Get Into PC

Last quarter I had three platforms in front of me, one contract line to sign, and a board that wanted a straight answer. The board question is: why does this line item deserve the dollar. That is the frame I used, and it is the frame this piece is written in.

Here is what changed the calculus. Google zero-click searches reached 68.01% in the US in early 2026 (SparkToro/Similarweb, via Search Engine Land, 2026). A ranking report is no longer the deliverable; visibility across search and AI answers is. If two-thirds of queries More >