With AI-powered search expected to drive at least 20% of B2B organic traffic before the end of 2025, providers want to redirect their efforts to ensure that they appear in zero-click search. Traditionally, SEO has been the responsibility of the digital and content teams. This was a satisfying process, as Google provided definitive reporting on search volume and ranking, enabling very clear goal-setting and success measurement. AI search optimization is a much less certain endeavor, as the engines are by their nature unreliable and metrics are hard to come by. Successfully engaging buyers in zero-click search will require coordination of a broader team including portfolio marketing, customer marketing, and communications, with a much less deterministic feedback loop.

Does SEO Still Matter In The Age Of Zero-Click Search?

Yes. SEO still matters. Most AI-powered search responses are the result of retrieval-augmented generation (RAG). The engines parse the natural language question, generate a series of keyword search prompts, and then draw on those responses as well as their model to compose an answer. When the traditional SEO optimization platforms (Ahrefs, Semrush, and Similarweb) and the new AI search tracking startups (Otterly.AI, Profound, and ZipTie.dev) look at the data from across their clients, they find that references and citations in AI search response are usually from the top 10 to 30 Google or Bing results. The traditional criteria of E-E-A-T (experience, expertise, authoritativeness, and trust) still hold for AI search, but companies need to change their goal from ranking at the top of search responses to saturating the response list.

What Kinds Of Content Work Best For Zero-Click Search?

While responses are sourced from the top keyword results, the algorithms governing summary, mention, and citation weigh different factors to create as accurate and satisfying an answer as possible. Some engines (notably ChatGPT) privilege semantic proximity — drawing on content that closely mimics the question that was asked. Note the way I’ve stated the header titles in this blog series as potential AI search questions rather than statements such as “content best practices for zero-click search.” Most engines continue to value the “authority” of the source, but the biggest shift is the way they balance authority with “authenticity” — looking to cite human voices, whether those be experts, users, or Reddit posters. In addition to reworking owned content, providers looking to rank in AI-powered search will need to invest in expert communications, influencer relations, public relations, and customer advocacy to see their brand mentioned with an authentic voice.

What Kind Of Messaging Works Best For Zero-Click Search?

Being mentioned in zero-click search is the first job. Providers will soon realize that being mentioned positively and accurately is just as important. Just as with content and digital, many age-old best practices remain valid but with some new additions and twists. Providers need to create simple messaging that avoids jargon and uses industry language rather than branded language to ensure findability. It will be more important than ever that providers have a strong perspective on their industry or their category to stand out as worthy of citation. With buyers having access to more perfect information, marketers will need to be clear about the market segments and buyer needs they focus on and best fulfill.

For an overview of how to engage buyers through AI-powered search, Forrester clients can see my new report, Messaging For A Zero-Click World, or register for my upcoming webinar, Engaging B2B Buyers In The Age Of Zero-Click Search.