{"id":67748,"date":"2026-09-18T14:35:49","date_gmt":"2026-09-18T13:35:49","guid":{"rendered":"https:\/\/www.nettl.com\/uk\/?p=67748"},"modified":"2026-09-22T15:39:34","modified_gmt":"2026-09-22T14:39:34","slug":"zero-click","status":"publish","type":"post","link":"https:\/\/www.nettl.com\/uk\/zero-click\/","title":{"rendered":"Top of Google. Fewer clicks."},"content":{"rendered":"<div id='familiarity'  class='avia-section av-2qwy3ht-8a2c23e8b96a4ca6a0ee5518929c44bc main_color avia-section-default avia-no-border-styling  avia-builder-el-0  avia-builder-el-no-sibling  avia-bg-style-scroll container_wrap sidebar_right'  ><div class='container av-section-cont-open' ><main  role=\"main\" itemprop=\"mainContentOfPage\"  class='template-page content  av-content-small alpha units'><div class='post-entry post-entry-type-page post-entry-67748'><div class='entry-content-wrapper clearfix'>\n\n<style type=\"text\/css\" data-created_by=\"avia_inline_auto\" id=\"style-css-av-jp009ut1-c2a891abf735c7eb7a5c24d037e4b61f\">\n.flex_column.av-jp009ut1-c2a891abf735c7eb7a5c24d037e4b61f{\nborder-radius:0px 0px 0px 0px;\npadding:0px 0px 0px 0px;\n}\n<\/style>\n<div  class='flex_column av-jp009ut1-c2a891abf735c7eb7a5c24d037e4b61f av_one_fifth  avia-builder-el-1  el_before_av_three_fifth  avia-builder-el-first  first flex_column_div av-hide-on-mobile av-zero-column-padding  '     ><\/div>\n<style type=\"text\/css\" data-created_by=\"avia_inline_auto\" id=\"style-css-av-28z32gh-8306082e681bdb1a559cb023abad5737\">\n.flex_column.av-28z32gh-8306082e681bdb1a559cb023abad5737{\nborder-radius:0px 0px 0px 0px;\npadding:0px 0px 0px 0px;\n}\n<\/style>\n<div  class='flex_column av-28z32gh-8306082e681bdb1a559cb023abad5737 av_three_fifth  avia-builder-el-2  el_after_av_one_fifth  el_before_av_one_fifth  flex_column_div av-zero-column-padding  '     ><section  class='av_textblock_section av-1txvxe9-3461d3daee65744295e6faf23d8cd461 '   itemscope=\"itemscope\" itemtype=\"https:\/\/schema.org\/BlogPosting\" itemprop=\"blogPost\" ><div class='avia_textblock'  itemprop=\"text\" ><h1>Top of Google, yet fewer clicks<\/h1>\n<p>\n<style type=\"text\/css\" data-created_by=\"avia_inline_auto\" id=\"style-css-av-v4g6ak-1d639df38b074c4c8eeb90b09a79d152\">\n.av_font_icon.av-v4g6ak-1d639df38b074c4c8eeb90b09a79d152 .av-icon-char{\nfont-size:1em;\nline-height:1em;\n}\n<\/style>\n<span  class='av_font_icon av-v4g6ak-1d639df38b074c4c8eeb90b09a79d152 avia_animate_when_visible av-icon-style- avia-icon-pos-left av-no-color avia-icon-animate'><span class='av-icon-char' aria-hidden='true' data-av_icon='\ue862' data-av_iconfont='entypo-fontello' ><\/span><\/span>\u00a0<em><strong>approx 8 minute read<\/strong><\/em><\/p>\n<\/div><\/section><br \/>\n\n<style type=\"text\/css\" data-created_by=\"avia_inline_auto\" id=\"style-css-av-jp00gvdr-98d064f8eb1dbe52dc1f9fd3cb904193\">\n#top .hr.hr-invisible.av-jp00gvdr-98d064f8eb1dbe52dc1f9fd3cb904193{\nheight:50px;\n}\n<\/style>\n<div  class='hr av-jp00gvdr-98d064f8eb1dbe52dc1f9fd3cb904193 hr-invisible  avia-builder-el-5  el_after_av_textblock  el_before_av_textblock '><span class='hr-inner '><span class=\"hr-inner-style\"><\/span><\/span><\/div><br \/>\n<section  class='av_textblock_section av-1txvxe9-14-1d3a46d8515d99e77f6a29f440bc57e5 '   itemscope=\"itemscope\" itemtype=\"https:\/\/schema.org\/BlogPosting\" itemprop=\"blogPost\" ><div class='avia_textblock'  itemprop=\"text\" ><p>AI Overviews appear on 36% of informational searches and almost none of the transactional ones. Whether your SEO still works depends on which of those your customers are typing.