Updated September 24, 2026 · By Emiliano Ubaldi
A useful answer can now reach a potential customer before they visit your website. For businesses that depend on enquiries, that changes the job of content: it needs to help people understand and trust you wherever the answer appears.
Zero-click search needs context
SparkToro’s 2026 analysis of Similarweb panel data reports that 68% of US Google searches from January through April ended without a click. That is a finding about a defined market and period, not a universal rate. Zero-click behaviour also predates generative AI; quick answers, maps and other search features already meet many needs.
AI Overviews and conversational tools add another way to get an answer without following a traditional results list. The practical question is whether your business supplies information worth using when someone asks a relevant question.
GEO starts with useful, verifiable information
Generative Engine Optimization describes efforts to improve visibility in AI-generated answers. I approach it as an extension of sound content strategy. Google’s guidance on AI search features says established SEO practices remain relevant, with no special additional requirements for inclusion. There is no guaranteed citation formula.
For a dealership, useful material could explain trade-in preparation, compare vehicle features clearly, or answer common ownership questions. Give each page a specific purpose. Support claims with evidence, identify the author, and keep stock information, location details and contact options accurate. Write for a person making a decision rather than assembling paragraphs around a keyword.
Visibility should lead somewhere
A page that answers an early research question may not create an enquiry immediately. It should still offer an appropriate next step: explore available vehicles, ask a specific question or arrange a conversation. Avoid turning every informational answer into a hard sell.
My priority is connecting that visibility to business value. Alongside search traffic, I would review branded interest, useful enquiries and CRM lead quality. AI referrals and citations are useful signals where measurable, but they do not capture every influence on a customer’s decision.
Start with five questions customers regularly ask your team. Publish clear, current answers, make them easy to find and review the enquiries they support. Let’s discuss how your content can support better leads.
Illustration generated with AI for IM Advise.