The Google search landscape has undergone a seismic shift in 2025, fundamentally altering how users discover and interact with content. The introduction and expansion of AI Overviews, combined with increasingly sophisticated SERP features, has created what industry experts call 

“The Great Decoupling” – a growing disconnect between search impressions and actual click-through behaviour.

For digital marketers, understanding where clicks go based on search intent is no longer just important; it’s mission-critical for survival. Traditional metrics like rankings and impressions no longer tell the complete story.

The New Search Paradigm

Google has evolved from a directory of the web into an answer engine. Users increasingly find what they need without ever leaving the search results page. AI-powered overviews provide instant answers, featured snippets offer quick solutions, and knowledge panels display key information directly on the SERP.

The implications are profound. A first-page ranking no longer guarantees traffic. High impression counts may mask declining engagement. To navigate this new landscape successfully, marketers must understand not just where their content ranks, but whether users will actually click through to it.

Click Distribution by Search Intent Type

1. Informational Intent: The Zero-Click Takeover

Informational searches represent the largest segment of all Google queries, accounting for more than half of all searches conducted daily. These queries capture users in their discovery and learning phase – seeking knowledge, answers, explanations, or how-to guidance.

Typical queries: “how to optimise for SEO”, “what is search intent”, “guide to content marketing”, “best way to increase conversions”

The Shocking Reality

Between 40% and 45% of informational searches now result in zero clicks. Nearly half of all users find their answer directly on the search results page and never visit a website at all.

Where the remaining clicks go:

• AI Overview Citations: 8-12% of clicks from users who want to verify sources behind AI-generated summaries
• Featured Snippets: 12-15% of clicks, with 42.9% CTR among viewers when present
• Organic Position #1: 15-20% (down from 27.6% without AI features)
• Positions 2-3: 10-15% combined
• Positions 4-10: 5-8% combined – almost irrelevant
• Paid Ads: 2-3% – users researching aren’t interested in commercial messages
• People Also Ask: 1-2% – engagement feature with minimal clicks
• Images/Video: 2-4% – better for visual content

Strategic implications: Ranking alone is insufficient. Content must be structured for AI Overviews and featured snippets. Building brand recognition that encourages users to seek out your content specifically has become essential.

2. Local Intent: The Power of Proximity

Local searches cross traditional intent boundaries. A user might seek the “best Italian restaurants in Newcastle”, “Starbucks nearest location”, or “buy flowers near me”. The unifying factor is geography – users want businesses, services, or information tied to a specific physical location.

Typical queries: “restaurants near me”, “emergency plumber in Durham”, “best coffee shop downtown”, “urgent care open now”

Where Local Clicks Land

The Local Pack – that map-based display showing three nearby businesses – absolutely dominates user attention:

• Local Pack Position #1: 23-28% of clicks (23.6% CTR)
• Local Pack Position #2: 12-15% of clicks (15.4% CTR)
• Local Pack Position #3: 10-12% of clicks (15.1% CTR)
• Google Maps Direct: 8-12% – users bypass websites entirely
• Organic Position #1: 8-12% (reduced from 39.8% normally to 15.1% with Local Pack)
• Positions 2-3: 6-8% combined
• Positions 4-10: 3-5% combined – minimal traffic
• Paid Local Ads: 3-5%
• Zero-Click: 12-18% – users get phone numbers, hours, addresses directly

The local SEO imperative: Traditional SEO rankings matter far less than Local Pack placement. A business ranking first organically but absent from the Local Pack will receive a fraction of the traffic compared to even third position within the pack.

3. Commercial Intent: The Comparison Shoppers

Commercial intent searches represent users in the critical consideration and evaluation phase. They’re actively researching specific products or services with the intention to purchase soon. They’re comparing options, reading reviews, and evaluating which solution best fits their needs.

Typical queries: “best CRM software”, “iPhone vs Samsung”, “top-rated laptops 2025”, “Mailchimp alternatives”

Commercial Search Click Patterns

Commercial intent shows significantly better organic performance than informational queries:

• Organic Position #1: 20-25% (24.05% CTR) – users conducting research click through more readily
• AI Overview Citations: 10-15% – growing presence in product comparisons
• Organic Position #2: 12-15%
• Organic Position #3: 8-10%
• Shopping Results: 8-12% – visual product listings capture attention
• Video Results: 4-6% – review videos increasingly prominent
• Paid Search Ads: 6-10% – substantially better than informational queries
• Positions 4-10: 8-10% combined – more browsing behaviour
• Zero-Click: 8-12% – lower as users need detailed comparisons

Winning the consideration phase: Content must directly address comparison criteria. Detailed reviews, side-by-side comparisons, pros and cons analyses, and authentic testimonials all perform well. Users at this stage are sophisticated and sceptical – content that acknowledges limitations whilst highlighting genuine advantages builds trust.

Adapting to The Great Decoupling

The data reveals an uncomfortable truth: impressions and rankings no longer correlate reliably with traffic. A first-page position in informational queries may deliver minimal clicks. A Local Pack absence renders even top organic rankings largely irrelevant for local businesses.

This isn’t a temporary disruption. Google has fundamentally redefined its role from directory to answer engine. The company’s business model increasingly centres on keeping users within its ecosystem, providing answers directly, and monetising attention without referring traffic elsewhere.

Success requires:

• Understanding not just where content ranks, but whether anyone will click through
• Optimising for AI Overviews, featured snippets, and SERP features, not just traditional rankings
• Intent-specific strategies that recognise dramatically different click patterns across query types
• Building brand authority that makes users seek out your content directly

Those who adapt based on these intent-specific click distributions will find new opportunities for growth. Those who cling to legacy strategies will watch their traffic slowly evaporate, wondering why first-page rankings no longer deliver results. The question is no longer whether search is changing, but whether your strategy is changing fast enough to keep pace.

Whether you want to dominate local searches, optimise for AI-driven results, or capture more clicks across commercial and informational queries, our team can help. Partner with a trusted Digital Marketing Agency for the North East and turn search intent into measurable results. Contact us today to discuss your custom SEO strategy.