The March 2025 Google Core Update has left many SEO professionals puzzled. While Search Console data shows a rise in impressions, at Build a Brand we have seen a noticeable decline in clicks, leading to a drop in click-through rates (CTR).

This trend isn't isolated; it's a widespread phenomenon affecting various industries and content types. Let's dive into this!

The Current Landscape: Increased Visibility, Decreased Engagement

Post-update, with our clients we have seen:

• Higher Impressions: Pages are appearing more frequently in search results.

• Lower Clicks: Despite increased visibility, user engagement has declined.

• Reduced CTR: The ratio of clicks to impressions has dropped significantly.

This pattern indicates that although content is being highlighted more in the SERP's, users are less likely to click through to the actual pages. So what does this mean I hear you say?

The Role of AI Overviews in Changing User Behavior

What have you noticed when you have asked Google a question lately?

(Don't judge my search query! Ahem* It's purely an example)

A significant factor contributing to the shift in growing impressions but a decline in clicks is the expansion of Google's AI Overviews. As many Redditors have been discussing, these AI-generated summaries provide users with immediate answers, reducing the need to click on individual search results.

A study by Ahrefs also highlighted a stark decline in CTR for top-ranking positions, dropping from 7.3% in March 2024 to 2.6% in March 2025. This decline is more pronounced for informational queries, where AI Overviews often suffice, eliminating the necessity for users to visit external sites. Ryan Law, Director of Content Marketing at Ahrefs says;

AI Overviews function in a similar way to Featured Snippets, by trying to resolve the searcher’s query directly in the SERP—likely contributing to more zero-click searches.

Further Industry Observations on the Google Core Update March 2025

The SEO community has been actively engaging in discussions about these changes. On platforms such as LinkedIn, experts observe that although average positions and impressions have increased, there has been a decline in clicks. This contradiction is linked to AI Overviews and other search features that capture user attention and fulfill queries directly on the search results page.

This trend highlights a change in user behavior, where the priority is on getting quick answers rather than delving into detailed content on specific websites.

So, What Does This Mean for Your Business?

If your impressions are up but clicks are down, you’re not alone. It doesn’t necessarily mean your SEO is failing, but it does mean you need to adjust your strategy.

At Build a Brand, we help businesses like yours adapt to Google’s ever evolving landscape so your hard-earned visibility turns into meaningful results.

Here’s how we recommend responding and how we can help:

1. Don’t panic - visibility still matters!

More impressions mean your site is being seen by more people. It’s a strong signal that your content is relevant and indexed. We can help you turn that visibility into conversions with better targeting and content that attracts clicks.

2. Optimise for new Google features

AI Overviews, rich snippets, and featured results are taking up prime real estate on Google. We can help structure your content in a way that makes it more likely to be picked up by these features thus keeping your business in front of customers even when the rules change.

3. Focus on trust signals and user experience

Search users decide within seconds if they’ll click on your search result. We help make sure your meta titles, descriptions, brand messaging, and site experience are clear, compelling, and trustworthy hence increasing your click-through rate and keeping users on your site longer.

4. Look beyond traffic: measure what matters

Clicks are only one part of the puzzle. We’ll help you track actual engagement and leads, not just vanity metrics. You’ll understand what’s working and where to refine.

5. Diversify your digital strategy

Relying solely on organic Google search is risky in 2025. At Build a Brand, we will guide you to build a broader digital presence through email marketing, paid ads, social media marketing, and content strategies that reinforce your SEO and protect your pipeline.

The March 2025 Core Update signifies a pivotal shift in search dynamics. As Google continues to refine its algorithms and introduce features like AI Overviews, SEO professionals must adapt by focusing on content quality, user engagement, and diversified traffic strategies.

By understanding and responding to these changes, you can maintain and even enhance your online visibility in this new era of search.

Want to know where your website stands right now in terms of visibility and UX and what technical issues could be harming your performance? Contact us for a website audit today! hello@buildabrand.org.uk