The Death Of The Click: Google Gave Us The Click, Is AI Taking It Away?

For the best part of two decades, the internet has operated according to a fairly simple agreement: websites create content, Google sends people to the websites and users click on the content. But this nice and simple arrangement is no longer quite as easy as it once was. Much like every other industry, AI is joining the chat (so to speak), and it’s changing everything.

Indeed, the original model is being challenged by the rise of AI search tools and answer engines. Instead of directing users to a website, platforms like ChatGPT, Claude and Google’s AI Overviews are offering answers themselves. The answers are stilll coming from the same sources, but they’re intercepting the “click”, in a way, providing users with answers to their questions without having to click through to the original source.

It’s starting to reveal a potential future in which websites lose traffic because AI has become the destination rather than the gateway. And for publishers, startups and marketers, it’s starting to raise the very real possibility that “the click” may be fading into obscurity. And if that’s the case, what happens next?

 

The Internet Was Built On The Click

 

The fact that this is concerning so many people isn’t difficult to understand. After all, in the past, visibility and traffic have been closely linked. If your website ranked highly in search results, users clicked through, generating advertising revenue, subscriptions, leads or sales.

But now, they don’t need to do that. AI is able to answer questions directly and immediately, rather than sending users on to do their own reading and thinking, and to come to their own conclusions. It’s a trend that’s been accelerating since Google’s introduction of AI Overviews and the rapid adoption of conversational AI tools, and it only seems to be growing more extreme.

And there’s evidence that user behaviour is changing too, not that that’s a big surprise. According to research conducted by Pew Research, more annd more searches are ending without a click, and users are becoming increasingly comfortable receiving answers directly from AI systems rather than browsing multiple websites.

For publishers that rely heavily on pageviews, that development is rather worrying, and it’s forcing conversations about where this is heading.

As Brandon Schroth, Founder at Reporter Outreach, puts it, “For publishers and news organisations specifically, this is genuinely brutal. Their business model was built on ad impressions that require the click.” So if the click is no longer necessary, what happens to these businesses?

 

 

But, Hasn’t This Happened Before?

 

In many ways, AI isn’t inventing the zero-click internet; after all, Google has been keeping users on its own platform for years. If you’re looking for weather forecasts, sports scores, currency conversions, definitions and featured snippets, Google has reduced the need for users to visit external websites at all.

As Kurt Uhlir, Chief Marketing Officer at ez Home Search, points out, “Zero-click search is also old news; weather, stock prices and definitions have been answered on the results page for a decade.”

But what’s happening now is still a little different, and the reason is scale. Instead of answering a handful of straightforward questions, AI can increasingly answer complex ones too. That means entire categories of informational content may never receive the clicks they once did.

 

Is AI Killing SEO Completely?

 

This is the most severe way of looking at the situation, and no, it’s probably not a totally appropriate way of looking at the problem.  In fact, one of the most common misconceptions in this debate is that AI somehow replaces SEO.

Because it actually doesn’t and it shouldn’t. If anything, AI depends on SEO more than most people realise, it’s just a totally way of thinking of things.

Large language models still need information sources, authoritative websites and content to learn from, cite and reference. Sure, AI may change how people discover information, but it doesn’t eliminate the need for information to exist in the first place.

Aaron Traub, Owner at Geaux SEO, explains: “AI systems still need sources to draw information from.” Indeed, the challenge is that generic content is just becoming easier to replace. If an article simply repeats information available elsewhere (as so many do), AI can summarise it without losing much value. But, original reporting, first-hand expertise, research, case studies and proprietary data remain difficult to replicate. And that’s why many optimistic experts argue SEO is evolving rather than disappearing.

And the change is that the goal is no longer just to rank; it’s to become the source that gets cited.

 

Authority Is Being Valued Over Mere Traffic

 

One theme emerged repeatedly from industry experts is that authority is replacing traffic as the primary currency of visibility. For years, success was measured by clicks, but now businesses are increasingly needing to consider whether their brands are appearing in AI-generated answers.

Peter Hall, SEO and AEO Expert and Director of Perpetual10, believes the future belongs to businesses that become trusted sources: “It used to be winning every click, but survival will now depend on becoming a source that AI systems consistently recognise, trust and cite.”

Similarly, Andy Reimann, President and Founder of Second Dot LLC, argues businesses need to think beyond traditional rankings. According to Reimann, “The click was never the product, it was a proxy for trust and attention.”

