The number
SparkToro, Rand Fishkin's company, measured it with Similarweb clickstream data: in early 2026, 68% of US Google searches ended with no click to any site. A decade ago it was around 45%. The cause? Largely Google's AI answers, which reply right there. And in chats like ChatGPT it's even harsher: per Fishkin, only about 1.3% of answers send someone out.
So, is SEO dead?
No. It changed hands. It used to be the page that managed to climb to the top. Now it's the name people remember and the AI cites. In fact, around 44% of Google searches are brand searches — people typing your name directly — and those still send clicks. Nobody takes away the visit from someone already searching your name.
What works for a small business
One: give the value in the post itself, don't use it as bait for a link nobody clicks. What sticks in people's heads is what ends up selling. Two: work so people search your name — the visit nobody can make more expensive. Three: turn the borrowed visit into yours; every time someone discovers you, give them a reason to leave an email or join your community. Four: measure differently; ask every new client how they found you, because that answer is worth more than any traffic dashboard.
The new SEO is called GEO
GEO means optimizing to be cited by the AI. How? Clear, direct answers to the questions your client asks, structured data and FAQ, and info that's always current and consistent across the site. It's what we build at Social Digital so that when someone asks ChatGPT or Google about what you do, your name comes up — not the one next door.