Like everything else these days, the SEO game has changed with the advent of AI atop the Google Search results. This has led to a newly defined term that was not thought of a decade ago—zero click searches. In fact, according to Spark Toro, 58.5% of all US searches today are zero click searches. After all, why click on a listing when your question has already been answered? 

So, the key to SEO success in 2025 is much different than it has been in the past. The single greatest thing you can do for your client or business is to get into the AI that answers the question posed by the searcher. But, how do get your business into the Google Search AI results? Seems like an insurmountable task, doesn’t it?

I’d start by doing research on Semrush or some other tool in your industry to find the questions that are being asked. Then, be sure that the copy you include on your web page answers those questions succinctly, preferably in less than three sentences. Write for a sixth grader, avoid industry jargon, and make your response brief and direct. Artificial intelligence seems to love bullet point responses so use them rather than lengthy sentences. Don’t fall victim to the millennial phrase of “TLDR.” (If you don’t know what that means, look it up.) Consider posting on Reddit, as its layout appears to be perfect for finding AI opportunities. 

If you aren’t sure what pages to work on first, use the ones that are already ranking highly. I think of Google searches as a 100-yard football field. If you are on your own 8 yard line, you have 92 yards to go to score a touchdown. Ignore these pages for now; you’re never going to get them in the end zone. Rather concentrate on those pages that are already in the red zone (the first 20 listings) and move to optimize those for the AI listings.

You don’t need a click (or a tap) to win with SEO anymore. The playing field has changed.

Bob Bentz is president and CEO of Purplegator – a marketing agency located in suburban Philadelphia. Bob is also the author of Relevance Raises Response: How to Engage and Acquire with Mobile Marketing (SECOND EDITION). He is an award winning adjunct professor at West Virginia University.