How to stay visible and drive leads with organic search
Jonathon Shipton
Search traffic is no longer flowing through a single, predictable channel. Referral sources that barely registered two years ago - AI overviews, Reddit threads, ChatGPT citations - are now delivering qualified leads at scale. The old model of Google search → website → conversion still works for some, but it’s no longer the full picture.
Buyers today are building their own research paths. They ask an AI to compare solutions, cross-check real-user feedback on Reddit, scan your LinkedIn profile for credibility, then use another AI to evaluate fit - all before ever landing on your site. By the time they arrive, they’re often halfway sold.
If you’re only optimising for Google, you’re invisible in the places where decisions are actually forming. But this shift isn’t a threat - it’s an opportunity. When your brand shows up consistently across these touchpoints, you’re not interrupting the buyer’s journey. You’re guiding it.
Here’s how to adapt
Why the traditional SEO playbook is failing
For over a decade, SEO success meant ranking on page one of Google. Marketers tracked impressions, clicks, and conversions in a clean, linear funnel. But real-world analytics tell a different story.
AI overviews reducing click-through rates by ~35% even when you rank in the top 10.
Zero-click searches hit 60% globally, meaning most users get answers without ever visiting a website.
Reddit is the most cited domain in AI-generated answers, outranking major publishers.
The result? Your content might rank well on Google but never appear where buyers are researching. And if they don’t see you early, someone else will.
Where buyers are actually discovering brands
1. AI Overviews and LLM answers
AI tools like Google’s AI Overviews, ChatGPT, and Perplexity are becoming primary discovery points. Users don’t search, they ask. And they trust the answers.
How to optimise:
Write in a natural, conversational tone that mirrors how people speak to AI.
Use clear headings, short paragraphs, and bullet points—AI loves scannable content.
Include real data, case studies, and client results to demonstrate experience and expertise.
Add structured data (schema markup) so AI can easily extract and cite your information.
Pro tip: Update high-performing pages quarterly with fresh stats and insights. AI favours recent, authoritative content.
2. Reddit: The new trust engine
Reddit has become the go-to for unfiltered opinions. It’s not just traffic - it’s validation. When a buyer sees your brand recommended in a relevant thread, trust skyrockets.
How to show up authentically:
Create a branded Reddit profile with a real person’s name and photo (no corporate accounts).
Contribute value-first: answer questions, share insights, and link to helpful resources—**never** hard-sell.
Encourage satisfied clients to share their experiences organically.
Monitor brand mentions using tools like Google Alerts or BrandMentions and respond thoughtfully.
E-E-A-T win: Real people sharing real results builds trustworthiness faster than any ad.
3. LinkedIn: Credibility at a glance
Before visiting your site, buyers check your LinkedIn. They want to see:
Are you active?
Do you share useful content?
Do your team members look experienced?
How to optimise your presence:
Post weekly with insights, not sales pitches.
Use your personal profile—people connect with people, not logos.
Include client testimonials, project outcomes, and behind-the-scenes content.
Add credentials, speaking engagements, and media mentions to your profile.
Authoritativeness boost: A well-maintained LinkedIn profile signals you’re a serious player in your field.
4. ChatGPT and LLM citations
When AI cites your content in a response, you gain instant authority. Even if the user never clicks through.
How to earn citations:
Publish in-depth, original content that answers complex questions.
Use specific, data-backed claims (e.g., “We helped Client X increase ROI by 47% in 6 months”).
Get mentioned on high-authority sites like industry blogs, G2, or Capterra.
Encourage user-generated content—reviews, case studies, forum posts.
From ranking to resonance
Stop chasing clicks. Start building resonance. The feeling that your brand is everywhere the buyer looks, saying the right thing at the right time.
The brands winning aren’t the loudest. They’re the most helpful, consistent, and human.
They show up in AI answers with clear expertise.
They earn trust on Reddit with genuine value.
They reinforce credibility on LinkedIn with real results.
And when the buyer finally lands on their site? They’re not a cold lead. They’re a warm one - and they're ready to convert.
Jonathon Shipton is an Australian SEO consultant helping businesses rank higher without fluff. With nearly a decade in content marketing and SEO, he delivers focused strategies that drive real enquiries and revenue.
