South Africa, Dec. 2 -- While this may offer a more frictionless experience for the user, it presents new challenges for advertisers trying to make the most of their digital ad budgets.

This trend is reshaping user behaviour and requires us to rethink how we measure visibility and performance across organic and paid search.

Traditional metrics are no longer enough

Over the past few years, Google has steadily moved towards zero-click searches, with features such as instant answers and knowledge panels giving users the info they are looking for directly on the search engine results page (SERP) with no clickthrough required.

The introduction of AI Overviews is an evolution of that trend, further reducing the need for users to leave the S...