The Great SEO Decoupling: Why Clicks Are Dropping (And How to Adapt)

About this Video

• Video Title: The Great SEO Decoupling: Why Clicks Are Dropping (And How to Adapt)
• Channel: Edward Sturm
• Speakers: Edward Sturm
• Duration: 00:12:43

Introduction

This video discusses the "Great SEO Decoupling," a phenomenon where Google search impressions are rising while clicks are falling. Edward Sturm analyzes data showing this trend and explains how AI overviews in Google Search are contributing to the problem. He offers strategies to adapt to this shift, focusing on a transition from top-of-funnel to bottom-of-funnel SEO strategies.

Key Takeaways

• AI Overviews Impact: Google's AI overviews are significantly reducing click-through rates, as they provide answers directly on the search results page, reducing the need for users to click through to websites. Studies show click reductions of approximately 34.5%.
• Informational vs. Transactional Keywords: The majority of keywords affected by AI overviews are informational (how, what, why, when, where), while transactional keywords (showing purchase intent) are less impacted.
• Shifting SEO Focus: The video advocates for a shift from top-of-funnel (informational) SEO to bottom-of-funnel (transactional) SEO, focusing on keywords reflecting purchase intent.
• Bottom-Funnel SEO Advantages: Bottom-of-funnel SEO requires less work, produces higher conversion rates, and results in more durable, long-lasting rankings because of less competition for niche keywords. It also often benefits from AI overviews, as the AI tends to recommend brands targeting the specific language used in purchase-intent searches.
• Practical Advice: To avoid the "Great Decoupling," the video suggests targeting transactional keywords with dedicated landing pages optimized for those keywords (in page titles, URLs, H1 headings, etc.), rather than relying on blogs for keyword targeting. Blogs are suggested instead for building topical authority and brand presence.