Phil Risher warns that AI-powered search is making websites obsolete. Google's Gemini answers questions directly, and 58% of searches now end with zero clicks. Businesses need to become trusted sources for AI agents, not just optimize for clicks.
Does your website even matter anymore? Right now, yes. But the phase that we're in, in the next probably 6 months, is the agentic search era, which we're already facing this right now. The shift is, and if you were to go to Google right now, when you type in something, before it said search was the button. Now it says AI mode. You click that and it doesn't take you to the typical Google search engine results page. Google LSA, Google Search Ads. It takes you to Gemini. People are not searching for HVAC repair near me. They're searching for, I turned on my thermostat and my fan is blowing, but no air's coming out. What's going on? More conversational diagnosis. What should business owners do right now? Now there's this thing that's called no-click searches happening. Literally about 58% of searches that are happening end with zero clicks. They don't go to a website. As business owners, it's like, okay, well, if they're not even going to my website, what are they doing? And this is the whole shift of this agentic search, which is you need to have your business trusted by these AI platforms to show you.