And perhaps this is where our misunderstanding of the current changes are coming in. In the past, clicks were never really the end goal – they were simply evidence that somebody trusted your content enough to engage with it.

So, if AI becomes the new interface between users and information, trust doesn’t necessarily just disappear. It simply takes a different form.

 

Moving Towards the Citation Economy

 

These days, marketers are talking about a shift from a traffic economy to a citation economy. So instead of competing solely for rankings, brands are competing to become trusted references inside AI-generated responses. And that’s where concepts like Generative Engine Optimisation (GEO), Answer Engine Optimisation (AEO) and AI visibility have emerged and become really important for SEO experts.

Cassie Clark, AI Search Visibility Consultant and Founder at Cassie Clark Marketing, notes that brands need to build authority consistently across multiple platforms, not just their own websites. Indeed, it’s a far bigger endeavour than merely optimising your own website, and that’s why it’s more tricky to be successful.

Meanwhile, Pilar Lewis, Senior Public Relations Associate at Marketri, highlights the growing importance of media coverage. According to Lewis, “You stay visible by becoming the source AI cites.” In practical terms, that means that PR, expert commentary, research reports, podcasts, interviews and thought leadership are becoming more valuable than ever before. So, the more trusted sources mention you, the more likely AI systems are to recognise you as authoritative, and that’s incredibly valuable.

 

But, Don’t Worry, SEO Still Matters

 

Despite all the talk of AI disruption, the reality is that SEO remains incredibly important. In fact, good SEO principles are arguably becoming more important than ever, alongside all-important experience, real expertise, authority and ultimately, trust. Concepts that have been central to Google’s guidance for years, the context is just slightly different nowadays.

Izaak Cairns, Digital Marketing Manager, describes this change: “Ultimately, we are moving from an economy of traffic to an economy of authority.” And that’s probably better described as SEO maturing, not dying. The era of publishing hundreds of keyword-stuffed articles in the hope of capturing clicks may be fading. But creating genuinely useful, authoritative content, on the other hand, remains as valuable as ever.

 

The Click Isn’t Dead Yet…

 

Clicks are still important, just in a different way to what we’re used to. People still click on things when they’re looking for real depth, reassurance, comparison, transactions or expertise. AI can answer questions, but it can’t replace every customer journey. The thing is, people just need to want to look further.

In fact, some evidence suggests AI-generated traffic may actually be more valuable. Jason Nahani, CRO at Doctify, points to research showing AI visitors often arrive with stronger intent: “The customers who do arrive via AI are more informed, higher-intent users.”

That means fewer clicks doesn’t necessarily mean less business; it may mean that the clicks you do get are more valuable. Kind of like a quality over quantity kind of toss up.

 

Working Towards a Combination of AI and Clicks

 

The thing is, this isn’t just a straightforward battle between clicks and AI. AI isn’t wiping away the need for search visibility; it’s changing how that visibility is earned. Success and survival will mean evolution and an openness to change.

Because while AI may be changing how people find information, it still needs somewhere to find it from, and those sources still need to be high-quality, authoritative and trustworthy.

 

The Experts Weigh In

 

• Sivan Kadosh: Fractional CPO for SaaS Companies
• Andy Reimann: President and Founder of Second Dot LLC
• Gino Sesto: Founder at DASH TWO
• Christina Lindley: CEO and Founder at VPRG Consulting
• Nebojsa Savicic: Co-Founder of Plainly Videos
• Aaron Traub: Owner at Geaux SEO
• Izaak Cairns: Digital Marketing Manager
• Brandon Schroth: Founder at Reporter Outreach
• Mike D: Writer, Online Educator and Founder of Pithy Cyborg
• Peter Hall: SEO and AEO Expert and the Director of Perpetual10
• Cassie Clark: AI Search Visibility Consultant and Fractional Content Strategist, Founder at Cassie Clark Marketing
• Kurt Uhlir: Chief Marketing Officer at ez Home Search
• Darren Colclough: Founder at Gameplan Technologies
• Bihag Karnani: Product Leader at Google
• Pilar Lewis: Senior Public Relations Associate at Marketri
• Kadan Stadelmann: Co-Founder at Compance
• Jason Nahani: CRO at Doctify

 

Sivan Kadosh, Fractional CPO for SaaS Companies

 

 

“The click was never the thing anyone actually wanted. It was the cheapest available stand-in for intent, and it had the convenient property of being easy to count. AI answers are taking that stand-in away. A lot of businesses are now finding out they never measured the thing underneath it.

