17 September 2026 · 15 min

DiscussionCustomersConsumersPatientsHCPsAIDigitalMarketingClinicsDentistsHospitalsPharmaciesOpticians

Will AI kill your website?

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3 chapters · 15 min total

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In short

Your website now has two readers. People need clarity, hierarchy and prioritisation. AI systems need the same information, but with considerably more depth, context and structure. These needs must both be met without creating inconsistencies.
Ranking is not the same as AI visibility. Different AI platforms draw on and interpret different combinations of sources. Their answers can also change with the question, the context of the conversation and, where memory or personalisation is enabled, what the system knows about the person asking. Traditional ranking reports do not capture the full picture.
You cannot fix what you haven't measured. Test real questions from real use cases across the tools your audiences use. Then establish whether the underlying issue concerns communication and content or technology – because they require different solutions.

Most product pages were designed around one reader: the person visiting them. Now they need to serve two. People need clarity and prioritisation, while AI systems need greater depth and context to match a product against what somebody has actually asked.

More searches are now ending without a click. During the first four months of 2026, 69.5% of UK Google searches ended without one. Separately, Ahrefs found that only 37.1% of pages cited within Google AI Overviews also appeared in the top ten conventional search results for the same query. Keywords and rankings therefore remain important, but they no longer describe the whole problem.

Mike Brotherston and Aldrin Fernandes discuss why this is a communication challenge before a technical one, how information needs differ across healthcare audiences, and why understanding how your brand currently appears in AI-generated answers is the place to start.

Sources

SparkToro with Similarweb, Zero-click searches: highest in the UK, lowest in Germany, 16 June 2026 – source article
Ahrefs, Update: 38% of AI Overview citations pull from the top 10, 2 March 2026 – source article

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