Marketing Insights
SEO in the Age of AI
Generative answers are compressing the click. Visibility strategy must shift from ranking positions to citation share, entity authority and structured evidence.
Zero-click behaviour is not new; what is new is that the answer layer now synthesises rather than excerpts. The practical consequence is that being retrievable matters more than being ranked.
We advise clients to instrument three metrics alongside traditional rankings: citation share within generative answers, entity consistency across the knowledge graph, and assisted conversion from branded discovery.
Content strategy follows. Thin, keyword-mapped pages have no retrieval value. Original data, defensible methodology and clearly attributed expertise do.
Our position: capability without an operating model produces expensive noise.
Shard & Co · Strategy Practice
This insight forms part of Shard's ongoing research programme. For the underlying methodology or a briefing with the authoring team, contact the practice directly.
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