Agentic Search, Negative Clicks, and the Future of Search Marketing
What could happen when we let an LLM take the wheel? A practical case study by Andrea Scarpetta!
In February, at a marketing and AI event in Vicenza, I publicly highlighted the phenomenon of “negative clicks” in search marketing as something imminent, driven by the arrival of “AI Overview” and Google’s “AI Mode.” This phenomenon would inevitably reshape various scenarios in both SEO and search advertising.
But what exactly is a negative click?
It represents an evolution of user interaction.
An impression occurs when a user (real or presumed) conducts a search on Google and sees a set number of organic results (typically around 10).
A click happens when a real user views a search result and clicks on it to visit the page using their device (desktop or mobile).
A zero-click occurs when a real user performs a search but remains on the search results page because they find the answer right there.
A negative click is a search the user intended to perform but ultimately did not, because they obtained the answer BEFORE conducting the search (or WITHOUT even performing it).
How does this pre-cognitive search happen?
It's happening right before your eyes: through Large Language Models (LLMs). By analyzing vast mountains of data, it (Google) can predicts the queries people might want make.
We began to see hints of this behaviour with query suggestions and the “People Also Ask” feature. These were queries originally made by users and then suggested again to other users to inspire and speed-up the search process.
Google has recorded these clicks.
Then, an endless series of documents, videos, and transcriptions were fed into systems—carefully curated, organized, optimized, and structured. Particularly structured: to achieve better visibility, we (especially SEO professionals) created structured data to make content easier for search engines to digest.
The implicit contract was: Google, you can easily access the data, spending less time and money because it's already well-organized; in return, you send us better traffic.
Pay attention to the word “Was”…
Agentification of Search and the Triumph of Laziness
When companies realized many of these activities could be automated, they eagerly jumped in.
About a year and a half ago, there was AgentGPT, which used an OpenAI API search loop.
Then came Perplexity, exploring multiple sources to generate reports.
OpenAI launched its deep research feature, analyzing various sources.
Finally, Google thought, “Actually … we have the largest index: we can do better than anyone.”
Thus, Google launched Gemini Deep Research, which is able to get data from a reaaaaaaally extensive number of sources.
Test and Quiz
Scenario: Here's how I tested Gemini's Deep Research efficiency:
Step 1 - I ran a Deep Research analysis using the prompt you'll see below.
Step 2 - I took the comprehensive report it generated and asked Gemini to reverse-engineer the process by simulating all the individual Google searches and queries an average user would need to perform to gather equivalent information manually. The results were eye-opening.
Prompt: I'm planning a vacation from Rivarolo Canavese (TO) to Poland. I need you to extract the following data:
Low-cost flights between July and August; the exact dates are uncertain, but assume 7-10 days.
Take into account any public holidays that might cause issues.
Imagine two 50-year-old friends traveling together.
Preferably public transport for internal travel (except flights), but if it's worth taking a road trip, consider it.
Interests: local cuisine, medieval history, local folklore, and interesting local events.
Turn-offs: noisy nightclubs, discos, drugs.
Budget: uncertain, imagine comfortable but reasonably priced solutions (e.g., Airbnb is ok, but no hostels).
QUIZ FOR YOU, THE READER:
Before scrolling further, take a mental guess—how many queries do you think Gemini's Deep Research made on my behalf to organize such a trip? Ready?
5
4
3
2
1
let’s go!
note: the original prompt was in italian for an italian resident; this international version of the queries is adapted by Gemini for an american man living in Italy, they are not translated!
Absolutely! Let's imagine our American friend—let's call him "John"—who lives in Rivarolo Canavese and is planning the exact same vacation. Here's what his Google searches might look like in English, maintaining the same level of detail and discovery logic.
