Is Zero-Click Search the End of Event SEO?

<p>68% of US Google searches now end without a single click, which means event SEO as you learned it is quietly breaking. If your discovery plan still depends on getting somebody onto your website, that is a problem nobody has budgeted for.</p><p>Laura Davidson ran a search agency for a decade and she is blunt about what is happening: the touchpoints have collapsed. Someone asks an AI, gets one answer, believes they have done thorough research, and registers. Her argument is that this is not new marketing at all. It is a return to something much older, and the event brands that already invested in being known are the ones it rewards.</p><p><strong>In this one:</strong></p><ul><li><p>What zero-click search actually means for event marketing, and the two metrics her team watches now that attribution is breaking</p></li><li><p>Why a B2B buyer is only in market roughly 5% of the year, and what to do during the other 95%</p></li><li><p>The one question that decides whether your event gets funded, and why a well-known bad event beats an unknown good one</p></li><li><p>What connected TV and ChatGPT ads really cost, and whether an event marketing budget can actually reach them</p></li><li><p>The ambassador program setup that cut cost per acquisition by 49% on a single creator video, and the contract clause that makes it work</p></li></ul><p>If you are heading into budget season with a number you are not sure you can defend, start here.</p><p><strong>Mentioned in this episode</strong></p><ul><li><p>Zero-click search study, SparkToro via Similarweb clickstream data: <a href="https://searchengineland.com/google-zero-click-searches-2026-study-479717"><u>Search Engine Land coverage</u></a></p></li></ul><p><strong>About the guest</strong></p><p>Laura Davidson spent 14 years running paid search and paid media for global trade shows before selling her agency to Freeman, which means she is watching the collapse of click-based measurement from inside the discipline it disrupts. She now leads digital at mdg. She has also produced her own events, which is why her advice sounds like someone who has been on both sides of the invoice.</p><p><strong>Connect with Laura Davidson and Tag Digital:</strong></p><ul><li><p>LinkedIn: <a href="https://www.linkedin.com/in/lauratagdigital/"><u>linkedin.com/in/lauratagdigital</u></a></p></li><li><p>mdg, a Freeman company: <a href="https://www.mdg.agency/"><u>mdg.agency</u></a></p></li><li><p>Instagram: <a href="https://www.instagram.com/tagd