In 2025, most search queries are answered on the results page before a user clicks. Google’s new AI Overviews are part of this trend – concise, AI-generated summaries that appear at the top of search results to quickly answer questions. Google reports that billions of people have used AI Overviews and found the information helpful. This “zero-click” shift means sites may receive fewer direct visits. However, it also offers a chance: your brand can still be visible when it’s mentioned in those AI answers.
According to a study of 75,000 brands, web mentions have the strongest impact on being featured in AI Overviews. In fact, brands with the most online mentions appear in AI answers up to 10× more often than others. This happens because AI models learn about brands from the content people see online. If trusted sites mention your brand positively, AI systems recognize and cite it more often. For example, Brand24 notes that if a fashion brand is often mentioned with terms like “sustainable,” AI will associate those qualities with the brand. In short, building real-world mentions and authority makes AI more likely to name-check your brand.
Strategies for Capturing Brand Mentions
- Answer clearly: Use Q&A-style headings and concise answers. Write in short blocks (40–60 words) and use bullet points or tables when possible.
- Use structured data: Add schema markup like FAQ, HowTo, Product, or LocalBusiness to your pages. This helps Google’s AI understand and display your content accurately.
- Optimize locally: Claim and update your Google Business Profile. Include accurate contact info and location keywords (in English and Arabic). Encourage reviews and local links.
- Build brand mentions via PR: Get featured on reputable media, blogs, and social platforms. High-quality mentions (even without direct links) signal authority to AI.
- Embed your brand name: Mention your company naturally in answers or descriptions. When content is formatted for snippet-style answers, subtly include your brand. AI Overviews often credit names found in the best answers.
- Monitor mentions: Track where your brand appears online. Use tools like Google Alerts, Brand24, BuzzSumo, or Semrush to watch for new mentions and AI citations.
- Write human-friendly content: Ultimately, all AI answers come from quality content. Write in a clear, conversational tone (in both English and Arabic) as if helping a friend. AI systems value accurate, trustworthy information written by people, not just keywords.
For example, agencies and SEO teams in Dubai might test a query like “أفضل وكالات التسويق الرقمي في دبي”. A generative AI (like Google’s or ChatGPT) often returns a concise answer listing top local agencies by name. This shows that appearing in an AI response means your brand is directly recommended. Dubai firms (including White Sands Digital and others) benefit when their name is included in such AI answers, because even without a click this builds trust and interest.
Measuring Success
Track metrics beyond clicks. Monitor impressions, featured snippets and direct brand searches, since these rise with AI visibility. For example, one case study found 28% more direct brand searches after a company appeared in AI answers. Another brand saw 41% better recall from users after optimizing for AI. While organic traffic may dip, brand-driven engagement (searches, social) can grow. Use Google Search Console to see query impressions, and AI-tracking tools (like BrightEdge’s AI Catalyst) to watch your name in AI results.
Conclusion
The shift to AI-driven “zero-click” search is not the end of SEO, but a new chapter. Brands that adapt will stay visible. For Dubai-based companies, this means creating clear, up-to-date answers in both English and Arabic, and building a strong web presence so that AI knows you. White Sands Digital recommends focusing on brand mentions as a core part of SEO. By earning mentions on authoritative sites and formatting your content for AI answers, your brand can earn impressions and trust even without a click.