Website and SEO in the age of AI answers
The click was the product of search for twenty-five years. It is not any more. An AI summary now sits above your top ranking and answers the question before anyone reaches your site, and two-thirds of searches end with no click at all. The brands that win the next phase optimise to be the source the AI quotes, and measure something other than sessions.
Your number-one ranking now loses most of its clicks before anyone sees it
An AI Overview above the results cuts clicks to the top organic position by more than half, and most Google searches now end without a single click. But the traffic that survives converts better than it ever did. Here is what to optimise for when the citation, not the click, is the prize.
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