Zero-Click Searches & The Importance of Brand Mentions
Maintaining Brand Visibility When Answers Overtake Clicks
AI search is changing how we interact with information. Instead of navigating conventional search results, users now get complete answers from AI without ever visiting a website.
This phenomenon—known as “zero-click search”—poses a distinct challenge for marketing professionals. If users no longer need to click through to your site to get answers, what value do you even get from search?
In this article, we delve into how AI-generated answers are reducing traditional click-throughs and what strategies you can use to keep your brand top-of-mind as zero-click results become more prominent.
Impact on Click-Through Rates and Traditional SEO
The rise of AI summarization has naturally caused a significant drop in organic search traffic. Search Engine Land analyzed multiple websites after Google Search Generative Experience (SGE) launched and found that organic traffic decreased by anywhere from 18-64% (Search Engine Land, 2024).
However, Google isn’t the only culprit. ChatGPT is the most used AI platform and it provides complete answers, often with no source links. For instance, a user can get a recipe or instructions directly from ChatGPT instead of visiting a top-ranked cooking blog or how-to site.
However, it’s important to note that not all searches are equally impacted. The zero-click effect is most common for straightforward informational queries where a quick answer suffices. For example, questions like, “What’s the capital of France?” or “How do I reset my router?” can be fully answered in a short AI response.
More complex, research-intensive queries may still lead users to click source links. If someone asks a nuanced question like, “What are the best project management tools for a growing marketing agency?” AI might list a few options with short descriptions—and an interested user would likely navigate to review articles and product websites to continue their research.
That said, the overall trend is clear—AI is causing a drop in organic traffic. This is alarming for businesses that invested heavily in SEO and have long enjoyed a steady stream of website visitors from Google and Bing.
The Rise of Zero-Click Searches
Zero-click searches are not entirely new. Featured snippets, knowledge panels, and quick answers on traditional SERPs have been siphoning traffic for years.
However, AI summarization is accelerating this trend. According to SparkToro, roughly 60% of searches now end without any click to a webpage (SparkToro, 2024). On Google, SGE occupies nearly the entire screen, preventing users from even seeing standard search results unless they scroll down.
Marketers must now focus on getting their brands featured in AI-generated answers. But this challenge is made more difficult by the fact that each of the four major AI search platforms contributes to the zero-click trend in its own way:
ChatGPT delivers conversational answers sourced from its training data or live web lookup, usually without showing any URLs. Unless a user explicitly asks for sources or ChatGPT is in a special “browsing” mode that provides citations, there is no direct path to click through to the source of information.
Google SGE integrates AI answers into the familiar Google search results page. Even though SGE relies on the Google index, it typically provides limited attribution when answering questions. Usually, three sources are highlighted to the right, with the option to “Show all,” but this section is far less prominent than the links in traditional SERPs.
Microsoft Copilot displays footnote numbers that link to each source of information in its answers. It encourages click-throughs to some extent but users won’t visit any sites if they receive a sufficient response.
Perplexity provides in-line citations and lists reference links below the answer. It’s the most citation-heavy of the four platforms, but again, if the summary fully addresses the query, users do not need to click a link.
Across all these platforms, the common theme is that the answer itself has become the endpoint for many queries. The search experience is complete once the user gets the information they’re seeking, which now occurs directly in the AI platform in most cases.
Optimizing for Each AI Platform
In the previous chapter, we provided a general overview of how to structure and present content for AI. Let’s now get more granular and explore how to optimize for each platform individually.
ChatGPT
You can’t directly control how ChatGPT cites sources but you can influence what content it sees and uses.
Start by contributing accurate, well-written content to the third-party sites it frequently references, like Wikipedia, public forums like Stack Overflow or Reddit, and review directories. These sources are often part of ChatGPT’s training data and regularly appear when it does provide citations.
Additionally, keep your own website crawlable and up to date. ChatGPT is increasingly pulling from live sites when it browses the web and clear formatting, fast load times, and visible page content (that’s not hidden behind JavaScript) make your content accessible.
If incorrect claims about your brand or product show up in its responses, don’t ignore them. You can submit feedback through ChatGPT’s thumbs-down feature, although that likely has minimal impact. A more proactive approach is to correct the record in the public spaces that LLMs are likely to ingest—think Wikipedia edits, outdated blog posts, or unclear information on your website or third-party review directories.
Google Gemini and SGE
For Google Gemini and SGE, visibility still starts with strong traditional SEO. Pages that rank well organically are more likely to be included in Google’s AI-generated summaries. That means prioritizing comprehensive coverage of topics and robust on-page optimization.
But Gemini also pulls specific snippets into its summaries so format your content with that in mind. Use clear headings, well-structured bullet points, and concise definitions or takeaways that can easily be lifted into the answer box.
The little things still matter, too. Craft sharp titles and ensure you’re using compelling thumbnails for any content likely to surface in Google’s source cards. These visual elements can improve your click-through rate when users want to learn more beyond the summary.