**Initial Phase & Flights (Sections 1 & 2):**
1. `low cost flights Turin Poland July August`
2. `best cities to visit Poland summer`
3. `Poland what to see medieval history local food folklore`
4. `direct flights Turin Krakow summer`
5. `Ryanair flight prices Turin Krakow July August`
6. `Wizz Air flight prices Turin Krakow July August`
7. `direct flights Turin Warsaw summer`
8. `Wizz Air flight prices Turin Warsaw July August`
9. `flights Turin Gdansk summer`
10. `Ryanair flight prices Turin Gdansk July August connecting`
11. `flights Turin Wroclaw summer`
12. `Ryanair flight prices Turin Wroclaw July August connecting`
13. `Skyscanner flights Turin Poland`
14. `Momondo flights Turin Poland`
15. `flight duration Turin to Krakow`
16. `flight duration Turin to Warsaw`
17. `tips for booking low cost flights summer`
18. `Ryanair baggage fees`
19. `Wizz Air baggage fees`
20. `main airports in Poland`
**Holidays & Impact (Section 3):**
21. `Poland national holidays July August`
22. `August 15th Poland holiday`
23. `Assumption Day Poland shop opening hours`
24. `Polish Armed Forces Day Warsaw parade`
25. `are shops closed in Poland August 15th`
26. `Poland public transport August 15th schedule`
27. `August 1st Warsaw Uprising commemoration`
28. `Poland events July August 2025 crowd levels`
**Choosing Destinations: Cities, History, Folklore, Food (Section 4):**
* **Krakow:**
29. `Krakow what to see medieval history`
30. `Wawel Castle Krakow history`
31. `Krakow Main Market Square Rynek Główny`
32. `St Mary's Basilica Krakow Veit Stoss altarpiece`
33. `Krakow Cloth Hall Sukiennice`
34. `Kazimierz district Krakow medieval history`
35. `Krakow folklore`
36. `Wawel Dragon legend Krakow`
37. `Wawel Dragon statue fire breathing`
38. `Krakow Hejnał trumpeter story`
39. `Lajkonik Krakow parade symbol`
40. `Krakow Ethnographic Museum reviews`
41. `traditional food Krakow` / `what to eat in Krakow`
42. `best pierogi Krakow`
43. `Krakow Pierogi Festival dates 2025`
44. `what is Obwarzanek Krakowski`
45. `Zapiekanka Krakow Kazimierz`
46. `recommended Milk Bars Krakow` (`Bar Mleczny` might be searched after learning the term)
47. `Stary Kleparz market Krakow`
48. `Hala Targowa market Krakow`
* **Gdansk:**
49. `Gdansk what to see medieval history`
50. `Gdansk Hanseatic League history`
51. `Teutonic Knights Gdansk`
52. `Royal Way Gdansk`
53. `Neptune Fountain Gdansk`
54. `Artus Court Gdansk history`
55. `St Mary's Church Gdansk brick gothic`
56. `Gdansk medieval Crane Żuraw`
57. `Gdansk folklore`
58. `Gdansk amber legends`
59. `Gdansk amber capital`
60. `Gdansk Ethnographic Department National Museum Pomeranian folk art`
61. `traditional food Gdansk`
62. `where to eat seafood Gdansk`
63. `Pierogarnia Mandu Gdansk reviews`
64. `Hala Targowa market Gdansk`
65. `Targ Rybny Gdansk fish market`
66. `St. Dominic's Fair Gdansk dates 2025`
* **Wroclaw:**
67. `Wroclaw what to see medieval history`
68. `Ostrów Tumski Wroclaw history Cathedral Island`
69. `Wroclaw Market Square Rynek Gothic Town Hall`
70. `Wroclaw folklore`
71. `Wroclaw Dwarfs story map`
72. `Wroclaw legends Golem dragon`
73. `Wroclaw Ethnographic Museum Lower Silesia`
74. `traditional food Wroclaw`
75. `Hala Targowa market Wroclaw`
76. `Wrocławski Bazar Smakoszy Wroclaw Gourmet Bazaar opening hours`
* **Toruń:**
77. `Toruń what to see medieval history UNESCO`
78. `Toruń Teutonic Castle ruins`
79. `Nicolaus Copernicus Toruń house museum`
80. `Toruń Old Town Hall Gothic architecture`
81. `Toruń folklore`
82. `Toruń Piper legend frogs`
83. `Turoń festive beast Poland`
84. `Toruń House of Legends reviews`
85. `traditional food Toruń`
86. `Toruń gingerbread Pierniki history where to buy`
87. `best pierogi Toruń`
88. `Rynek Nowomiejski Toruń markets fairs`
**Creating Itineraries & Attraction Details (Section 5 & Table 2):**
89. `7 day Poland itinerary south Krakow Wroclaw`
90. `10 day Poland itinerary north Gdansk Toruń`
91. `Krakow what to do 4 days`
92. `Wawel Castle Krakow opening hours tickets 2025`
93. `St Mary's Basilica Krakow Veit Stoss altarpiece viewing times 2025`
94. `Rynek Underground Museum Krakow opening hours tickets 2025 free day`
95. `Krakow Ethnographic Museum opening hours tickets 2025 free day`
96. `Krakow folk show dinner`
97. `Vistula river cruise Krakow evening`
