Nicole Penn, CEO of EGC, was among the experts consulted by Digiday about the impact that “zero-click” AI search is having on search engine optimization (SEO). Is your business ready? Through AI generative search (a.k.a., “zero-click”), consumers now get immediate answers when conducting a search. They no longer need to click on the website of a business or company. This in turn negatively impacts paid search and organic results. The “zero-click” trend has had a particularly adverse effect on the online marketing strategies of business-to-business (B2B) advertisers and brands that rely on direct-to-consumer (DTC) models. What can businesses do to navigate these changes? One recommendation Nicole offered was to bid less on “long-tail keywords” but more on narrower keyword searches. Nicole stated that EGC will continue examining and devising solutions to address the increasing impact of AI “zero-click” search throughout the remainder of 2025. Is your company ready to pivot and adjust to AI “zero-click” search? EGC can help. Contact us today for a complementary AI search audit. Read the complete Digiday article.
