Digital marketing has changed more in the last three years than it did in the fifteen before it. If you’re using 2020 tactics, you’re not just behind – you’re invisible.
It’s mental out there. But if you’re brave enough to adapt, there’s more opportunity than ever.
Here’s the truth about the new world of SEO, AI, and customer behaviour – and how smart businesses can still win.
Zero-Click Searches Are Eating Your Traffic
Here’s the blunt truth: Google’s turning into one giant answer engine.
Nearly 60% of searches now end without a click. No website visit. No lead. No sale.
Why? Because Google’s doing everything it can to keep users on Google. Featured snippets. Knowledge panels. AI Overviews. The days of just “ranking #1” and expecting floods of traffic are done.
But here’s the twist: Visibility still matters. Big time. Getting featured – even if users don’t click – is massive for brand awareness and authority.
If your answer shows up in the AI Overview or Featured Snippet, you’re becoming the brand people see, hear, and start to trust. And if Google’s AI Overview is suggesting you, you can bet your bottom dollar ChatGPT’s doing the same.
You might not get the click today, but you plant the seed for the sale tomorrow.
SEO Isn’t Dead – It’s Just Evolved
While the old “write 2,000 words and pray” model is dying, real SEO is alive and kicking. It’s just changed.
The winners in this AI-driven world are doing three things:
- Optimising for visibility, not just clicks
Think Featured Snippets, ‘People Also Ask’, Knowledge Graph, and AI Overviews. - Building authority like their lives depend on it
Demonstrate E-E-A-T ruthlessly. Experience, Expertise, Authority, Trust (E-E-A-T) isn’t optional anymore – it’s your ticket to the dance. - Writing for humans first, algorithms second
Google’s AI is sniffing out fluff and filler faster than ever. If your content doesn’t genuinely help someone, it’s getting buried.
How to Optimise for Google’s AI Overview (and Be Picked by ChatGPT)
Here’s the next frontier nobody’s ready for: AI Overviews and LLM mentions.
It’s not just about ranking high anymore – it’s about being the source large language models like ChatGPT pull from. If you’re not visible to AI, you’re invisible to future buyers.
Here’s how to stack the odds in your favour:
- Answer specific questions clearly and concisely
Think FAQ-style. Two to three sentence answers. No waffle. - Use structured data and schema markup
Help machines understand your content better than your competitors’. - Demonstrate E-E-A-T ruthlessly
Author bios, expert credentials, citations, and transparency. Show you’re legit. - Target search intent like a sniper
Stop writing “top 10” listicles. Solve real problems. - Keep your site clean, fast, and trustworthy
Slow sites, dodgy ads, and naff design will tank your chances.
Remember: ChatGPT and Gemini don’t pull from random websites – they pull from trusted, authoritative sources.
Become one, and you’re not just winning Google – you’re winning the future.
The New SEO Mindset: Play for the Long Game
Shortcuts are getting shut down. Hacks are getting patched. In 2025, good marketing is simple (but hard):
- Be original
- Be genuinely useful
- Build brand trust brick by brick
- Get your technical SEO house in order
If you’re chasing quick wins, you’ll get burnt. But if you’re building real value and authority, SEO still delivers the best ROI of any digital channel out there.
(And yes, it’s still 100x cheaper than paying £20 a click on Google Ads.)
Time to Play Smarter
The old game is dead. The new game belongs to businesses brave enough to adapt.
SEO today isn’t just about traffic. It’s about trust, visibility, and influence in a world where customers are asking AI for advice instead of Googling for it.
If you’re bold, strategic, and a bit stubborn about delivering value, you’re about to have your best decade yet.
If you’re still clinging to yesterday’s playbook, well… good luck.
