Timur Asar

The fundamental optimisations required to actually appear in Generative AI Platforms for relevant queries remain very similar to traditional SEO tactics (if you were already doing SEO correctly). However, whilst the tactics remain pretty much the same, these platforms and products have changed the search landscape in one major way. When it comes to informational intent queries – users are less likely to visit your website from a Generative AI Platform like ChatGPT or one of Google’s LLM driven AI features like AI Overviews. Essentially, the growth of these platforms and features is leading to an increase in “zero click searches” i.e. searches for which users never click through to a website. When it comes to Google’s own AI features, in the year after the introduction of AI Overviews, the number of impressions on Google increased 49% but the click-through rate fell 30% (according to a BrightEdge study) . In another Ahrefs analysis across 300,000 searches, top organic results lost 34.5% of their clicks when an AI answer was present. I have run multiple reviews of websites that have seen a drop in CTR since the introduction of AI Overviews, and have observed that AI Overviews are mainly reducing click-through rates for a certain subset of informational-intent queries that I call “immediate response” intent content. In other words, situations where users ask Google a specific, typically low-stakes, question for which they just want a quick answer. The hallmark of “immediate response” intent queries is that the users don’t really care that much about the source of the content and they have no intention of reading a comprehensive guide etc. As for standalone Generative AI platforms, whilst things were looking quite positive in terms of click through to websites, we’ve seen a significant reversal in this trend recently with one study showing that ChatGPT referral traffic dropped by 52% in August 2025 vs July 2025. This teaches us a valuable lesson – these platforms are constantly evolving and we cannot take for granted that any trends will persist in the long term. In fact SEO expert, Malte Landwehr, recently shared data that suggests that zero click searches are even more prevalent on ChatGPT and other AI platforms / features than on Google search. So whilst the tactics are familiar, the age of AI answers does require a fundamental shift when it comes to SEO at a strategic level. I'll discuss that in more detail in my next post. #geo #zeroclicksearch #seo

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📣 Grants of up to £2,500 to support companies who work in moving image for storytelling, spanning film television, games, animation and immersive industries. https://lnkd.in/e5DuZuUP David Baird Jasper Alyn Stephens TJ Bradley Steven Havers Andy Gundelach Paul Long Nick Hamer 🎥Matt Holt Kieran Chauhan Lee Wheeler-Tomes

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Is your brand invisible in the new era of AI Search? Many UK business are still focused purely on traditional SEO, but in 2025, AI-powered search engines like Google's AI Overviews, ChatGPT, Gemini, Perplexity and soon to be launched in UK Google AI Mode  are changing the game. They're not just crawling websites; they're generating answers, and if you're not in their data sources, you're missing out on vital visibility. Here's how UK businesses can truly show up and build authority in this evolving landscape: 1️⃣ Boost your Brand Presence across the Web: AI models pull from directories (Yelp), trusted third-party sites (e.g., Companies House, ICO, UK trade associations – check out https://lnkd.in/eQ8wkhd5), review platforms (Trustpilot, Google Reviews), news outlets (e.g., BBC News, Financial Times, The Guardian, TechCrunch UK), and even niche forums (Reddit, Quora). If your brand isn't consistently mentioned on these, you won't be part of the AI's answer. Start with: Industry-specific directories, review platforms, engaging in Reddit/Quora, seeking press mentions & guest posts, and getting into "Best Of" listicles. Pro Tip: Run your target keywords through ChatGPT/Perplexity/Gemini. The sources they cite? Those are your new priorities! 2️⃣ Create Linkable Assets that Work: Develop valuable tools, reports, and original research (e.g., UK industry statistics, free calculators, interactive tools) that people genuinely want to link to. This builds authority and gets you mentioned across multiple key platforms. 3️⃣ Build Robust Topical Clusters: Show AI you're an expert! Map out your services, locations, and the problems you solve. Then, create dedicated commercial pages, support them with in-depth blog content, and internally link everything together. This proves relevance and expertise to both AI and Google. 4️⃣ Embrace Multi-Channel Video Content: Google is increasingly prioritising video. Shoot short, relevant clips answering common questions in your niche and publish them where Google crawls heavily: Instagram, TikTok, Facebook Shorts, and YouTube Shorts. These are powerful new SEO assets, and remember, consistency beats perfect production! 5️⃣ Schema Isn't Optional Anymore: Structured data (Schema markup) gives AI and traditional crawlers the context they need to understand who you are and what you do. No schema = no context = potential exclusion. Cover the basics: Organisation, LocalBusiness, Product/FAQ/Article, and Dataset schema. Pro Tip: Use ChatGPT to draft your schema in seconds, then verify with Google's Schema Validator. The businesses that win in 2025 will be those that actively show up across all search layers, build undeniable trust signals online, and create content designed for both humans and machines. Is your strategy ready for the AI era? Share your thoughts below! 👇 #AI #SEO #GenerativeAI #DigitalMarketing #UKBusiness #BrandVisibility #FutureofSearch #MarketingStrategy #LinkedInForBusiness

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UK public sector struggling to digitise – despite Government pressure. More than half of public sector IT leaders say skill and talent gaps are a top challenge to digital transformation efforts. https://lnkd.in/earkr4FQ SolarWinds #ai #Skillsgap #publicsector

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Apologies for another marketing whinge but please, please don't ask me to find time in my diary for "a 20 minute demo of your product". a) It's never 20 minutes b) if it were relevant I would absolutely reach out and ask you for a demo on the strength of a brief explanatory email and c) if I agreed to even half of these that would be my whole week taken care of. Worse though, when I decline, asking me who in my or organisation you should contact is such a no no. Firstly asking 'who deals with audience platforms' or 'who deals with streaming' is a nonsense request in a large organisation. Secondly, finding the right person in many cases would result in an intolerable amount of research and thirdly I'm not giving out colleagues emails without their consent.

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In what was originally supposed to be a short video (25 minutes later), this covers thoughts and priority areas for ecommerce SEO in 2026. Including: - Thoughts on content types and how to prioritise effectively - On-site navigation, using internal search data & internal link strategy - Passive link acquisition, digital PR and real blogger outreach - AI considerations such as top LLM referral sources and content structures And a load more. Link is in the comments!

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Your Digital Strategy Is Not a Strategy All too often, our clients arrive with what they call a 'digital strategy' but it's actually just a list of stuff they're planning to do. It's a plan, and plans are redundant the minute they're published. You're running a membership organisation, charity, or NFP making the best decisions you can with limited resources. Creating genuine digital strategy requires specialist skills you may not have in-house. Without strategic foundations, 80% of digital projects fail. They fail not because of poor execution, but because they lack the strategic clarity that connects digital activity to organisational value.

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Great article from Adam Gent on how 'Google’s Index is the Gatekeeper to AI' "The path to success in AI search isn't through special optimisation techniques. It's through creating genuinely valuable content that earns consistent engagement and maintains Google's trust over time. The index remains the gatekeeper, and understanding its filters is the key to thriving in the AI-powered future of search." And I also LOVE this image of the 'Importance Threshold' as explained in the article. As always, link in the comments!

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