You might’ve noticed something odd when looking at your website stats.
It looks like your site is showing up in more Google searches. But for some reason, fewer people are actually clicking to visit.
This isn’t just happening to you.
It’s part of a bigger shift that’s been going on this year. Some folks are calling it The Great Decoupling. That’s just a fancy way of saying: more people are seeing your site, but fewer are clicking through.
Let’s talk about why.
Why is my website getting impressions but no clicks?
A few months ago, Google made a big change. Now, when you search for something, Google doesn’t always just show you a list of websites like it used to.
Instead, it often gives you a short answer right there on the search page. These summaries are pulled together using AI. They show up at the top, before all the other results. And they usually answer the question well enough that people don’t need to click anything else.
In some cases, those summaries even include information from your website. That’s part of why your site is still showing up more—it’s being seen, just not visited.
So what used to be a search that led someone to your site… now ends right there on Google.
It’s a bit like having your name mentioned in a conversation, but no one actually comes over to talk to you.
That’s what’s behind the drop in clicks. People are getting their answers right away, without needing to visit the websites behind them.
At the same time, your impressions—the number of times your site shows up—might still be climbing. That’s because Google counts it as an impression any time your site appears in the results, even if no one clicks. If your content is mentioned in one of those AI summaries, that counts too.
So the numbers look strange: more visibility, but less traffic.
How to respond to lower website traffic from Google Search
This has left a lot of website owners wondering what they’re doing wrong. In most cases, the answer is: nothing. This is just how Google works now.
That doesn’t mean you’re stuck, though.
If someone searches for your name or your business specifically, they’re still very likely to click. That kind of search is more personal, and the new summaries don’t change that much.
It also helps to write content that’s clear, helpful, and easy to understand. Google’s summaries often pull from pages that do that well. And while those mentions don’t always lead to clicks, they can still build trust over time.
Finally, it’s worth thinking beyond Google. People still find good content through social media, email, word of mouth—even printed materials. There are lots of ways to connect with the people who need what you offer.
The main thing to remember is this: if your traffic looks different lately, you’re not alone. This isn’t a glitch. It’s part of a bigger pattern that’s affecting nearly everyone.
And while the tools might be changing, the basics still matter—clear content, a strong name, and steady connection with your audience.
No need to chase every trend. Just keep showing up well.
