Adapting to the num100 and Decoupling Era

Console impression numbers dropped dramatically—especially for pages ranking outside the top 10 or 20. While this felt like a ranking crisis for many, the reality is that most of those impressions were “phantom,” generated by bots or automation—never actually viewed by humans. Clicks and site sessions, on the other hand, stayed steady, confirming that visibility and demand weren’t truly lost.

At the same time, websites are experiencing the decoupling of impressions from clicks, especially in industries heavily impacted by AI Overviews and new zero-click search features. Impressions may soar as Google displays more brand citations and summarises content directly in the SERP. But unfortunately, clicks fall—users get their answers instantly, so fewer visit the site itself. Tracking tools and analytics have made this gap painfully obvious in recent months, and it’s changed how agencies like Better Ranking advise clients and how we strategise for SEO growth.

What does this mean for website owners? First, don’t panic over a sudden impression drop if clicks and conversions appear healthy. Audit both Google Search Console and your analytics platform to align reporting and annotate your data around September’s change. Second, prioritise actual engagement over visibility—focus on click-through rates, user journeys, and conversion metrics. Third, continue strengthening your brand, publishing unique content, and adapting site architecture to ensure that your traffic remains resilient, even as search evolves toward AI-powered answers.

The bottom line: Google’s parameter shift and decoupling trend aren’t the end of SEO, but a signal to get smarter about how visibility, authority, and user intent are measured. Better Ranking helps clients navigate these changes—reach out or read our blog for practical strategies and the latest insights on thriving in today’s search landscape.

Ready to regain clarity and deliver smarter SEO insights? Get in touch with an award winning London SEO agency and review reporting and adapt your strategies.