Trust Is the New SEO: How AI Prompts and Being Real Change Search Marketing

A Special Talk with the SEO Consultant Who Is Behind the Big AI Search Study

This was first shared on the ZERO ZERO ZERO Search Click Podcast.

Host: SEO Hobby Expert

Guest: SEO Consultant — lead researcher, author of the Growth Funky Memo newsletter, and one of the most detailed analysts who works where AI, search behavior, and brand trust meet.

Introduction: The Most Important Part in an AI World

In the early days of SEO, the way to do well was simple. You had to think about keyword density, backlinks, and meta tags. Then, everyone started to care about content quality, Core Web Vitals, and E-E-A-T. But if you listen to the researchers who are doing the biggest studies on AI-driven search behavior, you will see the industry is changing a lot. This new shift is bigger than any update we saw before.

Trust is not just something that can help you get more sales. It is now the most important thing to have in a world where AI is part of search. This is true for people trying to do well.

The main idea of the talk between SEO Hobby Expert and her guest was clear. The guest is an SEO consultant. He has worked for the past year, digging into big streams of data and running studies to see how people use AI search. He checked more than a million search results. He watched many user sessions and made a way to understand what he calls the ZERO ZERO ZERO click landscape.

Here is the full interview. It has been edited so it is more clear and easy to read.

The Cliff Notes: Three Truths About the World of AI Search

SEO Hobby Expert: Let's look at what is happening in this area. You have spent a lot of time digging into data. You have looked at how people use websites and many other things. Can you give me the most important points? What have you learned in the past year?

SEO Consultant: Thank you. Here is the full view on this. I see AI search as a huge puzzle with 10,000 parts. There is no plan to follow. Some parts change every week or once a month. There is a big unknown here. A lot we do not know. Things keep changing all the time.

My research was done in two main ways. First, I did data analysis. I got large sets of data that had info about citations, prompts, and how people rank things when using AI models. Second, I did user behavior research. We found groups of average people. These were not tech experts or people who do marketing. We watched them as they asked the AI models questions and searched things on Google. We also recorded their screens and asked them to talk about what they were doing. It was real lab-level user research.

Three key findings emerged:

One: People don’t click. Most people do not click like we used to check for good results in the last twenty years. Now, people do not go to other websites by clicking links from AI answers. The ZERO ZERO ZERO click world is real. A study from Pew and studies done by me say the same thing: people just do not click links for sources any more. They get what they need right away.

Two: Trust is the most important part. It shows what people think about the AI answer. It tells us if they will look for answers again on YouTube or Reddit. This is the one thing that can be bigger than where something shows up on the AI list.

Three: There is a wide range among models. Perplexity is not like ChatGPT. ChatGPT is also not the same as Google’s AI Mode. Even the same model can change with every update. A model that has high reasoning can give other results compared to one with low reasoning. The black box factor is also very high.

Ghost Citations: The AI Form of ZERO ZERO ZERO Click Pull

SEO Hobby Expert: Let's talk about ghost citations, since this fits so well with the "nobody is clicking" idea. I feel that ghost citations are the AI way of getting ZERO ZERO ZERO clicks. The brand gets seen, but it does not get clear credit. Tell us more about this.

An SEO consultant will say that ghost citations show up when your brand is used as a source, but it is not named in the AI's answer.

Here is how it works behind the scenes. When an LLM gets a question from a user, there are several steps. First, it gets the source by crawling the page and putting the content in an index. Next, it works with the content. Then it chooses if it should name the source. After that, it decides to say where the answer comes from in the reply. Not every source found is named, and not every named source is talked about in the answer.

The numbers show a clear trend. There are only around 13% of brands that get both a citation and a mention in the AI answer.

The G2 example helps to show this. G2 is a site where people read and give software reviews. If you ask, "What is the best CRM?", the model will go and bring data from G2 to answer the question. G2 is used as the source for this. But the answer you get from the AI does not say, "According to G2." It just gives you names like HubSpot, Salesforce, and more. You see a G2 citation, but you do not see its name in the text.

For a review aggregator like G2, the number of citations used is important. But if you are a SaaS company or one that sells right to people, the value is in getting AI mentions. Studies show that less than 1% of people will click on the citations. Most people look at what is said in the answer. That is what gets their attention.

Ghost citations are real, and they mostly go one way. You will see that Reddit gets used a lot, but not many people talk about it. Many take content from LinkedIn but rarely say where it is from. This pattern can be seen on most platforms.