“Here is what changes in practice. If half your arrivals disappear, the half that remains has to carry twice the load. The economics move out of acquisition and into what happens after someone lands. Most companies are badly prepared for that, because they spent a decade optimising the top of the funnel and barely touched the first session.

“I worked with a traveltech SaaS client where new users landed in an empty product and stalled. We gave them a populated starting point on first login instead of a blank page, with an approval step so they stayed in control. Onboarding completion went from 52% to 81%. Trial to paid went from 35% to 49% over six months. Time to activation fell from 3.5 days to 1.2 days. That came from changing the first session, not from finding more visitors.

“For publishers the same logic bites harder. If an answer engine handles the question, what you have left is the part it cannot restate: original reporting, and a direct relationship with readers who come looking for you by name. Everything that was only ever ranked and skimmed was already close to a commodity. It took an answer engine to make that obvious.

“My slightly unpopular view is that this is healthy. Cheap traffic hid a lot of weak products and thin content for years. When the traffic thins out, you find out fast whether people wanted what you built.”

 

Andy Reimann, President and Founder of Second Dot LLC 

 

 

“The click was never the product, it was a proxy for trust and attention. AI is stripping that proxy away, so visibility now must be built on two tracks simultaneously: classic SEO for the humans still searching, and GEO (generative engine optimisation) so AI systems cite you when they answer instead of sending anyone to you.

“The practical change for us is measurement. We now track AI visibility alongside search rankings: which assistants mention us, for which questions, and what they actually say about us. That landscape shifts far faster than Google rankings ever did, so anyone still measuring only clicks is watching the wrong metric. Just today we learned that OpenAI apparently stopped citing directly from Reddit and started valuing your backlink profile outside of that much more heavily.

“But the deeper shift is that in an AI-first web, products that provide high-quality data are in one of the best positions you can be in. An AI can summarise your article and cut you out of the loop entirely. What it cannot do is reason its way around needing accurate, current data. If your business owns a dataset AI needs, every AI answer becomes a distribution channel rather than a threat. That is why we plug our financial data straight into AI assistants via MCP: when the answer engine is the new front door, being the source it relies on is the new ranking number one.”

 

Gino Sesto, Founder at DASH TWO

 

 

“The click was always a way to bring attention, not the actual result we wanted. As AI answers questions directly, the brands that panic are the ones who built their entire funnel on ranking and traffic. The ones who win treat visibility as the asset — being the name the AI cites, and being everywhere the AI isn’t.

“That’s why budgets are already shifting back toward brand-building channels that don’t depend on a click at all: out-of-home, billboards, transit, and experiential. A billboard doesn’t need anyone to click — it builds the recall and trust that make people later search for you by name, or ask the AI for you by name. In a zero-click world, offline attention becomes the thing that feeds your online authority.

“I personally think things are a lot easier now. AI is pretty transparent. All you have to do is ask it why you are on their radar. You fix that and voila! Traditional SEO was harder, Google was always a blackbox. Now AI is just a layer on top of SEO.”

 

Christina Lindley, CEO and Founder at VPRG Consulting

 

 

“AI is not eliminating the need for websites. It is eliminating the need to visit websites that offer nothing beyond information AI can repeat.

“Too many companies have relied on brand-awareness and CPC campaigns to persuade people to visit a site without first creating a compelling reason for them to stay or return. That model becomes much harder when Google or ChatGPT can satisfy the original question without producing a click. A company cannot spend its way out of being interchangeable.

“Publishers and platforms need to give audiences value that can only be completed on their properties. That could include proprietary tools, applications, exclusive data, communities, embedded experiences, transactions or rewards. The website then becomes somewhere people accomplish something, rather than another place they read information available elsewhere.

“If a client told me its search traffic had fallen 30%, I would first look at building a rewards program and retention loop. Give users continuing value for returning, engaging or completing actions, then make that program a central part of the acquisition message. Instead of paying to tell people the company is different, create a benefit competitors do not offer and market that difference.

“One part of my current work involves helping consumer platforms explore embedded games, offers, and rewards that generate additional revenue while returning some of that value to users. The retention program does not merely keep existing users engaged. It becomes the reason a new customer chooses that platform in the first place.

