Keeping Your Brand Visible with AI-Powered Search

AI seems to be the topic of every webinar, town hall and industry networking event. Though the fatigue of hearing about the latest developments is real, AI’s impact on entire professions, industries and processes will continue into and beyond 2026, making it an essential component of business planning. 

As AI evolves, the costs, both financial and technical, can make it feel out of reach for some companies. Many tools are expensive, and it’s tough to know how to harness AI without someone on your team who truly understands it. But if there’s one area where business owners must both grasp and leverage AI’s impact, it’s search.

Think about the last time you Googled something. When Google’s AI platform, Gemini, gave you an in-depth answer at the top of the page, did you still click through to a website? If you’re like most people, you probably didn’t. 

This phenomenon is called zero-click search.  Consumers can get answers before clicking through to a website because search engines are prioritizing AI results ahead of other search results, including paid ones. In 2025, 65% of searches resulted in zero clicks, and Gartner predicts that the volume of searches on traditional search engines like Google will drop by 25% by 2026. 

For years, brands relied on search engine rankings to reach potential customers ahead of competitors. SEO emphasized self-published content, keywords, mobile-friendliness and backlinks. While those fundamentals still matter, consumer behavior has changed. Businesses must adapt with it, shifting focus from search engine optimization to search everywhere optimization. In other words, brands need a cohesive presence across search engines, social media and large language models (LLMs) like Gemini and ChatGPT.  

So, what does that mean in practice? 

First and foremost, publish and optimize content based on what your target audience is actually searching for, not what you think they’re searching for. Research the terms your current and/or potential customers consistently use and develop content strategies accordingly. 

To further narrow your competition, consider geo-targeting.  “Top Albany Dentists” is more effective than “Top Dentists” because it speaks to a specific audience. It’s also critical to ensure that the content on your website is properly structured with the right markup and schema. Even the best content in the world can be overlooked if it’s not well-organized.

As a rule of thumb, avoid long blocks of text, incorporate lists and bullet points and use a clear hierarchical structure (H1, H2, etc.) to enhance readability. Create content that is concise enough for humans to easily skim, yet substantial enough for bots to search. 

This structuring will help ensure you are being found on multiple platforms – because, let’s face it, focusing on just one platform is no longer enough. You must have an active presence on several social media platforms, Google My Business, your own website and any other relevant directory websites, in addition to search engines other than Google, like Bing. Consumers do not just search on search engines alone. They may search on Facebook, ask ChatGPT or rely on Google Maps

Also, remember that PR is your friend. Backlinks from credible websites show AI that you’re trustworthy. Whether it’s an interview that spotlights a member of your team or an excerpt demonstrating your expertise, earned media makes a difference when it comes to search. If you don’t have the budget to hire a PR team or an internal marketing manager, take the time to research your local news publications and find out which outlets accept contributed content. 

Despite projections that zero-click searches will continue to grow in popularity, your brand’s visibility doesn’t have to fade. In fact, AI-powered search is creating new ways for your business to be found. Partnering with a marketing team ensures consistent, on-brand content and enables you to explore a variety of tactics to reach your audience. Adapting your strategy and embracing search everywhere optimization will help your brand stay searchable, no matter where your audience is looking.