In partnership with
If your organic is down even though rankings look “fine,” welcome to the AI Overviews era. Google is answering more queries directly, which means fewer people click through - even when you hold the top result. You don’t fix this with another keyword cluster.
You fix it by winning zero-click moments, creating assets AI wants to cite, and converting a higher percentage of the clicks you still get.
Below is the fast, practical plan we’re using with founders and sales teams to protect pipeline while everyone else argues about algorithms.
SPONSORED BY PACASO
Keep This Stock Ticker on Your Watchlist
They’re a private company, but Pacaso just reserved the Nasdaq ticker “$PCSO.”
No surprise the same firms that backed Uber, eBay, and Venmo already invested in Pacaso. What is unique is Pacaso is giving the same opportunity to everyday investors. And 10,000+ people have already joined them.
Created a former Zillow exec who sold his first venture for $120M, Pacaso brings co-ownership to the $1.3T vacation home industry.
They’ve generated $1B+ worth of luxury home transactions across 2,000+ owners. That’s good for more than $110M in gross profit since inception, including 41% YoY growth last year alone.
And you can join them today for just $2.90/share. But don’t wait too long. Invest in Pacaso before the opportunity ends September 18.
Paid advertisement for Pacaso’s Regulation A offering. Read the offering circular at invest.pacaso.com. Reserving a ticker symbol is not a guarantee that the company will go public. Listing on the NASDAQ is subject to approvals.
SALES
What changed (in Plain English)
• More informational queries show an AI summary before traditional results, shrinking CTR for top organic spots
• Expansion is global and growing, so the squeeze won’t stay a US-only problem
• “AI Mode” is surfacing across languages and entry points, training users to stay on SERP
How this hits B2B teams:
• Top-of-funnel blog posts lose casual clicks; unqualified traffic falls first, but so does some mid-intent traffic
• Branded and comparison queries still click through—if your page promises something specific they can’t get in the answer box
• CRO and offers matter more than ever; one high-intent click can be worth ten old ones
The new playbook: protect your pipeline in 5 moves
Win zero-click moments
• Put the answer up top: a 2–3 sentence TLDR, then details below
• Add concise FAQs and definitions in natural language your ICP actually uses
• Use clear headings and tight tables so answers are easy to extractCreate assets worth citing
• Ship original data (mini-surveys, usage stats, teardown series) and make the methodology obvious
• Build interactive tools (estimators, checkers, calculators) that AI can’t replicate in-SERP
• Publish opinionated POVs with concrete examples—unique perspective is harder to summarizeShift your content mix
• De-emphasize commodity “what is…” posts; double down on frameworks, comparisons, vendor selection checklists, implementation guides
• Create comparison and “versus” pages that solve the buyer’s final 10% of doubt
• Turn every major guide into a one-page executive summary for skimmersIncrease conversion on the clicks you keep
• Lead with a single, specific offer per page (demo, calculator, template, audit)—above the fold
• Match offers to intent: templates/tools for top-mid, demo/pricing for bottom-funnel
• Add friction only where it qualifies (one extra field that segments by role or tech stack)Measure the squeeze and the save
• Track query groups most likely to trigger AI summaries (definitions, broad explainers) and watch CTR deltas over time
• Attribute wins to content types (original data, tools, comparisons) and move budget accordingly
• Compare pre- and post-offer conversion to prove your CRO lifts offset CTR loss
Try this in 30 minutes (today)
• Add a TLDR box and two FAQs to your top three informational pages
• Ship one specific offer above the fold on each page (template, calculator, audit)
• Outline an original data mini-study you can run in two weeks and add a methodology section to the page you’ll publish
AI Overviews won’t vanish; your play is to be the source worth citing and the destination worth clicking. Focus on zero-click wins, unique assets, and ruthless CRO.
Which page will you add a TLDR and a specific offer to today - and what original data point can you publish within two weeks?
HEADLINES
Hot picks from the web
→ Ahrefs: “AI Overviews Reduce Clicks by 34.5%” - A clear, data-driven look at how CTR changed from March 2024 to March 2025 when AI Overviews appear, with informational queries hit hardest and top organic positions losing the most click share. Practical takeaways for content strategy and measurement.
SOFTWARE
Tool of the day
✅ TxLabz: Hire vetted developers/designers or build your MVP super fast without breaking the bank.
That’s all for today.
Until next time,
Team B2B Whales
P.S. If you’re serious about scaling, join our Whales Club - our premium B2B community with weekly expert sessions, deal feedback, and the resources we actually use to close. Membership starts at $100/month only - cancel anytime.