AI is going to eat your search traffic | The ClickZ Digest
PLUS: The CMO title is evolving
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Hi there!
Highlights from today’s newsletter:
SEO in a Zero-Click World — AI overviews are eating your traffic
Why shoppers trust Reddit over Google
Predictive audiences are outpacing traditional targeting
CMOs must shift from brand builders to business drivers
EDITOR’S PICK
#SEO
Google’s AI Overviews are absorbing search traffic, with 57% of queries now ending in zero clicks. Users get answers without visiting a website, forcing brands to rethink their approach to visibility.
To stay relevant, SEO strategies need to focus on content structured for AI recognition, expert-backed credibility, and tracking brand mentions in AI-generated results. Traditional ranking tactics are losing ground, and measuring success now goes beyond clicks—it’s about ensuring your brand is part of the AI-driven conversation.
#EVENT INSIGHTS
The ClickZ team has been reporting live from Shoptalk 2025 this week. Check out our exclusive insights from interviews with exhibitors and innovators at the event
Also, here’s what we heard from the main stage at Shoptalk—keynote insights you don’t want to miss.
*This is just a taste of what we uncovered. Read the full insights from Unofficially Shoptalk and stay ahead of the curve.
LEADERSHIP LENS
As CMOs and marketing executives look toward 2025, they face a challenging landscape that necessitates strategic agility and operational excellence. The most successful CMOs will effectively bridge the gap between strategic planning and execution. Gartner’s recent research highlights the three essential priorities that marketing executives should focus on in 2025 to drive enterprise growth.
In the midst of disruption and transformation pressures, CMOs must prioritize the execution of their strategic plans. Many, however, struggle to convey their value to CEOs and CFOs, who may not see marketing as a driver of growth. To overcome this challenge, CMOs should harness marketing’s strengths, transforming it into a forward-looking customer insights engine that shapes enterprise strategy and commercialization efforts.
The Boathouse 2025 CEO study reveals a critical issue: despite CMOs improving their relationships with CEOs, their influence on financial outcomes is waning. As growth becomes CEOs’ primary focus, CMOs must align marketing goals with business objectives and demonstrate revenue impact. Effective solutions include developing P&L fluency, implementing attribution frameworks, and proving marketing’s financial contribution.
Marketing leaders are navigating a skills gap by blending technical and behavioral training, emphasizing content access and peer learning. With hybrid work affecting connectivity, fostering connection through internal mentoring and job rotation is essential. Both AI’s benefits and the challenges of keeping pace with evolving digital tools highlight strategic development programs.
WHAT WE ARE READING
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AI’s integration into search technologies threatens traditional brand visibility by changing how consumers make purchasing decisions. Brands must adapt by focusing on sponsored recommendations, platform-specific SEO, and PR efforts to maintain market presence. This shift necessitates strategic adaptation to remain competitive in the AI-driven landscape. |
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Predictive audiences use AI and machine learning to analyze customer behavior, allowing marketers to target individuals with high conversion potential. This method goes beyond traditional lookalike models by focusing on user intent rather than demographics, resulting in more efficient ad spend and better customer engagement. Brands employing predictive audiences can achieve enhanced personalization and optimize their marketing efforts with precision, even in the face of data-sharing reluctance from consumers. |
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Omnichannel marketing fosters seamless consumer experiences by integrating data and messaging across all touchpoints, crucial for emerging regulatory compliance. This holistic strategy enhances customer engagement and conversion rates while ensuring consistent brand communication. Brands must adopt omnichannel approaches to remain effective in the complex regulatory landscape. |
WHAT WE ARE LISTENING TO
THE AI SIX PODCAST
An AI Use Policy is essential for marketing and communications teams to ensure transparency, accountability, fairness, and privacy in the deployment of AI tools. It advises communications managers to lead AI governance efforts, collaborate with IT and legal departments, and perform routine audits. By piloting AI applications and training staff, organizations can protect against misuse and enhance public trust.
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