0-Click SEO. How to optimize for visibility, awareness and memorability.

Google SERPs have become an ecosystem of information delivery, designed to satisfy user intent without requiring a click.
The rise of “0-Click SERPs” is no accident; it is the result of deliberate algorithmic shifts that favor direct answers, AI-generated summaries, and platform-native content. Success in this environment requires a strategic shift from traditional SEO tactics to advanced, technically sound approaches that align with Google’s machine learning models, entity search, and intent mapping.
The goal is to gain the greatest possible visibility across the greatest possible number of Search Journeys within Google, and use that visibility as a tool to amplify our brand visibility and recognition.

Transcript

1. 0-click SEO Using Google Visibility as a Branding Tool Gianluca Fiorelli Strategic SEO and AI Search
2. The AIOpocalyps https://ahrefs.com/blog/ai-overviews-reduce-clicks/
3. #Notnew
4. #Notnew
5. #Notnew Reachpocalypse – 2014 (Maybe we should ask our social media marketer friends for advice)
6. The Crisis So now we’ve got the perfect storm: • CTR is down • Search volume is down • CPCs are way up https://www.advancedwebranking.com/blog/ai-impact-on-international-seo
7. Not New The New Objective
8. The Change https://www.advancedwebranking.com/blog/attention-mechanisms-ai-search Awareness leads to
9. https://www.advancedwebranking.com/blog/attention-mechanisms-ai-search The Change Attention, which leads to Awareness leads to
10. https://www.advancedwebranking.com/blog/attention-mechanisms-ai-search The Change Memorability that leads to Attention, which leads to Awareness leads to
11. Hyper personalization https://www.advancedwebranking.com/blog/attention-mechanisms-ai-search Memorability that leads to Attention, which leads to Awareness leads to
12. Not New The Change
13. Not New The Change
14. Not New Architecture https://www.iloveseo.net/secrets-google-hides-in-plain-sight-and-how-to-use-them-to- assess-our-seo-strategy/
15. Not New Ontology and Taxonomy
16. Not New Ontology and Taxonomy
17. Not New Ontology and Taxonomy
18. Not New AI Overviews – A new surface, new insights
19. Not New AI Overviews – A new surface, new insights
20. Not New AI Overviews – A new surface, new insights
21. Don’t Just Create Content: Build for the Journey Each hub must align to a phase of the Messy Middle: explore, evaluate, decide/purchase.
22. Align Hubs with the 3 Phases of Decision Map Content Types to Journey Stages Phase of the Journey User intent Ideal content types Exploration Learning, visual, inspiration Educational posts, image guides, videos Evaluation Comparison, validation, insight Side-by-side reviews, Reddit integration, quotes from users Decision Ready to act, low friction needed PLP with carousel, PDP Rich Result, Merchant
23. Hubs Are Your Strategic Infrastructure You don’t win journeys with posts. You win with systems. “Beginner’s Guide to Clone Trooper Colors” “Top 5 Rebel Camouflage Schemes (with Video)” “Oil vs Acrylic: Pros, Cons & Techniques” “Best Brushes & Gear for Weathering Effects” “Visual Palette Library: 20 Legion Examples” ...
24. Not New But it is not enough While creating an architecture based on the study of ontologies and taxonomies related to our brand, the products it sells and the services it offers is essential to gain visibility, but now it is not enough anymore
25. Not New But it is not enough Visibility now means shifting from click-centric search to building a memorable brand presence on SERP.
26. Not New E-E-A-T E-E-A-T on SERP unlocks the benefits of hyper personalization.
27. Not New E-E-A-T E-E-A-T is a semiotic framework: a way to describe what quality content looks like in terms of how it communicates meaning, trust, and relevance.
