The concept of 'The Great Decoupling' has emerged to describe the growing discrepancy between impressions and clicks on Google Search, particularly with the integration of AI Overviews. Coined by Darwin Santos, this term has gained traction across various SEO platforms. Martin Splitt from Google, during the Google Search Central Live 2025 event, noted a trend where although impressions might rise due to AI features, the number of clicks is decreasing. This situation presents challenges, but it may also enhance conversion rates for businesses.
The term 'The Great Decoupling' describes the increasing gap between impressions and clicks in Google Search results, especially with the rise of AI Overviews.
Martin Splitt highlighted that while impressions may rise in AI overviews, clicks might stagnate or fall, but this could lead to increased conversions.
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