Good content used to be the best answer to a search query. Today, that is no longer enough. Users are increasingly getting their answers directly in the search, without having to click (zero-click search). Welcome to the era of Content 2.0Where content not only appeals, but must be found, understood and reused - even by machines.
What has changed: The big content shift
Google & Co. show answers, no longer just links. Whether Snippets, knowledge panels, local packs or AI overviews: A lot of information remains directly in the SERP.
At the same time, ChatGPT, Perplexity and the like have created a new information ecosystem that not only finds answers, but also generates them independently.
These AI systems use (directly or indirectly) content from websites to formulate their own statements - without linking to the original content.
By the way: ChatGPT primarily uses Bing as an information source, provided that current web data is used. For mentions in ChatGPT is therefore Bing SEO more important than ever to visible in ChatGPT to become.
This shifts content utilisation to two levels:
- within the classic search (Zero Click)
- outside the search in AI environments (generative answers without visiting sources).
Whether snippets, knowledge panels, local packs or AI overviews: A lot of information remains directly in the SERP. Your content is therefore used without being visited. This has consequences for every Content strategy.
Why content is still not losing importance
Your content remains effective even without a click:
- It is taken up in AI answers.
- It influences brand perception and trust.
- It leads to subsequent interactions (e.g. via social media or direct access).
This article shows how to structure content for AI systems: ChatGPT & SEO: Stay visible in the AI search
Content 2.0 = More than text
Anyone who only thinks about text is thinking too briefly. Especially Video formats, podcasts and interactive elements gain in value. Why? Quite simply because:
- AI has not yet replaced them efficiently.
- Users prefer to "see and hear" rather than read.
- They are easier to share on social channels.
Content 2.0 is therefore not just better text, but diverse added value.
Practical example: How do I actually iron a shirt?
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What is more likely to help you? One visual guide how to iron your shirt correctly or a guide from ChatGPT?
Exactly: the example shows that it is becoming increasingly important, Develop and implement content ideas that neither the ChatGPT infrastructure nor the in-house AIs from Google (Gemini) and Microsoft (Bing) provide as a short and concise AI summary.
Makes sense: Google recognises the user's will and does not play a Gemini summary at all, as in other cases where text leads to the target.
Incidentally, the aim here could be to gain access in order to sell new shirts, detergent, starch for shirt collars or even ironing boards or irons. Classic content marketing, only where it is still possible despite AI and Zero-click trend is still effective.
SEO content - in the past vs. today
| Content 1.0 | Content 2.0 |
| Keyword-orientated texts | Topic-centred hubs with semantic depth |
| Focus on ranking | Focus on visibility & impact in SERPs & AI |
| Text form only | Video, tools, podcasts, graphics |
| Destination: Click | Goal: Trust, citation, brand loyalty |
| Main platform: Google search | Multichannel: Google, Social, Newsletter, YouTube |
New tasks for content teams
Not all content needs a search query to work!
On the contrary: content that not wantedbut discovered are gaining in importance. Why? Because they take place exactly where your target group is already active - in newsletters, social media feeds or podcasts.
Example: You would like to know how often the link to your contact form is clicked on your website. A personal trainer explains in an Instagram reel why many people breathe incorrectly - not a classic SEO topic. But it triggers discussions, is saved, shared and brings in new followers - including requests for coaching sessions. Visibility is created without search intentionsolely through relevance and platform dynamics.
Content 2.0 thrives on precisely such impulses: content that informs, surprises or inspires, before anyone is actively looking for it at all.
Content 2.0 therefore means rethinking.
- What questions does my target group want answered?
- What can I offer that AI can't replicate well?
- Where is my content visible, even without a click?
- Do I already rely sufficiently on multimedia content preparation?
And above all:
- How do I measure impact beyond traditional metrics?
provides impulses: Zero click = zero data?
Conclusion: Relevance wins - even without clicks or classic on-page content
Content 2.0 is not a buzzword. It describes the need to rethink content - structurally, medially and strategically. If you want to remain visible, you have to deliver added value that goes beyond keywords and mere answers.
Not everyone will click. But those who do click have seen you beforehand. And that is the first step towards conversion.
