The gist of the article is that LLM-generated text will soon occupy more of the SERP, which will answer search queries without the user having to click on links

The gist of the article is that LLM-generated text will soon occupy more of the SERP, which will answer search queries without the user having to click on links, which drive down SEO traffic. I am a little bit skeptical that this will “eat into” SEO traffic rather than create a new kind of query traffic where the user goes in wanting to engage an LLM in a discussion. The kinds of queries that are zero-clicked today, like “weather in seattle”, are more frequent because the answer is right on the SERP. Users were less likely to Google that when it just linked to weather.com and you had to run another search there to search for your zip code. It may however cannibalize queries that are directed towards finding human discussions, i.e. searching reddit.