The SEO Reckoning is Here. Search is no longer about getting a click; it’s about being the foundational source for AI. With Generative AI models like Gemini and Perplexity providing direct, summarized answers, the “zero-click” search is your new reality. But don’t panic—this is a shift, not a death knell.
The Authority Pivot: Your first move is to stop fixating on declining organic click-through rates. Instead, monitor direct and referral traffic. When an AI chatbot finds your answer and mentions your brand, that user will often navigate directly to your site. This means your SEO KPI is now Brand Visibility and Authority, not just the click.
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