For several Core Updates, a phenomenon has been regularly observed in SEO analysis tools: impressions increase, but clicks stagnate or decline, especially on informational queries. Pages continue to appear in Google results, sometimes more than before, but actual traffic no longer follows the same trajectory.
This discrepancy raises many questions. How can a page gain visibility without generating more visits? Why does this phenomenon mainly affect informational content? And above all, why does this trend intensify after each major Google update?
Visible pages but less viewed
In Google Search Console, the observation is often the same. Impressions increase by 10%, 20%, sometimes more, while the click-through rate decreases. Average positions remain stable or slightly improve, but actual traffic decreases.
According to a study conducted by Advanced Web Ranking, the average click-through rate in the first position dropped from 34% in 2019 to about 28% in 2024 on informational queries. This decline is not due to a loss of visibility but to a change in user behavior towards displayed results.
Google shows more content directly on the results page, reducing the need to click.
Answers displayed before traditional results
Recent Core Updates have strengthened the presence of informational blocks at the top of results pages. Optimized snippets, direct answers, explanatory boxes, synthetic lists… The user often gets the information sought without leaving Google.
On simple informational queries, such as definitions, explanations, or factual questions, Google now displays complete answers.
According to SparkToro, more than 58% of Google searches end without a click. This figure exceeds 65% on purely informational queries. The page is viewed, counted as an impression, but it is no longer visited.
An enriched display that captures attention
Search results are no longer limited to ten blue links. They are surrounded by visual and textual elements that capture attention.
Notably, we find
• long snippets with lists
• question and answer boxes
• carousels
• “other questions asked” blocks
• generated summaries
These elements occupy a large part of the screen, especially on mobile. According to Sistrix, enriched blocks represent on average 40 to 60% of the visible area before the first organic result on smartphones.
Even if a page is well-positioned, it mechanically ends up lower on the page, reducing interactions.
Informational queries less action-oriented
Informational queries do not always seek to trigger a visit. The user often wants a quick answer without delving deeper.
For example
A definition
A date
A short explanation
A figure
A summary
Google increasingly optimizes its results to directly meet these expectations. As a result, the source page is displayed, cited, or used, but rarely visited.
According to Ahrefs, informational keywords displaying an optimized snippet have a click-through rate 30 to 45% lower than the same keywords without a box.
A mechanical increase in impressions
Core Updates also affect how Google distributes impressions. A page can appear on more query variants without necessarily capturing more clicks.
Google broadens the semantic field associated with content. The same page can be displayed on more similar formulations, sometimes at slightly lower positions, which increases impressions without improving the click-through rate.
According to an internal analysis conducted by several European SEO agencies, informational pages saw on average
• +22% impressions
• -9% click-through rate
after a major Core Update in 2024.
The growing role of question and answer blocks
Associated question blocks take up considerable space in the results. Each click on a question unfolds an answer directly in Google, often without generating a visit.
Yet, the source page benefits from an additional impression. The content is displayed, exploited, but the user remains on Google.
According to Moz, more than 50% of informational queries now display an associated question block. These blocks capture a large part of the attention, especially on mobile.
Denser competition on the same query
Core Updates often promote increased diversity of sources. On an informational query, Google displays more different domains, sometimes with similar angles.
This increases the total number of visible pages but dilutes the clicks. Each page receives impressions, but the overall click volume does not progress at the same pace.
On some highly documented queries, the click-through rate per page can drop by 20% or more, even while maintaining a stable position.
Visible titles but less enticing
With the enrichment of results, the role of the title has evolved. When Google already displays a detailed answer, the title loses its attraction power.
The user reads the essentials directly in the snippet. The click becomes optional. Even a well-crafted title struggles to compete with an already visible answer.
According to Backlinko, pages positioned under an optimized snippet record an average click-through rate 37% lower, even with a reworked title.
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The mobile effect amplifies the phenomenon
On mobile, the visible space is limited. A single screen can be occupied by a long snippet, an explanatory box, and a question block.
In this context, the first traditional organic result may appear well below the fold.
According to StatCounter, more than 63% of Google searches are now conducted on mobile. This mechanically accentuates the increase in impressions without clicks, especially on informational content.