How to Build Search Signals That Strengthen Your Brand in AI and Zero-Click Search

For decades, marketers have chased one thing above all else: The click.

More clicks meant more traffic, more conversions, and ultimately more revenue. It was the foundation of every digital marketing strategy. Rank high on Google, get people to click through to your website, and turn traffic into leads and sales.

But the rules have changed.

We’ve entered the era of zero-click search, where buyers get the answers they need without ever visiting your website. AI is stepping in as the middleman, delivering direct responses in search results, chatbots, voice assistants, and even social media feeds.

Think about how you search today.

You might ask Google’s AI-powered search a question and get a summarized answer without clicking on a single link, or maybe you type a query into ChatGPT or Claude instead of Google. Or scroll through TikTok, Instagram, or LinkedIn for quick answers instead of reading a blog post.

This is exactly what your customers are doing.

They’re still asking questions. They’re still learning about products and services. And they’re still making buying decisions.

But they’re doing it without ever clicking on your website.

That’s where most businesses panic. They see their website traffic drop. Leads are slow. The assumption is: “Our marketing isn’t working.” 

But it’s not a failure, it’s a shift. A shift in how trust is built, how content is consumed, and how buying decisions are made.

It’s not the end of search. It’s the evolution of it.

Instead of trying to pull everyone to your site, you need to start showing up where AI and your buyers already are. 

Because in this new era, clicks don’t matter. Signals do.

What are signals, and why do they matter?

Signals are the digital breadcrumbs that lead AI (and people) back to your brand, even if they never land on your website. They are the indicators that tell search engines, AI models, and customers:

This brand is a trusted authority in its space.
This business is actively engaging in conversations that matter.
This company is consistently providing value through multiple channels, not just its website.

Signals exist everywhere your business shows up online.

If your business is only putting out traditional blog content, you’re missing countless opportunities to get noticed. AI is looking at everything, and businesses that create more diverse, high-quality digital touchpoints are the ones that will be featured in recommendations.

AI decides who gets recommended. Are you on its radar?

Your brand was once defined by how the world saw you. Today, it's defined by how both the world and AI perceive you.

This is a fundamental shift.

You are no longer just marketing to people, you’re marketing to AI. If AI doesn’t recognize you as an authority in your industry, it won’t recommend you.

This means your entire digital presence needs to be built around sending strong, consistent signals that reinforce your expertise.

Imagine searching for "best accounting firms for small businesses" on ChatGPT. In the past, they might have turned to Google, scrolled through the top results, and clicked on a few websites. But today, AI doesn’t just rely on traditional search rankings. Instead, it pulls information from a wide range of sources: LinkedIn discussions, YouTube videos, client reviews, podcasts, and industry articles.

If your company isn’t showing up in these spaces, AI has no reason to recommend you. It won’t recognize your brand as a trusted authority because, from its perspective, you don’t exist in the conversations that matter. Even if your firm is excellent at what it does, without a strong digital presence across multiple platforms, you risk being overlooked entirely.

The brands that will win in the zero-click era aren’t just the ones with well-optimized websites. They’re the ones that are everywhere: in conversations, in search results, in AI recommendations, and in the content people trust.

That’s why signals matter.

When you master signals, you don’t just stay relevant, you become the go-to brand in your industry, no matter where or how customers are searching.

To build strong AI-friendly signals, your brand must show up in the digital spaces that matter most. That doesn’t just mean your website—it means social feeds, search engines, video platforms, review sites, and anywhere customers are researching.

Here are eight proven ways to strengthen your digital signals and become the brand AI recommends again and again:

1. Social media content (especially on platforms like TikTok, LinkedIn, and Instagram)
2. YouTube Shorts
3. LinkedIn video (for B2B trust and visibility)
4. Interactive tools on your website
5. Deep, original content and IP
6. Long-tail keyword optimization
7. User-generated content
8. Local search optimization

Each of these areas plays a vital role in how AI and buyers perceive your brand. You don’t need to master them all at once, but you do need to start.

