Author: Doug Johnstone, Principal Consultant at Digital Pivot
Date: January 2025
For decades, the digital economy for businesses relied heavily on what was known as the “blue link economy”. The rise of zero-click searches and AI integration into search experiences represents a fundamental shift that challenges traditional digital marketing strategies for professional services providers. This transformation is creating a widening Value Gap between what providers offer and what customers actually need, requiring urgent strategic adaptation to maintain market visibility and drive sustainable growth.
Understanding the Zero-Click Phenomenon
A zero-click search occurs when a user types a query into a search engine and finds the answer directly on the search results page (SERP) without clicking on any external website. This information is presented through various SERP features such as featured snippets, knowledge panels, direct answer boxes, and increasingly, AI-generated overviews or summaries. For example, a search for a simple fact like “when is the next leap year” will often provide the answer immediately on the SERP.
This trend is accelerating at a remarkable pace. Data from various sources highlights this shift:
- In the US, 58.5% of Google searches end without a click . Some data suggests that over half of Google searches no longer lead people to another site.
- Globally, zero-click searches accounted for 65% of all Google searches in 2024, up from around 50% in 2019, and are projected to surpass 70% in 2025. One study indicated that from January to December 2020, 64.82% of Google searches (desktop and mobile combined) ended without clicking through, a figure likely undercounting some mobile and voice searches, suggesting over two-thirds were zero-click.
- On mobile devices, the situation is even more pronounced, with over 75% of mobile Google searches resulting in zero-click outcomes in 2024. Studies also indicate that 57% of mobile searches and 53% of desktop searches now result in zero clicks.
This fundamental shift is driven by Google’s increasing ability to extract and present direct answers, the rise of voice search and mobile usage, and AI-powered search features that synthesise information. Users are increasingly expecting immediate answers.
While some see zero-click marketing as an unavoidable evolution, others view it as an existential threat. Google, in response to data suggesting high zero-click rates, has argued that such claims rely on flawed methodology that misunderstands how people use search. They state that Google Search sends billions of clicks to websites daily and has sent more traffic to the open web every year since its creation. Google suggests that not every search is intended to result in an immediate click; users might refine searches after reviewing initial results, and eventually, arrive at a relevant site as a “qualified visitor”. They also note that searches lead users to apps, drive phone calls, provide directions, and enable transactions, which are not captured as website clicks. However, the trend of users getting answers directly on the SERP or through AI summaries is undeniable.
The Looming Impact of AI on Search
Adding another layer of complexity, AI is rapidly redefining search. Generative AI summaries delivered by traditional search engines (like Google’s AI Overviews) and the rise of large language models (LLMs) for search (like ChatGPT Search and Perplexity) are taking a significant bite out of clickthrough traffic. Bain’s research found that about 80% of consumers now rely on “zero-click” results in at least 40% of their searches. Even among those sceptical of generative AI, about half find most queries answered on the search page without a click.
LLMs are encroaching on traditional search engine use cases, with users leveraging them for research, summarisation, understanding news, and seeking recommendations. Data suggests that while ChatGPT wasn’t a traditional search engine and referred traffic to fewer than 10,000 domains a day in mid-2024, this grew to over 30,000 daily by late 2024, mostly to tech and education sites. Some site owners have observed younger, tech-savvy audiences arriving via ChatGPT. However, early data on Google’s AI Overview (SGE) suggests that when a user sees an AI summary, they often leave without clicking a link, multiplying the classic zero-click behaviour. Some research indicated large publishers saw a 15-25% dip in organic traffic due to Google’s AI overviews.
For professional services, this presents an urgent dilemma. If users don’t need to visit your website to get information, how do you maintain visibility and demonstrate value? Organic clickthrough rates are falling, meaning marketers are losing share of voice in high-value, non-branded searches – the critical initial discovery phase where potential clients seek answers and opinions before engaging with a specific brand. Generative AI isn’t just disrupting search traffic—it’s turning the customer journey into an algorithm-driven narrative.
The Changing B2B Buyer Journey
The B2B buyer journey has changed profoundly. Buyers now drive their own research, define their needs early, and prefer minimal sales interaction. New research highlights that over 80% of B2B buyers have already selected a preferred vendor before they ever reach out to a sales team. AI-driven search and evaluation tools are accelerating this shift. Critically, if your brand and value proposition aren’t visible to AI-driven search and evaluation platforms, you’re invisible to your market.
