The traffic numbers look fine. The revenue story is more complicated.

AI-powered search is no longer coming, it's already reshaping how users find information, evaluate brands, and decide what to buy. AI search traffic is up over 500% year over year. Zero-click searches now account for roughly 60% of all queries. And the attribution models most marketing teams are still relying on? They were built for a different internet.

In this episode, we get into the actual data behind AI's impact on search — what's changing, what it means for organic traffic, and why the businesses that adapt fastest have a real advantage over the ones waiting to see how it plays out.

We cover why AI search visitors convert at dramatically higher rates than traditional organic traffic, how zero-click search is forcing a complete rethink of what a "high-value URL" actually means, and why last-click attribution is quietly causing teams to undervalue their most important pages. We also break down the shift from SEO to Generative Engine Optimization — what it is, why traditional brand strength no longer guarantees AI visibility, and what a smarter content strategy looks like in this environment.

The data is clear. The question is whether your strategy has caught up.