AI Search Is Changing Everything: How Nonprofits and Businesses Can Stay Visible

Search is changing—and fast. Tools like Google’s AI Overview are now summarizing answers right on search results pages, often giving users what they need without a single click. For nonprofits and purpose-driven businesses that rely on organic traffic, this shift can feel daunting, sure, but it’s also ripe with opportunity.

Here’s the reality: nearly 60% of U.S. Google searches end without a click, and fewer than 360 clicks per 1,000 searches reach a non-Google-owned property. AI Overviews now account for 47% of searches. In other words, most searchers may never make it to your website. That means visibility now depends on being featured in AI summaries, not just attracting clicks.

The next wave of AI—AI agents—will change how people interact with brands and organizations even more. Instead of visiting a website, a user might ask their agent to “find a local children’s charity to support” or “buy the most eco-friendly kitchen cleaner.” To be seen in this new landscape, your content has to be clear, structured, trustworthy, and aligned with what users are searching for.

The good news about all this new information? With a thoughtful approach, AI-driven search isn’t a threat—it’s a chance to make your organization more discoverable and your impact more visible.

Let’s dive into KidGlov’s top 10 tips to make your mark in this evolving SEO landscape.

1. Focus on Intent and Context

Understanding why someone is searching is just as important as what they’re searching for. Tools like Google Keyword Planner or Ahrefs can reveal the actual questions your audience is asking.

For nonprofits, this could mean instead of writing, “Donate to children’s charity,” trying something like, “How to help kids in crisis.”

For our business friends, try something like swapping “Buy software” for “How to streamline workflow management.”

2. Use Structured Data Markup

Structured data is a standardized format for organizing and labeling page content, which helps AI understand and showcase your content. This simple step increases the likelihood of your content appearing in rich snippets and AI Overviews and can easily be set up by your web developer.

With hundreds of schema types, dozens of Google Search Engine Result Page (SERP) features, and increasing applications in AI and voice search, the importance of structured data will only continue to grow in 2025 and beyond.

3. Publish Comprehensive Content

AI favors content that fully answers questions. Well-organized, long-form content with headings, bullet points, and FAQs signals authority. Nonprofits can clearly explain their mission, impact, and how donations are used. Businesses can highlight product benefits, use cases, and success stories.

4. Optimize for Featured Snippets and Voice Search

Highly coveted “position zero” content, meaning the box of AI-generated text that comes up when you Google something, gives your organization a chance to be seen first—even without a click. Use concise answers in paragraphs, lists, or tables, and include natural, conversational phrasing that mirrors how people talk.

5. Strengthen Technical SEO

AI still values a well-built website. Ensure fast load times, mobile responsiveness, and HTTPS security. Compress images, enable caching, and use a content delivery network (CDN) to keep your site running smoothly.

6. Build E-E-A-T Signals

AI rewards Experience, Expertise, Authoritativeness, and Trustworthiness. Highlight author credentials, maintain an active blog or resource center, earn backlinks from reputable sources, and showcase testimonials or social proof.

7. Leverage AI Tools and Track Citations

Tools like SE Ranking’s AI Results Tracker or Peec.ai help you see when your content appears in AI summaries. Use these insights to refine content and fill gaps where your expertise isn’t yet represented.

8. Diversify Zero-Click Content

Generative search engines pull from a variety of content types. Enhancing your site with multimedia content ensures you remain relevant and available in the SERPs, according to Equinet. Share infographics and carousels on your website and orchestrate your message across your social platforms so users can engage instantly. Nonprofits can highlight impact, and businesses can share key product info.

9. Strengthen Your Calls to Action (CTAs)

Make it easy for AI to showcase your most important messages. For nonprofits, include donation buttons, impact statements, and volunteer prompts. For businesses, feature contact info, product highlights, and service benefits.

10. Measure New Metrics

Clicks alone aren’t the only measure of success. Track AI citations, impressions, brand mentions, and inclusion in summaries—visibility is just as valuable as traffic.

How Nonprofits Can Adapt

AI search offers nonprofits a chance to amplify your mission.

• Clarity matters: Write in plain language AI can understand.
• Structured storytelling: Emphasize “How your donation helps” and “Who we serve.”
• Transparency: Share financials, leadership, and outcomes.
• Local engagement: Use location tags and behind-the-scenes coding, a.k.a. local schema, so nearby donors and supporters can easily find your nonprofit online.

How Businesses Can Adapt

For businesses, visibility is about authority and trust.

• Niche expertise: Publish expert guides and case studies.
• Conversational content: Avoid keyword-stuffed copy, i.e., write like a human.
• Visual content: Optimize videos and images so AI can index them.
• AI-friendly metadata: Clear titles and descriptions help AI summarize your offerings effectively.

The Bottom Line

Generative AI is transforming the way people find information online. Fewer clicks don’t mean fewer opportunities. Nonprofits and purpose-driven businesses can still stand out by showing up in AI summaries and ensuring their stories, impact, and expertise are seen first.

SEO in 2025 isn’t about fighting zero-click searches. It’s about being visible wherever your audience is looking and helping AI share your mission, services, or solutions clearly and effectively by focusing on intent, structure, authority, and technical precision.

KidGlov is a full-service advertising, branding, and content marketing agency and certified B Corp. It is located in Omaha and Lincoln, Nebraska, and specializes in nonprofit marketing, healthcare marketing, financial services marketing, social impact marketing, and purpose-driven businesses.