Insights
The return of title links?
As Google continues to experiment with how and where to display links most effectively, I predict we'll see more title links appear in AI Search.
Lately, a few of my searches have produced up to 10 link cards/sources for a lengthy query. I've also noticed an increase in inline links woven into bullet-point responses in AI Overviews.
Will the humble title link make a comeback?
Google needs clicks in Search
If Google (or ChatGPT, Perplexity) plans to introduce more ad formats into AI-driven search, they’ll need to retrain users to click again.
Ads depend on link behavior—moving people from content to destination.
Right now, AI results train the opposite behavior: scan, read, close the tab.
Why Google continues to test the Search experience
We've seen Google experiment with ads and product suggestions inside AI Overviews and AI Mode.
Recently, we've had 'Sponsored results' sections appear before AI Overviews—where the links look exactly like organic search results.
You can't sell performance-based advertising in an environment where users aren't clicking, so we might notice links regain their user experience and economic value:
- More citations or “recommended next clicks” baked into AI answers
- Publishers incentivized to make their content more link-worthy again
- Google possibly rewarding richer linking as a trust or engagement signal
It’s speculation for now, but it’s worth watching.
What's your take on this?
Hit reply and give me your best guess on what we'll see next.
Not all clicks are equal
AI couldn't summarize my complex query, so I got a 7,703-word blog post (I explain why below).
Over the last 2 weeks, you've probably seen the 23 'studies' about AI's impact on click rates and the 17 articles on how to get cited in LLMs.
I won't rehash the numbers or comment on the results because I'm going to outline where the opportunity is.
When someone searches for a comparison, instruction or definition, we know that Google will serve up a complete answer in the SERPs. 'Reason' queries appear in AI Overviews (AIO) a disproportionate amount of the time, too.
What I've noticed is the decline in click rates isn't happening equally across all content types.
This presents an opportunity for SEOs and content pros.
The obvious pattern in AIOs is that they feast on simplicity and starve on complexity. Anything that can be summarized in 5 bullet points will show up in an AIO.
I'm not saying you should artificially complicate your content. I'm suggesting you create more articles that require layers of context, personal experience, and interconnected knowledge.
For example, you could conduct an analysis of how readers actually behave on long-form content.
For this, you'd skip “10 tips for better content engagement” and run a heatmap and scroll-depth study on your own articles. You could share screenshots and compare what you expected readers to do versus what actually happened.
It’s original behavioral data plus your interpretation. That's almost impossible to summarize without gutting the inherent value.
Content like this will make AI throw up its hands and say "look, you should really just read the entire thing." The added benefit is, if you cover the topic in depth, you'll probably also feature in the AI Overview, find your article on page 1, and get your content shared.
This is great news for anyone willing to research, test, and report their results.
Isn't this how many of the SaaS tools we use quickly grab #1 spot in the SERPs?
DIY SEO
Are your clients using AI tools for SEO advice?
I'm sure some businesses run competitive analyses, generate content strategies, and implement recommendations, etc., without knowing if the suggested tactics are any good.
It’s understandable that clients want to experiment. The good news is, those experiments might show them how much judgment and strategy go into what we do.
The problem is there's a real risk AI will confidently tell them to do something that tanks their visibility instead of improving it.
We're about to see a wave of "DIY AI SEO gone wrong" stories.
Businesses will keep using these tools anyway because they're accessible, cheap, and there's a new one every day. But, sooner or later, they're going to need experienced SEOs to tell them which recommendations are smart and which ones will damage their site.
Maybe the roles of AI Interpreter or AI Quality Controller will be added to the list of SEO job titles in the future?
Our expertise isn't going anywhere, and might be used to help brands harness AI tools without wrecking their website—or to clean up the mess when they do.
Have you thought about this for your 2026 service offerings?
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