The Great SEO Decoupling: Why Clicks Are Dropping (And How to Adapt)

E704: Clicks are going down while impressions rise. Google’s AI Overviews are changing how users interact with search results.

I explain what’s happening with “The Great SEO Decoupling,” why many websites are seeing less traffic even when they rank well, and how you can adjust your strategy.

Topics covered:
- Why clicks no longer follow impressions
- How AI Overviews impact search behavior
- Why top-of-funnel, informational content is becoming less effective
- How to focus on bottom-of-funnel, transactional keywords
- Practical examples of SEO pages that continue to perform well

⭐️ Rachamim Kennard observation - https://www.linkedin.com/feed/update/urn:li:activity:7336377501679521792/

⭐️ The Great Decoupling Of Google Search - Clicks vs Impressions - https://www.seroundtable.com/google-search-great-decoupling-39524.html

⭐️ AI Overviews Reduce Clicks by 34.5% - https://ahrefs.com/blog/ai-overviews-reduce-clicks/

⭐️ Semrush AI Overviews Study: What 2025 SEO Data Tells Us About Google’s Search Shift - https://www.semrush.com/blog/semrush-ai-overviews-study/

⭐️ Ep 621 - Google’s March Update Broken Down by Founder of Search Engine Roundtable - Barry Schwartz - https://www.youtube.com/watch?v=RIJaCimVeDE

⭐️ Ep 703 - Crushing SEO as a Small Business with AI & Content Marketing - David Kelly - https://www.youtube.com/watch?v=3cbJIusRQa4

💎 Compact Keywords - My SEO Course - Get paying customers through SEO - Clear step-by-step video breakdowns - SEO templates to be copied and adapted for your products and services: https://compactkeywords.com/

00:0 The Great Decoupling in SEO
00:49 Impact of AI Overviews on SEO
01:52 Insights from Industry Experts and Studies
03:30 Strategies to Avoid the Great Decoupling
05:19 Transactional Keywords
08:16 Creating Effective SEO Pages
11:13 Using Blogs for Topical Authority
12:28 Final Thoughts

The Edward Show. Your daily search engine optimization podcast: https://edwardsturm.com/the-edward-show/

#aioverviews #searchengineoptimization #digitalmarketing #marketingstrategy