The rise of the post-click web

Google’s AI Overviews — the AI-generated summaries now appearing above traditional search results — are reaching over 2 billion monthly users across 200 countries. But while Google benefits, publishers and marketers are already seeing referral traffic fall.

Our director of organic performance, Sam Hailstone warns this shift signals a “post-click web,” where success won’t be about rankings but about presence, authority and entity management.

“We’re entering the post-click web: users get answers without needing to visit your site. If the click goes away, then visibility is no longer about position, it’s about presence. SEO must evolve into something closer to entity and authority management.”

Read the full article on Digiday.