“Success should therefore be measured through repeat visits, known users, qualified actions, retention, and revenue per user, not pageviews alone. AI citations and brand mentions can establish authority, but if that authority never becomes a direct relationship or transaction, it is simply a more sophisticated vanity metric.

“The best answer to declining traffic is not another traffic campaign. It is a reason to return.”

 

Nebojsa Savicic, Co-Founder of Plainly Videos

 

 

“If AI is able to answer “What is video automation?” without sending someone to Plainly Videos, trying to hold onto that informational click forever is probably the wrong fight. A more useful question is: what can our website do that an AI answer can’t complete?

“For a SaaS company, that might be an interactive product experience, a workflow demo, a template, a calculator, a benchmark, or anything that lets the visitor actually get the task done. Publishers face a similar challenge: proprietary data, original reporting, communities, tools and unique expertise give people reasons to go to the source instead of being happy with a summary.

“I think websites are going to have to become more and more destinations for action and evidence rather than just destinations for answers.

“Measurement needs to evolve to match. Raw organic sessions may be a less useful proxy for influence, while branded demand, citations, direct visits, product engagement and qualified conversions are more meaningful.

“Artificial intelligence can very quickly commoditize explanations. It is far less good at commoditizing proprietary experiences.

“The winners are not going to spend all their time trying to get back every information click they lost. But the clicks they are still getting will be worth a lot more.”

 

Aaron Traub, Owner at Geaux SEO

 

 

“I don’t think the rise of AI means publishers and content creators stop being valuable. In many ways, I think it actually makes original content more important.

“AI systems still need sources to draw information from. The problem is that if you’re publishing the same generic content that already exists across hundreds of websites, there’s very little reason for an AI platform to reference you specifically.

“The opportunity is in creating content that can’t easily be replicated. That could be original case studies, first-hand experiences, original data, expert commentary, research, experiments, or examples based on work you’ve actually done. Instead of publishing another article that simply explains a topic, publishers need to contribute something new to the conversation.

“We’re also moving from a world where visibility was measured almost entirely by rankings and clicks to one where being cited, mentioned, or recommended within an AI-generated answer can have value of its own. Someone may begin their search in ChatGPT or another AI platform, discover a company or publisher through that answer, and then visit the source when they want more information.

“So I don’t think the answer is just creating more content to make up for lost traffic. It’s about creating something original that people, and AI, have a reason to reference.

“I think the publishers and creators who focus on original, experience-based content will still have plenty of opportunities to get found, even as the way people search continues to change.”

 

Izaak Cairns, Digital Marketing Manager 

 

 

“The customer journey is changing, and the marketing funnel is no longer linear. People now move between AI-generated answers, search engines, social platforms, reviews and trusted publications before making a decision. AI may handle the initial question, but users will still seek original sources when they need greater depth, reassurance or expertise.

“Staying relevant will require more than publishing large volumes of well-optimised content. Organisations need to own their topic or niche by demonstrating genuine experience, expertise, authority and trust, the principles behind E-E-A-T.

“The content most vulnerable to AI is material that simply repeats information available elsewhere. If an article can be summarised without losing anything important, users have little reason to visit the original page. Publishers and creators therefore need to produce something AI cannot easily recreate: original reporting, proprietary research, first-hand experience, expert analysis, exclusive access or a genuinely distinctive point of view.

“Success will also need to be measured beyond rankings and clicks. AI citations, brand mentions, branded searches, direct traffic, returning audiences and assisted conversions will become increasingly valuable indicators of influence.
Publishers should also invest in direct audience relationships through newsletters, subscriptions, memberships, events and communities. These channels reduce dependence on referral traffic controlled by search engines and AI platforms.

“Ultimately, we are moving from an economy of traffic to an economy of authority. The objective is no longer simply to win the click. It is to become the source worth citing, the brand worth remembering and the destination people choose when the answer genuinely matters.”

 

Brandon Schroth, Founder at Reporter Outreach 

 

 

“The shift I’d point to is that we’re moving from an economy of clicks to an economy of citations. For years the whole game was getting someone to land on your site. Increasingly, the win is being the source the AI pulls from when it answers, even if the person never visits you at all. Your brand can shape a buying decision entirely inside an AI answer, with zero traffic to show for it in your analytics. That’s uncomfortable for anyone whose success metric has always been sessions, but it’s the reality now.

