Search with Candour Zero click SEO: What do we do now? | Pablo López
Oct 13, 2025
Pablo López, a Senior SEO consultant at Dept Agency with diverse expertise, dives into the world of zero-click search and AI-driven search engines. He discusses how traditional SEO strategies must evolve as AI modes become prevalent. Pablo highlights the importance of user trust in AI-generated answers and the need for brands to adapt their content strategies to maintain direct traffic. He emphasizes cross-channel integration and audience understanding for successful SEO in this new landscape. His insights are essential for anyone navigating the changing dynamics of search.
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AI Mode Will Dominate Search
- Clickless AI-driven search interfaces will likely become the dominant search experience over time.
- SEOs must adapt because traditional search will drastically evolve toward AI conversations.
AI Overviews As A Soft Launch
- Google used progressive SERP features as a soft launch to prepare users for conversational AI mode.
- AI Overviews tested behaviour and paved the way for larger, clickless AI experiences.
Speed Often Outweighs Source Trust
- Many users will prioritise speed of answer over source transparency for routine queries.
- Trust matters more for critical topics like health, but casual queries will accept quick AI answers.