Why are clicks dropping even though impressions are stable?

[VillageHomeF]

you would have to research the exact keywords to get a better understanding of what is happening. could be any number of things.

[Zestyclose_Suit_7005]

Yeah, that’s been happening to a lot of sites lately. Google’s AI overviews and richer SERP features are grabbing attention before users even click. Rewriting titles to be more curiosity-driven and updating meta descriptions can help a bit. Also, adding FAQ or How-To schema sometimes boosts visibility, worth testing different formats to see what sticks.

[snr-sathish]

AI summaries could reduce the clicks on purely informational content, which content and key phrases do you see drop.

[Aggravating-Boat1537]

optimize titles and meta descriptions by highlighting core value(e.g.,”3 key methods to solve xx problem”), using action-oriented words,and adding numbers or questions-based expressions to enhance appeal.

[beingonthespot]

Definitely to do with AI overviews. Ours dropped quite a bit and our marketing consultant worked on our content which now shows up in AI summaries/overview which is a great way for your business to be seen against competitors. someone posted info on zero click authority. Check the website out as they have info that will help too with increasing clicks. You can just read about it on there.

[Timely-Abrocoma9681]

AI summaries, and this could also be seasonality if your website deals with something that can be influenced by seasonality.

[Electronic-Cat185]

yeah, this is happening a lot lately. AI overviews and richer SERPs are definitely eating into clicks, even if your visibility hasn’t changed. I’d start with testing titles that directly match search intent instead of trying to be clever, and re-check how your meta descriptions look in different snippets. Adding FAQ or HowTo schema can still help in some niches, but don’t expect miracles, it’s more about standing out visually than ranking higher.

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[Key-End-3072]

It’s probably because Google’s new AI summaries and more results with no click have cut down on straight trips. Feel free to change the names by adding better purpose keywords, add FAQ schema for rich snippets, and write meta descriptions that quickly answer searches. Keep an eye on SERP features as well, and make sure your content is ready to show up in the AI-overview or selected snippet parts.

[Sufficient_Spare2345]

Hey, this happens more often than you might think when impressions stay steady but clicks drop, it often means your listings are showing up, but users aren’t finding them compelling enough to click or Google is answering their questions directly on the results page (hello, zero-click searches and AI snippets). AI-generated summaries and featured snippets can definitely steal clicks, especially if they fully answer user queries. To boost CTR, rewriting titles to be more engaging or curiosity-piquing works well, and adding FAQ schema can increase your real estate on the SERP, making your listing stand out more also, try optimizing meta descriptions and testing different snippet formats sometimes small tweaks make a big difference. It’s about making sure your listing invites clicks, even if Google is doing some of the work for users upfront.