Post by Optiversal

There’s a lot of conversation right now about clicks going down. And we understand why. For years, clicks were the thing we optimized for. But the way people discover, research, and shop is changing. 👆 Sometimes they are clicking 💭 Sometimes they are asking ChatGPT 👀 Sometimes they are reading an AI Overview Sometimes they are watching TikToks, checking Reddit, comparing reviews, going back to Google, asking a more specific question, and then finally landing on your site ready to buy. So yes, the path looks different. But there is a big misconception hiding in the “fewer clicks” conversation, that if clicks go down, your website becomes less important. We actually think the opposite is true. Your website becomes even more important. And in our recent conversation with Pedro Dias, he agreed! Because your website is still the place where the deepest, most accurate, most brand-owned context lives. Think about it like this: 📖 You would not throw away your entire recipe book just because you bought a new smart fridge. The smart fridge may help you plan meals, suggest what to cook, or remind you what ingredients you have. But it still needs something reliable to pull from (your recipes, notes, preferences, context, etc.) That is what your website is becoming in this new search environment. It is the source material for AI uses to understand, summarize, recommend, compare, and cite your brand AND it is what humans use to validate what they are buying. And when they do land there, it needs to be clear immediately: • Is this product right for me? • Does it solve my specific problem? • How does it compare to the other options I am considering? • Do they understand what I am actually looking for? That means your product pages cannot just be a SKU, a few bullet points, and a size chart. Your category pages cannot just be a grid of products. Your content cannot just be generic “SEO copy” at the bottom of a page that no human would ever read. Spoiler alert: we optimize this at scale across your entire catalog to match how shoppers are actually searching. Because you have the right products, you just need the right content! Listen to the full conversation here: https://lnkd.in/eAcct-JA

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