98. `Gdansk what to do 4 days`
99. `Artus Court Gdansk opening hours tickets 2025`
100. `The Crane Żuraw Gdansk Maritime Museum opening hours tickets 2025 free day`
101. `Gdansk Amber Museum opening hours tickets`
102. `Ulica Mariacka Gdansk amber shops`
103. `Oliwa Park Gdansk Ethnographic Museum`
104. `Jarmark Wdzydzki Kashubian Ethnographic Park how to get from Gdansk`
105. `distance Gdansk to Wdzydze Kiszewskie car train`
106. `Toruń what to do 3 days`
107. `Toruń Teutonic Castle Ruins opening hours tickets 2025`
108. `Toruń Old Town Hall Tower opening hours tickets 2025`
109. `Copernicus House Museum Toruń opening hours tickets 2025 free day`
110. `Toruń House of Legends opening hours tickets 2025`
111. `Wroclaw what to do 3 days` (and specific attraction searches if Itinerary A is chosen)
112. `Ostrów Tumski Wroclaw cathedral opening hours`
113. `Wroclaw Old Town Hall visit`
114. `SIMCHA Jewish Culture Festival Wroclaw dates 2025`
115. `Days of Fantasy Wroclaw dates 2025 Leśnica Castle`
116. `Summer Arts Festival Krakow dates 2025 program`
**Getting Around (Section 6 & Table 3):**
117. `Poland trains PKP Intercity official website`
118. `Poland train types EIP EIC IC TLK differences`
119. `book trains Poland online`
120. `Krakow to Wroclaw train schedule price duration`
121. `Krakow to Wroclaw bus schedule price duration Flixbus`
122. `Gdansk to Toruń train schedule price duration`
123. `Gdansk to Toruń bus schedule price duration Flixbus`
124. `Toruń to Krakow train schedule price duration`
125. `Toruń to Krakow bus schedule price duration Flixbus`
126. `Krakow to Gdansk train schedule price duration EIP`
127. `Krakow to Gdansk bus schedule price duration Flixbus`
128. `Wroclaw to Gdansk train schedule price duration`
129. `Wroclaw to Gdansk bus schedule price duration Flixbus`
130. `Wroclaw to Toruń train schedule price duration`
131. `Wroclaw to Toruń bus schedule price duration Flixbus`
132. `Krakow public transport day tickets`
133. `Gdansk public transport Tri-City SKM tickets`
134. `Toruń public transport tickets`
135. `car rental Poland prices summer`
136. `driving in Poland international driving permit US license`
137. `Poland driving rules alcohol limit`
138. `speed limits Poland`
139. `Krakow old town parking cost`
140. `Gdansk old town parking cost`
141. `Toruń old town parking cost`
**Accommodation (Section 7 & Table 4):**
142. `Airbnb Krakow city center price July August 2 people`
143. `Krakow city center guesthouse reviews`
144. `3 star hotel Krakow city center price`
145. `Airbnb Gdansk city center price July August 2 people`
146. `Gdansk city center guesthouse reviews`
147. `3 star hotel Gdansk city center price`
148. `Airbnb Toruń city center price July August 2 people`
149. `Toruń city center guesthouse reviews`
150. `3 star hotel Toruń city center price`
151. `Airbnb Wroclaw city center price July August 2 people`
152. `Wroclaw city center guesthouse reviews`
153. `3 star hotel Wroclaw city center price`
154. `Booking.com Poland deals`
155. `Expedia Poland hotels`
156. `Kayak Poland accommodation`
157. `Likibu Poland average prices`
158. `tips for booking accommodation Poland high season`
**Food (Section 8 - partially covered, but for details):**
159. `must try Polish dishes`
160. `Żurek Polish soup ingredients`
161. `Bigos hunter's stew recipe`
162. `Kotlet Schabowy vs schnitzel`
163. `Gołąbki cabbage rolls`
164. `Placki Ziemniaczane potato pancakes`
165. `Kiełbasa Polish sausage types`
166. `Oscypek Tatra cheese where to find`
167. `Barszcz beetroot soup`
168. `Morskie Oko Krakow reviews menu` (and for each mentioned restaurant)
169. `Restauracja U Babci Maliny Krakow`
170. `Polakowski Krakow Milk Bar`
171. `Gdański Bowke Gdansk craft beer`
172. `Pod Łososiem Gdansk Goldwasser`
173. `Jan Olbracht Browar Staromiejski Toruń gingerbread beer`
174. `Karczma Lwowska Wroclaw`
175. `best Milk Bars [city name]`
176. `Targ Pietruszkowy Krakow farmers market`
177. `Wolny Jarmark Toruński dates` (Free Fair Toruń)
178. `EkoBazar Wroclaw organic products`
179. `average meal cost Poland restaurant milk bar`
**History & Folklore Deep Dive (Section 9 - many already covered, but for specific details):**
180. `Krakow Golden Age 14th century`
181. `Jagiellonian University Krakow foundation`