28. Search itself can be seen as a semiotic system Language as Meaning Queries are signs that reveal intent, emotion, and context. Query Intent Meaning
29. Star Wars: Legion. Same topic, different meaning best rebel units for beginners how to paint rebels unit camo Exploration > New Player > Educational Practical task > DIY > Executional The Meaning Behind the Query
30. Tone, Temporal Context & Phrasing Matter The same words can mean different things Query Tone Stage Implication “Painting stormtroopers for fun” Casual Early Hobby motivation “Painting stormtroopers scheme for tournament” Technical Advanced Competitive optimization
31. Tone, Temporal Context & Phrasing Matter How Google breaks down complex queries: query fan-Out in AI Mode Conversational Query Fan-Out query 1 Fan-Out query 2 Fan-Out query 3
32. Intro to Query Fan-Out How Google breaks down complex queries I’m painting Star Wars: Legion Pathfinders for display, and I’m unsure if I should use acrylics, oils, or both. Star Wars Legion Pathfinder painting examples What are differences between acrylic and oil paints? Best paint types for display miniatures Can you combine acrylics and oils in mini painting? How to prime minis for oil paint
33. Implications for Content Creation You must design for Meaning Content Tone Emotional Drivers Entities
34. Winning in Search means reading between the queries
35. The Trigger Phase: Where Journeys Begin Why you must design for Meaning Before the Messy Middle: the moment the journey starts
36. What Triggers a Search Journey? Triggers are not just informational. They are emotional Emotional Cues: Nostalgia, aspiration, challenge Informational Needs: How-tos, definitions, beginner guides Product Discovery: Unboxings, comparisons, reviews
37. Triggers Are Already in the SERP Search Features as Triggers
38. Triggers Are Already in the SERP From Trigger to intent in tabletop gaming
39. How to Identify Real Triggers (Practical Methods) Use YouTube comment mining → What excites, confuses, or inspires? Reverse-engineering Search Triggers
40. How to Identify Real Triggers (Practical Methods) Analyze Reddit thread titles + upvotes → What doubts or emotions repeat? Reverse-engineering Search Triggers
41. How to Identify Real Triggers (Practical Methods) Use sentiment analysis → Ask: “What emotional tone does this thread convey?” Reverse-engineering Search Triggers
42. How to Identify Real Triggers (Practical Methods) Track People Also Ask paths → See how exploration starts Reverse-engineering Search Triggers
43. How to Identify Real Triggers (Practical Methods) Don’t Just Detect Triggers. Create Them Publish YouTube Shorts that tap into pride, nostalgia, or confusion
44. How to Identify Real Triggers (Practical Methods) Don’t Just Detect Triggers. Create Them Create Reddit-style blog titles that mirror real community questions
45. How to Identify Real Triggers (Practical Methods) Don’t Just Detect Triggers. Create Them Embed emotional or controversial prompts in AI-readable format (“Are Pathfinders even worth painting? Here’s how I turned mine into a Scarif-ready elite squad.”)
46. How to Identify Real Triggers (Practical Methods) How? Follow a method Generate semantic embeddings for your content or queries.
47. How to Identify Real Triggers (Practical Methods) Classify each with tone and/or emotion (via GoEmotions, GPT, or another model). How? Follow a method
48. How to Identify Real Triggers (Practical Methods) Cluster semantically, then segment clusters by dominant emotional driver or tone. How? Follow a method
49. How to Identify Real Triggers (Practical Methods) Manually review outliers or ambiguous entries. How? Follow a method
50. How to Identify Real Triggers (Practical Methods) The result
51. Classifying Triggers to Inform Content & SERP Strategy Match Trigger types to Search Features & content types
52. Be Where the Journey Starts The battle for attention starts at the moment curiosity is born.
53. Be Where the Journey Starts THE SMART BRAND DESIGNS CONTENT THAT IS THE TRIGGER
54. The Micro-Moment Model Not All Intents Are Created Equal
55. Don’t Just Create Content: Build for the Journey I Am condemned to use the tools of my enemy to defeat them.
56. I-Want-to-Know (Fresh / Theoretical / Practical) Information-Seeking, but not just one type Fresh Theoretical Practical New rebel units in Star Wars: Legion 2025 How suppression tokens work in Legion How to paint battle damage with oils AI Overviews News Featured Snippets Videos/Images Discussions and Forums PAA
57. I-Want-to-Do – Hobbyist Execution and Creative Action From passive viewer to active maker Build Scarif terrain board Videos/Images Discussions and Forums Guides Pinterest boards Weathering rebel armor for desert skirmish
58. I-Want-to-Go – Physical vs Virtual Destinations SERP navigation = real-world movement Physical Virtual Star Wars: Legion shops in Valencia Where to buy paints online for Star Wars: Legion AI Overviews Local packs Local Kpanel PLP with carrousel Merchant features Discussions and Forums
59. I-Want-to-Buy (But I Need Help) Uncertain buyer = high leverage Rebel vs. Empire starter set for beginners Videos/Images Discussions and Forums Guides Pinterest boards Clone Wars core set worth it?
