Surviving the Zero-Click SERP: Strategies to Drive Revenue When Traffic Drops

The most important thing

• Synopsis

  Search engines increasingly answer queries directly on the results page through AI Overviews, featured snippets, and knowledge panels. As a result, clicks are declining.
  At the same time, search visibility continues to shape purchase decisions, build brand trust, and influence conversions — often before a user ever visits a website.
  SEO remains a critical investment. What’s changing is how its value is measured and proven, as traffic alone no longer reflects its full impact.

• What we’ll talk about?

  • Why zero-click search still drives value — and how to reframe SEO for leadership
  • Turn keyword research and intent into revenue, not just traffic
  • The content formats winning AI Overviews and featured snippets — and how to use them
  • The signals AI systems use to surface brands — and how to sharpen yours
  • Track brand visibility across traditional and AI search — and see what’s actually moving
  • Prove SEO impact in a zero-click world with frameworks CMOs and CFOs trust

• Take it from the experts:

  • Fernando Angulo — Senior Market Research Manager, Semrush Fernando has led market research and product marketing at Semrush for 14+ years, specializing in AI search intelligence, competitive visibility, and the intersection of generative AI and digital marketing. He speaks at 50+ conferences annually across 15+ countries and has been featured in CNBC, Bloomberg, and Fox News.
  • Charlie Merchant — ExposureNinja