Google’s AI summaries are already having a significant impact on traffic to client sites. The reality is that we’re moving into a zero-click world – one where an increasing share of user journeys never leave the search results page.
For years, the model of producing valuable content to feed SEO worked. In this new environment, its value is diminished. Users are getting answers instantly on the results page, without visiting the source.
As The Media Leader reports, Will Hanmer-Lloyd, Head of Strategy at MediaPlus UK, said “ Clients have recently seen up to a 30% drop in organic traffic to their websites.”
User behaviour is changing
This isn’t just an algorithm update – it’s a shift in behaviour. More and more, people aren’t clicking through. But there are still destinations where audiences are not just visiting – they’re staying, reading, and engaging deeply. Those destinations are quality news publishers.
Why premium publisher environments matter
Readers visit these sites not only for the information, but for the entire reading experience – often paying significant subscription fees for access. Trust in the masthead extends to all the content on the site. That trust stands in stark contrast to the scepticism many users now have toward AI-generated material.
When you place your brand in these environments, you benefit from the halo effect of that trust.
Contextual targeting brings search-like precision
Just like in search, contextual targeting ensures your brand appears in front of users who are actively interested in specific subjects or keywords. At Dianomi we specialise in connecting financial and premium brands with high-intent audiences across trusted publisher networks. Our platform combines contextual targeting and engagement data within our algorithm, with the reach of quality news environments, ensuring your message appears only alongside content that’s relevant to your audience – mirroring the precision of search, but without the click-through decline.
By using CPC buying models, you’re paying only for measurable results, just like search.
The difference? Unlike search in 2025, these channels continue to drive users directly to your site, allowing you to capture new leads and own the customer journey from start to finish.
The takeaway for financial services marketers
In a zero-click search landscape, the open web’s premium publishers offer one of the last truly effective ways to:
- Reach high-value audiences in trusted environments
- Maintain precision targeting without relying on cookies
- Drive real site visits and lead generation
Invest in the places where people still choose to go and where your brand can share the space with credibility, authority, and intent.
If you liked this article and want to know more contact The Dubs Agency we’d love to help.
[**Full disclosure: The views and opinion expressed in this publication are those of the author. They do not reflect the views or opinions of any organisation or entity.]