Let’s break down what each signal is, why it matters, and how you can start using it today.

8 ways to build AI-friendly search signals that get you noticed

1. Social media content (especially on platforms like TikTok, LinkedIn, and Instagram)

As we’ve mentioned earlier, more people are turning to social media platforms instead of Google to find the answers they need. Users aren’t just searching for entertainment, they’re looking for product recommendations, how-to guides, and expert insights.

Rather than searching Google for “best time management tools,” they head to TikTok to watch real users demonstrate their favorites.

When looking for marketing trends, they skip lengthy blog posts and scroll through LinkedIn videos where industry leaders break things down quickly.

To learn about a company’s services, they check Instagram for customer reviews and behind-the-scenes content rather than visiting its website.

The shift is already happening, and businesses that ignore social media as a search engine will get left behind.

In 2009, when my partners and I built River Pools into a powerhouse brand, we did it without social media. At the time, Google was everything; ranking high on search results meant winning.

But today? That strategy alone won’t work.

AI, search engines, and even customers look to social media as a credibility check. If a company has a weak or nonexistent social presence, it sends a signal that this brand isn’t active, engaged, or relevant.

The key to leveraging social for search isn’t just posting randomly, it’s about showing up consistently, providing value, and optimizing content for discoverability.

Here are some ways you can make social media work for search:

• Focus on platforms where your audience searches. Not every social platform works the same way, and not all of them matter for your industry. Find where your audience is actively searching for information and prioritize those channels. 
• Optimize every post for searchability. Before you hit publish, make sure your content is easy for AI and users to find. Use real questions in your captions and video titles, add relevant hashtags, leverage captions on videos, and post consistently to strengthen AI and algorithmic signals.
• Don’t just post, but make engagement a priority. AI favors brands that actively participate in conversations. Remember to respond to comments, comment on industry discussions, and encourage user-generated content.

By being active, intentional, and optimizing for search, your social presence can send strong signals to both AI and potential customers—helping your brand stay visible, trusted, and recommended.

2. YouTube Shorts

You can’t ignore video signals, especially short-form, vertical videos.

For years, YouTube has been the second-largest search engine in the world, yet most businesses have focused on long-form content. With the rise of YouTube Shorts, everything has changed.

YouTube Shorts is still one of the biggest untapped search opportunities.

Why? Because YouTube is competing with TikTok, it’s prioritizing Shorts to keep users engaged. Unlike traditional videos, Shorts are pushed directly into search results, making them easier to find and rank faster for valuable keywords.

Businesses investing in YouTube Shorts are seeing faster, more impactful results than ever. Here’s why:

• Shorts get premium search visibility since YouTube actively prioritizes Shorts in search results, making them easier to rank.
• Short-form videos have higher engagement. They’re easier to consume and keep viewers engaged longer.
• AI prioritizes video signals, making Shorts a powerful tool for search recommendations.
• More importantly, Shorts deliver results much faster than traditional search engine optimization (SEO). While a blog post may take months to climb search rankings, a well-optimized YouTube Short can start generating views and leads in days.

Ignoring Shorts is no longer an option. For businesses that want to stay visible, competitive, and AI-search-ready, YouTube Shorts is a direct path to stronger signals, faster engagement, and higher discoverability.

3. LinkedIn Video

If you’re in the B2B space, LinkedIn video is an absolute must for building signals.

Unlike other social platforms, LinkedIn’s audience consists of:

• Professionals actively looking for insights, solutions, and business recommendations. 
• Decision makers who aren’t just using the platform to network but are also researching companies, evaluating thought leaders, and consuming valuable business content. 

And while text posts still perform well, video content is what truly stands out and builds credibility.

AI recognizes LinkedIn as a high-authority platform for business content. That means when you create high-value LinkedIn videos, you’re not just reaching your network, you’re feeding AI the signals it needs to recognize your brand as a thought leader.

It's not enough to just post a video, you must create content that provides value, sparks engagement, and aligns with how people search for information.

