/div><div class=\"reading-content\">\n<a href=\"https:\/\/travellemming.com\/perspectives\/ftc-letter-google-censors-indie-publishers-with-ai\/\">Google is Using AI to Censor Thousands of Independent Websites Like Mine (And to Control the Flow of Information Online)<\/a><br>\n<\/div><\/div>\n<div class=\"post-nav-link clearfix\" id=\"section1\"><a class=\"subhead-anchor\" data-tip=\"tooltip__copielink\" rel=\"#section1\"><svg width=\"19\" height=\"19\" viewBox=\"0 0 14 14\" style><g fill=\"none\" fill-rule=\"evenodd\"><path d=\"M0 0h14v14H0z\" \/><path d=\"M7.45 9.887l-1.62 1.621c-.92.92-2.418.92-3.338 0a2.364 2.364 0 0 1 0-3.339l1.62-1.62-1.273-1.272-1.62 1.62a4.161 4.161 0 1 0 5.885 5.884l1.62-1.62L7.45 9.886zM5.527 5.135L7.17 3.492c.92-.92 2.418-.92 3.339 0 .92.92.92 2.418 0 3.339L8.866 8.473l1.272 1.273 1.644-1.643A4.161 4.161 0 1 0 5.897 2.22L4.254 3.863l1.272 1.272zm-.66 3.998a.749.749 0 0 1 0-1.06l2.208-2.206a.749.749 0 1 1 1.06 1.06L5.928 9.133a.75.75 0 0 1-1.061 0z\" style \/><\/g><\/svg><\/a><div class=\"link-text\" data-anchor=\"How to track zero-click search\" data-section=\"track-zero-click-search\">\n<h2><a id=\"post-188722-_i2en2fm21h4p\"><\/a>How to track zero-click search<\/h2>\n<\/div><\/div>\n<p>Google\u2019s zero-click search features are reducing our traffic, but by how&nbsp;much?<\/p>\n<p>That\u2019s the million-dollar question.<\/p>\n<p>Marketers are desperate to track zero-click data, to understand its full impact on traffic.<\/p>\n<p>But Google\u2019s not making it&nbsp;easy.<\/p>\n<p>You can only track AI Overviews as position one in Google Search Console\u2013meaning, you can\u2019t disambiguate clicks from AI Overviews vs. traditional search clicks.<\/p>\n<p>Google Search Console now enables click tracking <a href=\"https:\/\/www.linkedin.com\/posts\/patrickstox_confirming-that-non-labs-ai-mode-clicks-are-activity-7338902616187305984-t7ZQ?utm_source=share&amp;utm_medium=member_desktop&amp;rcm=ACoAABoEm7QBekJrKEnvC5H6nTAmYwOb4R1k5GE\">in AI Mode<\/a> but, as with AIOs, <a href=\"https:\/\/searchengineland.com\/google-search-console-to-show-ai-mode-performance-but-you-wont-be-able-to-break-it-out-455992\">you won\u2019t be able to compare those clicks<\/a> against traditional search or any other Google property.<\/p>\n<p><a href=\"https:\/\/www.linkedin.com\/posts\/patrickstox_confirming-that-non-labs-ai-mode-clicks-are-activity-7338902616187305984-t7ZQ?utm_source=share&amp;utm_medium=member_desktop&amp;rcm=ACoAABoEm7QBekJrKEnvC5H6nTAmYwOb4R1k5GE\"><img loading=\"lazy\" decoding=\"async\" class=\"alignnone wp-image-188812\" src=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2025\/06\/word-image-188722-41-1.jpg\" alt=\"A LinkedIn post by Patrick Stox\" width=\"1378\" height=\"1370\" srcset=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2025\/06\/word-image-188722-41-1.jpg 1378w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2025\/06\/word-image-188722-41-1-427x425.jpg 427w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2025\/06\/word-image-188722-41-1-768x764.jpg 768w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2025\/06\/word-image-188722-41-1-120x120.jpg 120w\" sizes=\"auto, (max-width: 1378px) 100vw, 1378px\"><\/a><\/p>\n<p>So, how else can you track zero-click search?<\/p>\n<p>Here are a few&nbsp;ideas\u2026<\/p>\n<h4><a id=\"post-188722-_ch7wdmbt8tfj\"><\/a>Track brand mentions in AI Overviews with Ahrefs Brand&nbsp;Radar<\/h4>\n<p>You can keep tabs on your AI Overview ownership with <a href=\"https:\/\/ahrefs.com\/brand-radar\">Ahrefs Brand Radar<\/a>.<\/p>\n<p>This tool lets you track mentions of your brand\u2013not only in the queries that lead to an AI Overview\u2013but in AI Overviews themselves.<\/p>\n<p>Do a simple search for your brand name in keywords or AI Overviews to work out your total ownership.