Search engine results pages (SERPs) don’t behave like they used to. With Google’s AI Overview (formerly SGE), ChatGPAT Search, Bing Copilot and other AI-based search experiences, users no longer need to scroll through multiple links to find answers. Instead, information is gathered and summarized directly on the results page – often with insights from several authoritative websites at the same time.
For brands – particularly UK fashion, beauty, lifestyle and home decor brands – these evolving SERP formats create both challenges and opportunities. If your analytics show stable or even improving rankings, but your click-through rate (CTR) is consistently dropping, you’re experiencing a trend that affects almost every industry. The rise of rich snippets, AI-generated answers and immersive SERP features have fundamentally changed the way users interact with search results, providing more answers on the page and fewer reasons to click.
Recent industry data shows that the impact is much greater than original forecasts:
- In major SEO studies, CTRs for top-ranked URLs dropped by 30% or more. Ahrefs reported a drop of up to 34.5% for keywords where Google’s AI Overview is triggered, while GrowthSRC found a drop of almost 32% specifically for #1 organic rankings after adopting AI Overview.
- Search Engine Journal reported that the #1 organic position has now seen a nearly 9% CTR drop for searches where AI observations dominate visibility.
- For searches that don’t trigger AI listings, top position CTR still averages between 20-27%, but when listings appear, it can drop to 15-20%, and often lower depending on device type and intent (Backlinko).
- Video-heavy, visual, and media-rich SERPs can sometimes increase engagement, but this increase varies significantly with search behavior, industry context, and the type of SERP features present (SISTRIX).
But that doesn’t mean SEO is dead. This simply means that the way people interact with search is evolving – and your strategy needs to evolve with it. For UK brands, particularly in fashion, beauty, home decor and lifestyle, this change is a reminder that visibility is no longer just about ratings. It’s about being present wherever your audience looks, whether it’s in an AI overview, a visual search panel, or a traditional organic listing.
In this guide, you’ll learn how to use in-depth traffic analytics, structured data, intent-based keyword targeting, and smart content formats to maintain your visibility, optimize search behavior with zero clicks, and future-proof your digital presence in a rapidly changing SERP landscape.
Understand Google SERP Changes and Their Impact on Web Traffic
Today’s SERPs are shaped by dynamic, rich features that are far more complex than the traditional blue link layout. These changes reflect a major evolution in the way search engines organize, filter and display information. Instead of relying solely on rankings, brands now need a strategy that focuses on presence in multiple SERP areas – including AI summaries, knowledge panels, visual cards and also-asked sections. Understanding how these layers work together is the first step in reshaping your SEO approach for long-term performance.
One of the most important elements driving this shift is Google’s AI Overviews. These are generative summaries that compile information from multiple trustworthy pages and present it at the very top of search results. It’s one of Google’s biggest changes to date and often reduces the need for users to click through to a website, especially for broad, informational or top-of-funnel queries.
Key SERP Elements to Watch in 2025
AI Overviews (SGE)
Google’s AI-generated summaries sit at the very top of the SERP and pull insights from multiple credible pages. This remains the most disruptive shift so far, as many users get their answers directly from the overview — skipping website clicks altogether.
Featured Snippets
These “position zero” answer boxes present short paragraphs, lists or tables pulled from a top-ranking page. They often sit above all organic results and capture a significant share of user attention.
People Also Ask (PAA) Boxes
Expandable Q&A dropdowns that surface related questions and concise responses, keeping users engaged on the results page longer.
Local Packs
A cluster of location-based business listings showing ratings, contact details and map placement — positioned above regular organic links and essential for service-based brands.
Knowledge PanelsInformation-dense cards that display quick facts about brands, people or organizations, typically on the right-hand side (or top on mobile). These panels pull from authoritative databases and boost trust.
Perspectives & Discussions Tabs
SERP sections featuring content from Reddit, Quora, YouTube and other community-driven platforms — amplifying authentic, conversational material.
Visual Carousels and “Things to Know”
Rich media cards, videos and informational snippets that draw attention away from plain text links and influence engagement patterns.
These SERP features give users fast answers, reducing the need for traditional clicks. Research shows that featured snippets alone can secure around 67% of organic CTR, while standard organic results maintain an average 28% CTR (AdLift).
What Is a Good Organic CTR in 2025?
But that doesn’t mean SEO is dead. This simply means that the way people interact with search is evolving – and your strategy needs to evolve with it. For UK brands, particularly in fashion, beauty, home decor and lifestyle, this change is a reminder that visibility is no longer just about ratings. It’s about being present wherever your audience looks, whether it’s in an AI overview, a visual search panel, or a traditional organic listing.
