Over the past few years, the way people search online has been quietly (and not-so-quietly) transforming. If you’ve been relying on good old Google and classic SEO tactics, it’s time to pop the kettle on and get your head around something new: AI answer engines.

I recently tuned into a fantastic CIM webinar hosted by Graham Hansell, who unpacked this seismic shift in digital discovery. It was equal parts mind-blowing and reassuring — because while change is coming, there’s still time to adapt.

So, here’s my down-to-earth breakdown of the session. No tech jargon, no panic. Just clear takeaways for real-world marketers trying to make sense of it all.

So, What Are Answer Engines?

Think of traditional search engines like a buffet: you ask a question (type a keyword), and it serves up a table full of links to choose from.

Answer engines, on the other hand, aim to give you the answer right away. No need to click off somewhere else.

Tools like ChatGPT, Google’s AI Overviews, and Perplexity are changing the way people discover content — by delivering rather than linking.

This is all powered by large language models (LLMs), which predict the best answers using masses of data. It’s conversational. It’s fast. And it’s turning digital marketing on its head.

 

Key Stats to Make Your Eyebrows Raise

• Google still dominates with over 1.6 trillion monthly visits — it’s not going anywhere just yet.
• ChatGPT pulled in 47 billion visits in the same timeframe. A baby by comparison but growing fast.
• 65% of Google searches now result in zero clicks. People get what they need from the search page and move on. Which means… your beautifully crafted web page might never be visited.

 

What This Means for Your Website

Your content needs to do more than rank. It needs to answer.

• Use conversational Q&A format
• Keep answers clear and concise (think 50–100 words)
• Update content every 90 days or so (yes, really!)
• Add schema markup so search engines understand what your content is about
• Check if you’re already being cited by AI tools like ChatGPT or Google AI Overviews

And if you’re thinking “but I’m just a small business!” — this applies to everyone. The search game is shifting from visibility to authority. You don’t need to be the loudest, but you do need to be the most useful.

Tracking Performance in the Age of Zero Clicks

Don’t panic — you can still measure impact.

• Use GA4 to filter by source (i.e "ChatGPT") to see if people are coming to your site via answer engines.
• Add Chrome extensions like AI Overviews Impact Analysis to see if your site appears in Google’s new AI summaries.
• Test and learn. Month-on-month comparisons may become your new best friend.

 

Coming Soon: Ads in AI Land

Google’s already testing “AI Overviews Ads” and “AI Max for Search” — meaning sponsored answers may start to appear. Perplexity and ChatGPT have also hinted at ad models launching soon.

The takeaway? If you rely on PPC, get ready to explore a world where conversational ads (not just search ads) are part of your strategy.

 

Final Thoughts (and a Big Exhale)

This isn’t a fire drill. It’s an evolution — not a revolution. Google isn’t disappearing, but the way people interact with search engines is. As Graham Hansell put it, the future is a blend of search engine and answer engine — and marketers need to show up in both.

Your marketing content needs to work harder and smarter. And that starts with clarity, authority, and adaptability. Think helpful blog posts, Q&A content, digital PR that aligns with your niche, and regular site reviews.

 

Marketing Takeaways You Can Actually Use:

• Refresh top-performing web pages with short, sharp answers to real user questions.
• Add schema markup to boost visibility in AI-powered search.
• Monitor where your traffic is coming from (yes, ChatGPT can send traffic!).
• Treat “zero click” not as a threat, but a cue to rethink how you provide value.
• Get curious about conversational content — it’s the future of PPC too.

Need help optimising your content for 2025 and beyond?

Let’s chat. Whether you’re ready to dive in or still warming up the coals, Marketing Doris is here to help you navigate this new digital landscape — without the fluff or the jargon