Introduction: The Changing Landscape of SEO
“Is SEO Dead?” – a question digital marketers have become accustomed to hearing over the past 12 months. The short answer… no, but it’s undeniable the world of SEO is changing at a rapid rate.
Imagine you’re looking for the best way to clean your oven. Instead of Googling it, you ask ChatGPT and get a step-by-step guide instantly. Or, you search Google, and an AI-generated answer appears at the top, giving you exactly what you need without clicking a link. Maybe you prefer video, so you check TikTok and find a quick, engaging demo.
Not long ago, Google was your only option, meaning sites – professional oven cleaners in this example – could compete for your click with engaging, valuable search-engine-optimised articles. Now, search is everywhere, and how we find information is changing fast.
With the rising functionality of social media platforms shifting search trends, and AI’s growing popularity allowing people to solve basic queries within seconds – often within one app/platform – search is moving towards a zero-click model at a rapid rate.
This isn’t a sudden shift. According to AdvancedWebRanking, within a dataset of 8000 keywords, 35.87% of SERPs included AI results – a rise of 22.84% since June 2024. Moreover, the average CTR of position 1 has fallen from 33.5% in 2019 to 29.13% in 2024.
While a 5% drop over 5 years might not seem significant on the surface, this is indicative of changing times in the landscape of search.
As with all digital marketing, adaptation is key to success. This article will outline the history of the zero-click trend, what this means for SEO in the coming years, and how you can adapt to survive the ever-changing landscape of search.
The Rise of AI-Powered Search and Zero-Click Results
When it comes to understanding the zero-click search trend, it’s valuable to look back at how Google has evolved through the years.
The origin of zero-click searches dates back to 2014 when Google first introduced featured snippets to the SERP (search engine results page).
Featured snippets marked a shift in how Google displayed information, prioritising immediate, concise responses over traditional organic listings.
Before their introduction, Google’s SERPs relied on a standard “10 blue links” format, where users had to click through different web pages to find the information they needed. Over time, Google incorporated various enhancements like Knowledge Graph panels (2012) and rich results to improve search efficiency.
Featured snippets took this a step further by pulling key information from a website and displaying it at the top of the search results, often in a box above organic listings – sometimes referred to as “Position Zero.”
When introduced, Google stated ‘featured snippets are one way that Google helps people more easily discover the information they’re seeking’, signifying Google’s focus on search convenience.
As a result, SEOs began targeting featured snippets because they provided a shortcut to the top of Google’s search results – position zero. This offered higher visibility and increased click-through rates (CTR) without needing to rank #1 organically.
Why Featured Snippets Became an SEO Priority
- Increased Visibility – Snippets appeared at the top of SERPs, making them the first thing users saw, even above traditional organic listings.
- Higher Click-Through Rates (CTR) – Pages featured in snippets often saw increased traffic, especially for searches where users needed more details beyond the snippet’s summary.
- Authority & Trust – Earning a featured snippet positioned a website as a credible and authoritative source in Google’s eyes, reinforcing brand trust.
- Competitive Advantage – Snippets often pulled information from lower-ranked pages, meaning sites could “leapfrog” competitors without needing to be in the top three organic positions.
- Voice Search Optimisation – With the rise of voice assistants like Google Assistant, featured snippets became key sources for spoken responses, making them critical for voice search SEO.
This shift paved the way for Google’s broader push toward frictionless search experiences – what we now call zero-click searches.
Google has always prioritised relevance and user experience to keep people searching on its platform. It’s the reason they have managed to monopolise the search industry and is also the reason SEO exists in the first place.
Over time, Google expanded its use of rich results, such as:
- People Also Ask (PAA) (2015) – Dynamic, expanding FAQs providing related search insights.
- Local Packs & Instant Answers – Giving users direct business info, weather updates, and calculations within SERPs.
These innovations reduced users’ need to click on organic results, but the real disruption came with AI-driven search.
When AI models like ChatGPT appeared in 2022, this started to reshape the way people search. Google suddenly faced competition for queries that traditionally belonged to them.