In this guide, you’ll learn how to use in-depth traffic analytics, structured data, intent-based keyword targeting, and smart content formats to maintain your visibility, optimize search behavior with zero clicks, and future-proof your digital presence in a rapidly changing SERP landscape.
Understand Google SERP changes and their impact on web traffic
Today’s SERPs are shaped by dynamic, rich features that are far more complex than the traditional blue link layout. These changes reflect a major evolution in the way search engines organize, filter and display information. Instead of relying solely on rankings, brands now need a strategy that focuses on presence in multiple SERP areas – including AI summaries, knowledge panels, visual cards and also-asked sections. Understanding how these layers work together is the first step in reshaping your SEO company’s approach for long-term performance.
What is a good organic CTR in 2025?
CTR references now strongly depend on the type of query and whether or not AI features are visible.
Traditional SERP (no AI overview): 20-25% CTR for position #1
- AI Observation Results: 15-19% CTR for position #1
- Mobile search: Typically 10-12% lower CTR
- Brand search: can still exceed 30% CTR
This means that “good CTR” is now relative. Tools like Google Search Console and GA4 are essential for tracking how SERP features affect impressions, clicks and visibility.
And even when users don’t click, appearing in an AI overview increases familiarity, trust and brand recall – contributing to long-term value.
6 Strategies to Maintain and Boost Traffic & CTR in a Changing SERP Landscape
Maintaining strong website performance requires more than traditional rankings. These strategies help compensate for declining CTR and strengthen your organic presence.
1. Optimize for featured snippets, rich results and AI overview
Selected text extracts and AI summaries stand above all organic results – making them important visibility areas. Structure your content so that search engines and AI systems can easily find answers.
How to optimize for zero-click visibility:
- Start the section with a simple answer of 40-70 words before adding details
- Use headings (H2/H3) that match natural searches
- Add TL;DR box or summary section
- Include tutorials, definitions, pros/cons, and actionable steps
- Strengthen internal linking to guide users deeper into your content
With the right structure, your brand can appear in AI charts and also be listed as a cited source, ensuring double visibility.
2. Implement structured data markup strategically
Structured data using Schema.org markup helps Google interpret your content more effectively. When done right, this enables rich snippets like reviews, product descriptions and video previews – improving your listings and increasing CTR.
Structured data also aligns with your web traffic analytics, helping you measure how advanced SERP results impact engagement and impressions.
What should you focus on in 2025:
- Product, review and video object form
- Author and organization markup for E-E-A-T
- Breadcrumbs and article form for contextual clarity
- JSON-LD formatting for optimal AI readability
The right form increases your chances of being featured in the Knowledge Panel, AI Dashboard, and other high-engagement SERP features.
3. Target smarter keywords: Intent-focused, long-tail and “AI-resistant” searches
As SERPs evolve, traditional high-volume keywords become more competitive—and often more zero-click. The solution is to move to deeper intent targeting.
Focus on keywords that AI tools struggle to answer, including:
- Experience-based questions (review, comparison, pros/cons)
- Localized keywords with commercial intent
- Long-tail questions that require nuance or expert commentary
- Transaction-related or product-specific terms where users still click for details
By analyzing search intent through GA4 and Search Console, you can identify searches where users still prefer to click through to a website instead of relying solely on the summary.
This approach creates a more sustainable traffic pipeline, reduces reliance on volatile main keywords, and keeps your site in a place where human-driven engagement remains strong.
4. Improve the experience on the site to convert every visitor you get
As CTR naturally declines, the priority is to maximize the value of each click you earn. When users land on your site, the goal is to engage them and guide them toward intuitive next steps.
Please note this:
- Fast loading time
- UX rich layout
- Answer-first material structures
- high quality graphics
- Remove the CTA
AI-powered SERPs may reduce clicks, but they also increase user expectations. Your content should be clearer, faster and more useful than ever before.
Strong user experience and on-page clarity can significantly reduce bounce rates and increase conversions – helping you maintain revenue even when traffic fluctuates.
5. Invest in content in multiple formats: videos, images, community insights
SERPs increasingly favor content that goes beyond text. AI overviews and Google’s new “Perspectives” tab augment real-world experiences, discussions and visual media – making different formats essential.
Priority:
- short explanatory video
- product demo
- visual carousel
- experience-based content
- UGC Style Insights
- Community-driven posts (Reddit, Quora, YouTube)
When your brand is present in text, video, community threads and images, you ensure multiple entry points into the SERPs – boosting visibility even when your organic CTR is low.
