The Edward Show Why Skyrocketing Impressions Are Killing Your Clicks (The AI Overview Effect)
May 2, 2025
A startling trend shows soaring search impressions with plunging clicks, highlighting AI's disruptive role in SEO. Experts discuss the necessity of focusing on transactional keywords to combat this issue. Practical insights reveal how to leverage AI tools effectively to boost brand visibility. The discussion also touches on creating scenario-based SEO pages to attract decisive users in the travel niche, ensuring businesses stay ahead of algorithm changes. This strategic shift could redefine how brands engage with audiences online.
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Nathan Lotka's SEO Anomaly
- Nathan Lotka's Google Search Console shows impressions skyrocketing but clicks decreasing sharply since March.
- This peculiar trend illustrates a new SEO challenge with AI overviews affecting click-through rates.
AI Overviews Slash Informational Clicks
- Google uses AI overviews that boost impressions but reduce clicks for informational queries.
- AI snippets provide answers directly, diminishing the need for users to click through to websites.
Target Transactional Keywords
- Focus SEO efforts on transactional keywords where users seek solutions and brand recommendations.
- Targeting these keywords avoids disruption from AI and benefits from AI recommending your brand.