How AI is Transforming SEO: What Web Professionals Need to Know

by Mark | Jan 22, 2026 | AI and Machine Learning, SEO, State of the Web

If you’ve been monitoring your organic traffic numbers, you may have noticed a concerning trend: impressions are increasing while clicks continue to decline. This phenomenon, known as the “zero-click era,” is fundamentally changing how we approach search engine optimization (SEO) and digital visibility.

We recently held a chat with Dave Jackson, one of our Advisory Board members who heads Tekkii Systems, a Kansas City-area digital marketing agency, and our executive director, Mark DuBois, to discuss what’s happening with search, how AI is reshaping the landscape, and what web professionals can do to adapt.

The Evolution of Search: From URLs to Zero-Click

Mark has been working with web technology for 34 years, and his perspective on search evolution provides valuable context. When he started in 1992, search engines didn’t exist. To visit a website, you needed to know the exact URL. People maintained lists of websites, which eventually evolved into searchable databases that became the first search engines. Google was actually one of the later entrants to the market, though they clearly dominate today.

For decades, SEO operated as a continuous cycle between search engines and marketers attempting to optimize rankings. Search engines consistently evolved their algorithms to prevent manipulation, from early keyword stuffing tactics to more sophisticated gaming attempts.

Now we’ve entered something fundamentally different. Mark describes it as the “zero-click SEO” era, where users increasingly find answers directly in search results without visiting websites.

The AI Disruption: Understanding the Impact

Since ChatGPT’s release in 2022, major technology companies have rushed to develop and deploy AI tools. Google, despite being the dominant search engine, found themselves responding to rather than leading this transformation with their AI Overviews feature.

When Google rolled out AI Overviews, the SEO community raised immediate concerns about traffic decline. The data has confirmed these concerns. Dave explains: “We’ve seen traffic drop–some estimates say by close to 60 to 64% across organic traffic.”

This represents a massive shift affecting virtually every type of website. The SEO community has moved through various responses, from initial resistance to current acceptance and strategic adaptation.

Understanding Zero-Click Search

Zero-click search occurs when users receive answers directly on the search results page, often through AI-generated summaries, without clicking through to any website. While this reduces traditional website traffic, Dave emphasizes an important distinction: “When it comes to actually engaging with a business or a service, it’s still going to end at a website at the end of the day.”

ChatGPT and similar tools may recommend businesses, but users ultimately need to interact directly with those businesses. The customer journey has changed, but the destination remains your website. The critical factor is ensuring your business appears in those AI recommendations.

SEO Fundamentals Still Apply

There’s ongoing debate about whether entirely new strategies are needed for what some call “AIEO” or “GEO” (generative engine optimization). Dave’s perspective is that it’s essentially SEO done comprehensively and correctly.

“The way that this is happening is they’re looking at a number of different areas as opposed to just your website,” Dave explains. AI tools evaluate whether you’re showing up across all their reference sources, which Dave calls “retrieval sources.”

This means maintaining topical relevance on your website while ensuring presence everywhere potential customers might look for information about your business type. For an HVAC company, this includes platforms like Houzz and Thumbtack. For restaurants, it means Yelp, Google Business Profile, and other review sites. The principle is straightforward: you must appear where people retrieve information.

Link Building in the AI Era

Links remain important, but the strategy has evolved. Dave notes that previously, building links from high-authority websites generally provided benefits regardless of specific relevance. Authority still impacts organic results, but AI recommendations prioritize extreme relevance.

Consider this example: Google reviews were once the primary focus for local businesses. Now that AI tools like ChatGPT make recommendations, they evaluate reviews across multiple platforms. The Better Business Bureau, which had declining relevance for local rankings, is experiencing renewed importance because AI seeks comprehensive views before making recommendations.

“You have to be on Yelp. You have to get on Better Business Bureau,” Dave advises. “AI is looking for a more comprehensive view.”

Links remain extremely important, but strategy matters. Success requires identifying which sites AI tools actually check when making recommendations, not just pursuing high domain authority.

Creating Conversational Content

How people search has fundamentally changed. Users interact with ChatGPT and similar AI tools conversationally, like speaking with a personal assistant. Instead of typing “auto repair shop near me,” they ask complete questions: “What is the best auto mechanic that fixes Toyota vehicles near [location]?”

This requires more natural content. Dave recommends moving away from robotic headings that simply combine keywords with locations. “Your content shouldn’t be as robotic, especially when it comes to your headings.”

Frequently Asked Questions have become increasingly important. Including comprehensive FAQ content demonstrates topical depth and helps AI tools understand your expertise across a subject area.

The AI Content Challenge

There’s a significant paradox in content creation today. AI generates approximately 99.9% of internet content currently. However, content that’s 100% AI-generated without human input typically doesn’t rank well. Search engines can identify these patterns.

Dave recommends the 80/20 approach: allow AI to handle 80% of the work, but contribute 20% of human input. That 20% provides uniqueness, authentic perspective, and genuine experience.

