High Impressions vs Drop in Clicks – Should You Be Alarmed?

A silent shift is shaking the foundation of how websites gain visibility and traffic from Google Search. 

This is not merely an algorithm update or a short-term penalty, but rather a deeper, systemic transformation that fundamentally rewrites how Google Search operates and, more importantly, how users behave.

If you have  recently checked your Google Search Console (GSC) data and thought, “Wait, why are my impressions going up but my clicks are going down?” then you are not imagining things

Shockingly this trend started showing up right around the time Google launched its AI Overviews. And it is fundamentally changing the way users interact with search. 

What is the main reason for the drop in clicks despite rising impressions?

Since Google began rolling out AI Overviews, its generative AI feature that summarizes search queries directly at the top of results pages, more and more users are getting their answers without ever clicking through to websites.

Consequently, even if your site remains visible and cited, users have less incentive to visit it.

Let’s say you run a healthcare SaaS company. You have written a highly optimized blog titled: “What Is Remote Patient Monitoring and How Does It Work?”

This used to rank #2 in organic search and brought in 2,500 clicks a week.

Now, Google’s AI Overview gives the answer to that query directly with a brief paragraph and links to 2–3 sources, one of which might be yours.

The result?

Your impressions go up… but clicks plummet to 900 per week. 

The Visibility-Engagement Disconnect

Larry Engel, a notable digital strategist, recently shared a screenshot of his Google Search Console (GSC) data that has gone viral. In the graph, impressions stay flat or risk but clicks fall off a cliff. 

“We used to depend on consistent CTRs as a measure of our SEO health,” Larry notes, “but now impressions mean nothing if they don’t convert to visitors.”

Darwin Santos, a popular digital analyst on X, reposted Larry’s graph. The post caught on instantly, resonating with hundreds of SEO veterans and new site owners alike. 

“Where clicks and impressions used to be somewhat in line, now you get tons of impressions but no one is clicking anymore.”

And this is not limited to any one industry. From e-commerce to healthcare to SaaS startups, the impact is being felt across all verticals. 

The Outcomes Are Concerning

Let’s get into the outcomes. This is no longer a theory but it is a data-backed pattern: Ahrefs published a blog showing an average CTR drop of 34.5% on AI-impacted search queries post-overview rollout.

Thinking about what are some specific types of content that are particularly affected by the drop in CTR due to AI Overviews?

It is particularly bad for: 

Basically, anything that can be answered in a summarized form by AI is now being cannibalized.

Google’s Official Take (And Why It Doesn’t Help Much)

Google, for its part, has not denied what is happening but it has not confirmed it either. The company has spun it as an evolution of search.

But what kind of “diverse traffic” are we talking about if nobody’s clicking?

Some even argue that Google has quietly shifted from being a search engine to an answer engine, a place where users get what they need without leaving the platform. 

And while this improves user dwell time on Google, it hurts publishers, brands and content creators.

Let’s Talk Strategy: What Can You Actually Do About This?

Right now, we are all in a reactive state. But if you want to navigate this shift smartly, here are some growing strategies:

Start owning your brand queries. If people search for “Best SaaS platform” instead of just “best SaaS tools,” they are far more likely to click. Build awareness through other channels so your name becomes the click.

Like featured snippets before it, you can now structure content to appear in the AI Overview itself. Use direct answers, add question-based subheadings and implement structured data (FAQ, How-To, Product Schema).

While this won’t guarantee clicks but being the cited source is still better than not appearing at all.

Depending solely on organic search has never been more dangerous. Explore:

Is This the New SEO Shift? 

This might feel like the death of organic search but it is actually an evolution. Each time, SEO evolved. Some struggled, others thrived. But this time, the transformation is more drastic, because Google is not just changing how we appear and it is changing why users click (or don’t).

Visibility without engagement means nothing. We need to reimagine what search success looks like. It is no longer just about top ranking but about capturing user intent beyond the SERP.