Once, we joked that the best place to hide a body was page two of Google.
Now? You could leave it in first position and it might still never be found.
AI-generated answers are changing search behaviour fast.
Even top-ranking pages are seeing fewer clicks, as information is delivered directly on the results page.
For blogs, editorial sites, and informational content, the impact is heavy.
E-commerce feels it too: product pages may be bypassed in favour of AI summaries and comparison tools.
Even top-of-funnel guides, once safe bets for visibility, are losing ground.
The shift: from Search to Answer
We are moving into the Answer Engine era.
Search engines aren’t just listing results, they’re delivering answers.
The consequence?
Ranking well no longer guarantees traffic.
Strategies built on SEO alone are fragile.
Adapting to the new rules
To remain visible, brands need to:
- Optimise for AEO (Answer Engine Optimization)
- Diversify traffic sources: social, newsletters, communities, paid campaigns
- Strengthen brand equity, the one signal AI can’t replace
This isn’t about abandoning SEO.
It’s about broadening the playbook and ensuring visibility doesn’t depend on a single channel.
The winners will be those who adapt fastest.
Everyone else risks being like that old hidden body: still there, just invisible.
In a search landscape that’s shifting faster than ever, standing still is not an option.
To stay visible, relevant, and competitive, you need strategies and technology that move as quickly as the market does.
At Kleecks, we help brands navigate this new AI-driven reality with agility and precision, so they can keep winning attention where it matters.
Want to know how? Get in touch with us and let’s shape your next search advantage together.