THE GREAT DECOUPLING (OR WHY YOUR CLICKS ARE DOWN AND IMPRESSIONS UP)

Summary from the TLDR newsletter

Google's AI Overviews creates two opportunities for top-ranking content to log impressions for a given keyword: once as a blue link and again as a citation in an AI Overview. Citations seem to be pulled from content that already ranks highly in traditional search results. Clicks are decreasing because AI Overviews are increasing zero-click searches - many searchers are able to resolve their queries now without leaving the search results page. However, it's not all doom and gloom: visits from AI search convert 23 times better than visits from traditional search.