Zero-click search

Zero-click behaviour breaks the old assumption that visibility eventually shows up in your analytics. A buyer can hear your name from an assistant, form a view of you from what it says, and arrive later by typing your name directly, or never arrive because a rival was named instead. Your analytics will not attribute any of that to AI. This is why traffic alone understates both the risk and the opportunity: influence is happening off-site, in answers you do not see unless you go looking. Google's own position is worth noting: it reports that clicks from pages with AI Overviews are higher quality, meaning users who do click spend longer on the site. The clicks that remain are warmer, and more of the persuasion now happens before anyone lands on your page.