Help with AI Search: How to Adapt to Zero-Click SEO

Mainsail AI Labs

Navigating AI Search: How to Adapt from Traditional to Zero-Click SEO

With 5 Strategies to Regain Visibility in AI-Driven Search Results

AI has dramatically shifted the marketing landscape. What worked for organic pipeline generation just 18 months ago is no longer delivering the same results. We’ve been tracking this change across our portfolio, and the data tells a clear story: AI-generated search is fundamentally altering how prospects discover and evaluate software solutions.

So, how can SaaS companies optimize for AI search? In a recent roundtable with our portfolio marketing leaders, we uncovered some critical insights into how ChatGPT and Google’s AI Overviews are impacting organic traffic and pipeline performance, as well as ideas for addressing these challenges head-on. For SaaS leaders, understanding these changes isn’t optional—it’s essential for sustained growth.

(This article was originally posted in June 2025 and reflects our experiences with AI Search to date. If you want to explore further how we help companies with AI, visit Mainsail AI Labs.)

Why Your SEO Isn’t Working Anymore: What the AI Search Data Reveals

The numbers are striking. One study found that nearly 60% of Google searches in the U.S. in 2024 resulted in zero clicks. And when Google’s AI Overview result shows up—which happens in up to 70% of B2B tech searches—both organic and paid click-through rates get cut in roughly half or worse.

This isn’t some temporary blip. ChatGPT alone accounts for nearly 80% of generative AI traffic and 0.25% of global search volume, and is growing. Even companies ranking in the top three positions for their target keywords are witnessing a significant decline in their organic traffic.

The traditional SEO playbook that drove consistent pipeline growth for years? It’s becoming less effective by the quarter.

Five Strategies to Regain Visibility in AI-Driven Search Results

Follow these emerging strategies to help increase the likelihood that your brand will show up in AI/LLM-generated results.

Build a Recognizable Brand—AI Ranks You By Name, Not Just Keywords

Based on a consultant’s study, brand search volume is now a major ranking factor for ChatGPT, Google Gemini, and Microsoft Copilot. When prospects search for solutions in your category, AI systems prioritize brands they recognize.

Make sure you consistently include your top focus keywords across all your brand properties and keep company descriptions consistent (website, social profiles, review directories, app stores, corporate pages, etc.).

Focus on building brand recognition with some of these tactics:

Social posts from your key executives, like your CEO
Industry-focused podcasts and videos
Producing first-party data, such as State of the Industry reports
Partnering with associations and industry influencers
Community building, customer interviews, and stories

Companies that invest early in brand development are experiencing better AI search visibility than those that relied solely on generic keyword optimization.

Get Cited by the Right Sources—AI Trusts Earned Media

AI systems heavily weigh authoritative third-party sources when generating responses.

When I asked ChatGPT, “please rank ChatGPT’s top sources when citing search results” these were the results:

Help with AI Search - Top 10 sources ChatGPT tends to cite most frequently

This makes earned media more valuable than ever for SaaS companies. Focus on:

Guest posting on industry publications that AI systems recognize as authoritative
Claiming and optimizing your corporate Wikipedia page
Getting featured in “Best of” software lists and industry roundups
Building relationships with journalists and analysts who cover your space

These earned media placements serve as credibility signals that AI systems use when determining which companies to mention in search results.

Focus on Reddit and YouTube—Two New Front Doors for Organic Discovery

Google assigns significant weight to specific platforms when determining organic search results, particularly Reddit and YouTube. These channels directly feed into Google’s Discussion/Forum and Video result sections, which often appear in AI overviews.

For Reddit optimization:

Monitor relevant subreddits in your industry
Ask satisfied customers to share their experiences in appropriate threads
Engage authentically in discussions where your expertise adds value
Build relationships with active community members who can mention your solution organically

For YouTube optimization:

Create keyword-rich video titles that match search queries
Write detailed 200-300-word descriptions for each video
Include clear calls to action and relevant keyword tags
Add transcriptions to improve AI readability
Focus on answering specific questions your prospects are asking

Optimize Review Platforms Strategically to Help with AI Search

G2, Capterra, and Gartner reviews are showing up more frequently in AI-generated results. Run ongoing campaigns to gather reviews but focus on quality over quantity.

Encourage customers to be specific about their challenges, the benefits of your solution, and the measurable outcomes. Generic five-star reviews don’t help AI systems understand when your solution is relevant for similar queries.

Structure Content for AI Consumption

Make it easy for AI systems to extract and reference your content:

Use structured data (schema markup) to help AI systems understand your content
Write in clear Q&A formats that directly answer common prospect questions
Organize information with descriptive headings and logical hierarchies
Create content that serves as definitive answers to industry-specific questions

Use Generative AI to Scale Content But Keep Strategy Human-Led

While AI search presents challenges, AI content generation offers significant opportunities. The key is treating it as a strategic workflow, not a replacement for human expertise.

Some of Mainsail’s portfolio companies use ChatGPT for research and planning phases, then leverage Claude for writing and editing tasks. This approach can help boost keyword coverage, increase content velocity, and reduce reliance on expensive contractors.

Getting started with AI to Scale Content Creation

Remember that AI-generated content requires human oversight and expertise to ensure accuracy, maintain a consistent brand voice, and achieve strategic alignment. The goal is acceleration, not replacement of your content strategy.

Companies that adapt quickly are gaining competitive advantages that compound over time. Those continuing to rely solely on traditional SEO approaches will find pipeline generation increasingly challenging.

The Bottom Line

The shift to AI-generated search represents the most significant change to organic marketing in decades. But by focusing on brand building, earned media, strategic channel optimization, and AI-powered content acceleration, you can position your company to thrive in this new environment.

The key is starting now, before these approaches become standard practice across your competitive landscape.

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