
The Great Decoupling of Clicks and Impressions
SmithDigital
2025-06-27• 6 min
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In this episode of SmithDigital, titled "The Great Decoupling of Clicks and Impressions," I delve into a seismic shift in digital marketing. Imagine spending countless hours perfecting your content, only to find the rules have changed. We're exploring the phenomenon where Google search impressions have surged by 49%, yet clickthrough rates have plummeted by 30%. This "great decoupling," as coined by Darwin Santos, is largely driven by the rise of AI overviews in search results, which often answer user queries directly. I discuss the implications for content creators and business owners, emphasizing the need to optimize for zero-click scenarios and focus on brand visibility. As the link between visibility and engagement shifts, we must rethink how we measure success and value our online presence. Join me as we navigate this new landscape and explore strategies for thriving in a world where brand awareness may outweigh immediate clicks.
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