<\/p>\n<\/div><\/section><br \/>\n<section  class='av_textblock_section av-mu6zpq83-1c57a1c274cee5b5f5bb62691ece2ffb '   itemscope=\"itemscope\" itemtype=\"https:\/\/schema.org\/BlogPosting\" itemprop=\"blogPost\" ><div class='avia_textblock'  itemprop=\"text\" ><blockquote>\n<p dir=\"ltr\">&#8220;I want to be top of Google.&#8221;<\/p>\n<p dir=\"ltr\">&#8220;That&#8217;ll cost ya.&#8221;<\/p>\n<p dir=\"ltr\">&#8220;How much?&#8221;<\/p>\n<p dir=\"ltr\">&#8220;Ooh. About 58% of your clicks.&#8221;<\/p>\n<\/blockquote>\n<\/div><\/section><br \/>\n\n<style type=\"text\/css\" data-created_by=\"avia_inline_auto\" id=\"style-css-av-jp00gvdr-13-ea769b179103e08e33cb9b34f6ae153b\">\n#top .hr.hr-invisible.av-jp00gvdr-13-ea769b179103e08e33cb9b34f6ae153b{\nheight:50px;\n}\n<\/style>\n<div  class='hr av-jp00gvdr-13-ea769b179103e08e33cb9b34f6ae153b hr-invisible  avia-builder-el-8  el_after_av_textblock  el_before_av_image '><span class='hr-inner '><span class=\"hr-inner-style\"><\/span><\/span><\/div><br \/>\n\n<style type=\"text\/css\" data-created_by=\"avia_inline_auto\" id=\"style-css-av-h2771v5-07e188c7c5f4155d1f1a592a217e210f\">\n.avia-image-container.av-h2771v5-07e188c7c5f4155d1f1a592a217e210f img.avia_image{\nbox-shadow:none;\n}\n.avia-image-container.av-h2771v5-07e188c7c5f4155d1f1a592a217e210f .av-image-caption-overlay-center{\ncolor:#ffffff;\n}\n<\/style>\n<div  class='avia-image-container av-h2771v5-07e188c7c5f4155d1f1a592a217e210f av-styling- avia-align-  avia-builder-el-9  el_after_av_hr  el_before_av_hr '   itemprop=\"image\" itemscope=\"itemscope\" itemtype=\"https:\/\/schema.org\/ImageObject\" ><div class=\"avia-image-container-inner\"><div class=\"avia-image-overlay-wrap\"><img decoding=\"async\" fetchpriority=\"high\" class='wp-image-67760 avia-img-lazy-loading-not-67760 avia_image ' src=\"https:\/\/www.nettl.com\/uk\/wp-content\/smush-webp\/2026\/09\/AI-Overviews.jpg.webp\" alt='impact of SEO ai overviews on SERPs' title='AI-Overviews'  height=\"808\" width=\"1080\"  itemprop=\"thumbnailUrl\" srcset=\"https:\/\/www.nettl.com\/uk\/wp-content\/smush-webp\/2026\/09\/AI-Overviews.jpg.webp 1080w, https:\/\/www.nettl.com\/uk\/wp-content\/smush-webp\/2026\/09\/AI-Overviews-300x224.jpg.webp 300w, https:\/\/www.nettl.com\/uk\/wp-content\/smush-webp\/2026\/09\/AI-Overviews-1030x771.jpg.webp 1030w, https:\/\/www.nettl.com\/uk\/wp-content\/smush-webp\/2026\/09\/AI-Overviews-80x60.jpg.webp 80w, https:\/\/www.nettl.com\/uk\/wp-content\/smush-webp\/2026\/09\/AI-Overviews-768x575.jpg.webp 768w, https:\/\/www.nettl.com\/uk\/wp-content\/smush-webp\/2026\/09\/AI-Overviews-705x527.jpg.webp 705w\" sizes=\"(max-width: 1080px) 100vw, 1080px\" data-smush-webp-fallback=\"{&quot;src&quot;:&quot;https:\\\/\\\/www.nettl.com\\\/uk\\\/wp-content\\\/uploads\\\/2026\\\/09\\\/AI-Overviews.jpg&quot;,&quot;srcset&quot;:&quot;https:\\\/\\\/www.nettl.com\\\/uk\\\/wp-content\\\/uploads\\\/2026\\\/09\\\/AI-Overviews.jpg 