Adapting your digital strategy for an AI driven search world is a must these days.
AI-driven search isn’t coming - it’s here. Tools like Google’s AI Overviews and ChatGPT are bypassing traditional search results and serving users with instant answers. For organisations online, this means fewer clicks, shrinking traffic, and a new content battlefield where visibility depends on more than ranking on page one.
But here’s the upside, it’s not too late: brands that adapt early can still win. By optimising for AI-first discovery and owning your distribution channels, leaders can turn this shift into an advantage rather than a threat.
Constant curiosity has helped me to stay abreast of technological advancements for many years but I'm sure like most of you, it can seem overwhelming to keep up with the pace of AI advancement.
So when I found myself going deep in learning about Generative Engine Optimisation (GEO) recently I decided to collaborate with my AI tools and develop a useful toolkit to help you get ready for the world of "Zero Click Search" or GEO.
So let's start with the Checklist below.
The Zero-Click Checklist
1. Optimise for structured data
Implement schema markup (FAQs, how-tos, product info).
Use clear, machine-readable content hierarchies.
Focus on “answer-ready” snippets that can be lifted directly by AI.
2. Write for humans… and machines
Place the “punchline” first. Start with the answer, then add context.
Use natural language and conversational phrasing.
Avoid jargon-heavy or brand-centric copy that AI can’t easily parse.
3. Build an AI-friendly content hub
Create content clusters around key topics, not just single keywords.
Link related resources internally for better context.
Use short, scannable sections that make it easy for AI to extract value.
4. Own your distribution
Grow email lists and CRM audiences to offset declining organic traffic.
Repurpose content into social and partner channels.
Leverage thought leadership to position your expertise beyond Google.
5. Test and refine continuously
Monitor zero-click performance through analytics and SERP features.
Run content experiments for “AI-readability.”
Review competitors’ presence in AI summaries and adjust your approach.
Some handy resources to download
Amy Ward
CMO and Head of Brand Experience
Amy Ward is a business leader, management consultant, strategic communicator, mentor and board director with over 20 years of deep experience in organisations undergoing change and transformation. Amy specialises in Brand, Marketing, Communications, Engagement and Digital Experience at a strategic and implementation level.
