Search with Candour Zero click SEO: What do we do now? | Pablo López
Oct 13, 2025
Pablo López, a Senior SEO consultant at Dept Agency with diverse expertise, dives into the world of zero-click search and AI-driven search engines. He discusses how traditional SEO strategies must evolve as AI modes become prevalent. Pablo highlights the importance of user trust in AI-generated answers and the need for brands to adapt their content strategies to maintain direct traffic. He emphasizes cross-channel integration and audience understanding for successful SEO in this new landscape. His insights are essential for anyone navigating the changing dynamics of search.
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Episode notes
Finding 'Appliance Sliders' With ChatGPT
- Jack used ChatGPT to identify 'appliance sliders' after failing with Google keyword phrasing.
- The chatbot provided a conversational route to a precise product name and purchase links.
Report Conversions, Not Vanity Clicks
- Shift reporting toward revenue, conversions and brand-driven outcomes rather than clicks.
- Track AI-driven conversions and attribute revenue where possible to replace vanity metrics.
Brand Relevance Dictates AI Citations
- Brand relevance and mentions will determine which sites LLMs cite and recommend.
- Holistic, cross-channel brand work beats isolated link-hunting tactics for LLM visibility.