Episode 34: The Click Isn’t Coming Back
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Episode 34: The Click Isn’t Coming Back
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Users almost never click the links inside an AI-generated answer -- roughly one in a hundred do, across every major platform. So if you’re grading AI search the way you graded a search ad, by the click that lands on your site, the scoreboard reads zero, every time, forever.
That's not proof that the channel doesn’t work. It’s proof you’re using the wrong scoreboard.
In this episode, Jeff makes the case that AI search doesn’t behave like a search ad -- it behaves like a billboard. And billboards were never measured by clicks. They were measured by proxies: awareness, recall, the slow creep of someone typing your name into a search bar weeks later. AI search is asking marketers to relearn a skill that performance marketing let them forget.
Jeff breaks down why traffic is the wrong lens, what to measure instead, and shares how one client is building an unmissable case across a standing Kiplinger byline, a #1 Amazon bestseller, a five-to-one video Masterclass, and a new wave of short-form video -- all without waiting for perfect attribution to prove it's working.
Three questions every CEO can start asking this week, and one free tool that catches the buyer who reads about you but never clicks anything.