“Around 65% of Google searches now culminate without a click.”
If you’re a website owner, your heart might have stopped for a couple of seconds reading this. However, this is true—more than half of users searching on Google, leave without even having to visit a website due to zero-click searches.
And, if you’re seeing your website ranks climb but your clicks are plummeting, then you are not hallucinating—it’s happening for real. Google’s SERP (Search Engine Results Page) has changed dramatically due to the adoption of AI in Google search.
From Featured Snippets and People Also Ask (PAA) to the AI-generated summaries and the upcoming AI Mode, traditional organic listings are being pushed further down the page. It’s not that you’re not ranking. You’re just not visible anymore.
Now instead of panicking, let’s break this down: what’s happening, why it matters, and most importantly, what you can actually do to fix it.
The Changing Face of Search: How SERP Is Evolving?
Let’s get this straight: Google search results are no longer the bright blue links of yesteryear. It is now filled with features like:
- AI Overviews
- AI Mode (Beta)
- People Also Ask (PAA)
- Featured Snippets
- Image and Video Packs
- Knowledge Panels
- Shopping Panels and Product Considerations
They are designed with a sole purpose in mind—to answer questions instantly, without having to click and visit a website.
Using Generative AI, Google can now repackage required results, neatly at the top of the page or dedicate an entire tab just for that. While AI Overviews were a game changer, the upcoming AI Mode is destined to take search experience to the next level, further pushing users away from the customary link-clicking process.
Meanwhile this change is convenient for the users, it would not be for us poor souls: content creators, marketers, SEO professionals. Imagine losing out even after doing everything right!
Why Clicks Are Dropping Despite Ranking
How about we visualize this?
You search for: “how to prepare for ironman 70.3” and you get:
- An “AI Mode” tab where the detailed prep plan would be displayed
- An “AI Overview” that summarizes the training plan
- A “People Also Ask” box with related follow-up questions
- A YouTube carousel showing popular video guides
- Thumbnails of relevant posts, guides etc.
And then, if God (Google)-willing, your well-optimized blog post will be visible a couple of scrolls down. Technically, you ranked well to be visible in the first page itself. However, realistically, no one saw it.
In today’s SERP, position doesn’t equal visibility anymore. And visibility doesn’t always translate to clicks, especially if users get their answer without leaving Google.
Enter AI Search: The Ultimate Click Siphon
Even though Google’s AI search felt like an instant overhaul, it was always in the background, influencing search before making its grand appearance. The search giant’s AI Overviews and the latest AI Mode (and arguably most aggressive) features are here to shake up search.
These AI-generated answers appear prominently at the top of the page for many queries—especially informational ones—and extract relevant content from multiple sources. They often:
- Answer the user’s question directly
- Display without attribution (or with very little citations)
- Push organic links far below the rush
What’s even worse? You might be the source that’s being quoted in the AI-answers, and still may not receive a click.
In essence, Google is using your content to keep users on Google.
How to Optimize for AI in Google Search?
Alright, so how can you score a goal when Google keeps changing the goalposts every now and then? (without losing your mind, of course).
- Go After “Click-Worthy” Content Types
Amidst all the chaos, it’s important to note that not all content is equally affected by SERP cannibalization. AI results thrive on broad, general queries. Therefore, focus on:
- Long-tail keywords (“how to train for Iron Man marathon as a beginner over 40”)
- Personal experience-based content (“My 30-Day Half Marathon Training Mistakes”)
- Case studies, expert interviews, or data-backed insights that can’t be easily summarized
- Unique tools or interactive content (calculators, templates, assessments)
The more specific and experiential your content, the less replaceable it is.
- Win Back Real Estate in the SERP Space
If you can’t beat the new SERP, join them. Optimize for AI-powered SERP features like:
- Featured Snippets: Use question-based subheadings and answer concisely (40–50 words).
- People Also Ask: Ensure you address related questions naturally in your content.
- Videos: Create savvy and engaging YouTube content to appear in carousels.
- Images: Include descriptive alt-text and structured data to win image packs.
The goal here isn’t just to rank but to dominate multiple spots on the results page.
- Make Your Meta Great Again
With users’ patience shrinking faster than the polar ice caps nowadays, your meta title and description need to be magnetic. Try this:
- Lead with benefits or outcomes: “Increase Your Endurance in 6 Weeks with This Marathon Plan”
- Use emojis or brackets to stand out: ” [Get Your FREE Plan]”
- Trigger Mild FOMO: “Most Beginners Get This Wrong—Don’t Be One of Them”
Remember, click-through rate SEO (CTR) is still a ranking signal. The more clicks you earn, the better your odds of staying visible.
- Regularly Monitor and Adapt
Your content’s performance is no longer static. Use your preferred SEO tool, at least weekly to:
- Monitor keywords affected by AI Overviews
- Flag drops in clicks despite steady rankings
- Refresh underperforming pages with better formatting, questions, and rich media
Treat SEO like a living, breathing thing. Because now, it is.
Looking Ahead: AI-powered Search Awaits You
Let’s face it; AI in search isn’t a temporary gimmick. If anything, it’s only going to get more intelligent, more predictive, and more personalized.
But here’s the catch: AI might rob your brand of some potential clicks, but it can’t steal your brand. People are still looking for:
- Human stories
- Trustworthy advice
- Detailed, nuanced information
- Community, reviews, and expertise
So, find what makes your content unique and double down on it. Build topical authority. Offer depth. Answer better.
Because at the end of the day, while Google may summarize you, it can’t be you.
Final Thoughts: Adapt or Be Invisible
Google’s SERP isn’t broken, it’s just evolving. AI Overviews, Featured Snippets, and dynamic SERP features are fast redefining how users interact with search results. As a result, traditional ranking positions are no longer a sure shot to visibility or traffic.
Hey, but it’s still not time to panic. This is your opportunity to adapt.
By being strategic viz, creating content that’s deep, specific, and built to win multiple SERP features, you can thrive in the new search reality.
Understand that visibility is no longer about just ‘ranking’. It’s about owning the space that matters — snippets, videos, images, tools, and interactive experiences. The future of SEO is blended, AI-informed, and experience-first.