<\/p>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"alignnone wp-image-188813\" src=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2025\/06\/word-image-188722-42-1.png\" alt=\"Screenshot of Ahrefs Brand Radar analytics dashboard showing brand mention tracking. The interface displays scope settings with &quot;All locations&quot; and &quot;Full dataset&quot; selected, showing 19,295,017 total results. The main search is filtered for &quot;Ahrefs&quot; mentions, returning 589 results. The dashboard shows various metric tabs including &quot;Mentions&quot; (selected), &quot;Impressions&quot;, &quot;Competitive share&quot;, &quot;Competitive reach&quot;, &quot;Market share&quot;, and &quot;Market reach&quot;. A line graph displays Ahrefs mentions over time from August 2024 to March 2025\" width=\"1488\" height=\"1700\" srcset=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2025\/06\/word-image-188722-42-1.png 1488w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2025\/06\/word-image-188722-42-1-372x425.png 372w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2025\/06\/word-image-188722-42-1-768x877.png 768w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2025\/06\/word-image-188722-42-1-1344x1536.png 1344w\" sizes=\"auto, (max-width: 1488px) 100vw, 1488px\"><\/p>\n<p>Then scroll down further to view mentions in-situ, and see which domains are commonly linked in zero-click search answers.<\/p>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"alignnone wp-image-188814\" src=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2025\/06\/word-image-188722-43-1.jpg\" alt=\"Ahrefs Brand Radar AI Overview mentions for various SEO tools like Ahrefs, Moz, and SEMRush, with AI overviews and related article links for each keyword.\" width=\"1880\" height=\"1726\" srcset=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2025\/06\/word-image-188722-43-1.jpg 1880w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2025\/06\/word-image-188722-43-1-463x425.jpg 463w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2025\/06\/word-image-188722-43-1-768x705.jpg 768w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2025\/06\/word-image-188722-43-1-1536x1410.jpg 1536w\" sizes=\"auto, (max-width: 1880px) 100vw, 1880px\"><\/p>\n<p>You can search for your specific site to see all the AI Overviews you\u2019re currently cited in via the \u201cDomains\u201d tab.<\/p>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"alignnone wp-image-188815\" src=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2025\/06\/word-image-188722-44-1.jpg\" alt=\"Ahrefs Brand Radar showing domain performance comparison. Graph displays rising trend line reaching 6M over time from Aug 2024 to Jun 2025. Table shows 5 domains with Reddit.com leading at 4.9B impressions and 26.5% competitive percentage, followed by Zapier.com, Semrush.com, Backlinko.com, and Ahrefs.com. \" width=\"1990\" height=\"1850\" srcset=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2025\/06\/word-image-188722-44-1.jpg 1990w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2025\/06\/word-image-188722-44-1-457x425.jpg 457w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2025\/06\/word-image-188722-44-1-768x714.jpg 768w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2025\/06\/word-image-188722-44-1-1536x1428.jpg 1536w\" sizes=\"auto, (max-width: 1990px) 100vw, 1990px\"><\/p>\n<h4><a id=\"post-188722-_grzyx1cgdusf\"><\/a>Track your mentions in AI with Ahrefs Brand&nbsp;Radar<\/h4>\n<p>AI and zero-click search summarizes your content, making it tricky to keep tabs&nbsp;on.<\/p>\n<p>But your brand name is a constant.<\/p>\n<p>For that reason, many marketers are turning to <a href=\"\/blog\/best-ai-visibility-tools\/\" data-ahr=\"https:\/\/ahrefs.com\/blog\/aeo-tools-optimize-for-llms\/\">AEO tools<\/a> to monitor mentions of their brand, and brand associations in AI platforms.<\/p>\n<p>You can track instances of your brand in prompts and AI responses across ChatGPT and Perplexity, using Ahrefs Brand&nbsp;Radar.<\/p>\n<h4><img loading=\"lazy\" decoding=\"async\" class=\"alignnone wp-image-188816\" src=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2025\/06\/word-image-188722-45-1.png\" alt=\"Screenshot of Ahrefs Brand Radar tool with &quot;ChatGPT&quot; tab selected and highlighted with an orange arrow. The interface shows brand monitoring for multiple SEO tools including ahrefs, Majestic, Moz, Serpstat, and SpyFu. A line graph displays mention trends over time, and below is a data table showing metrics for each entity including mentions, competitive AI prompts like &quot;how to check competitor backlinks&quot; followed by AI responses mentioning various SEO tools like Ahrefs, SEMrush, Moz, Majestic, and SpyFu for backlink analysis.