Like with featured snippets, you're not just optimizing to appear—you’re optimizing to stand out in a compressed, multi-source format.
Microsoft Copilot
Bing’s core ranking signals still apply for Microsoft Copilot—content relevance, freshness, and clear structure. Make sure your content is updated regularly, well-formatted, and submitted through Bing Webmaster Tools to ensure proper indexing.
Copilot frequently provides bullet-point or list-style responses, especially for “how-to” and comparison or product recommendation queries. Lean into that format. Structure your content with clearly labeled sections, numbered steps, and digestible points that Copilot can summarize in answer boxes.
Multimedia also plays a role. Bing has long integrated rich media into its results and Copilot may surface images or videos if they add to the response. Use high-quality visuals with descriptive alt text and titles to increase the chances your media is included alongside the answer.
Overall, the opportunity with Copilot isn’t just to be referenced, it’s to become the default answer. That means keeping your content tightly aligned to the target query and formatting it for summarization.
Perplexity
Perplexity favors content that directly answers specific, often long-tail questions with clarity and authority. Because it cites sources inline—frequently linking to 3–6 pages per response—there’s an opportunity to surface even if your site isn’t well-known, as long as your content is informative and well-structured.
Focus on producing content that addresses niche or technical queries with clear takeaways. Answers should be concise but comprehensive—rich enough to be worth quoting, but not buried in fluff. Unique insights, proprietary data, and clear examples can make your page a preferred citation.
Unlike platforms that summarize without attribution, Perplexity always links to the source next to each claim. That means it matters how your content appears. Use professional branding, accurate page titles, and clear meta descriptions. These are shown directly in the highlighted citations and can influence whether a user clicks through to your site.
Brand Visibility in a Zero-Click Web
As we covered, appearing in AI-generated answers offers significant branding benefits, even when users don’t visit your site. Being part of the answer means your brand is contributing to the information that users consume, which can enhance reputation and trust.
Consider the psychology of the searcher. If AI repeatedly cites your site or mentions your brand, the user begins to form a positive association with your name. Even if the immediate session doesn’t send a click your way, the traffic or conversion can occur later via a different channel.
You also want your brand to be accurately represented in AI answers. We’re trusting AI to convey relevant information on our behalf but it does have a tendency to get some details wrong.
While you cannot directly control AI’s output, you can manage your digital presence by ensuring that information about your brand across the web is up-to-date and consistent. In addition to your company website and blog, AI might ingest information from press releases, review sites, Wikipedia, GitHub, and other external sources. The more accurate and consistent the available info, the less likely AI is to hallucinate or spread misinformation about your brand.
Strategies to Get Your Brand Included in AI Answers
As zero-click searches become the norm, search marketers must take steps to get their brands mentioned by AI.
It’s an aspirational goal and, like broader brand-building, requires a multi-faceted strategy.
Overall, the objective is to become a prominent voice in your industry and there are many small steps you can take to elevate how your brand is perceived by both AI and your target audience.
Publish original research and insights
One of the most effective ways to get AI to highlight your brand is to become one of its go-to sources of original information. AI platforms often use quantifiable facts to support their answers and they tend to cite the sources behind that data.
When you publish research under your company’s name—say a survey that found that 70% of consumers prefer chat support—that stat may become well-known in your niche. Ideally, it will be repeatedly referenced by other websites and publications that AI pulls from and always attributed to your brand.
When someone asks AI a relevant query, your stat is readily available to quantify the benefits of chat support. It might say, “According to a 2025 survey by ExampleCorp, 70% of consumers prefer chat support.”
Over time, AI models and human audiences will begin to associate your name with authoritative insights. The impact compounds with every mention, positioning your brand as a leading voice in the space.
Get cited by authoritative sources
In traditional SEO, the benefit of getting mentioned by a trusted publication is the quality link you receive. With GEO, the benefit is the text-based mention itself and the context around it, as it signals credibility to AI.
For example, if your CEO appears in a respected publication offering a sharp take on a trend, that quote could show up in AI responses. Or if a whitepaper you published is cited by an industry blog or mentioned in a government report, that connection might feed into a model’s training data and surface later in relevant queries.
This is classic PR and thought leadership—getting your brand and talking points featured in the right places. However, the benefit is no longer readers seeing your name in these places or a quality inbound link . It’s AI relaying your brand and messaging to users who are increasingly turning to these platforms for information.
Have a presence on high-authority knowledge platforms
Another powerful way to boost brand recognition in AI answers is to be active on the knowledge sources that AI systems commonly reference.
Chief among these is Wikipedia. If your company or product is notable enough, maintaining a well-sourced Wikipedia page can significantly influence AI outputs. For example, if a user asks, “What is ExampleCorp?” an AI model will likely pull directly from your company’s Wikipedia summary to provide the answer.
