Open ChatGPT, then search for a local business you know has a strong online presence. Ask for a recommendation in that category. Chances are, it comes up. If you check what the AI cites as sources, you’ll almost certainly find the business’s own website in the mix.
That tells you something important: AI doesn’t conjure answers out of thin air. It pulls from whatever it can find. If your website isn’t the best, most complete, most authoritative source of information about your business, the AI will assemble its answer from scraps. You lose control of your own narrative.
That’s what’s driving a growing question among business owners and marketers: “Do I even need a website anymore? If AI answers everything, why does it matter?”
Your website isn’t just a marketing tool anymore. It’s a source document. AI treats it as an authoritative input. The real question is who gets to define your business: you or someone else. Here’s what’s changing, where conventional wisdom falls short, and what to do about it.
Zero-click doesn’t mean zero opportunity
A lot of marketers are seeing the same thing right now: impressions holding steady or rising, but clicks dropping. People get what they need without ever landing on a page, leading some to declare websites obsolete. That’s the wrong read.
Fewer clicks don’t mean less importance. They mean the nature of the click has changed. Look at where AI Overviews actually appear.
According to our analysis of Ahrefs data, of the 46 million+ keywords that trigger an AI Overview, nearly 99% are informational. Navigational keywords account for just 0.13%. Someone wanted a quick fact, got it, and moved on. Those were never high-intent visits anyway.
The clicks that drive revenue, the ones tied to bookings, calls, purchases, and consultations, still happen. Commercial and transactional keywords make up just 12.5% and 3.5% of AI Overview triggers, respectively.
(Note: These percentages exceed 100% in total because keywords can carry multiple intent classifications, a single keyword can be both informational and commercial, for example.)
Those are exactly the queries where people are closest to a decision. They just happen further down the funnel, after a recommendation has already been made. When someone is ready to decide, they validate and check the website.
Dig deeper: Your homepage matters again for SEO — here’s why
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AI recommends, your customer decides. Know the difference.
When someone asks an AI assistant, “Who’s the best plumber near me?”, the AI might surface a few names. It’s pattern-matching based on reviews, location signals, website content, and business…
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