Until recently, optimising for top-of-funnel search queries was a cornerstone of user acquisition strategies. Publishers relied on search-driven traffic to fuel ad revenue, while e-commerce brands reduced their customer acquisition costs (CAC) by ranking for intent-rich keywords. But the landscape has shifted. User behaviour is increasingly moving towards conversational platforms like ChatGPT, and the most significant disruption came with Google’s rollout of AI Overviews.
This ushered in the so-called ‘zero-click’ era, where answers are delivered on the results page, and users no longer need to visit websites to get the information they seek.
The quiet revolution reshaping Google Search has r
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