1080w, https:\\\/\\\/www.nettl.com\\\/uk\\\/wp-content\\\/uploads\\\/2026\\\/09\\\/AI-Overviews-300x224.jpg 300w, https:\\\/\\\/www.nettl.com\\\/uk\\\/wp-content\\\/uploads\\\/2026\\\/09\\\/AI-Overviews-1030x771.jpg 1030w, https:\\\/\\\/www.nettl.com\\\/uk\\\/wp-content\\\/uploads\\\/2026\\\/09\\\/AI-Overviews-80x60.jpg 80w, https:\\\/\\\/www.nettl.com\\\/uk\\\/wp-content\\\/uploads\\\/2026\\\/09\\\/AI-Overviews-768x575.jpg 768w, https:\\\/\\\/www.nettl.com\\\/uk\\\/wp-content\\\/uploads\\\/2026\\\/09\\\/AI-Overviews-705x527.jpg 705w&quot;}\" \/><\/div><\/div><\/div><br \/>\n\n<style type=\"text\/css\" data-created_by=\"avia_inline_auto\" id=\"style-css-av-jp00gvdr-10-66a0a16441dbf7449cf01cf6d9267dae\">\n#top .hr.hr-invisible.av-jp00gvdr-10-66a0a16441dbf7449cf01cf6d9267dae{\nheight:50px;\n}\n<\/style>\n<div  class='hr av-jp00gvdr-10-66a0a16441dbf7449cf01cf6d9267dae hr-invisible  avia-builder-el-10  el_after_av_image  el_before_av_textblock '><span class='hr-inner '><span class=\"hr-inner-style\"><\/span><\/span><\/div><br \/>\n<section  class='av_textblock_section av-1txvxe9-11-d4fd66ba3e717ece21f293fc022e21ec '   itemscope=\"itemscope\" itemtype=\"https:\/\/schema.org\/BlogPosting\" itemprop=\"blogPost\" ><div class='avia_textblock'  itemprop=\"text\" ><h2>AI overviews are eating attention<\/h2>\n<p>Ahrefs re-ran their <a href=\"https:\/\/ahrefs.com\/blog\/ai-overviews-reduce-clicks-update\/\" target=\"_blank\" rel=\"nofollow noopener\">clickthrough study<\/a> in February 2026, analysing 300,000 keywords, half with AI Overviews and half without.<\/p>\n<p>When an AI Overview appears at the top of the results, the page ranking first receives 58% fewer clicks than it otherwise would.<\/p>\n<p>When they ran the same analysis previously, the figure was 34.5%.<\/p>\n<p>Just ten months on, that&#8217;s nearly double.<\/p>\n<p>And the trend runs down the entire first page.<\/p>\n<p>So the click you spent three years fighting for is worth less than it was, depending on what you measure.<\/p>\n<p>But the work behind it isn&#8217;t lost. Here&#8217;s why.<\/p>\n<\/div><\/section><br \/>\n\n<style type=\"text\/css\" data-created_by=\"avia_inline_auto\" id=\"style-css-av-jp00gvdr-6-f989f7d47dbf7b02a29fe94e93baa34b\">\n#top .hr.hr-invisible.av-jp00gvdr-6-f989f7d47dbf7b02a29fe94e93baa34b{\nheight:50px;\n}\n<\/style>\n<div  class='hr av-jp00gvdr-6-f989f7d47dbf7b02a29fe94e93baa34b hr-invisible  avia-builder-el-12  el_after_av_textblock  el_before_av_textblock '><span class='hr-inner '><span class=\"hr-inner-style\"><\/span><\/span><\/div><br \/>\n<section  class='av_textblock_section av-1txvxe9-7-99a60842aa914371ea3901e87a2015fc '   itemscope=\"itemscope\" itemtype=\"https:\/\/schema.org\/BlogPosting\" itemprop=\"blogPost\" ><div class='avia_textblock'  itemprop=\"text\" ><h2>Before anyone books a crisis meeting<\/h2>\n<p>Rand Fishkin of <a href=\"https:\/\/sparktoro.com\/\" target=\"_blank\" rel=\"nofollow noopener\">SparkToro<\/a> has been measuring this longer than almost anyone, and he&#8217;s sceptical that AI has changed all that much about how people actually behave.