182. `Wawel dragon bones cathedral entrance`
183. `Jurata nymph amber legend`
184. `Gdansk National Museum Ethnography Department Spichlerz Opacki`
**Festival Details (Section 10 - some already covered, but for programs):**
185. `St. Dominic's Fair Gdansk program 2025`
186. `Krakow Pierogi Festival program 2025`
187. `Summer Arts Festival Krakow program 2025 EAFF`
188. `Jarmark Wdzydzki program 2025 Kashubia`
189. `SIMCHA Jewish Culture Festival Wroclaw program 2025`
190. `Days of Fantasy Wroclaw program 2025`
**Practical Tips (Section 11):**
191. `Poland currency Zloty`
192. `best place to exchange USD to PLN Poland Kantor` (John would likely think in USD or EUR from Italy)
193. `ATM withdrawal Poland fees DCC`
194. `using credit cards in Poland`
195. `basic Polish phrases for tourists pronunciation`
196. `Poland safety tourists pickpockets`
197. `tipping in Poland restaurants percentage`
198. `public restrooms Poland cost`
199. `Krakow tourist information office address hours`
200. `Gdansk tourist information office address hours`
201. `Toruń tourist information office address hours`
202. `Wroclaw tourist information office address hours`
**Budget (Section 12):**
203. `cost of 7 day trip to Poland for 2 people USD EUR`
204. `cost of 10 day trip to Poland for 2 people USD EUR`
205. `daily budget Poland comfortable USD EUR`
206. `how to save money traveling Poland`
**Climate (Additional Request):**
207. `Poland weather July August temperatures Fahrenheit Celsius` (John might initially think F, but C is standard for travel)
208. `Krakow climate July August`
209. `Gdansk climate July August Baltic Sea`
210. `Wroclaw climate July August`
211. `Toruń climate July August`
212. `rainfall Poland summer`
213. `what to pack for Poland summer`
Even in this case, the number of queries remains around 213. The main difference lies in the language and some minor cultural adaptations (like references to a US driver's license or potentially searching for temperatures in Fahrenheit initially). The research process and the amount of information to sift through remain essentially unchanged.How long did it take to conduct these (hypothetical) hundreds of searches for me?
The deep research took around 10-15 minutes (i didn’t check the exact time, i was doing other works!)
But what does the actual result look like?
You can check out the comprehensive report in this Google Doc, but it’s only in italian language. Even if you can’t read the language (unless you have a translator extension) you can still appreciate the structure of the document.
It's incredibly well-structured and informative, complete with tables and actionable insights.
It even generated an interactive HTML+JS infographic to calculate all the variable factors.
Bottom Line :
These searches were conducted by the dedicated tool that didn't have access to the personalization driven by my profile. Imagine the same research done by leveraging the personal data Google has collected over decades from my interactions across various websites. That’s the near future with Ai mode.
It made me crave pierogi!
I hope the concept of negative clicks is evident here.
Yes, the real number would probably be smaller, but organizing a detailed vacation like this requires tons of steps. This kind of tool will seriously impact several online and offline businesses that deal with 'knowledge'.
These searches won't generate much impressions, since many of these queries currently run on cached indexed data, while others hit live pages for real-time updates. This is likely done to save costs/energy and boost speed. And they are done by a bot, Google may filter them out entirely.
These searches won't drive website traffic: if the world's most reliable tool (roughly speaking) has already done the legwork, why would I (a real person) waste time double-checking? Laziness prevails.
These searches won't trigger paid ads: informational queries get completely handled by the tool, and comparison-shopping queries are at least partially satisfied. What's left are brand-navigational queries for booking flights and hotels directly with airlines or travel operators—meaning lower CPCs.
Share your thoughts, feedback, or complaints down below!
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