The Great SEO Decoupling Why Clicks Are Dropping (And How to Adapt)
AI Summary
In the video “The Great SEO Decoupling: Why Clicks Are Dropping (And How to Adapt),” Edward Sturm discusses the phenomenon where website clicks are decreasing despite an increase in impressions. This trend is attributed to Google’s AI Overviews, which are changing user interactions with search results. Key takeaways from the video include:
- The disconnect between clicks and impressions.
- The impact of AI Overviews on search behavior, leading to a reported 34.5% reduction in clicks.
- The diminishing effectiveness of top-of-funnel, informational content in SEO strategies.
- The importance of focusing on bottom-of-funnel, transactional keywords to improve website traffic.
- Practical examples of successful SEO pages in the current landscape.
The video emphasizes the need for content creators and marketers to adjust their strategies to navigate this new SEO landscape effectively, highlighting techniques to create valuable SEO pages and utilize blogs for building topical authority.