60. I-Want-to-Buy (And I Know What I Want) The Confident Buyer needs speed, not persuasion Buy Star Wars: Legion rebel commandos expansion PDP rich results Popular products Product KPanel Star Wars Legion brush kit Amazon
61. Exercise – Content Hub targeting potential journeys Context: We are an ecommerce specialized in mini soldier's tabletop gaming, and with a part of the website dedicated to Star Wars: Legion. We also have a chain of local shops in the most important cities of Spain, like Madrid, Barcelona, Valencia, Malaga, Sevilla We sell official Star Wars: Legion products (game sets, units, accessories), but also brushes, paints (acrylics of brands like Vallejo, Citadel, Scale75, AK, oil paints, contrast style, inks) and accessories for mini-painting (i.e., web palettes). We have a classic ecommerce section with category pages, thematic filter listing pages (for instance, products per faction, products per unit type, products per battle recreation et al), product description pages (i.e., Rebel Pathfinders, Rebel Commandos, Jin Erso, Cassian Andor, Imperial Shoretroopers), a mini painting guide with sections exploring the many facets of the hobby, which is the only content of a section called "Star Wars: Legion Academy", and, finally, a blog.
62. Exercise – Content Hub targeting potential journeys Task: We must improve the semantic relevancy of the website for the topic "Star Wars: The Battle of Scarif". We want to create a topical Content Hub which can target all the micro- moments as defined by Google: 1) I want to know (fresh, theoretical, practical) 2) I want to go (physical, virtual) 3) I want to do 4) I want to buy, but I need help 5I I want to buy and I know what All this in the context of the Messy Middle (Exploration > Consideration loop). The content hub must consider the existing architecture of the website (see the "context"), but most probably, we will also need to create new content.
63. Exercise – Content Hub targeting potential journeys
64. Exercise – Content Hub targeting potential journeys – Internal linking
65. Micro-Moment Precision Wins the SERP The Messy Middle isn’t chaotic, it’s layered.
66. Micro-Moment Precision Wins the SERP When we target moments instead of keywords, we align with real user psychology and modern SERP dynamics.
67. Enter the Rebel Era — Think Asymmetrically In the Empire’s SERP, we must think like a Rebel The dominant players hold the high ground. Like the Rebel Alliance, we must think asymmetrically: target where they aren’t looking, own the informational gaps, and strike with precision content.
68. Know the Battlefield – SERP Feature Reconnaissance • Which Search features appear for our queries? • Who owns those features? • Which features does Google favor for our vertical?