<\/p>\n<p>The number of Google searches per person hasn&#8217;t fallen. People are still on Reddit, still on Facebook, still asking in the WhatsApp group who does a decent job on block paving.<\/p>\n<p>His point is that zero-click has been creeping up for a decade and the real casualty is attribution, not demand.<\/p>\n<p>The customers are still out there. What&#8217;s changed is your ability to watch them arrive.<\/p>\n<p>His advice is to stop obsessing over direct traffic and start associating your brand with the problem you solve.<\/p>\n<\/div><\/section><br \/>\n\n<style type=\"text\/css\" data-created_by=\"avia_inline_auto\" id=\"style-css-av-jp00gvdr-2-e0757191eb24c036ba193ee969f20a5e\">\n#top .hr.hr-invisible.av-jp00gvdr-2-e0757191eb24c036ba193ee969f20a5e{\nheight:50px;\n}\n<\/style>\n<div  class='hr av-jp00gvdr-2-e0757191eb24c036ba193ee969f20a5e hr-invisible  avia-builder-el-14  el_after_av_textblock  el_before_av_textblock '><span class='hr-inner '><span class=\"hr-inner-style\"><\/span><\/span><\/div><br \/>\n<section  class='av_textblock_section av-mu9lyjhc-13f4e6bc9fdb56db9f64d5b9a84f7f59 '   itemscope=\"itemscope\" itemtype=\"https:\/\/schema.org\/BlogPosting\" itemprop=\"blogPost\" ><div class='avia_textblock'  itemprop=\"text\" ><h2>The difference that matters: AI versus Google, or AI inside Google<\/h2>\n<p><a href=\"https:\/\/www.nettl.com\/uk\/ai-talks\/\" target=\"_blank\" rel=\"noopener\">We&#8217;ve argued before on this journal<\/a> that the threat from AI chatbots has been overstated.<\/p>\n<p>As a share of the traffic and revenue arriving at a small business website, ChatGPT, Claude, Perplexity and the rest are a rounding error next to Google.<\/p>\n<p>Fishkin&#8217;s figure for their combined contribution is a fraction of one percent.<\/p>\n<p>If that was the whole story, you could ignore all of it and carry on.<\/p>\n<p>But it isn&#8217;t the whole story, because the AI that matters isn&#8217;t in a chat window&#8230; It&#8217;s sitting at the top of the Google results page your customers already use.<\/p>\n<p>Everybody needs to pay attention when Google puts a generated answer above the results on a third of informational searches, because that&#8217;s not a new channel.<\/p>\n<p>That&#8217;s your existing channel, rearranged.<\/p>\n<p>Which is why the citation is the thing to chase.<\/p>\n<p>Not because AI is the future of search, but because AI is now a layer on top of the search you already depend on, and being named inside that layer is the difference between 20,700 clicks per million impressions and 9,400.<\/p>\n<p><a href=\"https:\/\/www.nettl.com\/uk\/ai-talks\/\" target=\"_blank\" rel=\"noopener\">Google still delivers<\/a>. It&#8217;s just changed how it hands things over.<\/p>\n<p>The six steps below are here to help you adapt your playbook.