Search is evolving. Fast.
AI-generated summaries are now the first thing many users see, appearing in nearly 43% of Google searches, with certain industries seeing much higher rates. These AI Overviews pull content directly from multiple sources to deliver instant answers, often eliminating the need to click at all. It is called a zero-click search, and it is reshaping how people find and engage with information. Even industry leaders in SaaS, finance, healthcare and B2B are seeing drops in organic clicks.
The result? Traditional SEO marketing strategies are no longer enough.
Top marketing agencies that want to stay visible in this new landscape need more than optimization checklists. They need adaptability. That starts with rethinking how we use AI, how we create and how we measure what matters.
The good news? AI still depends on structured, high-quality content to generate answers. You can stay competitive by evolving your strategy to meet these new demands.
Here are seven ways to get started.
1. Strengthen your topical authority
Start by understanding where your content is already appearing in AI Overviews and where gaps exist. AI favors content that delivers depth and breadth around a topic. Build detailed, long-form content that explores key ideas and related subtopics. Use tools like Google Search Console, SEMrush or Ahrefs to track your content and competitor performance. Expanding your content library helps AI recognize your brand as a trusted source.
2. Refresh existing content for AI-readiness
AI search is shifting from simple keyword matching to more conversational, intent-driven results. Update existing pages with clearer headings, bullet points and step-by-step guides. Add internal links between related topics to help AI understand how your content connects. Expand pages to answer more questions and offer real-world examples or case studies that go beyond the basics.
3. Improve technical SEO
AI and traditional search engines still rely on strong site architecture. Add schema markup like FAQs, How-To or Product data to help AI read your content. Fix broken links and ensure internal navigation is clear and logical. Optimize site speed and mobile performance since AI favors sites that offer a seamless user experience.
4. Prove your expertise
AI Overviews prioritize content that demonstrates experience and authority. Include original research, case studies and insights that reflect your industry knowledge. Add detailed author bios that highlight credentials and certifications. Use testimonials, customer reviews and awards to build trust and show that your brand delivers on its promises.
5. Diversify your content formats
Text alone will not keep visitors engaged. AI may pull quick answers from copy, but users still want richer content. Add videos, infographics and interactive tools to your site. Repurpose blogs into short video explainers or design visual guides that summarize key takeaways. These formats give people a reason to click beyond the AI snippet.
6. Monitor and adapt constantly
AI search is evolving quickly. Track how it impacts your visibility by monitoring traffic, rankings and engagement. Set alerts in Google Search Console or SEMrush to see when AI Overviews start pulling your content. Experiment with different content formats and structures to find what works best in your industry.
7. Build direct relationships
As AI reduces click-through rates, do not rely only on search. Grow your owned audience through email, community building and social engagement. Keep business profiles and reviews up-to-date across all platforms. A strong brand presence outside of search helps ensure AI pulls accurate information about you and keeps customers engaged.
Ranking for keywords is not enough anymore. SEO must work with paid media, PR and social to create a unified strategy across the entire funnel. Brands that deliver deeper content, strong authority signals and seamless customer experiences will win.
At Alloy, we help brands rethink search strategies for the AI era. Our integrated approach combines SEO, paid media, content, creative, PR and analytics to drive real results. Ready to dive deeper? Download our full ebook, 7 Steps You Can Take When AI Is Stealing Your Clicks, to learn how we help brands stay visible and connected in an AI-powered world.