The Great Decoupling: Why Your SEO Impressions Are Up But Clicks Are Down

It’s a head-scratcher many businesses are facing right now: your Google Search Console shows impressions skyrocketing while clicks sink. It’s not just you - it’s the result of a profound shift in how search works.

This is the era of zero-click search, driven by the rise of AI Overviews and changing user behavior. We call it: The Great Decoupling.

Let’s break down what it means, what’s causing it, and what your business should be doing next.

What Is the Great Decoupling in SEO?

Traditionally, higher rankings in Google led to more impressions and more clicks. The two metrics moved in sync - if your impressions were up, so were your site visits.

That’s no longer the case.

In 2024 and 2025, Google rolled out AI Overviews and began experimenting with AI-driven results interfaces like AI Mode. These changes have introduced a phenomenon where a single keyword query may now produce two impressionsfor the same page: once in the traditional blue-link search result, and again as a citation within an AI Overview.

But there’s a catch: users are clicking less.

Why Are Clicks Going Down?

Let’s look at two simultaneous developments:

1. AI Overviews Are Creating More Impressions

When your website ranks in the top 10 search results and also gets cited in an AI Overview, it now logs multiple impressions per query. That sounds great - more visibility, right?

But it’s a hollow victory if those impressions don’t lead to site visits.

2. AI Overviews Are Reducing the Need to Click

AI Overviews are designed to answer a user’s question without requiring a click. They summarize the information from across the web (often without full attribution), satisfying the searcher’s intent before they ever reach your site.

At Theia Media, we’ve seen this play out with clients in professional services, local business directories, and educational blogs - search impressions are up, but leads and traffic are falling. That’s the decoupling.

A Simple Example

Let’s say you run a dental practice in Sarasota, Florida, and rank on page one for the keyword:

“What are the symptoms of a cracked molar?”

Previously, a user might click your blog post to learn more. Now, Google may generate an AI Overview summarizing the answer using content from your site - without requiring a click.

So your post is cited (you get an impression), but the user doesn’t visit (no click). Multiply that across dozens of queries and the gap between impressions and visits widens.

The Data Behind the Shift

Industry-wide analysis suggests:

• The presence of an AI Overview is correlated with a 34.5% drop in clickthrough rate (CTR) across informational searches.
• Sites that rank well for featured snippets and evergreen content are especially vulnerable to this drop.
• Impressions may double, but clicks can be cut in half or worse.

If your business has relied heavily on informational SEO content - guides, how-tos, and resource hubs - you’re likely feeling the impact.

Is This Temporary?

No.

AI Overviews and AI Mode are now being positioned as core components of Google Search. The March 2025 Core Update doubled the number of AI Overviews virtually overnight. This isn’t a test. It’s the new model.

If AI Mode becomes the default search interface, we can expect the trend to deepen - not reverse.

What You Can Do About It

So what does this mean for business owners and marketers? Is SEO dead?

Not at all. But the game has changed. Here’s how to adapt:

1. Measure Where AI Overviews Are Hitting You

Tools like Ahrefs, Semrush, or Google’s own Search Console can help you identify:

• Where you’re ranking in the top 10
• Where AI Overviews are present
• Which keywords are logging impressions but few clicks

This lets you pinpoint the gap - and the content types most affected.

2. Focus on High-Intent, Product-Driven Content

Informational SEO is most vulnerable. But content that speaks directly to your service, product, or brand - especially content that answers why choose us or how we solve this problem - has a much better shot at converting.

Examples:

• “How Our Agency Uses AI to Automate Lead Nurturing”
• “Case Study: Cutting Email Costs 30% with AI”
• “Step-by-Step: Building Your AI Content Engine in 1 Week”

These types of content are harder for AI Overviews to replicate - and they attract more motivated users.

3. Go Beyond Google: Diversify Your Channels

Search traffic is no longer the only path to discovery. Smart businesses are investing in:

• LinkedIn and X (Twitter) thought leadership
• YouTube tutorials and product demos
• Email newsletters that provide value weekly
• Branded communities on Slack, Discord, or Substack

At Theia Media, we help clients create omnichannel strategies designed to own the audience relationship, not just rent it from Google.

4. Track More Than Just Clicks

Refocus your KPIs. Success is no longer defined by search traffic alone. Consider:

• Brand mentions and citations
• Direct traffic
• Referral sources (including AI tools like ChatGPT)
• Conversion rates from all sources

Sometimes, AI search users convert faster than traditional visitors. One study showed a 23x conversion rate improvement from AI assistant visitors compared to search. That’s massive.

Impressions Don’t Pay the Bills

We’re in a transitional moment in SEO history. Google’s AI-powered features are changing the rules - and the data proves it.

The old equation - rank higher = more traffic = more business - is breaking down.

But there’s a silver lining: marketers and business owners who adapt quickly will find new ways to thrive. The winners won’t just be those who rank high, but those who provide the kind of value, clarity, and relevance AI can’t replicate.

This is the new content marketing frontier. Let’s get ahead of it.