It also protects against zero-click searches, as visual and community results often require user interaction.
6. Prioritize branding: Today’s most reliable CTR strategy
As SERPs become more AI-driven, brand strength is becoming one of the biggest determinants of organic clicks.
Why?
Because users are more likely to click on a result they recognize – even if it’s not in the top position.
To future-proof your search presence:
- Create a recognizable content style
- Strengthen your social presence
- Increase brand search volume through promotions
- Establish thought leadership through guides, sketches and expert commentary
- Maintain consistent storytelling across platforms
- Despite AI disruption, branded search still sees an average CTR of over 30%.
If users are actively searching for your brand, SERP volatility becomes much less dangerous – and your traffic becomes more predictable and flexible.
Preparing for and Managing Reduced Organic CTR
As SERP layouts continue to change—with AI overviews, rich features, and multi-format results dominating page one—even the best-optimized pages can experience swings in click-through rates.
The goal now is not just to chase clicks, but to understand user behavior, adapt quickly and strengthen your overall digital footprint. Every brand should take the following important steps to stay visible and competitive in an unpredictable search environment.
Step 1. Rely on web traffic analysis tools like GA4 and Search Console
Modern SEO services requires deeper diagnostics and better insight. Use your analytics tools to identify where CTR losses are occurring – and why.
Monitor:
- Which queries now trigger AI overview
- Difference in CTR based on device, location and SERP feature
- Sudden drop in top performing pages
- Brand impressions and visibility even when clicks are low
- Visibility is still important, and analytics help you measure impact more accurately.
Step 2. A/B test your meta titles and descriptions to see what still earns clicks
With changes in search behavior, your metadata will have to work harder.
Use with:
- emotional or curiosity driven hook
- Numbers and Structured Sentences (“7 Proven Ways to Improve…”)
- Human-style conversation headlines (“Is AI stealing your traffic?”)
- Quarterly update cycle to match evolving SERP layout
- Even small adjustments can regain lost CTR and attract more qualified applicants.
Step 3. Add images and multimedia to enhance your listing
Visual elements are now attracting more attention in AI-powered SERPs.
Improve your content with:
- Custom images and high quality thumbnails
- video form
- Short explanatory clips that appear prominently in the search results
- Video results currently earn an average of 4% higher CTR – and this gap is growing.
- As search behavior changes, the brands that remain agile, experimental and data-driven are the ones that continue to thrive.
Flexible solutions for the evolving search landscape
Organic search isn’t going away—it’s transforming. AI digests, conversational search and visually rich SERPs are diversifying the way users find information. This change requires a broader and more flexible strategy.
At Bloom Agency, we help brands appear on all search surfaces – from AI-generated summaries and traditional organic listings to social search platforms, voice search and multimedia results.
Our integrated digital strategy combines:
- AI-powered SEO
- advanced content marketing
- Technical SEO and structured data
- paid search campaigns
- development strategy for social media
Bloom empowers brands to stay ahead of SERP changes, protect traffic consistency and convert more users through multi-channel visibility.
Ready to Future-Proof Your SEO and Protect Your Organic Traffic?
Partner with Bloom Agency — the UK’s forward-thinking digital growth partner — and turn SERP volatility into sustainable visibility, authority and conversions.
Frequently Asked Questions
What does Organic CTR mean and why does it matter?
Organic CTR measures how many users click on the search result after viewing it. This helps you understand if your title, description and location are attractive enough to get engagement.
What is a good CTR for organic search in 2025?
A “good” CTR depends on whether AI observations are visible, the tool used and the query type. Non-AI SERPs can see 20-25% CTR for the top result, while AI-heavy pages tend to have lower traction.
How have Google SERP changes affected web traffic?
New SERP features reduce clicks by providing users with immediate answers. However, brands that optimize for snippets, AI digests and multimedia still maintain strong visibility and impressions.
How does web traffic analysis help improve performance?
Analytics reveal which keywords, pages and devices are losing CTR – so you can adjust content, metadata and format to restore visibility.
Why is web traffic analysis important for marketers?
They provide insight into user behavior, SERP shifts and competitive patterns, helping you make better decisions and adapt faster.
How do SERP changes affect organic CTR and SEO?
Traditional organic listings get fewer clicks, with AI digests and rich results taking up more space. SEO must now include structured data, intent optimization, multimedia and branding.
Rahul M.
B2B Service Provider