It’s also important to keep your brand’s information up-to-date in resources like Wikidata, industry directories, and other third-party sites relevant to your niche. Many AI platforms use these sites to verify facts and context, meaning well-maintained information can ensure your brand is accurately mentioned.
You should also work with your internal thought leaders to contribute to platforms like StackExchange, Quora, or other prominent Q&A sites. AI training data often includes content from these sources so a thoughtful answer authored under your brand’s name could be paraphrased or cited in AI responses.
By actively highlighting your brand around the web, you increase the number of credible touchpoints that AI models can draw from and improve your chances of being surfaced naturally in relevant answers.
Use consistent naming
AI models rely on clear, repeated signals to associate content with specific sources. If your brand name is generic or inconsistently used, you risk getting referenced anonymously, incorrectly, or not at all.
A site generically named “Best Marketing Tips” might be cited as “one source,” while something more distinct, like “Acme Marketing Solutions,” is more likely to be named directly.
To strengthen brand recognition, use your name consistently across all content. That even includes how you display in metadata. For example, going with “2025 Marketing Trends | ExampleCorp Study” for a header tag helps AI connect quality content to your brand.
That said, including your brand name shouldn’t interfere with readability or other marketing efforts. But when done thoughtfully, this approach boosts clarity and reinforces authority.
Monitor AI outputs for opportunities
Pay close attention to how AI platforms respond to queries relevant to your business. If they consistently generate answers that omit your brand, even when you have relevant content, that’s a sign you need to adjust your approach.
For instance, if AI models frequently present your competitors’ products but not yours, it’s time to audit your strategy. Are those competitors publishing more content on the topic? Are they structuring their product pages or resources in a way that’s easier for AI to summarize or compare? Do they have a stronger brand presence around the web?
You may be able to close the gap by creating content that is formatted for AI consumption (see the previous article). Remember that AI often favors content that’s organized, neutral, and built to clearly answer questions. Use that to your advantage.
A word of caution
Like in traditional SEO, attempting any shortcuts for GEO is a fool’s errand.
Stuffing your brand name into content or using deceptive tactics like hidden text won’t just cause search engine penalties. It may also trigger filters in AI models that are designed to ignore overly promotional or manipulative content.
AI mentions will come from genuine relevance and authority. If your insights are valuable, your research is credible, and your brand is part of meaningful conversations, the citations will come.
Rethinking Search Marketing Success Metrics
With the rise of zero-click search, marketers can no longer rely on rankings, clicks, and organic traffic to quantify success. The new metrics that matter start with brand visibility within AI answers and measure user engagement from there.
Impressions and visibility
How often is your content cited or referenced within AI answers, even when direct links to your site aren’t clicked or provided at all?
SEO products are beginning to offer tools that provide these insights. Platforms like Authoritas and BrightEdge have released features to track how often your content appears in AI answers.
Brand mentions
Even without a click, it's a significant win when AI explicitly mentions your brand name. This could come in the form of a citation for a statistic or as a direct brand mention.
Again, a variety of SEO products are now capable of reporting on brand mentions that occur in AI responses.
Indirect traffic and branded searches
Users who see your brand or content referenced might visit your site through alternative paths. For example, if ChatGPT mentions your company, they might perform a brand search on Google or manually type your URL.
Track shifts in branded search volume in Google Search Console and Bing Webmaster Tools, along with direct traffic trends in analytics. An increase here, even if organic traffic from general queries declines, can indicate your GEO strategy is working.
Conversion quality
Some marketers have observed that users clicking through from AI search results (or coming from branded searches or direct visits) often have higher intent.
While casual searchers often get what they need from AI summaries, those who take the additional step of visiting your site are likely seeking detailed information or specific solutions.
Track lead quality and conversions associated with AI search. Even if your site traffic declines, you may see an uptick in the metrics that contribute to revenue.
Cross-channel engagement
When a user first encounters your brand in an AI-generated answer, they’ll likely continue their research on other platforms.
Make sure your social profiles and third-party review pages reinforce the positive impression created by that initial AI mention.
While attribution to your GEO efforts may be difficult, you might notice increased referral traffic from these external sources.
Community monitoring and engagement
Tech-savvy users often discuss AI answers on forums or social media (e.g., “I asked ChatGPT about X, and it mentioned Company Y. Any thoughts?”).
Monitor brand mentions in these contexts and be prepared to jump in with thoughtful engagement. These conversations provide the opportunity to clarify misconceptions and turn passive researchers into engaged prospects.
Embrace the Change: Search Marketing Without Clicks
As AI summarization and zero-click searches become more prevalent, it’s easy to feel like search marketing is a dying channel. After all, what’s the benefit of investing in SEO or GEO if these strategies don’t drive traffic to our sites?
But as we’ve covered extensively, people are increasingly using AI to find information. The marketing teams that work hard to ensure their brands show up in these results will win in the AI-dominated web.