Ghost Citations by Prompt Length

There is also a change in structure based on how people write their prompts.

For short prompts like "best CRM," you will see the AI mention more brands. The AI does this to give you a mix of choices, so you can look at different options. For long prompts, where the question is more detailed or has a lot of detail, the number of brands mentioned will go down. This is because the AI can focus on being more direct with what it suggests. You have already told it what you want, so it knows the way to help.

For brands, this means that if you make a prompt more specific, it is harder for their name to come up. But, if they do get mentioned, it is much more useful and brings more value to them.

How AI Reads Content: The Busy Editor, Not the Patient Student

AI reads text in a quick way, more like a person in a hurry than someone who likes to read everything from start to finish. The system scans words. It does not read every line. It looks fast for the most important parts in the text. Think of it as a busy editor at a newspaper who needs to get work done quickly, not a student with lots of time.

If you want AI to read and understand your writing, you have to make it easy for the system. Use clear words and keep things simple. Try not to use long lines or fancy language to tell your story. A short, clear text that gets to the point works better with AI.

SEO Hobby Expert: One thing you said really made me think. You shared that AI reads text the way a busy editor would, not like a student who takes time. If this is true, what can marketers stop doing? And what should they do instead?

SEO Consultant: You are right. AI reads text like an editor. The intro is very important and stands out. At the end, people's attention picks up again. But the stuff in the middle? It often gets skipped or read fast, not read closely.

AI takes in a lot of text, so it has to work fast to find what it needs. It looks at things like headings, bold text, and lists before anything else. This helps it see if the text has what it is looking for. AI also gives the most focus to the start of the text because that part tells what the text is about.

The writing style AI likes: Start with your main idea. This is like traditional news writing. Get to the point right away. Be clear who does what to whom. Do not use passive voice. Do not add extra words you do not need. Think about how Wikipedia does it, not like reading a novel. Give facts in a clear way with a bit of context.

But here is the thing. If you use clean and simple text, people may feel it is boring. If you use a lot of story parts, the AI may not get the key points. You have to choose if you want to write for people or for computers.

The European problem: Euro does not share all the information at first. He tells you it step by step, adding twists and surprises as the story goes on. This way of telling a story does not work for AI. If you want AIs to read your text well, you should put the main facts at the top. If you want people to like your writing, you might need to write one way for AIs and another way for people.

The Trust Factor: What the User Behavior Research Actually Shows

People want to feel safe when they use a website. The way they act on a page can help you know what they feel or think about your site. A lot of people look for signs of trust, like clear text, easy steps, and simple words. You need to build trust with your users if you want them to stay on your page. Looking at research on how users act will give you better ideas for your website. Try to see the site from the user's point of view. This will help you make the site feel open and safe for everyone.

SEO Hobby Expert: You talked about user behavior research before. I know that you have done some panels with SEO professional from Americas and Europe. What surprised you the most when you saw real people use these tools?

SEO Consultant: I found out a lot. Here are three things that really made me stop and think.

People take AI answers as true right away. When people use ChatGPT, Gemini, or other chatbots, they seem to trust what they read. They do not check details much or ask more questions. This does not happen the same way on Google with AI Overviews, where they compare answers more. In chatbots, people like how easy it is to get the answer.

Finding two: People spend real time with AI answers. On average, a person takes about the same time reading an AI answer as they do brushing their teeth. That is about two minutes of focused reading, from start to finish. People do not just scroll past. They read closely, not just glancing over the text.

Finding three: Hardly anyone clicks through. There were almost no clicks unless people really wanted to buy something. And as more people use AI to make purchases, this number will get even smaller.

Trust Overrides Rank Order

SEO Hobby Expert: You said that trust is stronger than rank in AI shortlists. Can you explain this more?

SEO Consultant: When people see a list from AI — like, "the three best CRM solutions" — about 75% of them choose the first one on the list. This shows that people still go for what they see first or last, even with AI.

But there is one thing stronger than being first. That is trust. If people see a brand they know and trust on the list, they go with it. They choose it no matter where it is. Trust is more important than where it shows up in the list.

This is why I say trust is the most important thing in this AI world. Making content is easier and quicker now. We are up against more computer-made content every day. If you are a person, creator, or business, you have to be strategic in building and keeping trust. You also need to have a plan for how you keep trust over time.