“For publishers and news organisations specifically, this is genuinely brutal. Their business model was built on ad impressions that require the click. When the AI summarises their reporting without sending the reader over, the value they created gets captured by the model instead of the outlet. That’s an unsolved problem, and I think it forces a hard pivot toward things AI can’t replicate: original reporting, distinct voice, community, and direct relationships through subscriptions and newsletters rather than drive-by search traffic.

“For businesses and marketers, though, I’m more optimistic, because the thing that makes you show up in an AI answer is the same thing that’s always signalled real authority: being referenced by credible third parties. AI models lean heavily on what trusted, independent sources say about you, not what you say about yourself. So the brands that invest now in genuine editorial coverage and expert visibility are the ones that’ll keep existing inside these answers, even as the clicks dry up. The uncomfortable truth is you can’t buy your way into an AI recommendation the way you’d buy an ad. It has to be earned.

“The measurement problem is the part nobody’s fully solved. If a big chunk of your visibility now happens with no click and no clean analytics trail, “how did we do” becomes much harder to answer. My honest take is that success in search is quietly shifting from a traffic number to a presence question: when someone asks an AI about your space, does your brand show up in the answer or not? That’s the metric that’s going to matter, and most teams aren’t tracking it yet.”

 

Mike D, Writer, Online Educator and Founder of Pithy Cyborg

Disclaimer: This is not a real photograph of Mike.

 

 

“The only way to survive is to engage in social media (TikTok, Instagram, Threads, X, LinkedIn) in addition to building an email list or email newsletter. The truth is that creators, journalists, bloggers, marketers, and self-publishers need to start collecting email addresses immediately. You simply won’t survive otherwise. Period.

“I’ve written and taught about this topic for over 10 years. But now, I mean, I won’t even argue with anyone who disagrees. These days, an email newsletter is no longer just a ‘nice to have’. Let me be clear; the days of SEO blogging are over. I’ve literally worked for websites with upwards of one million unique visitors per month, for YEARS. I’ve known some of the top bloggers on Earth, and have even worked with some of them. I’m here to tell you that the days of getting easy clicks from Google are over. Act accordingly.

“The good news is that it’s never been easier to launch an email newsletter. Platforms like Substack, Beehiiv, or Kit make it so you can launch an email newsletter for free if your email list is small enough. And yes, just about ANY business should have a newsletter, a TikTok, an Instagram, and other social platforms. The name of the game is to funnel all of your social traffic into your newsletter. From there, the sky’s the limit, and there are so many ways you can deliver value once your audience joins your newsletter.”

 

Peter Hall, SEO and AEO expert and the Director of Perpetual10 

 

 

“It used to be winning every click, but survival will now depend on becoming a source that AI systems consistently recognise, trust and cite.

“That means publishers must measure visibility beyond rankings, including brand mentions, citations in AI answers and if their expertise is associated with key topics.

“Clicks still matter because businesses need people they can convert and retain, but the search funnel is changing. I’d predict that the most successful future publishers will create original, attributable content that AI cannot easily commoditise, while building direct relationships through traditional touchpoints such as newsletters.”

 

Cassie Clark, AI Search Visibility Consultant and Fractional Content Strategist, Founder at Cassie Clark Marketing

 

 

“The answer is quite detailed, but the gist is that brands need to build entity authority across channels. That means simply showing up where their customers are, answering their questions, and being consistent. The part that most brands miss, though? Each bio across channels needs to say the same thing in the same way. When each channel features a different company bio, AI engines cannot get a clear picture of who the brand serves or what it does.

“We also need to talk about individual channels. For the last year, nearly every guest on the Found in AI podcast mentioned Reddit in some capacity. And that made sense, considering it was a rather large source of citations for ChatGPT and Google’s AI models. However, over the last few days, Reddit’s share of ChatGPT citations has tanked. (I just wrote a post on this.) An AI search visibility strategy cannot rely on a single channel. Distribution across channels, such as industry podcasts and newsletters, YouTube, and third-party websites, is important. LinkedIn, believe it or not, is becoming a major citation player. And it means that companies need to think about their LinkedIn marketing strategy beyond just the Company page. Employee-generated content is the secret lever for getting a brand mentioned in AI-generated answers.”

 

Kurt Uhlir, Chief Marketing Officer at ez Home Search

 

 

“No. People figured out years ago that the top Google results were rarely the most accurate. Search engines have a financial incentive to keep organic results just good enough that you come back and click the ads. Zero-click search is also old news; weather, stock prices, and definitions have been answered on the results page for a decade.

