How is Google changing the way brands get discovered?

For every 1,000 Google searches, only 276 clicks reach the open web.

As AI Overviews, knowledge panels, and other search features answer more questions directly, brands have more opportunities to be discovered without users visiting their websites.

This changes what businesses need to measure. Traditional metrics like rankings, impressions, and clicks remain important, but AI mentions, citations, and recommendations can offer additional insight into how brands appear throughout the discovery journey.

At ReSO AI, we're helping brands understand where they appear in AI-generated answers, how often they're recommended compared to competitors, and what they can do to improve that visibility.

Would love to know, how are you measuring the value of appearing in search results beyond clicks?