How do you get noticed in a zero-click reality?

There was a period when I remember feeling like every corner of the internet was bursting with something new to see. But while that abundance felt exciting, the sheer volume of content also made it harder to tell signal from noise. 

LLM search is changing that.

Publications are already feeling the impact. Clickthrough rates have dropped by as much as 56% on desktop and 48% on mobile following the rollout of Google’s AI Mode.

Looking ahead, AI-powered search is expected to overtake organic search traffic by 2028, with platforms increasingly keeping users within AI-generated summaries rather than directing traffic to external sites.

In this environment, AI systems act as a sieve, sitting on top of an already crowded mix of competing content, search rankings and shifting trends. They don’t surface everything. Instead, they filter, summarise and prioritise what they determine to be most relevant. If content isn’t selected, it simply won’t be seen.

From audience-first to intent-first

New dimensions are being added to discoverability. An audience-first mindset still matters, but just knowing who they are is no longer enough.

“Search” now needs to be taken literally. More than 70% of AI search users begin with questions at the earliest stages of research, shifting behaviour from simply browsing to active, intent-driven discovery. At the same time, AI has evolved from a gateway into an intermediary – filtering, interpreting and synthesising information before it reaches the user.

That redefines the role of content. Instead of relying on passive discovery, it needs to be built to answer questions directly.

To do that, brands need to go further by understanding who their audience is, what they’re trying to solve and how those needs translate into real-world prompts.

The 360° view becomes a 360° discoverability model

I've spoken before about the value of a 360° view. Today, that concept is being redefined.  It used to mean understanding behaviours, channels and preferences. But with all the new changes in place, it also needs to account for how audiences engage with AI.

Consumers are already using AI-powered search across the decision journey. 44% say it’s their primary source of insight, while 70% of AI-powered search users ask top-of-the-funnel questions, turning multi-step research into a single conversation.

As AI becomes embedded in decision-making, the customer journey is being shaped by these interactions, forming a question journey that spans the entire funnel. This requires a deeper understanding of:

• What questions are being asked?
• What language is used?
• What sources are models drawing from to construct answers?

Mapping the question journey expands the role of insight – from audience understanding to discoverability intelligence – helping brands anticipate how content needs to perform before it’s even seen.

The content "sweet spot" evolves

At Mahlab, one of the first things we look for when shaping a content strategy is the “sweet spot:” the point where meaningful audience insight, genuine authority and clear, structured expression intersect. It's where content is most likely to resonate, build trust and drive action. The concept has long guided effective content strategy, and it still does.

But AI-powered search has reshaped the landscape.

The overlap between audience needs and brand authority remains critical, yet the sweet spot now extends to a fourth consideration: machine readability. AI search draws from a wide range of sources, with only 5-10% coming directly from brand-owned sites. 

Authority isn’t enough to move the needle anymore. Content must be clear and structured so it can be parsed, trusted and reused by AI systems.

This is down to how LLMs work. It doesn’t search for keywords in the traditional sense. Instead, it maps relationships between words, sentences and concepts. Generating responses requires retrieving and assembling relevant snippets of information to ground and support what it presents.

Structured content plays a critical role here. By organising information into clear, explicit and well-labelled formats, brands make it easier for AI systems to interpret, select and confidently surface their content in response to questions.
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From campaigns to content that compounds

Traditional campaign thinking is addicted to the spike. It focuses on short-term impact and moments designed to capture attention quickly. 

But LLMs don’t care about that. 

It's a bit like my favourite barista remembering my order. That relationship is earned through consistent, positive experiences over time.  For brands, that means consistently showing up with credible, valuable ideas that are reinforced by trusted third-party voices, not just your own channels.

AI doesn't reward the loudest campaign. It rewards the strongest body of evidence. While people may remember a standout moment, LLMs look for patterns of authority across the web. If your expertise only appears when you're promoting yourself, you're giving AI very little to recognise or reference.

The foundations haven’t changed. At its core, the goal is still to create content that answers questions and provides value. The difference is that visibility now depends on building an enduring body of work. One strengthened by earned media, expert commentary and thought leadership that continues to be discovered, cited and trusted long after it's published.

How to measure success in a zero-click world

Google’s AI Overviews and generative search mean users can quickly get answers with zero clicks. 

When an LLM becomes the interface between you and your audience, visibility isn't guaranteed. A new, critical metric has emerged: Inclusion. Are you cited, paraphrased, or even present in the answers your audience receives?

Search has evolved into a multi-layered ecosystem in which LLMs aggregate, summarise, and attribute content, creating an influence that extends far beyond traditional search results. In this landscape, judging success solely by traffic or position is a surface-level strategy.

What's interesting to me is that we're moving from an era where visibility and influence were often treated as the same thing. Now, everything seems to be moving in a new direction. A brand can influence a decision without ever receiving a visit, impression or click.

This is a shift from visible engagement to invisible influence. The fundamentals remain the same – clarity, relevance, and genuine insight – but the environment has changed. You’re no longer just competing for attention. You’re earning your place in the answers that shape decisions.