Why must brands aiming for visibility on Google and AI responses rethink their language and content strategies?
60% of searches end without a click. According to data from 2024, this is the percentage of queries on Google that conclude without a visit to a webpage. Answers are now appearing directly in the results, increasingly generated by AI. As Google SGE (Search Generative Experience) becomes the default search mode, this figure could rise to 90%[266:1†source].
Brands are faced with the question: how to remain visible when users no longer click?
New Search Realities: Declining CTR
The introduction of AI Overview by Google has reduced the click-through rate of the top result by 34.5%. For some platforms, such as Forbes, this has meant an 80% drop in visibility on Google within a year. This phenomenon increases the pressure on brands to appear directly in AI responses – as a source cited by the systems.
LLMO: SEO for Language Models
In response to these changes, a new field has emerged: LLMO (Large Language Model Optimization). Its goal is not ranking position but presence in the responses generated by LLMs (ChatGPT, Gemini, Bing AI). And it’s worth noting: visits from AI searches convert 4.4 times better than traditional organic traffic.
Semantics and Structure: The Key to Visibility
According to Semrush, pages based on semantic clusters experience 38% more organic traffic. Brands that focus on entity-based SEO and combine it with appropriate schema markup can double their traffic within a few months.
It’s no longer just about keywords; it’s about language, context, coherence, and alignment with user intent.
The Growing Importance of Brand Language
96% of users express greater trust in brands that communicate clearly and consistently. As many as 84% of marketers admit that AI has helped them tailor content to user intent. A semantic language strategy is becoming the foundation not only of SEO but of the entire brand communication.
Content Trained on Algorithms
The rise of content tailored to AI models (known as algowriting) is leading to a new wave of traffic: in the first half of 2025 alone, traffic from AI chatbots increased by 527%. In some SaaS companies, over 1% of visits now come from generative model responses.
In the age of AI, brands should no longer ask how to position themselves, but how to be understood by language models. Visibility in AI responses requires a new approach: semantic, linguistic, focused on intent and data structure.
Not SEO vs AI. It’s SEO + AI. Those who combine these competencies will be visible – regardless of who is responding: Google, ChatGPT, or Alexa.
You may also be interested in: AI Business – The End of the SEO Era? How AI Revolutionised Search and is Killing Organic Traffic
Sources:
SparkToro / Similarweb – “Over 60% of Google Searches End Without a Click”
https://sparktoro.com/blog/over-half-of-google-searches-end-with-no-clickSearch Engine Land / Authoritas (2024) – “Google SGE drops CTR by 18–64%”
https://searchengineland.com/google-sge-drops-organic-ctr-430497Semrush Blog – “How LLMO Will Reshape SEO”
https://www.semrush.com/blog/llmo-seo/BrightEdge Research (2024) – “4.4X conversion rate from AI search users”
https://www.brightedge.com/resources/research/ai-search-behaviorSemrush Content Study (2023) – “Semantic Clusters increase traffic by 38%”
https://www.semrush.com/blog/topic-cluster-seo/HubSpot Research – “43% more traffic with topic clusters”
https://blog.hubspot.com/marketing/topic-clusters-seoContent Marketing Institute – “AI Use in B2B Marketing 2024”
https://contentmarketinginstitute.com/research/2024-b2b-content-marketing-report/Gartner Research – “Consumer Trust & Brand Language”
https://www.gartner.com/en/articles/brand-language-and-trust-aiCloudflare Radar / AI Traffic Study (2025) – “527% AI chatbot traffic increase”
https://radar.cloudflare.com (details available upon login)
