In this episode of the Human Friend Digital Podcast, Jacob and Jeff explore the growing impact of zero-click search, where Google answers queries directly in search results—without users needing to click through to a website.
Jacob explains that while this trend helps users find quick answers, it reduces traffic to informational websites. Businesses that rely on blogs or educational content may see fewer visitors, while commercial and transactional websites remain less affected since Google can’t complete purchases on their behalf.
They discuss strategies for adapting to this shift, such as optimizing content for SERP features (Search Engine Results-page Features– like FAQs and knowledge panels) to increase visibility. The key takeaway? Websites may get fewer clicks, but the visitors who do click will be more engaged.
Looking ahead, Jacob predicts AI-powered search assistants will further change how people interact with the web, making Artificial Intelligence Optimization (AIO) the next big challenge.
Links:
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