\" width=\"1538\" height=\"1624\" srcset=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2025\/06\/word-image-188722-45-1.png 1538w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2025\/06\/word-image-188722-45-1-402x425.png 402w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2025\/06\/word-image-188722-45-1-768x811.png 768w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2025\/06\/word-image-188722-45-1-1455x1536.png 1455w\" sizes=\"auto, (max-width: 1538px) 100vw, 1538px\"><\/h4>\n<h4>Watch your traffic in Ahrefs Web Analytics<\/h4>\n<p>Zero-click search doesn\u2019t actually mean zero clicks\u2013just far fewer than we\u2019ve been used&nbsp;to.<\/p>\n<p>You can use our free <a href=\"https:\/\/ahrefs.com\/web-analytics\">Web Analytics<\/a> tool to understand where traffic is going now, and what engages users when they <em>do<\/em> click.<\/p>\n<p>According to our latest research, zero-click searchers are most likely to land on branded content <a href=\"https:\/\/ahrefs.com\/blog\/ai-traffic-research\/#best-of-content-product-pages-and-guides-drive-the-most-ai-traffic\">\u00b9<\/a> <a href=\"https:\/\/ahrefs.com\/blog\/ai-search-traffic-by-page-type-ahrefs\/\">\u00b2<\/a>.<\/p>\n<p>If you spot any uplift in direct traffic or homepage growth, this can signal increased brand recall\u2014users might search your brand name after seeing your answer in a snippet, or visit your brand pages after getting further down the funnel in&nbsp;AI.<\/p>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"alignnone wp-image-188817\" src=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2025\/06\/word-image-188722-46-1.png\" alt=\"Screenshot of Ahrefs Web Analytics dashboard showing the Overview\/Traffic sources section with 4,147 live visitors indicated by a green dot. A line graph shows direct traffic unique visitors over time, with a steep upward trend from December 2024 through January 2025, then leveling off with slight fluctuations through May 2025. The &quot;Direct&quot; traffic source is checked and highlighted.\" width=\"1864\" height=\"1144\" srcset=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2025\/06\/word-image-188722-46-1.png 1864w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2025\/06\/word-image-188722-46-1-680x417.png 680w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2025\/06\/word-image-188722-46-1-768x471.png 768w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2025\/06\/word-image-188722-46-1-1536x943.png 1536w\" sizes=\"auto, (max-width: 1864px) 100vw, 1864px\"><\/p>\n<p>You can also monitor your referral and social traffic to understand which pieces of content are leading to word-of-mouth or social sharing.<\/p>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"alignnone wp-image-188818\" src=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2025\/06\/word-image-188722-47-1.png\" alt=\"Ahrefs web analytics dashboard showing social media traffic. A peak in the trend is overlaid with a screenshot of the blog that lead to the peak (A post by Patrick Stox on &quot;Google Made It So You Can't Track Clicks From AI Mode (Partially Fixed)&quot;)\" width=\"2048\" height=\"729\" srcset=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2025\/06\/word-image-188722-47-1.png 2048w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2025\/06\/word-image-188722-47-1-680x242.png 680w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2025\/06\/word-image-188722-47-1-768x273.png 768w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2025\/06\/word-image-188722-47-1-1536x547.png 1536w\" sizes=\"auto, (max-width: 2048px) 100vw, 2048px\"><\/p>\n<p>And track conversions to find out which channel is driving the most bottom-line value.