Why are zero click pages getting more impressions but no traffic ?

Baby Boss said:
Hi

I have been noticing something odd across a few projects. Some pages are actually getting impressions and even decent rankings but the CTR is almost zero.

It feels like google is showing the page but not really pushing user to click it.

Has anyone figured out what was causing this shift ?

Is it SERP features, intent match or something else affecting clicks even when rankings are stable?
Click to expand...
A lot of the time, this is less about rankings and more about what the SERP is doing around your result. If Google is giving you impressions but almost no clicks, check whether featured snippets and other SERP features are satisfying the intent before users reach the organic listings.
 
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Baby Boss said:
Hi

I have been noticing something odd across a few projects. Some pages are actually getting impressions and even decent rankings but the CTR is almost zero.

It feels like google is showing the page but not really pushing user to click it.

Has anyone figured out what was causing this shift ?

Is it SERP features, intent match or something else affecting clicks even when rankings are stable?
Click to expand...
Yess that is almost right, the AI overview and Featured Snippets is taking that direct answer straight from your page. this is because google utilises your content to provide the answer therefore fullfilling their needs right from the SERP.
Instead of try changing the meta descriptions or including interesting open loop hooks so that they has a reason to click through.
 
I’m seeing this too. Rankings can stay stable while CTR drops because the SERP itself is doing more of the answering now—AI Overviews, snippets, PAA, etc.

I’d check CTR by query first. If certain queries have impressions but almost no clicks, it’s usually intent/SERP layout rather than the page suddenly becoming bad.
 
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