69. SERP Audit: The 3 Key Questions Look for format, ownership, and interruption Which SERP features dominate? AI Overview, Videos, PAA, Carousels? Who owns the 0-click real estate? Forums, publishers, competitors? How do Topic Filters & People Also Search For reshape the query frame? New sub-intents revealed
70. SERP Audit: The 3 Key Questions
71. SERP Audit: The 3 Key Questions The AIO “grey links” act as Topic Filters, and are potential shifts in the user journeys
72. Tools for Strategic SERP Analysis Tools of the Rebel SEO Arsenal Keyword Insights https://www.keywordinsights.ai/
73. Tools for Strategic SERP Analysis Tools of the Rebel SEO Arsenal Reddit Insights https://redditinsights.ai/
74. Tools for Strategic SERP Analysis Tools of the Rebel SEO Arsenal Reddit Pro Trends
75. Tools for Strategic SERP Analysis Tools of the Rebel SEO Arsenal AlsoAsked https://alsoasked.com/
76. Tools for Strategic SERP Analysis Tools of the Rebel SEO Arsenal SEO Minion https://keywordseverywhere.com/seominion/
77. Tools for Strategic SERP Analysis Tools of the Rebel SEO Arsenal Waikay https://waikay.io/
78. Tools for Strategic SERP Analysis Tools of the Rebel SEO Arsenal Keytrends https://keytrends.ai/
79. Tools for Strategic SERP Analysis Tools of the Rebel SEO Arsenal ChatGPT Gemini Claude
80. Tools for Strategic SERP Analysis Tools of the Rebel SEO Arsenal Qforia https://ipullrank.com/ tools/qforia
81. Tools for Strategic SERP Analysis Tools of the Rebel SEO Arsenal Query Fan-Out Simulator https://colab.research .google.com/drive/1W S6zSqnzgx2g4ih0_ZV E0pIhHRVOEpk7?us p=sharing
82. Tools for Strategic SERP Analysis Tools of the Rebel SEO Arsenal Similarweb “AI Chatbot Traffic” prompts retrieval. Ahrefs “Brand Radar”. Advanced Web Ranking ”AI Brand Visibility”
83. Clustering Content by Meaning, Not Just Keywords Clustering for Intent, Emotion & Format Semantic Cluster Intent Format Tone
84. Example – Star Wars: Legion Painting Techniques > Intent + User Tone Map Content to Cognitive & Emotional Stage Beginner Curiosity: “How to start painting with Citadel colors” Intermediate Mastery: “Blending oil and acrylic for Clone troopers” Advanced Mastery: “Weathering effects using dry pigments on Scarif terrain”
85. Example – Star Wars: Legion Painting Techniques > Content Format Preference Cluster by Format for better impact Formats to Consider: YouTube-style video walkthroughs Visual step-by-steps (Pinterest) Short listicles for quick hit
86. Example – Star Wars: Legion Painting Techniques > Emotional Motivation Cluster by Why the User Cares Pride: “Paint your minis to win best painted at your next local game night” Faction loyalty: “Clone trooper schemes that honor Captain Rex” Challenge-seeking: “Advanced oil painting hacks for Legion pros”
87. Example – Star Wars: Legion Painting Techniques Build a multi-dimensional cluster around Painting Structure Example: Taxonomy: Painting Techniques → By Tone/Level: Beginner → “How to prime minis” Intermediate → “Dry brushing white armor” Pro → “Using oils for cinematic lighting”
88. Example – Star Wars: Legion Painting Techniques Build a multi-dimensional cluster around Painting Structure Example: Taxonomy: Painting Techniques → By Format: Video Guide → “Watch: 3 Clone Trooper schemes in 10 mins” Visual Step-by-Step → “Jungle camo Pathfinders in 7 images” Listicle → “Top 5 mistakes beginners make with oil paints”
89. Example – Star Wars: Legion Painting Techniques Build a multi-dimensional cluster around Painting Structure Example: Taxonomy: Painting Techniques → By Emotion: Pride → “Win best-painted at your next skirmish” Faction Identity → “Paint rebel minis like Saw Gerrera’s Partisans”
90. Two Fronts, One Strategy Remember: AI is our middleman
91. What AI-Ready Content Looks Like. A few tips • Short, fact-based passages (”chunks”) https://www.linkedin.com/pulse/understanding-chunking-google-ai-mode-practical-content-volpini-zseaf/
92. What AI-Ready Content Looks Like. A few tips • Use headings considering their semantic nature <H1>How to paint Star Wars: Legion Pathfinder</H1> text text text text text text text text text <H2>Priming</H2> text text text text text text text text text <H2>Sketching</H2> <H3>Spray can or airbrush?</H3> text text text text text text text text text text text text text text text All the content below the H1 is semantically related to the content presented in the H1. All the content below the H2, until the successive H2 is presented, is semantically related to the content presented in the H2 and the H1. All the content below the H3, until the successive heading of same or higher level is presented, is semantically related to the content presented in the H3, its H2 of reference and the H1.