Here's how to do it effectively:

• Create short, engaging videos. Stick to 60-90-second videos that answer key industry questions.
• Post consistently, aiming for at least 1–2 videos per week to stay top-of-mind.
• Use captions to ensure your message is clear with on-screen text. Most viewers watch on mute.
• Encourage engagement by asking questions and responding to comments.
• Focus on insights, not sales. AI and audiences prefer educational, thought-provoking content over sales pitches.

If your audience is on LinkedIn and you’re not using video, you’re missing out on massive visibility, engagement, and AI-driven recommendations. 

4. Interactive website tools

People don’t just want answers, they want experiences.

Today’s buyers are used to on-demand, interactive experiences in every part of their digital lives. They don’t want to fill out a contact form and wait for a sales call just to get basic information. Instead, they expect to explore, calculate, and customize their options instantly, without talking to a human.

That’s why self-service tools are no longer a "nice-to-have"; they’re an absolute necessity for both customer experience and AI-driven search visibility.

Search engines and AI-powered assistants like ChatGPT are getting smarter. They don’t just look for static content, they prioritize interactive elements that keep users engaged.

Adding even one of the following tools to your website can significantly improve conversions and search visibility.

• Self-pricing or a pricing estimator
• Self-configurators
• Self-assessments
• Self-selection

If you want to capture more leads, improve AI search signals, and provide a better customer experience, you need to invest in self-service tools.

So, ask yourself: Is your website working for you or against you?

If your site isn’t offering at least one self-service experience, you’re leaving leads (and search visibility) on the table.

Every signal you build adds another layer of trust—for AI and your future buyers.

5. Deep, original content and IP

In addition to answering your buyers' most asked questions, you must create content that AI sees as the best available resource on a topic. That means going beyond the basics and establishing intellectual property (IP) within your industry. Develop unique insights, frameworks, and methodologies that differentiate your expertise and make your brand an undeniable authority.

This doesn’t mean you need to conduct massive surveys or data reports. Instead, focus on: 

• Developing proprietary frameworks that define how your industry approaches key challenges. 
• Naming industry concepts that give structure to ideas and create lasting recognition.
• Sharing deep-dive insights that provide more value than surface-level content. 

AI recognizes and rewards original thinking, and when your brand becomes known for a specific, repeatable approach, it strengthens your authority in search and among potential buyers.

Take They Ask, You Answer as an example. When I first introduced the concept, it wasn’t just another content marketing strategy, it was a framework that businesses could adopt, reference, and build upon. Because it was unique, specific, and practical, AI, search engines, and industry leaders naturally began associating the term with myself and IMPACT. 

Today, when businesses talk about honest, customer-first content marketing, They Ask, You Answer is the recognized industry standard. 

But as buyer behavior evolved, so did the need for a more comprehensive approach to marketing, sales, and trust-building. That’s why They Ask, You Answer has grown into something even bigger, now, Endless Customers.

Remember, AI and search engines don’t just reward content that answers questions, they prioritize brands that define conversations.

When your IP becomes a reference point in your industry, AI is more likely to recognize your brand as the go-to source, one that buyers, search engines, and AI-driven tools can’t ignore.

6. Long-tail keyword optimization

Long-tail keywords aren’t just a smart SEO tactic, they’re essential for visibility in AI-powered search.

Traditional search engines rely on keyword-matching algorithms, but AI search tools and chatbots prioritize natural, conversational queries. This means businesses must rethink how they structure content to align with the way people actually ask questions.

Rather than focusing on broad, generic keywords, AI-powered search favors detailed, specific queries, the kind that real users type into Google, ChatGPT, and voice assistants.

Instead of using “Fiberglass pool cost”, which is too broad and lacks user intent. A more effective long-tail keyword you’d want to focus on is, “What’s the average cost of a fiberglass pool in Texas?” 

When your content matches the natural way people ask questions, AI recognizes it as more useful and relevant. 

Here’s how you can optimize for long-tail search:

• Use conversational questions in your content. Instead of writing “Best CRM software,” structure it around “What is the best CRM software for small B2B sales teams?”