<\/p>\n<p>For instance, I recently noticed our AI conversion rate has shot up to ~10% in the past couple of months\u2013the highest of any of our channels\u2013according to <a href=\"https:\/\/help.ahrefs.com\/en\/articles\/11381932-tracked-events-in-ahrefs-web-analytics\">custom, tracked events<\/a> of our signups.<\/p>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"alignnone wp-image-188819\" src=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2025\/06\/word-image-188722-48-1.png\" alt=\"Screenshot of Ahrefs Web Analytics interface showing tracked events. The tracked events table shows &quot;Visited signup page&quot; and &quot;Signups&quot; (highlighted with orange border and arrow), which has a 9.9% conversion rate.\" width=\"2048\" height=\"820\" srcset=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2025\/06\/word-image-188722-48-1.png 2048w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2025\/06\/word-image-188722-48-1-680x272.png 680w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2025\/06\/word-image-188722-48-1-768x308.png 768w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2025\/06\/word-image-188722-48-1-1536x615.png 1536w\" sizes=\"auto, (max-width: 2048px) 100vw, 2048px\"><\/p>\n<p>Start tracking now\u2014you may find some channels massively outperforming your assumptions.<\/p>\n<h2><a id=\"post-188722-_24btvbmp7awo\"><\/a>Where do we go from&nbsp;here?<\/h2>\n<p>So, that\u2019s zero-click search\u2026<\/p>\n<p>But we\u2019re moving beyond even&nbsp;that.<\/p>\n<p>Post-click search is the next threat to our traffic. AI agents don\u2019t just answer for you\u2014they act for you. Filling in forms. Running scripts. Using your product. All without the user ever setting foot on your&nbsp;site.<\/p>\n<p>But I digress.<\/p>\n<p>The important thing to remember is that clickless search is the new business model. Fighting it won\u2019t work. Working around it&nbsp;might.<\/p>\n<p><span style=\"font-weight: 400;\">Not everything you publish will earn a click, but it might still earn a mention or a moment of influence.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">We don\u2019t need to quit search, but we need to stop overrelying on it\u2013diversification is the only way forward.<\/span><span style=\"font-weight: 400;\"><br>\n<\/span><\/p>\n<p><span style=\"font-weight: 400;\">The best-case scenario might just be visibility without attribution, which we\u2019ll just have to be fine&nbsp;with.&nbsp;<\/span><\/p>\n<p><span style=\"font-weight: 400;\">No one\u2019s coming to save us, but marketers are famously good at adapting, and this is just one more&nbsp;pivot.<\/span><span style=\"font-weight: 400;\"><br>\n<\/span><\/p>\n","protected":false},"excerpt":{"rendered":"<p>This sits at odds with Google\u2019s original search model, which worked by passing on referral traffic to third-party sites. Google is getting better at creating zero-click searches, and that means that websites get fewer and fewer clicks in search. Zero-click<span class=\"ellipsis\">\u2026<\/span><\/p>\n<div class=\"read-more\">Read more \u203a<\/div>\n<p><!-- end of .read-more --><\/p>\n","protected":false},"author":197,"featured_media":0,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"wp_typography_post_enhancements_disabled":false,"footnotes":""},"categories":[469,73,335],"tags":[],"coauthors":[464],"class_list":["post-188722","post","type-post","status-publish","format-standard","hentry","category-ai-search","category-content-marketing","category-general-seo","odd"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.4 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Welcome to Zero-Click Search. Please Leave Your Traffic at the Door.<\/title>\n<meta name=\"description\" content=\"Zero-click search means lower traffic is the new reality. Here&#039;s what you need to know and 6 things you can do about it.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/ahrefs.com\/blog\/zero-click-search\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Welcome to Zero-Click Search. Please Leave Your Traffic at the Door.\" \/>\n<meta property=\"og:description\" content=\"Zero-click search means lower traffic is the new reality. 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