🚨 Seeing more impressions but fewer clicks in Search Console?
You’re not alone. SEOs are calling this trend "The Great Decoupling."
Here’s the breakdown 👇
📈 What’s happening? 📉
After AI Overviews became common in Google Search,
We started seeing more📈 Impressions but fewer 📉Clicks.
Clicks used to rise with impressions, but not anymore.
🗣️ Martin Splitt said:
“If your content appears in AI Overviews, impressions will likely go up. Clicks might stagnate or fall. But this may improve conversions overall.”
🟡(Note: Martin later clarified this was based on personal observation, not official Google data.)
🔎 What does it mean for SEO?
📉 CTR is dropping
💰 Conversions may still happen, but later, and harder to track
🧩 Attribution is becoming trickier
Have you seen this trend in your own Search Console data?
SEO GoogleSearch SearchConsole AIOverviews SearchEngineOptimization
This post was originally shared by on Linkedin.