It’s the biggest problem in organic search today: how do marketers address the problem of “zero-clicks.”

Zero-click is the scenario caused by Google displaying AI “answers” at the top of many search queries. Type a prompt or search string into Google, and ahead of organic and even paid listing, Google displays a quick bit of information that addresses the search topic or question. A quick read, and no need to visit your company’s web site. Thus, zero-click.

Is this issue real? Are companies actually seeing a decline in organic traffic – and therefore leads – as a result of these helpful – yet disruptive – AI responses at the top of a Google search result?

Let’s look at some data, along with how B2B marketers can respond. At GGC, we’ve developed a plan that we see is working, and we’ll share that with you as well here.

The Rise of Google’s AI-Generated Results

Rather than showing a list of traditional search results (websites), Google’s Search Generative Experience (SGE) provides a synthesized response, pulling from multiple sources to give a comprehensive, conversational answer to the user’s query. This is particularly useful for long-tail queries or technical questions, often common in the B2B manufacturing sector.

For example, a search like “What are the differences between pneumatic and electric actuators in ball valves?” will no longer just show links to relevant blogs or product pages. Instead, Google might provide an AI-generated summary detailing the power source differences, precision, cost and other key factors directly on the results page.

This means that users can find the answers they need without ever leaving the search results page, and, more critically, without visiting an external website. In essence, Google’s AI answers are now acting as a middleman, answering questions before users need to click on a website.

The Impact on Organic Search Traffic

Is this leading to a decline in traffic yet? It is for some, and in some cases it’s dramatic. Some SEO watchers have reported up to 60% reductions in organic clicks for certain queries once AI answers are displayed. In fact, early tests found that organic click-through rates (CTR) dropped by 20% to 64% on search results where AI overviews were included.

For B2B manufacturers, this of course means that having the #1-3 organic position may no longer put you at the top of the page, so you won’t be receiving the clicks you once did.

At GGC, we haven’t seen this play out yet. While a few clients are showing flat traffic or declines, the majority are continuing to see typical increases in organic and paid search volumes. But we expect that to change.

The Impact on Paid Search Traffic

Paid search ads appear above organic listings, as we know, so is this zero-click phenomena not affecting paid search clicks and results as well? We’re not so lucky.

PPC traffic is also feeling the effects of Google’s AI changes. As AI overviews capture more attention in the SERPs, users are less likely to scroll down to see the ads or even need to click on them, because the AI content has essentially answered the search question already.

One study by Seer Interactive found that paid CTR dropped from 1.31% to 0.70% when an AI overview was presented.

However, some paid ads are still more effective for transactional or highly commercial searches. If users are searching with clear intent to purchase (e.g., “buy industrial actuators”), paid ads can still be a viable option, as AI overviews typically do not address transactional queries in depth.

The Implications for B2B Manufacturers

The challenges for B2B marketers are obvious:

• Reduced Visibility in Search Results: With AI taking up more screen space, your organic listings are pushed further down the page. Even if your content is featured in an AI overview, many users may not click through to your website.
• Lower Click-Through Rates (CTR): Both organic and paid search CTRs are declining as AI answers dominate the top of the page. This means fewer visitors are reaching your website through traditional search methods.
• Increased Competition for Ad Placement: With fewer users clicking on paid ads due to the prominence of AI answers, competition for top ad spots is likely to intensify. This could increase cost-per-click (CPC) and cost-per-lead (CPL), while reducing overall ad efficiency.
• Evolving User Behavior: Technical buyers in B2B manufacturing are increasingly turning to AI for quick answers, which could change how they engage with content and make purchasing decisions. AI is not just answering questions—it’s creating a new type of discovery experience that impacts your traditional lead generation strategies.

Addressing Zero-Clicks: Here’s What To Do

1. Optimize Content for AI Visibility
   Change your content so it’s more likely to be included in Google’s AI overview and snippets:
   • Add People Also Ask content to key pages, so Google sees your content as exactly matching what questions people already ask.
   • Focus on clear, concise answers to common questions in your industry. Use bullet points, numbered lists, and headings to make it easy for Google to digest and pull your content into an AI answer.
   • Use structured data (schema markup) to help Google understand your content and improve its chances of being featured in AI overviews.
   • Create long-form, comprehensive content that answers questions thoroughly. Google is more likely to feature content that addresses all aspects of a query in a single place.
   • Publish FAQs, guides, and comparison articles that align with the types of questions your audience is asking. These content formats are likely to be picked up by AI systems.
   • Follow Google’s EEAT Guidelines (Experience, Expertise, Authoritativeness and Trustworthiness) by publishing regularly, with author bios, to build up authority and expertise in Google’s eyes.
   • Don’t back off backlink efforts, even though they’re time consuming, since Google sees backlinks as an expertise and authority signal.
2. Leverage Other Channels Beyond Google Search
   With organic and paid search traffic declining, it’s critical to diversify your traffic sources. B2B manufacturers should consider:
   • Investing in other channels such as email marketing, content syndication, YouTube, and industry-specific directories. These channels can help you capture potential leads who might not be relying solely on Google for information.
   • Building a strong presence on professional networks like LinkedIn, where B2B audiences are active. Publishing thought leadership content and engaging with industry groups can drive traffic and establish your brand as an authority.
3. It’s Time To Broaden the Marketing Focus To Include More Brand Awareness and Thought Leadership
   Google has always prioritized expert content in determining rank positions. Now it’s doing it in making choices about what to include in AI searches. So while the imperative for clicks and leads has driven most B2B manufacturing efforts, today that has to be built on a stronger foundation of brand awareness-building activity than in than in the past.Make sure you highlight your industry reputation on landing pages and throughout your content. Trust signals, such as customer testimonials and industry certifications, can help persuade users to click through even if they initially encounter your brand in an AI-generated answer. Push for Google Reviews on your Google My Business listing.
4. Adapt Paid Search Strategies
   With declining CTRs on paid search, B2B marketers should:
   • Target high-intent, transactional keywords that are less likely to be answered by AI overviews. Focus on searches where users are ready to make a purchase or inquire about a service.
   • Refine your ad copy to stand out even if an AI summary is present. Consider offering value propositions that AI cannot provide, such as special offers, demos or consultations.
   • Bid more aggressively for top ad placements to ensure your ads are visible even when AI answers dominate the SERP. Ads at the top of the page are still more likely to be noticed, even if the AI answer is also visible.
5. Monitor and Adapt to AI-Driven Traffic Trends
   Finally, B2B manufacturers must closely monitor how AI is affecting their traffic and make adjustments accordingly:
   • Use Google Analytics and Search Console to track traffic trends and see which pages are still getting clicks despite AI overviews.
   • Experiment with A/B testing different content formats and ad types to identify what still drives conversions. For example, try testing long-form content vs. shorter, more concise answers to see which performs better in the new AI-driven environment.
   • Stay up-to-date on Google’s updates and AI advancements. As Google refines its AI features, new opportunities for B2B manufacturers may arise, such as AI-enhanced ads or new ways to integrate with AI search results.

Zero-Clicks Doesn’t Have to Mean It’s Game-Over For Search

The introduction of AI-generated search results by Google is undeniably shaking up the B2B marketing landscape. For manufacturers that rely on organic and paid search to drive traffic, the rise of zero-click searches and AI overviews presents new challenges. However, by optimizing content for AI visibility, diversifying traffic sources, and adapting paid search strategies, B2B manufacturers can continue to thrive in this evolving environment.

Ultimately, the key to success will be adapting quickly to changing search behaviors, experimenting with new strategies, and embracing emerging platforms that can help you capture attention in an increasingly competitive digital space.