Navigating Changes in Search Behavior: AI, Zero-Click & the New Search Reality

Search engines aren’t what they used to be. And now…there’s no turning back.

AI has become the foundation of how Google and other platforms like ChatGPT deliver answers, and zero-click search is quickly shifting how buyers access information. For marketers, that means the old playbook of keyword lists and technical hacks doesn’t deliver like it once did.

In Episode 30 of The ChangeOver Podcast, I sat down with SEO expert Dale Bertrand to explore what these changes mean for B2B marketers. Dale explains:

• how to adapt to a search landscape powered by AI,
• why website traffic declines don’t necessarily signal failure, and
• how to reframe your metrics around what truly matters — growth.

Tune in now, read the recap below, or add it to your queue on your favorite podcast platform. You don't want to miss this one! 

Watch episode 30 of The ChangeOver, then subscribe on Apple, YouTube, Spotify, Weidert.com, or your favorite podcast app.

Why Traditional SEO No Longer Works

For decades, SEO strategies revolved around keywords. Marketers researched search terms, built content around them, and optimized technical elements to “rank.”

But Dale explains that search engines are now powered by AI models that interpret intent, context, and personalization. As a result, Google is less about matching keywords and more about evaluating whether your content truly addresses a buyer’s question.

The bottom line: keyword targeting isn’t enough. Brands need to demonstrate topical authority and create content that feels useful, trustworthy, and aligned with buyer needs.

“It’s more important to be topically relevant than to have the right keywords.” — Dale Bertrand

RELATED: What INBOUND 2025 Taught Us About AI, Search, and the New B2B Buyer

Reframing Zero-Click Search

 Searchers now get their answers directly on the search results page or through AI-driven platforms like ChatGPT. That means they don’t have to click through to a page to find what they’re looking for. The rise of zero-click results has caused panic among marketers who equate fewer clicks with fewer opportunities.

But Dale encourages a mindset shift: instead of thinking of AI as “stealing clicks,” think of it as qualifying traffic.

“AI platforms aren’t stealing our clicks. They’re qualifying our traffic.” — Dale Bertrand

AI-driven answers may reduce raw site visits, but the visits you do earn are more likely to be from buyers deeper in their journey and more ready to convert.

RELATED: Understanding AI Agents & Their Potential: Real-World Examples

Traffic Down, Revenue Up

For many companies, website traffic is declining. But that doesn’t mean SEO is less valuable. In fact, Dale’s research with healthcare clients shows traffic dropped by an average of 40%, while conversion rates on that traffic increased by 60%.

This shift reframes what success looks like. It’s no longer about volume; it’s about quality. If fewer visits produce equal or greater revenue, SEO remains a high-value channel.

RELATED: How to Evolve Your B2B Website from Traffic Magnet to Conversion Machine

Measuring What Really Matters

One of the biggest challenges in this new landscape is measurement. Marketers have grown used to precise attribution, connecting keywords to clicks to conversions. 

Dale is blunt: direct attribution was always a mirage. Instead, marketers should focus on outcomes that leadership cares about: revenue growth, customer acquisition, and engagement.

“The days of direct attribution are over; it was a dream. Get over it.” — Dale Bertrand

This shift requires marketers to educate executives, helping them understand why old KPIs no longer reflect real business performance.

The Role of Content in the Age of AI

If keywords no longer dictate visibility, what should guide content creation? Dale emphasizes three essentials:

• Buyer-first content: Start with your customers’ real questions and pain points.
• Format fit: Present information in the way buyers actually want it (e.g., specs, case studies, or stories).
• Comprehensiveness: Cover related subtopics thoroughly so AI recognizes your authority.

At its core, this mirrors marketing’s oldest principle: understand your audience and provide value. What’s different is how AI recognizes and rewards that effort.

Dale noted that this should excite marketers. This shift allows marketers to focus more on strategy and content that truly resonates and engages customers. For too long, marketers were reduced to being analysts and chasing keywords rather than strategizing how to connect on a human level. 

Metrics still matter, but even in an AI-driven search world, Dale insists the marketer’s role is more human than ever. Talking to customers, listening to sales calls, and mining unstructured conversations are the insights that fuel effective strategy.

RELATED: Resonance Over Reach: How to Win at B2B Thought Leadership

Change is Here. Marketers Must Change With It.

Marketers must adapt, not by obsessing over the latest technical trick, but by focusing on what buyers really want and how AI-powered platforms surface that content.

Start by:

• Talking to your leadership about new success metrics
• Talking to your customers to understand their questions and decision-making
• Treating SEO and Generative Engine Optimization (GEO) as complementary tools for visibility and growth

Catch the full conversation with Dale Bertrand above and subscribe toThe ChangeOver Podcast for more straight talk on navigating B2B marketing in an ever-evolving landscape.