93. What AI-Ready Content Looks Like. A few tips • Lead with the answer (no fluff intros) Source: TYPEWRITER.media
94. What AI-Ready Content Looks Like. A few tips • Use a conversational and confident tone (it reflects Expertise and Experience, projects Authority, and engenders Trust)
95. What AI-Ready Content Looks Like. A few tips • Monosemantic writing style We must be unambiguous. Explore the strategic tactics used by the Rebel Alliance during the Battle of Scarif is better than Learn more about the Battle of Scarif
96. What AI-Ready Content Looks Like. A few tips • Entity Salience
97. What AI-Ready Content Looks Like. A few tips • Include entity links and semantic connections
98. What AI-Ready Content Looks Like. A few tips • Add FAQ, HowTo, Product schema when relevant
99. What AI-Ready Content Looks Like. A few tips • Consider the Attention Mechanisms https://cohere.com/llmu/what-is-attention-in-language-models
100. Beware of listicles. Not all of them work. Flat list means weak context: • Rebel Troopers • Cassian Andor • Pathfinders
101. Beware of listicles. Not all of them work. Flat list means weak context: • Rebel Troopers • Cassian Andor • Pathfinders Why suboptimal? Lists without framing offer minimal semantic connections. AI flattening risk. Ambiguous user value.
102. Beware of listicles. Not all of them work. Paragraph only: dense, less scannable "Cassian Andor is a versatile Rebel commander ideal for skirmish play. Supported by Rebel Troopers and Pathfinders, he enables stealth tactics and flexible line-of-sight movement."
103. Beware of listicles. Not all of them work. Paragraph only: dense, less scannable "Cassian Andor is a versatile Rebel commander ideal for skirmish play. Supported by Rebel Troopers and Pathfinders, he enables stealth tactics and flexible line-of-sight movement." Why suboptimal? Great context, but dense for users scanning for key units or elements.
104. Beware of listicles. Not all of them work. Blended: Narrative-Framed List "Cassian Andor excels as a skirmish commander, combining stealth with tactical flexibility. Key supporting units include: • Rebel Troopers: core infantry for holding objectives • Pathfinders: specialists in infiltration and mobility
105. Beware of listicles. Not all of them work. Blended: Narrative-Framed List "Cassian Andor excels as a skirmish commander, combining stealth with tactical flexibility. Key supporting units include: • Rebel Troopers: core infantry for holding objectives • Pathfinders: specialists in infiltration and mobility Why optimal? • Narrative framing signals AI what the list means and how items connect. • List items remain structured → easy for humans + machines to parse. • Each item enriched with a micro-context (vs. flat label).
106. Win “Mental Clicks” with Brand-Coded Content Use signature language and visuals to be unforgettable • Add branded glossary terms (e.g., “Fiorelli Fade” for a painting technique) • Use unique thumbnails and images with branded alt text • Format answers with signature phrasing so Google/LLMS pull your tone • Use FAQ with branded Q&A to anchor your voice
107. Measure Visibility Beyond CTR Stop obsessing over clicks. Track presence and influence Impression share (via GSC or third-party tools) SERP pixel occupation (how much space your assets take) Presence in 0-click zones (snippets, PAA, merchant panels) Google AI system citations and paraphrases (via prompt testing)
108. The Rebel mindset for the New Search Think like a strategist. Act like a rebel
109. The Rebel mindset for the New Search Think in signs and meanings, not just search volume Think like a Rebel. Act like a strategist
110. The Rebel mindset for the New Search Design for visibility and SERP share, not just rankings Think like a Rebel. Act like a strategist
111. The Rebel mindset for the New Search Treat AI and Google interfaces as platforms to influence, not obstacles to fear Think like a Rebel. Act like a strategist
112. The Rebel mindset for the New Search Build systems, not just pages Think like a Rebel. Act like a strategist
113. The Rebel mindset for the New Search Show up EVERYWHERE Think like a Rebel. Act like a strategist
114. Think like a semiotician
115. Publish like a brand
116. Design like a strategist
118. Gianluca Fiorelli International & Strategic SEO consultant My social networks https://x.com/gfiorelli1 https://www.linkedin.com/in/gianlucafiorelli/ https://www.advancedwebranking.com/cate gories/the-search-session
119. THANK YOU:) Rate my speech on wmf.Ibrida.io