Google Explains The Great Decoupling

Posted on June 18, 2025
Source: Search Engine Roundtable by barry@rustybrick.com (Barry Schwartz). Read the original article

TL;DR Summary of Understanding The Great Decoupling in SEO

The Great Decoupling describes the growing gap between impressions and clicks in Google Search results due to AI-generated overviews. While impressions continue to rise, clicks are stagnating or declining, impacting organic traffic broadly. However, this shift may lead to higher conversion rates later in the customer journey, even if clicks are fewer. Industry experts, including Google’s Martin Splitt, acknowledge the complexity this adds to attribution and SEO strategies.

Optimixed’s Overview: Navigating the Shift in Click and Impression Dynamics in Search

What is The Great Decoupling?

The term The Great Decoupling has recently gained traction to describe a significant trend in SEO: impressions and clicks on Google Search results are no longer tracking closely together. This phenomenon is largely attributed to the rise of AI-generated summaries and overview panels in search results, which provide information directly on the results page.

Key Insights from Google and Industry Experts

  • Impressions Up, Clicks Down: Presentations and social media discussions reveal that while pages are being shown more frequently (impressions), fewer users are clicking through to websites.
  • Impact on Organic Traffic: Even Google’s own services are experiencing drops in organic clicks, signaling a widespread shift.
  • Conversion Changes: According to Google’s Martin Splitt, although clicks are declining, the quality of clicks may improve with higher conversion likelihood. Users may convert later in their journey without a direct search click.
  • Attribution Challenges: The decoupling complicates tracking, as conversions might occur without direct search interaction, making it harder to attribute success to specific search impressions.

Implications for SEO Professionals

SEO strategies need to adapt to this evolving landscape where visibility through AI summaries can increase impressions but not necessarily clicks. Marketers should focus on optimizing for conversion and consider multi-touch attribution models to better understand customer journeys beyond the initial search interaction.

Community and Cultural Impact

The discussion around The Great Decoupling has sparked considerable interest on platforms like LinkedIn, with humorous and insightful commentary highlighting the new challenges and opportunities SEO professionals face in this AI-driven search environment.