What would you do in a world where everyone is still searching – but almost no one is clicking?
“The number of news-related searches that don’t lead to any click-through to news sites has grown from 56% to nearly 69% as of May 2025.” (TechCrunch, July 2nd, 2025)
Not surprising. And yet – still mind-blowing.
News websites are just one example of a much bigger shift in how people find what they’re looking for.
If you’re in business, you also know that people who search come with high buying intent.
But what happens when the full answer is given right away – on page one or inside AI tools like ChatGPT and Gemini – without sending users to your website?
Here are a few ideas of what you can do:
1. Explore paid placements within AI search tools – Bing and Google are already testing these. I believe it’s just a matter of time until OpenAI does the same.
2. Invest in building your own direct channels and social communities – email lists, SMS updates, private Facebook or Discord groups, Instagram channels, and others you control.
3. Build a strong brand that people recognize and trust – so when they think of your category, they think of you first (a fact known to humankind since forever:)).
There’s still time to adapt – so maybe don’t let your bad habits die too hard.
Image from SimilarWeb