Everyone knows that historically, Google search results have been the main way to drive website traffic online. In 2024, however, we entered the era of “no click search” — and websites are seeing the impact. Last year, nearly 60% of all searches on Google ended without one single click. That means that someone made a search, and did not click through to any website at all. Not even the site ranked #1.
This can be for a variety of reasons: Maybe they realized they used the wrong search term and tried again. Maybe they got the answer they needed from the page previews or map listings in the search results. Most likely, though, they got the answer from Gemini.
What is Gemini AI?
Gemini, Google’s AI agent, became more prominent in search results in 2024, fundamentally changing the way we search forever. You may have seen this at the top of the results page, giving a summary of the information that you might find below in the search results. Why click through to a blog post on how to know you need treatment if the AI can give you the Cliff notes?
Google introduced this agent to compete with platforms like ChatGPT, which are stealing its users and starting to infringe on its market share. Most disturbingly for Google, studies show that this is only going to get worse: More than 90% of students in one study admitted to using ChatGPT in their work. As WSJ put it, “Googling is for old people.”
SEO Tips for 2025
This shift is fundamentally changing how we do on-page SEO and content creation. The good news is, authentic, quality content created by humans, for humans, is the way of the future. The era of content farms churning out dozens of generic blog posts for clicks—which has never been our approach—is over.
Interested in learning more? Keep an eye out for more blog posts this month as we take a deep dive into what SEO really means in 2025. (Hint: The humans are still on top.)
