The Great Decoupling of Clicks and Impressions — Whiteboard Friday

Posted on July 18, 2025
Source: moz (en-US). Read the original article

TL;DR Summary of Understanding “The Great Decoupling” in SEO: Navigating AI’s Impact on Clicks and Impressions

The SEO landscape is undergoing “The Great Decoupling”, where impressions on Google Search Console rise while clicks decline, driven largely by the rise of AI Overviews in search results. This shift challenges traditional SEO strategies that equate higher impressions with more clicks. Marketers must decide whether to embrace impressions as a valuable metric for brand awareness or actively fight to regain click traffic through diversification and targeted keyword research. Understanding this evolving search behavior is crucial for adapting SEO approaches in an AI-influenced web environment.

Optimixed’s Overview: Adapting Your SEO Strategy Amidst AI-Driven Changes in Search Behavior

The Emergence of “The Great Decoupling” in SEO Metrics

Recently, many websites have observed a puzzling trend in Google Search Console data: while impressions are increasing significantly, clicks are simultaneously declining. This phenomenon is known as “The Great Decoupling”. Historically, more impressions meant more clicks due to higher rankings and visibility. However, the introduction and rapid adoption of AI Overviews in search results have disrupted this correlation.

How AI Overviews Are Changing User Behavior

  • AI Overviews provide summarized answers directly in search results, increasing impressions but reducing the need for users to click through to websites.
  • The prevalence of AI Overviews has surged globally, with notable increases in the US, UK, and EU markets over recent months.
  • These AI-generated snippets count as impressions, inflating this metric without translating into click traffic.

Why Impressions Still Matter

Despite fewer clicks, impressions remain a valuable SEO key performance indicator for several reasons:

  • Cross-channel relevance: Like traditional advertising (billboards, TV), impressions build brand awareness even without direct clicks.
  • Indirect ranking benefits: Increased impressions grow user familiarity and trust, positively influencing user engagement signals that impact rankings.
  • Reliable data source: Impressions data from Google Search Console is free, universal, and more dependable than many other SEO metrics.

Reevaluating Top-of-Funnel SEO Goals

While some argue top-of-funnel content can succeed with impressions alone, this model is not viable for all, especially publishers relying on clicks for revenue through ads or affiliate links. The decoupling poses a threat to the traditional web ecosystem by impacting incentives for content creators.

Strategies to Adapt and Thrive

1. Embrace Impressions as a Brand Metric

Marketers focused on brand awareness can lean into impressions, investing in digital PR, generative engine optimization, and offsite activities to enhance brand authority and leverage AI-driven search visibility.

2. Combat Declining Clicks Through Diversification

  • Reduce dependency on Google: Explore alternative traffic sources and channels.
  • Focus lower in the funnel: Target keywords and content that still generate clicks further along the customer journey.
  • Keyword research enhancements: Utilize tools that identify keywords unaffected by AI Overviews to optimize for click-through potential.

Conclusion

The rise of AI Overviews marks a significant evolution in search behavior, challenging traditional SEO metrics and strategies. By understanding and strategically responding to “The Great Decoupling,” marketers can better position themselves to maintain visibility, brand presence, and traffic in an AI-influenced search landscape.