The Great Decoupling of Google Search: Clicks vs. Impressions

Since the rollout of AI Overviews in Google Search, digital marketers, SEOs, and publishers have been closely monitoring a significant shift in search performance—one that’s being dubbed “The Great Decoupling.”

So, what’s happening?

Data from Google Search Console and third-party tools alike reveal a growing disconnect between impressions and clicks. In simpler terms: your site might still be appearing in search results, but fewer users are actually clicking through.

What’s Causing the Shift?

The introduction of AI-generated overviews appears to be the culprit. These summaries often answer user queries directly in the search results, leaving less reason for users to click on a traditional link. While Google insists this change leads to more diverse traffic sources, site owners are seeing a different reality—click-through rates (CTR) are dropping, even as impressions remain steady or rise.

A prime example shared by Larry Engel on LinkedIn showed a performance graph with this exact trend. The image went viral, and another user on X (formerly Twitter), Darwin, coined the perfect term: “The Great Decoupling.”

Where impressions and clicks once followed a predictable pattern, today’s landscape is far less aligned. You might rank well, show up frequently, and still see minimal user engagement.

What This Means for SEO Strategy

This evolution signals a pivotal moment for content creators and SEO professionals:

• Content must evolve beyond just rankings—it needs to earn the click through compelling titles, rich snippets, and clear value.
• Diversification of traffic sources is now more critical than ever. Relying solely on Google for organic traffic is becoming increasingly risky.
• Tracking performance metrics like CTR, bounce rates, and engagement will be vital in identifying what content still resonates enough to drive action.

If your business is seeing a shift in Google traffic behavior, now is the time to adapt. Stay informed, test new formats, and focus on real engagement—not just rankings.

If your website is experiencing fewer clicks despite strong search impressions, you’re not alone—and you’re not powerless. At Earn SEO, we help businesses across New York navigate shifting SEO trends like AI Overviews and CTR drops. Our expert team specializes in optimizing content, boosting engagement, and adapting your strategy to stay ahead in Google’s evolving landscape. Connect with us today to maximize your visibility and drive real traffic that converts.