Goodbye Clicks, Hello AI: Zero-Click Search Redefines ...

zero-click search ai in seo digital marketing strategy google search console technical seo
Deepak Gupta
Deepak Gupta

Co-founder/CEO

 
January 29, 2026 8 min read

TL;DR

This article covers how ai-driven zero-click searches is changing the way we look at traffic and brand visibility. It includes strategies for technical seo and content optimization to capture user attention directly on result pages. You will learn about leveraging google search console insights and adapting your digital marketing strategy for a world where clicks isnt the only metric that matters.

Why manual ciam is a total mess for devs

Ever tried to explain to a frustrated ceo why the login page is down, only to realize someone accidentally checked a box in the aws console at 2 a.m.? It’s the kind of nightmare that keeps devs awake, and honestly, doing identity by hand is just asking for trouble.

Managing your CIAM through a web UI—what we call "click-ops"—is basically a ticking time bomb. When you're clicking through menus to set up a retail app or a healthcare portal, you're one misclick away from a massive data leak.

  • Human error and open apis: It is way too easy to leave an api endpoint wide open or forget to enable mfa. A 2023 report by IBM found that credential theft and misconfigurations are still leading causes of breaches, costing companies millions.
  • The "Who did that?" mystery: Consoles dont usually have a great "undo" button. If a dev tweaks a redirect URI in production but forgets to tell the team, good luck finding that needle in the haystack when the login flow breaks for thousands of users.
  • Environment drift: Your staging environment looks nothing like prod because someone "just quickly" fixed a bug in one but not the other. This makes testing almost useless.

Diagram 1

The fix is treating your identity config exactly like your app code. If it isn't in git, it doesn't exist. Using terraform means you can actually see what changed in a pull request before it ruins your Friday night.

"A 2024 survey by Puppet shows that organizations using infrastructure as code see much faster recovery times and better security compliance."

In a finance app, you might need strict session timeouts. Instead of manually setting this in three different regions, you define it once in a terraform module. If a change breaks the oauth handshake, you just git revert and you're back in business in seconds.

Since manual setups are clearly a disaster, we need a better way to automate this whole mess without losing our minds.

Building the core ciam stack with terraform

So, you've decided to stop clicking around a dashboard like a lost tourist and actually automate your identity stack. Smart move. Setting up the core ciam stuff in terraform feels a bit like building legos, except if you misplace a block, your users can't login to buy their groceries or check their medical results.

First things first, you gotta tell terraform who you're talking to. Whether it is Auth0, Okta, or some other provider, you start with a provider block. This is where most people mess up by hardcoding secrets. Don't be that person. Use environment variables or a vault.

When you define a client (like your web app), you're basically creating its birth certificate. You’ll need to manage things like client_id and client_secret. Instead of pasting those into your .tf files, use outputs or sensitive variables.

# Example using a generic provider like MojoAuth or Auth0
resource "auth_provider_client" "retail_app" {
  name                = "Main Shopping Portal"
  app_type            = "spa"
  client_secret       = var.app_client_secret 
  callbacks           = ["https://app.com/callback"]
  grant_types         = ["authorization_code", "refresh_token"]

This defines the 'authentication tree' logic

If WebAuthn fails or isn't supported, it falls back to magic_link

authentication_flow { primary = "webauthn" fallback = "magic_link" mfa_required = true } }

In a healthcare setting, you'd probably add even more layers here, like specific scopes for patient data. Terraform lets you version these scopes so you don't accidentally give a third-party api access to someones entire medical history.

Passwordless is the dream, right? But setting up webauthn or passkeys manually across different environments is a recipe for "it works on my machine" syndrome. With terraform, you can toggle these features globally.

A 2024 report by Verizon highlights that most breaches still involve some form of credential element, so forcing mfa via code isn't just a "nice to have"—it is basically your digital insurance policy.

Diagram 2

You also need to think about fallbacks. If a user is on an old browser that doesn't support passkeys, you don't want to just lock them out of their bank account. You can use terraform to define "authentication trees" where if webauthn fails, it drops back to a "magic link" or an otp.

It's way better to have this logic in a git repo where your whole team can peer review it. If someone tries to disable mfa for "testing purposes" and forgets to turn it back on, the pull request will catch it before it hits prod.

Once you got the core stack humming, the next headache is usually the users themselves—specifically, how to handle thousands of them without the database melting. That's where we get into the fun world of scale and migration.

Scaling passwordless for millions of users

Honestly, nobody actually wants to remember another password, especially when they just want to buy a pair of shoes or check their lab results. If you make the login process a chore, people just leave—it's that simple.

