Over the last few months at Koozai, we have noticed a clear trend across the board in all of our client sectors. The average click-through rate (CTR) is dropping even though impressions are steady or increasing. This means more people are seeing the listings but fewer are actually clicking through to the websites.
Why Are Fewer People Clicking?
This change is linked to how Google now shows more AI-generated summaries and featured snippets on the search results page. These quick answers mean users often find what they need without visiting a website. This is especially common in areas like finance, retail, and travel, where users want fast and simple information.
What Does This Mean for Your Business?
Traditional SEO metrics like rankings, clicks, and traffic are becoming less reliable. Across the board, CTR has dropped noticeably compared to earlier this year. If you’ve seen less traffic from organic search, it’s not just you, this is a wide-reaching shift.
In some cases, we’ve seen clients in the retail and service industries experience a 20–40% drop in CTR, even though impression numbers remain healthy or growing.
SEO Is Not Dead, It’s Changing
Ranking first on Google no longer guarantees the same traffic because users get answers right on the results page. The key is to rethink your SEO approach and how you measure success.
Why SEO Is More Important Than Ever
Even though AI-generated summaries and quick answers take some attention away, SEO remains crucial. That’s because AI tools and Google’s overviews still need quality, accurate content to pull from. Your website is the source of some of that information.
While many people get their first answers without clicking through, when they want to buy, contact you, or take real action, they still visit your site. This means having clear, helpful, and well-structured content is vital, not just to show up in search, but to convert visitors when they do arrive.
The way people find your content is also changing. It’s not only about traditional search results anymore. Content appears in AI overviews, featured snippets, voice search, and other new places on the web. Good SEO helps your business be found in all these places, guiding potential customers along the path from awareness to purchase.
This shift ties into a much bigger trend we’ve already seen developing: zero-click searches. More searches are being answered directly in the SERP, without a user needing to visit a website. If you haven’t read it yet, we shared practical ways to stay visible in our blog on how to succeed with SEO in a world of zero-click searches.
How to Adapt Your SEO Strategy
Building a strong brand presence is more important than ever. Encouraging branded searches helps keep your website in people’s minds and increases the chance of clicks despite AI summaries. Also, optimise your content to appear in featured snippets and other search features.
Clear, helpful content that answers questions remains vital. Users still visit websites when they want more than just quick facts. Detailed guides and personal stories, especially in sectors like travel and lifestyle, attract visitors looking for in-depth information.
Look Beyond Traditional Metrics
Don’t rely only on clicks and rankings to judge your SEO success. Track impressions and on-site engagement to understand how users interact with your site once they arrive.
If you’re only tracking traffic, you’re missing half the picture. Engagement, time on page, and conversions now tell a more accurate story of content success.
Why This Change Isn’t the End
Seeing fewer clicks after investing in SEO can feel like a setback. But it’s important to see this as a new normal, not failure. Search engines want to deliver faster answers, and businesses need to adapt with them.
Focus on Building Trust and Connection
The rise of AI overviews offers a chance to focus on connecting with your audience in meaningful ways and building a trusted brand. Adjusting your SEO to this new search landscape means you can stay visible and relevant, even if traditional metrics don’t show the full picture.
Final Thoughts
If you’ve noticed drops in organic traffic or clicks, know that this is happening across many businesses. What matters most now is how you respond. With clear, helpful content and a strong brand, your business can thrive despite these changes.
Want help figuring out where to start? Our AI Overview Optimisation Audit is a well-tested first step to standout visibility. Drop us a line and let’s make smarter marketing your superpower.
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