An alarming trend is emerging in organic search where web pages experience a decline in traffic without any notable change in their rankings. This issue, affecting both large and small websites, primarily arises from the growth of zero-click searches driven by features like AI overviews and diversified search results. A 2024 study revealed that out of 1,000 U.S.-based searches, only 360 resulted in external clicks, emphasizing the competition from ads and features that engage users on the search results page itself.
There's a disturbing trend in organic search: Many web pages are losing traffic without a substantial change in rankings. It's primarily due to zero-click searches and AI Overviews.
A 2024 study found that, on average, 1,000 U.S.-based searches resulted in just 360 external clicks, highlighting the impact of diverse search results.
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