<\/p>\n<\/div><\/section><br \/>\n\n<style type=\"text\/css\" data-created_by=\"avia_inline_auto\" id=\"style-css-av-4jkvwpw-b4ce5445cfbb975a6a600f081d133a12\">\n#top .hr.hr-invisible.av-4jkvwpw-b4ce5445cfbb975a6a600f081d133a12{\nheight:50px;\n}\n<\/style>\n<div  class='hr av-4jkvwpw-b4ce5445cfbb975a6a600f081d133a12 hr-invisible  avia-builder-el-16  el_after_av_textblock  el_before_av_textblock '><span class='hr-inner '><span class=\"hr-inner-style\"><\/span><\/span><\/div><br \/>\n<section  class='av_textblock_section av-mu7016td-dd080d444f79791a53f0d647f4a798f9 '   itemscope=\"itemscope\" itemtype=\"https:\/\/schema.org\/BlogPosting\" itemprop=\"blogPost\" ><div class='avia_textblock'  itemprop=\"text\" ><h2>1. Sort your queries into two piles<\/h2>\n<p>The damage is uneven, and that&#8217;s the useful part.<\/p>\n<p>Open Search Console. Performance, last 16 months, tick both Clicks and Impressions.<\/p>\n<p>If impressions are flat or rising while clicks fall, that&#8217;s what being summarised looks like.<\/p>\n<p><em>If both are falling, you have an ordinary ranking problem and this is the wrong article.<\/em><\/p>\n<p>Then export your top 50 queries and mark each one L, T or I. Local, transactional, or informational.<\/p>\n<p>A worktop fitter in Harlow will find &#8220;quartz worktops Harlow&#8221; still earning its clicks, because that person wants a price and a date.<\/p>\n<p>&#8220;How do you clean quartz worktops&#8221; will be answered in full on the results page.<\/p>\n<p>Both pages have a job. Only one of them was ever going to get the phone to ring.<\/p>\n<p>And local search isn&#8217;t out of the woods entirely.<\/p>\n<p>Seer Interactive found that <em>informational<\/em> &#8220;near me&#8221; searches trigger an AI Overview 76.9% of the time.<\/p>\n<p>Map results are holding up though. &#8220;Best plumber near me&#8221; is not the same thing as &#8220;plumber sutton coldfield&#8221;, and Google treats them differently.<\/p>\n<\/div><\/section><br \/>\n\n<style type=\"text\/css\" data-created_by=\"avia_inline_auto\" id=\"style-css-av-5zkd9g-5fbea0cee1c994d14b4dd6aa87f86fa3\">\n#top .hr.hr-invisible.av-5zkd9g-5fbea0cee1c994d14b4dd6aa87f86fa3{\nheight:50px;\n}\n<\/style>\n<div  class='hr av-5zkd9g-5fbea0cee1c994d14b4dd6aa87f86fa3 hr-invisible  avia-builder-el-18  el_after_av_textblock  el_before_av_textblock '><span class='hr-inner '><span class=\"hr-inner-style\"><\/span><\/span><\/div><br \/>\n<section  class='av_textblock_section av-mu70ahcf-cc30ed3f4d94927d7f20fc3ed6f5dd3a '   itemscope=\"itemscope\" itemtype=\"https:\/\/schema.org\/BlogPosting\" itemprop=\"blogPost\" ><div class='avia_textblock'  itemprop=\"text\" ><h2>2. Rewrite your answers so they can be quoted<\/h2>\n<p>To get named in an answer, you have to be quotable. Most small business web copy is not.<\/p>\n<p>Here&#8217;s the sort of thing that gets skipped:<\/p>\n<blockquote>\n<p>&#8220;There are many factors that influence the cost of a new website, and every business is different, so it&#8217;s difficult to give a firm figure without understanding your full requirements.&#8221;<\/p>\n<\/blockquote>\n<p>And here&#8217;s the sort of thing that gets lifted:<\/p>\n<blockquote>\n<p>&#8220;A five-page brochure site costs \u00a3500 to \u00a32,000. Ecommerce with up to 50 products starts around \u00a32,500. The four things that move the price are custom design, page count, how the product catalogue is supplied, and any integration with another system.&#8221;<\/p>\n<\/blockquote>\n<p>Same information, roughly. The first one is written to avoid being wrong. The second one is written to be useful. Only one of them gets repeated back to a customer.