With the rollout of AI Mode baked directly into core search (powered by Gemini 2.5) Google has begun its transition from a keyword-based query engine to a fully conversational, agentic assistant. The way users search, discover, and convert is being radically reshaped, and this time, the clicks aren’t guaranteed.  

Google is no longer just pointing people to your website 

 It’s becoming the destination. For publishers, the implications are immediate and profound. Traffic flows are fragmenting. Answers increasingly come in the form of summaries, citations, and in some cases, complete transactions without ever leaving the search results. This isn’t incremental change, it’s a fundamental rewrite of the rules of visibility and performance. If you're already feeling the impact and searching for real answers, you're not alone. That’s why we turned to Lily Ray, VP of SEO Strategy & Research at Amsive and one of the most trusted voices in the SEO space.  

As she puts it,  

“It’s probably the single most dramatic change in the SEO space in 25 years.”  

But the industry isn’t over, it’s just being completely restructured. Last week, we caught up with Lily at Awin’s Global Think Tank, right after the AI update had been announced, where we explore what’s happening, why it matters now, and the immediate steps publishers should take to stay relevant, and visible, in the AI age. Her insights bring not just clarity to the conversation, but a roadmap for those smart (and brave) enough to adapt. 

Q. How can publishers survive the drop in organic traffic and stay visible in the next era of SEO with AI overviews taking over? 

Lily points out that the landscape is developing so rapidly that current concerns may soon be outdated: 

“It's a bit of an open question right now because things are moving so quickly... what’s happening in Google Search and what's happening in large language models and AI Mode and AI Overviews today is not necessarily what's going to be happening in the next three, six, twelve months.” 

Q. Do you believe Google will listen to publishers' concerns and adjust course? 

“Google has a communications team. They do listen to the public. They do listen to publishers... I do believe that eventually they're probably going to make some changes and listen to what people are saying.” 

While it might feel like the decisions are unilateral, Lily reminds us that pressure works. Google has adjusted its policies in response to public and industry feedback in the past. And if the publishing community can organize and push back, especially around fair attribution and traffic, there’s a possibility of more equitable visibility ahead. 

Q. Where should publishers focus their energy in the meantime? 

“Social media sites are getting a lot more SEO visibility and large language models like ChatGPT love to showcase content from forums and social media sites.” 

Lily advises publishers need to be present where conversations are happening, not just publish blogs: 

“The more that brands can be talked about on there and contribute to the conversation, I think the more visibility that they'll see over time.” 

For affiliate marketers, this could mean building real presence on community platforms, participating in discussions, and ensuring your brand is part of the natural “conversation cloud” forming around relevant topics. 

Q. You talked about the importance of original content. What does that look like in practice? 

“The opposite of AI-generated content is extremely original content written in your own voice with unique perspectives and unique data and research…. They [LLMs] don't add anything new, even if you add in the prompt, 'tell me something new.' It doesn't know anything new. Human beings know new things and they research new things.” 

This point cannot be overstated. Generative AI is derivative by nature, it can’t invent something new. What it can’t do is replace the value of human perspective, research, and voice. The future of SEO will be more selective, more personalized, and more demanding in terms of quality. 

Q. What about platforms like Reddit and Quora? Should publishers start engaging there? 

“Publishers should absolutely turn their attention there... those sites are being showcased very heavily in Google's results as well as large language models.” 

But it’s not just for visibility, it’s also market research: 

“You get a pulse for what consumers are actually talking about... even with affiliate sites, a lot of times they will have a certain product reviewer or author that they really like... maybe they link to that review on a Reddit or a Quora or something.” 

If your teams can authentically contribute to these conversations, particularly on platforms your audience trusts, it can drive both credibility and reach. 

Q. Who should own this kind of engagement:  Social? SEO? Editorial? 

“It’s kind of a mix of all of them now, even SEO too... We have some tools like SparkToro and BuzzSumo... they’re used both by our SEO team, as well as our social media team.” 

This isn’t just a job for the social team. Lily advocates for a cross-functional approach, integrating SEO, social, commerce, and content. Tools like SparkToro and BuzzSumo can help teams understand where their audiences spend time, what conversations they engage in, and how to contribute in a meaningful way.  

“Which podcasts do they listen to? Which subreddits do they frequent? Which YouTube accounts do they follow?... That becomes kind of a blended social and SEO and content conversation.” 

Q. How does this connect to the idea of the zero-click web that Rand Fishkin has championed? 

“Rand is probably the single biggest voice in the community... What that means is you're able to get questions answered directly on Google's own interface without clicking anywhere.” 

AI Overviews and AI Mode are the culmination of the zero-click trend that Rand identified over a decade ago. The user gets their answer, and maybe your brand gets mentioned, but they may never visit your site. 

“Even if you don’t click, in many cases, you're registering who that brand is... and that builds brand affinity.” 

In this new world, brand recall and recognition are the new click-through rate. Marketers must embrace that shift, or risk disappearing from the consumer’s mental shortlist. 

👉 Curious to learn more about zero-click commerce?  Click here to see what Rand shared at Affiliate Summit West 2025. 

Q. What does this mean for performance marketers who rely on last-click attribution? 

“It’s true that a lot of these AI answers are pointing directly to e-commerce stores... but we’re also seeing they are citing affiliate sites to answer questions.” 

For example: 

“According to the New York Times Wirecutter, these are the best running shoes... you're still getting that kind of brand recognition within the answer.” 

So while direct traffic might diminish, brand mentions and visibility within AI-generated content could still drive long-term value, if your content earns that citation. 

Conclusion:  No More Business As Usual 

Affiliate marketers, the game just changed, and sitting still isn’t an option. Google I/O 2025 didn’t just tweak the system; it detonated business-as-usual. With AI now embedded directly into Search, visibility is up for grabs, and only the bold will win. If you’re clinging to old tactics, you’re already behind. This is the time to pivot, experiment, and show up where your audience actually spends time, forums, social, everywhere real conversations happen. Be human, original, and unforgettable. Because in this new era of zero-click and AI summaries authenticity and adaptability is the currency and only the daring will stay in the feed. 

Don’t miss Affiliate Summit East this August 4–5 in the heart of New York City! Connect directly with top industry voices tackling the AI revolution head-on, Get actionable insights from SEO leaders, affiliate pros, and digital disruptors and future-proof your marketing game in an era of AI-powered search 

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