“AI will absorb far more of those queries, but that only hurts sites that published generic informational content without understanding their ideal customer. The companies creating content that truly serves a specific buyer are winning in both LLMs and traditional search, and their buyers now show up closer to purchase.”

 

Darren Colclough, Founder at Gameplan Technologies

 

 

“People will click less. The click was really just a signal that “this result answers the question well enough to earn some trust.” AI simply removes the click-through step.

“For ad-supported models, reduced click volume is a big problem. A business built on volume can’t survive on being cited alone. A model built on page views doesn’t benefit from AEO optimization at all.

“For the clients that Gameplan works with, they need to be the answer AI gives to the people actively looking to buy. Being cited by name to someone asking a buying-intent question is more valuable than a click from a tire-kicker who wasn’t ready to buy.

“Content quality is also critical. Original data and a name on the information are enough for AI assistants to cite it rather than paraphrase it anonymously to buyers, and that gets it seen. Generic, keyword-stuffed content built to capture volume will get filtered out as spam email does.

“The metric to follow isn’t just ranking positions, but whether your brand shows up by name in an AI search answer.”

 

Bihag Karnani, Product Leader at Google 

 

 

“In my opinion, there has never been a more important time for publishers to develop a strong relationship with their readers through deep insights which readers aren’t getting through AI or other publications. While clicks might not disappear in their entirety, it’s quite possible that clicks as the success metric might lose their value and are replaced by more valuable metrics like visibility and authority.

“In the new world order, becoming an authority on a topic will far supersede playing the SEO-clickbait game because fewer clicks will just remain a traffic problem but a lack of authority, loyal readership and reader-publisher relationship will become a business problem.”

 

Pilar Lewis, Senior Public Relations Associate at Marketri 

 

 

“You stay visible by becoming the source AI cites and that is where PR is becoming increasingly important when talking about broader SEO/AIO strategies.

“AI doesn’t guess when it answers a question. It pulls from credible coverage. 89% of cited links in AI answers trace back to earned media, not ads or self-published blogs. So if you’re not getting covered by journalists and credible outlets, you’re not showing up in answer.

“So basically, for publishers, marketers, startups, etc., the default shouldn’t be to publish more. It’s getting cited by other credible sources, structuring content so AI can extract and quote it, and treating AI citation as a metric you track.”

 

Kadan Stadelmann, Co-Founder at Compance

 

 

“Google AI overviews are undoubtedly reducing traffic to external websites and raising zero-click rates. This will increase the move towards video content away from written content.

“Websites will need to move away from clickbait towards authority and direct value. Publishers might pursue content licensing deals with AI firms to convert training and citation rights into revenue.

“Certain types of content will come at a premium, such as original investigations, proprietary data structured expert analysis, which AI systems generally cite instead of synthesize into its own text.

“Publishers must double down on their subscriptions, newsletters, apps, and memberships.

“For publishers, AI poses a threat as well as a new distribution channel. Real human journalism and research is what will ultimately distinguish outlets that survive and those that go the way of the buffalo in the AI age.”

 

Jason Nahani, CRO at Doctify 

 

 

“Concerns about AI eating clicks or web-traffic are overanalysed in terms of business/content performance.

“Research suggests that even if click volume is reducing, the customers who do arrive via AI are more informed, higher-intent users. Those that click through from AI are significantly more likely to convert, with Semrush finding AI search visits are 4.4 times more valuable than traditional organic search visits.

“From a content perspective, there should be a greater emphasis on AI optimisation to increase visibility. Businesses need to meet consumers on their search journeys to evolve with the changing search landscape and to capitalise on high-conversion traffic.

“At Doctify, content is always built with AI in mind. Our provider profiles are structured so AI can easily understand each provider’s specialism, expertise, reputation, patient sentiment (from verified reviews) and their location. These trust signals fuel AI with accurate responses to guide patients who are trying to find the right doctor for their health issue.

“This strategy has delivered a 680% increase in AI-driven traffic to our platform over the last 12 months.

“Visibility and trust are crucial in the new era of AI search. Just as content writers and product designers have optimised content and experiences for SEO, AEO is the evolution of this and while clicks may drop, trustworthy, proprietary content still plays a crucial role in pulling in high-intent traffic.”