Why “Down” Doesn’t Always Mean “Failing” — Understanding the New Rules of Google Search

How fewer clicks—and more visibility—can still mean your SEO is winning.

If your monthly report says your traffic is down compared to last year, your first instinct might be to worry.

But here’s the truth: in 2025, fewer clicks don’t necessarily mean you’re doing something wrong. In fact, you might be doing everything right.

The Big Picture: Search Is Changing

One year after launching AI Overviews, Google has radically changed how users interact with search results. According to new data from BrightEdge:

  • Google search impressions are up 49% year-over-year.

  • Click-through rates (CTR) are down 30%.

  • Nearly 90% of AI citations now come from pages beyond the first page of results.

So what's going on?

Google’s AI Overviews are now answering users’ questions directly on the search results page—without them ever needing to click through to your website. That means more exposure, but fewer clicks.

What That Means for You

Let’s say you’re “down” on traffic year-over-year. That might look like bad news at first glance.

But here’s what’s really happening:

  • Your content might be showing up in AI Overviews, giving you high-value exposure even without a click.

  • People are searching more complex questions—and your site might be providing answers directly inside Google’s results.

  • You’re still building trust and brand recognition—even if it’s not reflected in the old-fashioned CTR numbers.

“This isn’t just a blip—it’s a total shift in how people interact with search. You don’t just need to rank anymore. You need to be recommended.”
— Kip Keck, Bloomerang Analyst

If You’re Up for the Year — That’s a Bigger Win Than You Think

On the flip side, if your traffic is up despite these trends, it means your site is punching way above its weight.

You’re not just keeping up—you’re outperforming the market.

What’s Behind the Data?

The BrightEdge study highlights several key trends that show how search behavior—and Google's algorithms—have evolved:

Smarter Queries, Smarter Responses

  • Queries with 8+ words are now 7x more likely to trigger AI Overviews.

  • Use of technical vocabulary is up 48%, showing people want deeper, more specific answers.

More Impressions, Less Clicking

  • AI Overviews are now over 1,000 pixels tall, often filling the entire first screen on desktop or mobile.

  • That means even the #1 organic result might sit below the fold.

Your Site Can Win Without a #1 Rank

  • A whopping 89% of AI citations come from pages outside the top 10, including deep content and FAQs.

What Bloomerang Is Doing Behind the Scenes

These shifts didn’t catch us off guard and that’s why we spend so much time monitoring updates, optimizing your content, and making technical adjustments even when you don’t see them.

“Our goal isn’t just to get you ranked, it’s to get you cited, trusted, and seen where it counts.”
— Art Conforti, Bloomerang CEO

We focus on:

  • Structured content that AI can extract and credit

  • FAQ content and semantic optimization for long-tail queries

  • Site speed, health, and mobile performance—still critical for visibility

  • Constant adaptation to Google's algorithm and AI behavior

Final Thoughts

In this new era, success in SEO isn’t just measured by who clicks, it’s about who sees you, who trusts you, and how Google showcases your expertise.

So if your numbers look a little different this year, don’t worry.

You might be doing better than ever.

Sources:

  • BrightEdge. AI Overviews: A Year in Review, May 2025. Read the full report

  • Search Engine Land. “Search Clicks Fell 30% in Last Year,” Danny Goodwin, May 2025.