Shift from Clicks to Visibility and Citations
Traditional SEO focused on driving clicks via top rankings. Now, with AI Overviews (appearing in ~15-30% of U.S. queries depending on the month in 2025) and zero-click searches rising to ~60-83% for AI-triggered queries, success means getting your content cited or summarized in AI responses. This reduces direct traffic (some sites report 20-45% drops) but increases impressions.  The new goal: Become an authoritative source that AI pulls from, often called Generative Engine Optimization (GEO) or Answer Engine Optimization (AEO).

Rise of Zero-Click and Conversational Search
Users increasingly get answers directly on the SERP or in AI chats, leading to fewer site visits. Zero-click rates have climbed, especially on mobile (~77% in some reports). AI tools like ChatGPT (dominant with ~60-80% of AI chatbot share) and Perplexity favor natural, long-tail questions. Optimize for intent over exact keywords—think "how to..." or comparative queries.

Emphasis on E-E-A-T and Human Expertise
AI floods the web with generic content, so search engines (and AI models) prioritize signals of Experience, Expertise, Authoritativeness, and Trustworthiness (E-E-A-T). Real human insights, original data, and proven authority win citations. Forums like Reddit/Quora are surging because they offer authentic voices AI can't replicate easily.

Multi-Platform and Structured Content
Optimize beyond Google: Appear in ChatGPT, Perplexity, Gemini, Copilot, etc. Use structured data (schema markup), clear headings, FAQs, and multimedia to make your content AI-friendly. Brand mentions and trust across platforms matter more than ever.

Traffic Decoupling and New Metrics
Impressions may rise while clicks fall—"The Great Decoupling." Track AI mentions, branded searches, and conversions from indirect influence. Some industries (e.g., news, how-to) are hit hardest; e-commerce and local may see less impact.