AI Overviews, Answer Engines & the Rise of Zero-Click Search

What we’re all seeing in SEO isn’t isolated to John Moore or the Hometown Services brands. Since the rollout of AI Overviews and generative search, organic clicks across the web have declined sharply, even as impressions rise. This is due to “zero-click searches”; users getting answers directly from AI snapshots, often pulled from our content, but without visiting our site.

This is not an isolated failure; it’s a global shift in user behavior affecting the world's biggest brands. Even so, I believe we're well ahead in adapting—actively optimizing for AEO (Answer Engine Optimization), structuring content for AI visibility to stay competitive as search evolves. See just a few of the articles below for a more in-depth study from other experts.