Marketers have always used clicks to measure website performance. However, AI-generated search results, aka “zero-click searches”, mean customer discovery often ends without a single website click.
This gives marketers a new target audience: LLM algorithms that synthesize brand content and serve it up in AI overview results.
So, in addition to creating catchy headlines and engaging content, websites will need to include tables and charts, long tail keywords, and structured data snippets – all geared towards an AI-readable design.
Marketers need to strike a balance and serve content for people and content for bots.