The short answer: For now, it depends on your industry and economics.
Allow me to explain…
68% of all google searches ending without a click. On the one hand we need to keep in mind that in the past, that percentage was around 45%.
So theoretically, it means that things are not that bad. It is down quite a bit, but not catastrophic yet.
In reality, however, some industries are affected more, and others are affected less. The ones that are affected less make the average look better than it is for many industries out there.
But it doesn’t end there. Those are the figures for where we are now, but where will they be in another year?
Google’s dedicated AI mode (not the AI results triggered by normal searches), which has no website listings or even Google business listings (just some links to sources), is rapidly gaining in popularity. While the numbers are still low, they are doubling every quarter.
And then there are two things you need to keep in mind:
1. Google’s engineers – if they are allowed to have their way – want to make the dedicated AI search the ONLY search facility. So at some point, we will probably see the “traditional” search interface disappear altogether.
2. Here’s the killer: About 93% of searches conducted in Google’s dedicated AI Mode end without a click to an external website.
93%.
At the current rate of adoption of dedicated AI search, the traditional search interface will be largely ignored in about 18 months from now.
That is, if Google’s engineers don’t retire it before then.
Helpful content isn’t helping you any more:
Just before AI search went mainstream, Google had the “helpful content update” applied to its algorithm.
And now they use that “helpful content” to answer search queries themselves.
Even local searches are not immune, because AI answers most of those too. And it picks the top three results for you. If you operate in a small town, that’s okay. But if you operate in a city, which has say, ten or more Google business listings for a specific query, 7 of those businesses have very little chance of ever being seen in the AI search results.
Yes, you can rank in the AI search – but it takes a lot of work, and if the answer AI gives is complete enough, being quoted as a source in the AI result will not help you either.
(considering the 93% zero-click rate for dedicated AI search)
But maybe it’s not all doom and gloom:
In 2025, Hubspot lost 80% of its SEO traffic. Their CEO admitted as much in an interview. Yet HUbspot still grew.
Why? because people were searching for the brand name. In their case, it is a well known name, and it is respected. So, many people who searched for the brand name were ready to do business with them.
But not every brand has that type of brand recognition, so where does that leave YOU?
It comes down to what you do, AND if you can rank in AI search. If you are a plumber, and AI offers three options when someone needs an emergency plumber, AND you can rank in AI search, you are good.
If you have an online shop, and people search for products that you stock, you can still show up in product search, which is usually placed before any AI results – though we don’t know if that will still be there if dedicated AI search becomes the only search interface.
Important: When it comes to local searches, AI results appear to prioritize proximity over reputation and brand presence. So if someone looks for whatever you offer locally, and you are literally closer than the next competitor, AI will (if your website is set up properly) mention you.
So… is SEO still worth it for YOU?
For now, it comes back to economics. If you sell high ticket products, and even getting a third or less than your normal traffic is worth your while, then yes.
If not, you will literally have to do the math.
But once the dedicated AI search interface becomes the only one available, resulting in a 93% zero-click rate…
Not many small businesses will be able to survive from that, unless their location or uniqueness help them to show up in AI search. In that case, ready-to-buy customers or clients will want to connect with you directly. Even though the numbers will be lower, your actual results may still be acceptable.
But for many small businesses, it may be wiser to invest their time or money elsewhere.