Marketing · 7 min read
SEO after AI search
Zero-click results changed the shape of the funnel, not the value of being the source.
Dan WhitlockGrowth Lead · 8 January 2026
Takeaways
- Be the citation, not the tenth blue link.
- Structured, specific pages outperform broad content sprawl.
- Measure assisted demand, not only sessions.
01
Be the citation
Answer engines still need somewhere to point. Original data, clear structure and unambiguous entities are what get cited.
“Zero-click changed the shape of the funnel, not the value of being the source.”
02
Measure differently
Track branded search and direct traffic alongside clicks. Influence now shows up one step later in the journey.
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