In response, Google accelerated its Search Generative Experience (SGE) testing and on May 14, 2024, Google officially launched AI Overviews in the U.S, in an attempt to answer queries directly within the SERPs, with links to webpages for further research (Ahrefs).
The Shift from Traditional SEO to AI-Optimised SEO
In the evolving digital landscape, traditional SEO strategies centered around keywords and backlinks are no longer enough. The integration of AI into search engines has redefined the criteria for achieving top search rankings.
- Beyond Keywords and Backlinks
While keywords and backlinks have been foundational to SEO, search engines now prioritise contextual understanding and user intent. This shift means that simply including keywords or acquiring numerous backlinks doesn’t guarantee visibility.
- Embracing Structured Data and Conversational Content
To align with AI-driven search algorithms, incorporating structured data is essential. Structured data helps search engines understand the content’s context, enhancing the chances of appearing in rich results or AI-generated summaries. Additionally, crafting conversational content that mirrors natural language is crucial, as AI models excel in processing and delivering this information.
- Evolving Search Intent with AI-Generated Results
AI’s influence has transformed search intent. Users now expect immediate, precise answers, often provided directly within search results through AI overviews. This evolution necessitates that content creators anticipate user queries and deliver concise, informative responses.
- Click-Through Rates in the AI Era
The advent of AI overviews has significantly impacted click-through rates (CTR). As of January 2025, as stated by First Page Sage, AI overviews in the top position have a CTR of 38.9%, while traditional featured snippets garner a CTR of 42.9% in the same position. This data emphasises the necessity for content optimisation to secure these prominent placements.
Social Media: The New Search Engine?
User behaviour is shifting, with platforms like TikTok, Instagram, and Reddit emerging as alternative search tools. This trend is particularly pronounced among younger demographics.
The Rise of Social Media as Search Platforms
A significant portion of Generation Z prefers using social media platforms over traditional search engines for information discovery. Specifically, Statista estimate that 46% of U.S adults use social media as the first option for online search. This shift indicates a move towards more interactive and community-driven search experiences.
Optimising for Social Media Discovery
As users turn to social platforms for answers, businesses must adapt by optimising their content for these channels. This involves understanding platform-specific algorithms, utilising relevant hashtags, and engaging with trends to enhance visibility.
The Impact of User-Generated Content
User-generated content (UGC) significantly influences search visibility on social platforms. Authentic reviews, testimonials, and community interactions can enhance a brand’s credibility and reach, as algorithms often prioritise content with high engagement.
What This Means for Marketers and SEO Professionals
The convergence of AI-driven search and social media necessitates a holistic approach to digital marketing.
Integrating Strategies Across Channels
Brands must seamlessly blend SEO, content marketing, and social media strategies. This integration ensures consistent messaging and maximises reach across various platforms.
The Ascendancy of Video Content
Video content is increasingly dominating search results, especially with AI overviews favouring video integrations. Product queries that include videos in their results see a 64% higher click-through rate, highlighting the importance of incorporating video into content strategies.
Future-Proofing Your SEO Strategy
To stay ahead, consider the following:
- Prioritise E-E-A-T: Experience, Expertise, Authoritativeness, and Trustworthiness are essential to demonstrate within your content.
- Create AI-Friendly, Human-First Content: Develop content that resonates with human readers while being easily interpretable by AI algorithms.
- Optimise for Multi-Platform Visibility: Ensure your content is accessible and optimised for various platforms, including social media and emerging AI-driven search tools.
Is SEO Really Dead? The Final Verdict
SEO is not dead; it has evolved. Success now depends on a multi-channel approach that encompasses traditional SEO, social media engagement, and AI-friendly content creation. Adaptation is essential: those who embrace these changes will thrive, while those who resist may find themselves left behind in the digital landscape.
Digital marketing is always evolving, and staying ahead is essential for success. At Bright Sprout, our expert team keeps up with the latest industry innovations to help businesses grow. If you need a team that understands SEO, PPC, Social Media, and more, let’s talk – get in touch today.