<\/p>\n<p>The short version of the rules: use the customer&#8217;s actual question as your heading, answer it in the first forty words underneath, be specific about prices and timescales, and if you can, put a named human and a date on the page.<\/p>\n<p>We&#8217;ll go deeper on this next month, because it deserves its own piece.<\/p>\n<\/div><\/section><br \/>\n\n<style type=\"text\/css\" data-created_by=\"avia_inline_auto\" id=\"style-css-av-3u60mc-c8d335fe25bcfd99c08ced78294c7ce7\">\n#top .hr.hr-invisible.av-3u60mc-c8d335fe25bcfd99c08ced78294c7ce7{\nheight:50px;\n}\n<\/style>\n<div  class='hr av-3u60mc-c8d335fe25bcfd99c08ced78294c7ce7 hr-invisible  avia-builder-el-20  el_after_av_textblock  el_before_av_textblock '><span class='hr-inner '><span class=\"hr-inner-style\"><\/span><\/span><\/div><br \/>\n<section  class='av_textblock_section av-mu70hw47-4414f161c285aac7b4d13635f991b3f6 '   itemscope=\"itemscope\" itemtype=\"https:\/\/schema.org\/BlogPosting\" itemprop=\"blogPost\" ><div class='avia_textblock'  itemprop=\"text\" ><h2>3. Work the ground AI hasn&#8217;t taken<\/h2>\n<p>Working on your Google Business Profile is still a very high-return-vs-time activity that you can take control of.<\/p>\n<p>Get your category and sub-categories right.<\/p>\n<p>This is worth a little keyword research. You can use Google&#8217;s keyword tool in Google Ads to help you with this, or just search on your browser and use an LLM to go a little deeper.<\/p>\n<p>On your profile, complete every field. All of them. The services list especially, because that&#8217;s the bit most people leave half done.<\/p>\n<p>Post photos and updates weekly. Real photos of actual work, not stock images of a handshake.<\/p>\n<p>And build review requests into the job rather than remembering to ask when you&#8217;re feeling brave.<\/p>\n<p>At the invoice, at the sign-off, at the point the customer is happiest with you.<\/p>\n<\/div><\/section><br \/>\n\n<style type=\"text\/css\" data-created_by=\"avia_inline_auto\" id=\"style-css-av-3wdc6ck-f8529313a609071dae77dcbaca87254f\">\n#top .hr.hr-invisible.av-3wdc6ck-f8529313a609071dae77dcbaca87254f{\nheight:50px;\n}\n<\/style>\n<div  class='hr av-3wdc6ck-f8529313a609071dae77dcbaca87254f hr-invisible  avia-builder-el-22  el_after_av_textblock  el_before_av_image '><span class='hr-inner '><span class=\"hr-inner-style\"><\/span><\/span><\/div><br \/>\n\n<style type=\"text\/css\" data-created_by=\"avia_inline_auto\" id=\"style-css-av-h2771v5-9-111d41ba7e196b70c114556261026e13\">\n.avia-image-container.av-h2771v5-9-111d41ba7e196b70c114556261026e13 img.avia_image{\nbox-shadow:none;\n}\n.avia-image-container.av-h2771v5-9-111d41ba7e196b70c114556261026e13 .av-image-caption-overlay-center{\ncolor:#ffffff;\n}\n<\/style>\n<div  class='avia-image-container av-h2771v5-9-111d41ba7e196b70c114556261026e13 av-styling- avia-align-  avia-builder-el-23  el_after_av_hr  el_before_av_hr '   itemprop=\"image\" itemscope=\"itemscope\" itemtype=\"https:\/\/schema.org\/ImageObject\" ><div class=\"avia-image-container-inner\"><div class=\"avia-image-overlay-wrap\"><img