The Great Decoupling: Is It Time to Rethink Your Entire SEO Playbook?

Have you noticed something strange recently inside Google Search Console? Impressions are spiking like never before, but clicks are simply flatlining. Google says the change is because of the Great Decoupling, a disruptive shift requiring a Googler to explain it.

What Is the Great Decoupling?

The term “Great Decoupling” is now trending across social media platforms and SEO forums. It refers to a growing disconnect between the number of times your site is seen (impressions) and the number of times it’s clicked.

Google’s AI Overviews has every reason to take the blame for it, and here’s why.

The Real Cause Behind the Great Decoupling

AI Overviews in Google Search is responsible for causing the disparity between clicks vs impressions, and here are two reasons why this is happening:

• Dual Impressions: Like traditional search engines, AI Overviews trigger inflated impressions. However, unlike the former, the latter does little to increase the number of clicks.

• Zero-Click Searches: AI Overviews is all about zero-clicks. Here, searchers can find exact answers to their queries right on the page without visiting the website links, so fewer people feel the need to click through. Sadly, for websites, zero-clicks mean less traffic than before.

Additional Takeaway: Fewer Clicks Equal Better Leads

All the buzz about the Great Decoupling has a secret win for SEOs, best known as the Conversion Compensation Theory. It says that while clicks might decrease, those who click convert better.

According to this study, traffic from AI-powered searches converts 23x better than traditional organic traffic. Unfortunately, attribution is harder because AI Overviews don't always link directly, and conversions may happen days later.

Point to Remember: Google isn’t giving us visibility into those journeys (yet).

What It Means for SEO Right Now

Here's a reminder - the Great Decoupling doesn’t mean SEO is dead. But it’s definitely different. This is how the latter is getting impacted and what you can do:

• Impressions ≠ Traffic: Visibility may be high, but engagement is low.

• CTR Must Be Rethought: Low click-through rates aren't a failure. It just requires a different strategy.

• Quality > Quantity: Fewer clicks, better conversion potential.

• Get in the AI Box: Clear, structured answers get picked for AI Overviews.

• Track Smarter: Old KPIs don’t cut it. Focus on AI citations, zero-click reach, and branded follow-ups.

Search is Getting More Competitive - Is Your SEO Future-Ready?

Google has rolled out AI Mode, causing a seismic shift in how visibility, clicks, and conversions are measured. It’s already tracking AI Overviews' metrics inside the Search Console and testing ads within its answer summaries. This is turning once-neutral answers into monetised, competitive real estate.

This is no longer just a battle for rankings. You’re now competing for explainability, AI credibility, and structured authority.

The Great Decoupling SEO trend is very real. It is triggered by AI Overviews that satisfy queries without clicks, leading to a sharp drop in CTRs. Attribution is getting murkier, but amidst the chaos lies opportunity. And brands that win will be the ones that adapt quickly.

Key Takeaway: Publish structured, helpful, AI-ready content that earns trust and visibility, even when the click never comes.

The future of search isn’t coming; it’s already here. Is your SEO strategy built for this new reality?