• Answer the question clearly in the first 3-4 sentences. AI prioritizes concise, direct answers at the top of search results.

• Write content that mirrors AI & voice search queries. Think about how users phrase questions out loud. For example, a bakery should optimize for “Where can I find gluten-free birthday cakes in Austin?” instead of just “gluten-free cakes Austin.”

By structuring content around real, conversational searches, your brand becomes more discoverable and relevant in AI-driven searches.

7. User-generated content

Your customers can be your biggest content creators. You just need to empower them. And yet, most businesses aren’t actively encouraging customers to share their experiences.

Think about it: Everyone has a smartphone. Everyone can create content. But are you making it easy for them to talk about your brand?

AI and search engines prioritize real, experience-based content because it’s more authentic, engaging, and trustworthy than polished marketing materials. A short, unscripted customer video or review carries far more weight than a traditional testimonial page.

Here are ways to encourage customers to create content for you:

• Ask for video testimonials, not just written reviews. A short, casual, customer-recorded video feels more personal and credible.
• Turn real user experiences into shareable content. Feature customer stories in blog posts, social media content, and website case studies to reinforce trust signals.
• Answer customer questions in video format. If a customer asks a great question, record a quick response video and post it on LinkedIn or YouTube Shorts.

The best content isn’t created by your marketing team. It’s created by the people who use and love your product/service. AI sees authentic, user-driven content as a powerful trust signal, and customers are far more likely to engage with real experiences over scripted messaging.

8. Local search

For location-based businesses, Google My Business (GMB) and local customer reviews, remain some of the strongest search signals, and they’ll continue to be critical.

AI-powered search engines like Google’s SGE, ChatGPT, and voice assistants increasingly prioritize local recommendations. If your business isn’t actively strengthening its local presence, you’re missing out on a huge opportunity to get in front of ready-to-buy customers.

Imagine someone in your city searching, “What’s the best HVAC company in Austin?”

AI won’t just pull from traditional websites. It will prioritize:

• Your Google My Business profile
• Your customer reviews and ratings
• Recent mentions of your business in local directories

If you’re not actively optimizing these signals, your competitors will show up instead of you.

Want to dominate local AI-driven search? Here’s what you need to focus on:

• Optimize your Google My Business page. Be sure to complete every section (such as your business hours, services, Q&A, and categories), add quality photos and videos, and post regular updates.
• Encourage customer reviews. AI prioritizes businesses with frequent, high-quality reviews. Develop a systematic approach for requesting and responding to reviews.
• Create location-based content by publishing blog posts, videos, and FAQs that focus on local pain points and location-specific solutions. 

By strengthening your local presence, actively engaging with customers, and publishing location-specific content, you’re signaling AI to recognize your business as a top recommendation over competitors.

Strengthening your search signals

The way buyers search, evaluate, and make decisions has changed, and it’s happening fast.

Clicks no longer define success. AI-powered search tools, social platforms, and voice assistants are delivering answers before users ever visit a website. If your entire strategy still revolves around driving website traffic, you’re already behind.

You don’t need the click to win.

The businesses that will thrive in this AI-driven world prioritize visibility over traffic, signals over rankings, and trust over tactics. They don’t just chase search engine algorithms; they show up everywhere their customers are already looking.

To succeed, you must:

• Create signals AI and buyers can’t ignore
• Think beyond Google rankings
• Make your website an interactive experience
• Leverage customer voices
• Develop intellectual property

The brands that commit to be impossible to ignore (online, in AI search, and in the minds of their customers) will be the ones that win.

So ask yourself: Will AI recognize and recommend your brand, or will you disappear into the background?

If you’re ready to stop chasing clicks and start showing up where it counts, it’s time to get serious about your digital signals.

• Audit your presence across all eight signal areas.
• Prioritize quick wins like video, social, or interactive tools.
• Then, build from there with deeper content and stronger customer experiences.

Want help building signals AI and buyers can’t ignore? Learn how the Endless Customers System™ equips your team to build trust, rank in AI search, and generate leads without relying on clicks.