decoding=\"async\" fetchpriority=\"high\" class='wp-image-67761 avia-img-lazy-loading-not-67761 avia_image ' src=\"https:\/\/www.nettl.com\/uk\/wp-content\/smush-webp\/2026\/09\/Review-Advantage.jpg.webp\" alt='online reviews and reputation management matters. third party opinions matter.' title='Review-Advantage'  height=\"807\" width=\"1079\"  itemprop=\"thumbnailUrl\" srcset=\"https:\/\/www.nettl.com\/uk\/wp-content\/smush-webp\/2026\/09\/Review-Advantage.jpg.webp 1079w, https:\/\/www.nettl.com\/uk\/wp-content\/smush-webp\/2026\/09\/Review-Advantage-300x224.jpg.webp 300w, https:\/\/www.nettl.com\/uk\/wp-content\/smush-webp\/2026\/09\/Review-Advantage-1030x770.jpg.webp 1030w, https:\/\/www.nettl.com\/uk\/wp-content\/smush-webp\/2026\/09\/Review-Advantage-80x60.jpg.webp 80w, https:\/\/www.nettl.com\/uk\/wp-content\/smush-webp\/2026\/09\/Review-Advantage-768x574.jpg.webp 768w, https:\/\/www.nettl.com\/uk\/wp-content\/smush-webp\/2026\/09\/Review-Advantage-705x527.jpg.webp 705w\" sizes=\"(max-width: 1079px) 100vw, 1079px\" data-smush-webp-fallback=\"{&quot;src&quot;:&quot;https:\\\/\\\/www.nettl.com\\\/uk\\\/wp-content\\\/uploads\\\/2026\\\/09\\\/Review-Advantage.jpg&quot;,&quot;srcset&quot;:&quot;https:\\\/\\\/www.nettl.com\\\/uk\\\/wp-content\\\/uploads\\\/2026\\\/09\\\/Review-Advantage.jpg 1079w, https:\\\/\\\/www.nettl.com\\\/uk\\\/wp-content\\\/uploads\\\/2026\\\/09\\\/Review-Advantage-300x224.jpg 300w, https:\\\/\\\/www.nettl.com\\\/uk\\\/wp-content\\\/uploads\\\/2026\\\/09\\\/Review-Advantage-1030x770.jpg 1030w, https:\\\/\\\/www.nettl.com\\\/uk\\\/wp-content\\\/uploads\\\/2026\\\/09\\\/Review-Advantage-80x60.jpg 80w, https:\\\/\\\/www.nettl.com\\\/uk\\\/wp-content\\\/uploads\\\/2026\\\/09\\\/Review-Advantage-768x574.jpg 768w, https:\\\/\\\/www.nettl.com\\\/uk\\\/wp-content\\\/uploads\\\/2026\\\/09\\\/Review-Advantage-705x527.jpg 705w&quot;}\" \/><\/div><\/div><\/div><br \/>\n\n<style type=\"text\/css\" data-created_by=\"avia_inline_auto\" id=\"style-css-av-3cfjzfo-d25ed74f98e509f5e37e432ae0e024d3\">\n#top .hr.hr-invisible.av-3cfjzfo-d25ed74f98e509f5e37e432ae0e024d3{\nheight:50px;\n}\n<\/style>\n<div  class='hr av-3cfjzfo-d25ed74f98e509f5e37e432ae0e024d3 hr-invisible  avia-builder-el-24  el_after_av_image  el_before_av_textblock '><span class='hr-inner '><span class=\"hr-inner-style\"><\/span><\/span><\/div><br \/>\n<section  class='av_textblock_section av-mucpq0cx-434df396e9e175727c4dd067e78c739e '   itemscope=\"itemscope\" itemtype=\"https:\/\/schema.org\/BlogPosting\" itemprop=\"blogPost\" ><div class='avia_textblock'  itemprop=\"text\" ><h2>4. Own the channels nobody rents you<\/h2>\n<p>Every channel where an algorithm sits between you and your customer is a channel that can be adjusted without asking you first.<\/p>\n<p>Your email list can&#8217;t be. Neither can the customers with your number in their phone.<\/p>\n<p>A van with your name on it, a sign above the door, a well-designed mailer to your past customers: none of those get reranked in February.<\/p>\n<p>Good business marketing is multi-channel.