The Reddit Effect: Fact Checking the AI Answer

One thing that stands out from the research is this. When Google shows an AI Overview at the very top of search results, more people click on Reddit and YouTube. The clicks to these sites go up by almost two-thirds.

At first, we thought this was because the overview talks about Reddit and YouTube. But people on the site do not click on citations a lot. So what was going on?

The recordings showed us this: People read the AI answer, and then they wanted to see if a human said the same thing. They went to Reddit to see if the AI answer was right — to make sure real people agree with what the machine said.

This is a trust behavior. The AI answer is easy to use. But trust has to be checked by people who agree with each other.

Measuring How Well AI Search Works: What to Track in Your First 90 Days

SEO Hobby Expert: For a brand or company that is just starting to track their AEO results, like in the first 90 days, what should they measure?

SEO Consultant: First, think about what will work for your business.

If you are running an aggregator or review business (you have a lot of listings and focus on finding the best options), the number of citations is important. If you are a SaaS company or DTC brand, it's money-making to get AI mentions—that means being named right in the answer.

Three metrics to track minimally:

Share of Voice (AI Mention Rate). This number shows how often you get talked about in the answers that you keep track of. It is compared to the total times anyone is talked about. This gives you a starting point.

Shortlist Rank. When AI gives a list of ideas, are you on it? What spot are you in? This is the best place for people to buy in AI search. It shows people want to buy, and they are right at the end of the buying process.

Sentiment and Attribute Association. We are at a point where many people look at how much is said, but not how it is shown. You need to check if people say you are reliable, low-cost, and new. Or are you linked with things that are negative? This needs custom review, but it is key because people believe what AI says.

The Death of Dashboard-Only Marketing

SEO Hobby Expert: It feels strange to say, but now we are talking about things like share of voice and how people feel about us. That takes me back to when I sat in a room with the people in charge about 12 years ago. They used to ask, "What does share of voice mean? Is that just something PR people talk about?"

SEO Consultant: Marketing, as we knew it, is gone. Now, it is all about performance marketing. For the past twenty years, this new way to do things did a good job. But because of that, today's marketers lost touch with people. The focus is on numbers and graphs instead of real talks with customers. People do not know how to talk to their customers now.

That skill is now important. If you want to do well in AI search, you need to keep doing user research and user interviews. Know the questions people ask. Know what they feel about your brand, or if they even know about it. AI shows real life. If most people say your brand can't be trusted, that stays in AI search.

We need to stop using the dashboards. This is like a moment with Harrison Ford. It feels like Indiana Jones saying, "Get out of the library."

The Future: ZERO ZERO ZERO Click — and Why It's Already Here

The world is changing fast now. People want things to be simple. With ZERO ZERO ZERO Click, you do not need to spend a lot of time to get what you want. You just have to make one click or sometimes you do not even need to click at all. A lot of people already use this every day. The future is not far. It is here and now.

SEO Hobby Expert: I think you made things easy to understand. What happens next with all of this?

SEO Consultant: The the way online spaces work is more closed now. Google gives less traffic to other sites. It is likely that soon, there will be no traffic going out at all. We need to change how we see what is good, and how we think about what gets people to act.

The answer is the Zero Zero Zero Click Ladder: Seen → Understood → Remembered → Preferred → Sought Out. People start to make choices long before they click. Sometimes, they do this even if they never click.

Trust is the thing that holds everything together. You need to build it step by step. Keep it safe at all times. In a world of AI, sources are hard to find, everyone uses different prompts, and models shift week by week. Trust is the one thing that grows over time.

The Call to Action

SEO Hobby Expert: What is the best way for people to get your help in the future?

SEO Consultant: Sign up for my courses — SERP tracking at https://seohobby.myteachify.com/posts. Now, more than 20,000 people get it. I try to always learn as things keep changing. I share what I find and what I know about SEO.

SEO Hobby Expert: You're the best. The research you do still blows my mind. Thank you for making all of this easy for the rest of us.

SEO Consultant: Means a lot. Thank you.

Topic Cluster: Trust Is the New SEO

Pillar Page

Trust Is the New SEO: How AI Prompts and Realness Change Search Marketing

Cluster Topics & Supporting Articles

The Evolution of Trust in SEO

• Why Trust Signals Matter More Than Ever in 2024

• E-E-A-T and More: How to Build Trust in the Time of AI

AI Prompts & Content Creation

• How AI Prompts Are Shaping Modern SEO Strategies

• Prompt Engineering for Content Marketers: Tips from an SEO Hobby Expert

Authenticity vs. Automation

• Balancing Automation and Human Touch in Content

• Finding AI-Generated Content: What helps people feel trust (or lose it)?