Going passwordless isn't just about being "cool" or following trends. It's about survival in a market where attention spans are basically zero. When you remove that "forgot password" link from the equation, you're removing the biggest wall between your user and your product.

  • Friction is a conversion killer: Every time a user has to reset a password, there's a huge chance they'll just close the tab. Passwordless flows like biometrics or magic links keep them moving.
  • Killing credential stuffing: Since there are no passwords to steal, hackers can't use those massive databases of leaked credentials to get into your system.
  • Better for mobile: Fumbling with a 16-character password on a tiny touch keyboard is a nightmare. Using a thumbprint or face scan is just... better.

According to the security trends mentioned previously, compromised credentials are still a top threat, so removing them is a huge win for your scaling strategy. A 2023 report by FIDO Alliance found that over 50% of people have abandoned an online purchase because they forgot their password. That is a lot of lost revenue just because of a bad login flow.

Now, if you're trying to build this for millions of users, you can't just hack together a custom solution. You need something that scales. This is where integrating a tool like MojoAuth into your terraform workflow makes sense. It lets you add things like passkeys or email otp without writing thousands of lines of auth logic.

# Example resource for MojoAuth project settings
resource "mojoauth_project_setting" "main_scaling_app" {
  project_id          = var.mojo_project_id
  enable_magic_link   = true
  enable_webauthn     = true
  # easy way to scale without manual api calls
  allow_social_login  = ["google", "apple"]
}

In retail, you might see a massive spike during Black Friday. If your auth system is tied to a legacy database that chokes on password hashes, you're in trouble. Passwordless systems often offload that weight, making it easier to handle millions of hits.

Handling the "Old" Users (Lazy Migration)

You can't just delete your old password database overnight without everyone screaming at you. The best way to handle this in terraform is setting up a "Lazy Migration" flow. When an old user logs in with their password for the last time, your system automatically triggers a webauthn registration or sends a magic link. You can define these migration hooks in your hcl code so that as people come back to the site, they get moved to the new secure stack automatically. This way, you don't have to run a scary bulk import script that might fail and lock out half your customers.

Diagram 3

It’s also an ethical win. You aren't storing sensitive password hashes that could be leaked later. You're just validating a device or a link, which is way more respectful of user privacy.

Once you've got the login flow smoothed out, you still have to deal with the security of the infrastructure itself.

Security best practices and breach prevention

Security is usually the part where everyone starts sweating, especially when you realize a single typo in a production policy could let just about anyone into your user database. If you're managing identity for a hospital or a massive retail site, "oops" isn't really an option you want to explain to the board.

When you run terraform in a pipeline, that runner is basically holding the keys to your kingdom. If you give it full admin access to your identity provider, and someone pwns your CI/CD, it is game over.

You gotta lock down the terraform service account so it can only touch what it needs. In a healthcare app, maybe the runner can manage user schemas but can't actually delete the entire "Patient" user group.

The amount of times I've seen raw api keys sitting in a terraform.tfstate file is actually terrifying. Your state file is a goldmine for hackers because it contains everything in plain text if you aren't careful. To prevent your secrets from leaking into logs or the console, you must mark your variables as sensitive.

variable "sensitive_client_secret" {
  type      = string
  sensitive = true # This hides the value from terraform output/logs
}

resource "auth_client" "finance_portal" { name = "Secure Banking" client_secret = var.sensitive_client_secret }

Never, ever check your .tfstate into git. Use a remote backend like S3 with encryption enabled at rest. For the actual secrets—like your client secrets or provider tokens—use a proper vault or environment variables.

Here is how a secure flow usually looks when you're doing it right:

Diagram 4

Honestly, moving your CIAM to terraform is a bit of a steep climb at first. It feels way slower than just clicking a button in a dashboard. But the first time you have to roll back a breaking change in five seconds, or spin up a whole new environment for a partner, you'll get why we do this.

As we saw from the earlier stats from IBM and Verizon, the biggest risks aren't usually genius hackers—it's just us making mistakes. Automation doesn't make you bulletproof, but it makes those mistakes a whole lot harder to commit.

Keep your secrets in a vault, your code in git, and your hands off the manual "save" button. Your future self (and your users) will definitely thank you when things stay online and secure.

Deepak Gupta
Deepak Gupta

Co-founder/CEO

 

Deepak Gupta is a technology leader with deep experience in enterprise software, identity systems, and security-focused platform architecture. Having led CIAM and authentication products at a senior level, he brings strong expertise in building scalable, secure, and developer-ready systems. At Gracker, his work focuses on applying AI to simplify complex technical workflows while maintaining the accuracy, reliability, and trust required in cybersecurity and B2B environments.

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