People Aren’t Clicking
Recent data shows most users focus on the AI-generated text first, barely noticing links or sidebars. I’m guilty of this! Fewer people than ever actually click out to websites.
For years, creators and brands fought to reach page one of Google. Now, instead of sending traffic your way, Google’s AI is summarising your content…taking center stage while you fade into the background.
It’s like working hard on a killer YouTube video only for someone else to clip your best moments and repost them. You still get the exposure… kind of. But not the clicks, not the ad revenue, not the connection, and definitely not the credit.
Hey there!
You’re reading this; Welcome! Creators Edge is……
Trust Gets the Click
When people see brand names in an AI answer, whether it’s comparing products or creators. They usually click the one they already know. Familiarity wins every time. It’s the same reason you pick Starbucks over a random café…because you trust it. Online, that trust is the click.
And here’s what I’ve found: the links inside the AI text (the ones that flow naturally in the answer) get way more attention than those tiny icons on the side. If the answer says “learn more from Apple,” your brain goes, “Sure, let’s check it out.”
So the real game isn’t ranking on Google anymore, it’s earning a mention inside the AI’s answer. Old-school SEO was about keywords. Now it’s credibility, consistency, and trust.
Because in this new search world, quality and reputation always win.
Creators, You’re Still in the Game, but It’s a Tougher One
If you’re a creator, you’re not invisible in Google’s AI search… but you’re not the star either. AI summaries don’t always pull up your YouTube, TikTok, or profile like old results did. But when they do? People notice. That’s why your online presence matters more than ever.
Think of your profiles as your digital storefront not just a highlight reel, but proof you know your stuff. Keep them fresh, easy on the eyes, and full of credibility like reviews, shoutouts, collabs, or content that helps people.
The AI doesn’t care how many followers you have. It cares whether you sound like you know what you’re talking about. In this new search world, followers might get you attention, but authority keeps you visible.
Think of your profile as your digital storefront.
What’s Next for Creators and Brands
Here’s the truth: we’re all part of one big experiment.
No one, not even the “experts” knows how to game Google’s new AI search yet. But we’re starting to see what works:
Build real authority. Collaborations, press mentions, and a consistent vibe.
Don’t rely on Google alone. Grow your email list. Build spaces you own.
Make content worth quoting. Be clear, helpful, and original.
Bottom line? AI didn’t kill SEO. It just cut the BS. The era of keyword hacks is over. What matters now is real trust, real value, and being authentic to yourself, and your brand.
We’re all part of one big experiment.
The Takeaway
If AI search is the new front page of the internet, your reputation is the headline.
Google’s AI might summarize you, reference you, or skip you. But can’t fake trust. It can’t rewrite your voice or the way people feel about your brand.
Stop chasing algorithms. Start building relationships. It’s about clarity, consistency, and real value. That’s what AI (and people) notice most.
Clicks matter less now, but credibility matters more. Because when everything’s filtered by AI, the most human brands will still win.
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The Creator Economy, Managed by AI
▶ Favorite remote-friendly city: Lisbon
▶ Podcast on repeat: The Remote Work Tribe
▶ Current read: The Comfort Crisis by Michael Easter
▶ Must-have gear: Compact tripod + Lightroom mobile
BLOOPERS
When Milo Decided to Take Over
Ava with Milo in their van
About ten minutes into the interview, just as Ava was explaining how she builds routine into her travels, Milo suddenly started barking at a passing cyclist outside the window.
Ava quickly muted herself, then dropped a message in the chat: “Sorry — Milo’s on squirrel duty today.”
We paused for a minute while Milo settled down with a treat, then picked up right where we left off.