This shift impacts the traditional business model of content creation. The “fuel” that runs AI engines is original content. Content creators making money through subscriptions or advertising find that visitors aren’t seeing ads or buying subscriptions if they get the answers on the search page or from an AI summary. This makes it much harder to be a content creator. Data from Cloudflare suggests that while Google used to crawl two pages for every one visitor sent to a content creator ten years ago, six months ago it was six pages scraped for every one visitor, accelerating to 15 scrapes for every one visitor now. For OpenAI, it was 250 scrapes to one visitor six months ago, increasing to almost 1500 scrapes to one visitor today.
Some thoughtful AI companies understand they need to pay for content, and some have done content deals. However, they cannot be the only ones paying when competitors aren’t. Content creators are thus advised to restrict access for AI crawlers unless they are paid, creating scarcity. There is also a view that AI-generated content may dominate search, reducing incentives for creating high-quality content.
However, there is also optimism. While quick, headline-first content may be going away, original, highly valuable content is likely to become more valuable. AI companies may value unique, exclusive content and be willing to do deals for it. The future of content creators might be brighter for those producing truly valuable, exclusive content.
Adapting for Survival: The Digital Pivot Approach
Given this challenging landscape, professional services organisations cannot afford to suffer from “Boiling Frog Syndrome,” hoping things will improve by continuing to sell the same way. Organisations need to act now to get ahead of the curve. This means addressing the Value Gap and pivoting their portfolio into sustainable growth markets. At Digital Pivot, we provide specialist business change expertise and proven methodologies to help close this Value Gap. We help you protect, pivot, and scale your business in a rapidly evolving digital world. This requires a strategic adaptation of your digital marketing efforts, moving beyond traditional SEO to embrace a new approach.
Answer Engine Optimisation (AEO): Extending SEO for the Zero-Click World
Answer Engine Optimisation (AEO) is a strategic approach that extends traditional SEO. While traditional SEO focuses on driving traffic to your website via clicks, AEO acknowledges that users may get their answers directly on the SERP and adapts your strategy for visibility in these zero-click environments. This requires focusing on visibility in zero-click environments through question-focused content, structured data implementation, and multi-format optimisation.
Brands implementing AEO are seeing benefits like increased appearances in featured snippets and knowledge panels, greater visibility in voice search, higher brand recognition without direct clicks, improved authority in AI-generated overviews, and enhanced local visibility. A targeted AEO approach can help reclaim brand visibility and engagement.
Now is the time to do the AI Pivot and Hustle
Zero-click searches and AI are not going away. With projections showing the continued rise of zero-click outcomes, adapting your digital strategy is essential for maintaining visibility. The shift from traditional SEO to a combined SEO/AEO approach represents a fundamental reimagining of how professional services connect with clients through search.
While regulatory actions like the Digital Markets Act (DMA) in the EU may push back against monopolistic practices, businesses cannot wait. The time to reset your GTM strategy is now. Organisations that adapt quickly by implementing the strategies outlined here will gain significant advantages, while those that hesitate risk becoming invisible and being systematically locked out of growth opportunities.
This isn’t just about damage control; it’s about transforming a potential visibility crisis into an opportunity to reach potential clients in new ways and enhance overall marketing performance.
Ready to Reignite Demand and Pivot Your Offerings?
The challenging times for Professional Service Providers require bold action. The economic slowdown, cost-conscious clients, intense competition, disintermediation by platforms, lack of differentiation, and the looming impact of AI form a perfect storm. Over 70% of providers have a sustainable growth problem. They are not equipped to close the Value Gap they face.
Our unique “Offering Pivot” methodology is purpose-built to help professional service providers close this value gap. It enables you to realign your portfolios and transform your go-to-market strategy for sustained growth in high-demand markets. We integrate AI Advisory services to help you adapt to the new AI-driven buyer journey, incorporate AI-SEO best practices to maximise your visibility with buyers and AI tools, and leverage Disruptive Commercial Messaging to break through complexity and position you as the standout choice.
Don’t wait for the market to move further without you. Reset your go-to-market strategy now – and turn disruption into your competitive advantage.The question isn’t whether to implement AEO strategies—it’s how quickly you can deploy them to stay ahead of the curve. Learn how Digital Pivot can help you navigate the zero-click, AI-driven world and pivot your offerings for sustainable growth.
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