Answers generated directly by search engines are reducing the need to visit websites. Publishers therefore need to build direct relationships with their audiences, enhance the value of original content and adopt technologies capable of distributing it effectively across multiple channels. The introduction of AI-generated answers in search engines, together with the growing use of tools such as ChatGPT, Copilot and Claude, is transforming how people search for and access information online.

Increasingly, users receive a complete answer directly on the search results page without visiting the website that originally produced the content. This phenomenon, known as “zero-click”, can have significant consequences for publishers, which risk losing some of the traffic they need to reach audiences and generate revenue, The Zero Click Content Shift, a report produced by Media Voices in collaboration with WoodWing, examines the impact of this change on the publishing industry and suggests strategies for reducing dependence on search engines.

Traffic from search engines is declining
Between March and April, a survey was conducted involving professionals from almost 20 countries, most of whom work in the publishing industry. Of those surveyed, 92.9% said they were at least partly familiar with the zero-click phenomenon, while 52.3% reported a decline in traffic from unpaid search engine results over the previous year. Among those who experienced a decrease, 82.6% believe that new AI-based search tools are at least partly responsible. The main consequences affect publishers’ ability to reach audiences and drive traffic to their websites. Other possible effects include a reduction in advertising revenue, lower visibility for publishing brands and greater difficulty converting occasional readers into registered users or subscribers.

However, the report advises against automatically attributing every decline in traffic to artificial intelligence. Algorithm updates, technical problems affecting websites, changes in user habits and the quality of content can also influence a publication’s performance.

Direct relationships with readers are becoming essential
The most widespread strategy among the publishers involved in the survey is to strengthen owned channels. Of those interviewed, 59.1% are already investing, or plan to invest, in newsletters, applications and digital communities. The aim is to move beyond a model based exclusively on visitor numbers and build a more direct and lasting relationship with audiences.

Newsletters, podcasts, applications, subscriptions and members-only programmes allow publishers to understand their readers better and communicate with them without relying entirely on external platforms. From this perspective, a smaller but genuinely interested and engaged community can generate more value than millions of occasional visits from search engines.

Original content is becoming even more valuable
Generic and easily summarised content, such as certain guides, reviews or articles created exclusively to capture online searches, is more exposed to traffic losses. Artificial intelligence can collect and rework this information without giving users a compelling reason to visit the original source.

Content that offers exclusive information, in-depth analysis, distinctive viewpoints and a strong narrative element is much harder to replace. Investigative journalism, real-time coverage of events and contributions from authoritative writers also retain their distinctive value.

The role of people is therefore becoming central once again. Recognisable journalists and authors can strengthen trust in a publication and engage audiences through articles, videos, podcasts and events. This is a relationship that an automated response is unlikely to replicate.

Content must also be understandable to new technologies
Publishers must continue to focus on the quality and visibility of their content in search engines while adapting it to new AI-based methods of accessing information. Structuring information correctly, using clear descriptions and maintaining well-organised archives help digital systems understand content more effectively, identify its source and present it accurately to users.

Technology can support this process through platforms capable of centralising text, images, videos and other materials, making them available for websites, applications, newsletters, social media and new search tools.

An opportunity to build a more sustainable publishing industry
To address this transformation, publishers need flexible technologies and processes that allow them to create content once and distribute it consistently across multiple channels. Centralising content, organising information and automating repetitive tasks enable editorial teams to devote more time to editorial quality, audience understanding and the development of new products and revenue streams.

The zero-click phenomenon therefore represents a significant challenge, but it can also become an opportunity to rethink the relationship between publishers, platforms and readers. Organisations that are able to enhance the value of their information assets and build direct relationships with their audiences will be better positioned to develop more independent, sustainable models that are resilient to market changes.