Zero-Click Realities, AI Overviews, and Local Optimization for Service-Area Businesses

This month the SEO landscape continues to evolve in major ways, from deeper zero-click search behaviors to more sophisticated local ranking strategies. As AI-powered experiences begin to reshape how users engage with search, SEO pros are being challenged to rethink their goals, expectations and measurement frameworks. In this week’s update we dive into AI Overviews’ latest impact, a renewed focus on service-area business pages, and how to rethink SEO KPIs in a zero-click future.

AI Overviews Are Reducing Clicks—Fast

According to a new study by Ahrefs, the presence of AI Overviews in Google’s search results reduces organic clicks by 34.5% on average. Across 300,000 keywords, top-of-funnel pages saw notable drops in traffic—even for those ranking in top positions.

At 829, we’re seeing this trend reflected across many of our clients, with some experiencing 10–30% declines in organic search clicks since AI Overviews rolled out more broadly. It’s a reminder that SEO success is no longer just about ranking. It’s about how your content is used and displayed in the search experience.

What This Means for Marketers:

• Reset TOFU expectations: With AI Overviews answering questions directly in the SERP, informational content is less likely to earn the same volume of clicks.
• Optimize for zero-click visibility: Make your content eligible for featured snippets, knowledge panels, and AI-powered citations by using clear formatting, concise answers, and structured data.
• Double down on conversions: As traffic becomes more volatile, it’s smarter to prioritize increasing your website’s conversion rate over simply trying to regain lost volume.

SAB Pages Still Matter: Local SEO for Service-Area Businesses

Contributor: Tonya Harmati

If your business serves customers at their location and doesn’t have a storefront, you qualify as a Service Area Business (SAB)—and your SEO strategy should reflect that. Building high-quality service-area pages is one of the most effective local SEO tactics for these types of clients.

What’s a Service-Area Page?

A service-area page is a locally optimized landing page that speaks to a specific city, region, or neighborhood you serve, even if you don’t physically operate there.

SAB Page Checklist:

• Include your business name and contact info
• Embed a map showing the service area
• Describe your business + services in that area
• Highlight testimonials from local customers
• Add location-specific photos
• Use local lingo or nicknames (e.g. “Silicon Valley”)

Check out examples from HITT and Camp Sequoia.

Why It Works:

• Helps dominate the local map pack
• Supports keyword targeting at the regional level
• Enhances PPC and Paid Social performance by improving landing page relevance and Quality Scores

Podcast Recap: “Google, DMA & Zero-Click”

Contributor: Alex Chefalo

In a recent episode of Edge of the Web, industry leaders discussed how Google’s transformation into an AI-first platform is pushing us into a zero-click reality where the SERP itself is the destination, not a stepping stone to your website.

Key Takeaways:

• AI is turning your site into a data source, not a destination.
• Some industries are seeing up to 64% declines in organic traffic due to AI-generated answers.
• Conversion rate optimization (CRO) is now just as important, if not more than, traffic growth.
• Google is becoming a “digital concierge”, especially in local search, with AI summaries replacing traditional listings.

Your Strategic Moves:

• Structure content for featured snippets and AI Overview inclusion
• Improve on-site conversion paths and CTAs
• Keep local listings accurate and complete
• Watch AI integrations closely and adapt early

Tools + Trends to Watch

• Google Analytics Updates are rolling out soon, with better data completeness and issue flagging
• ChatGPT may soon integrate with Shopify, based on new web code referencing shipping details and checkout URLs
• Google’s Merchant Center updates now include a new Merchant Opportunities report that’s particularly useful for eCommerce and multi-location businesses

Featured Insight: Why CTR Isn’t What It Used to Be

As zero-click searches rise, click-through rate (CTR) is dropping, even for top-ranking results. But this doesn’t mean SEO is broken. It means what we measure must evolve.

How You Can Evolve:

• Focus on engagement, scroll depth, branded search growth, and conversions
• Invest in content formats that satisfy intent inside the SERP
• Rethink reporting: “Pixel visibility” may matter more than “ranking position”