AI-generated content has identifiable patterns, from specific punctuation usage to vocabulary choices and sentence structures. Search engines have learned to recognize these signatures.

“You always have to get in there and say, I’m going to spend five minutes, ten minutes adding my own perspective, my own angles, what I know about this subject,” Dave emphasizes.

Tools like Originality.AI attempt to detect AI-generated content, though their accuracy is debated. Regardless, the principle stands: use AI as a foundation, then customize with genuine knowledge and perspective.

Local vs. National Strategy

Approaches differ based on whether you’re working with local businesses or national brands.

Local businesses should focus on comprehensive citation management and review presence across multiple platforms. They should also ensure accurate listings on industry-specific directories and maintain a complete Google Business Profile.

National businesses face greater challenges as blog traffic has declined significantly. The solution requires diversification, particularly into video content.

The Critical Importance of Video

Video content has become essential rather than optional. Dave emphasizes this point strongly: “YouTube is a massive retrieval source and a massive opportunity.”

YouTube functions as the second-largest search engine. Google prominently displays YouTube videos in regular search results and AI Overviews. Video offers more ranking opportunities than traditional written content because producing quality video requires greater effort, creating less competition.

“Anybody can just write an article in five minutes for any keyword. But not everyone can make a video for that keyword,” Dave notes.

Implementation can start simply with the following:

• Welcome video on the homepage
• Service explanation videos
• Contact page videos outlining next steps
• Regular YouTube content if resources allow

Maintaining Authenticity

Throughout the discussion, authenticity emerged as a consistent theme. Dave observed that ChatGPT’s recent updates often provide extensive responses with numerous follow-up suggestions. Users must exercise discipline to avoid being led down unproductive paths.

This connects to a broader concern: customer expectations for human interaction. When small companies implement AI phone systems, customers often respond negatively. Large corporations may successfully employ such systems, but smaller businesses face different expectations.

“I believe the best way to convey authenticity is through video,” Dave states. “You can convey it through your content if you actually get in there and modify what ChatGPT gives you.”

While businesses are encouraged to use AI tools for content production, what actually ranks well and builds trust is authentic content with genuine human input.

Looking Ahead: 2026 Predictions

Dave offers specific predictions and recommendations for web professionals:

Video Strategy: Even simple implementations matter. Start with basic videos on your site. If possible, develop a YouTube presence with regular content. The platform promotes content to new audiences regardless of channel size.

Community Engagement: As zero-click search becomes standard, finding alternative ways to reach audiences gains importance. Online communities are growing significantly. Platforms like Facebook Groups are seeing substantial activity and engagement. These communities provide opportunities to share content, assist others, and build authentic relationships with focused, engaged audiences.

Content Audit: Review existing website content to ensure it’s conversational and comprehensive. Verify presence in retrieval sources that AI tools reference. Dave notes you can even ask ChatGPT to identify appropriate high-quality authority sites for your industry and location.

The Trust Factor

Authenticity matters more than ever precisely because AI has made generic content ubiquitous. “People have accepted AI, but they’re not all in on it,” Dave observes. “They feel the squeeze.”

Users actively seek genuine human connection and expertise beyond what AI can provide. Businesses that deliver this through video, community engagement, and genuinely helpful content based on real expertise will differentiate themselves.

An interesting statistic supports this: studies indicate that nine out of ten AI investments from 2024-2025 were not profitable. Even major companies investing substantial resources in AI didn’t achieve expected returns, suggesting people don’t want complete AI replacement. They value AI efficiency but still want human expertise and connection where it matters.

Practical Recommendations for Web Professionals

The decline in click-through rates doesn’t signal the end of opportunity. It represents transformation. Successful professionals will adapt by:

1. Building presence across multiple platforms beyond the website
2. Creating conversational, helpful content that AI tools recommend
3. Investing in video content, starting with simple implementations
4. Participating in communities where potential clients engage
5. Using AI as a tool while maintaining human expertise and perspective
6. Preserving authentic human elements that differentiate from generic AI content

Dave’s guidance on AI usage is clear: “Don’t completely replace yourself because people don’t want it.”

The Role of Professional Community

Mark’s closing perspective emphasizes that the industry has navigated major shifts before and consistently adapted. What remains constant is the importance of staying connected to the professional community, continuing to stay educated, and maintaining commitment to quality.

“The pendulum has already swung back towards authenticity,” Dave observed. “And people really, really want it.”

For Web Professionals Global members, this is why our community exists: to help navigate these changes together, share effective strategies, and provide mutual support through industry shifts.

The web continues to evolve. SEO isn’t disappearing; it’s transforming. This transformation may ultimately benefit the industry by forcing focus on what genuinely matters: creating authentic value, building real relationships, and serving users in ways that AI alone cannot replicate.

Want to explore these topics further? Connect with other web professionals facing similar challenges? Learn more about Web Professionals Global and how our community supports professionals navigating the evolving digital landscape through our mission of Community, Education, and Certification.