User Experience & SERP Trust Signals

• How Google Measures Trust on SERPs
• UX Factors That Boost Search Engine Trustworthiness

Case Studies & Practical Guides

• Real Examples: Brands That Are Doing Well with Trust-Based SEO

• Step-by-Step: Checking Your Site for Trust Signals

Future Trends

• The Future of SEO in a Search World with AI in Control

• Predictions from Top SEO Hobby Experts

Keywords Heatmap

| Core Keywords | Supporting Keywords | Long-tail / Questions | Intent | Priority |

|---|---|---|---|---|

Trust is key in SEO. To build trust with Google, you need to use trust signals. Trust signals show Google that your site is safe and useful for people. You can do this by using clear content, having good links, and making sure your site works well for everyone. When you get trust from Google, your site can rank higher. Let’s look closer at how to build trust with Google.

First, make sure your site gives people the right information. Use real data and facts. Update your content and check it often. This shows Google that you care. Second, add links from other good sites. These links tell Google your site is helpful. Third, have working HTTPS. This keeps your site safe for people. Last, make your site easy to read and move around. A simple site helps people and shows Google you want the best for them.

The most important thing is to always try to give good information and help people. The more you do, the more Google will trust you. That is how your site can go up and keep ranking well.

Keywords Heatmap

Core Keywords	Supporting Keywords	Long-tail / Questions	Intent	Priority
trust in SEO	trust signals SEO	how to build trust with Google	Informational	High
AI prompt SEO	E-E-A-T in AI era	is authenticity important for ranking in 2024?	Educational	High
marketing AI prompts	prompt engineering for marketers	can AI-generated content rank on Google?	Transactional	Medium
authenticity SEO	human touch vs automation	best practices for trust-based content marketing	Informational	High
SERP trust signals	Google trust factors	how does Google measure website trust	Informational	Medium
content credibility	building authority online	steps to audit website trustworthiness	Actionable	Medium
SEO hobby expert	expert tips for prompt engineering	what do hobby SEOs say about AI-driven search marketing?	Informational	Low

SEO hobby expert gives helpful tips for prompt engineering. Here’s what hobby SEOs say about AI-driven search marketing. This text is for sharing information. The skill level for this info is low.

Bubble Map (For Graphic Design Reference)

Center: Trust Is the New SEO

First Layer (Large Bubbles):

• AI Prompt SEO
• Authenticity
• SERP Trust Signals

Second Layer (Medium Bubbles):

• E-E-A-T
• Prompt Engineering
• Human Touch vs. Automation
• Google Trust Factors
• Ghost Citations
• AI Mention Rate

Third Layer (Tiny Bubbles — Long-Tail Questions):

• How to build trust with Google
• Is authenticity important for ranking in 2024?
• Can AI-generated content rank on Google?
• How does Google measure website trust?
• Steps to audit website trustworthiness

Conclusion: The Compounding Asset

The interview shows one thing for sure. Trust is not a plan you use for a short time. It is not a number you try to get better for a few months and then leave. Trust is something that grows over time.

In a world, content making is easy. AI models change every week. Prompts are different for each user. Citations are hard to find. Brands and creators who last will be the ones that made real, checked, human trust before they needed it.

The algorithm works like a mirror. The research shows this. It shows what most people think about your brand. If people feel good about your brand, and what they feel is real and you earned it, you do well with AI search. If they do not feel this way, then changing your prompts will not help you.

The work begins when you try to understand your audience. You do not see them as just numbers or data on a screen. You see them as people. You know you have to earn their trust every time you talk to them or meet them.

Where to Learn More

• ZERO ZERO ZERO Seaech Click Marketing Podcast: You can find it on all the big podcast platforms.

• SEO Hobby Expert School: Sign up to learn the full range of AI-era search marketing.

Related Notes You Have

• Zero Zero Zero Click Marketing Masterclass: An Exclusive Interview — This is a full interview on the Zero Zero Zero Click Ladder framework.

• Content ideas & plan for month-by-month SEO plan — A 12-month, data-based way to publish content

• From Hobbyist to Global AI Influencer: An Exclusive Interview — This is an interview-style post with the founder of SEO Hobby Expert World.

---

This interview comes from the ZERO ZERO ZERO Search Click Podcast. You can watch or listen to the full show on any app or website you use for podcasts.