<\/p>\n<\/div><\/section><br \/>\n\n<style type=\"text\/css\" data-created_by=\"avia_inline_auto\" id=\"style-css-av-35aev9g-5ebaecbcd01ed9f3f65e13995ab92304\">\n#top .hr.hr-invisible.av-35aev9g-5ebaecbcd01ed9f3f65e13995ab92304{\nheight:50px;\n}\n<\/style>\n<div  class='hr av-35aev9g-5ebaecbcd01ed9f3f65e13995ab92304 hr-invisible  avia-builder-el-26  el_after_av_textblock  el_before_av_textblock '><span class='hr-inner '><span class=\"hr-inner-style\"><\/span><\/span><\/div><br \/>\n<section  class='av_textblock_section av-mucq3h0p-f2fa1ab8724a4083eeabfddf2d773b5f '   itemscope=\"itemscope\" itemtype=\"https:\/\/schema.org\/BlogPosting\" itemprop=\"blogPost\" ><div class='avia_textblock'  itemprop=\"text\" ><h2>5. Change what you measure<\/h2>\n<p>Nike left the S&amp;P 100 this month, after eighteen years in it.<\/p>\n<p>The stock is down about 78% from its 2021 peak, which is more than $200 billion of value.<\/p>\n<p>Plenty went wrong. But the account that should interest anyone reading this came from Massimo Giunco, who spent 25 years there in senior marketing roles.<\/p>\n<p><a href=\"https:\/\/www.linkedin.com\/pulse\/nike-epic-saga-value-destruction-massimo-giunco-llplf\" target=\"_blank\" rel=\"nofollow noopener\">Massimo argued<\/a> that Nike swapped brand building for performance marketing and then congratulated itself on the dashboards.<\/p>\n<p>The performance ads looked brilliant.<\/p>\n<p>They were measurable, attributable, and the return on ad spend was excellent.<\/p>\n<p>What they were mostly doing was collecting demand that thirty years of brand work had already built.<\/p>\n<p>Once the brand work stopped, the demand stopped arriving, and the dashboards kept reporting a healthy return on a shrinking pool.<\/p>\n<p>The intangible stuff was the stuff that was working. It was also the stuff nobody could put in a spreadsheet, so it lost every budget argument it was in.<\/p>\n<p>You are not Nike.<\/p>\n<p>You are also not immune, and the mechanism is about to get considerably more tempting, because the numbers in your analytics are about to tell a story that isn&#8217;t true.<\/p>\n<p>Sessions will fall. But are customers still showing up?<\/p>\n<p>A perfectly sensible business owner will cut the marketing that&#8217;s working, because the stats look unconvincing. People want proof.<\/p>\n<p>Here are five things also worth reporting.<\/p>\n<\/div><\/section><br \/>\n\n<style type=\"text\/css\" data-created_by=\"avia_inline_auto\" id=\"style-css-av-kq5vl0-570b9217c77516dcdde94e238d29770b\">\n#top .hr.hr-invisible.av-kq5vl0-570b9217c77516dcdde94e238d29770b{\nheight:50px;\n}\n<\/style>\n<div  class='hr av-kq5vl0-570b9217c77516dcdde94e238d29770b hr-invisible  avia-builder-el-28  el_after_av_textblock  el_before_av_textblock '><span class='hr-inner '><span class=\"hr-inner-style\"><\/span><\/span><\/div><br \/>\n<section  class='av_textblock_section av-1txvxe9-3-27716d2d95d93724e2ec00c3a2fc5bfd '   itemscope=\"itemscope\" itemtype=\"https:\/\/schema.org\/BlogPosting\" itemprop=\"blogPost\" ><div class='avia_textblock'  itemprop=\"text\" ><h3>\n<style type=\"text\/css\" data-created_by=\"avia_inline_auto\" id=\"style-css-av-measure-01-99b0d3278957f665dc05d115eeeee049\">\n.av_font_icon.av-measure-01-99b0d3278957f665dc05d115eeeee049{\ncolor:#97c700;\nborder-color:#97c700;\n}\n.av_font_icon.av-measure-01-99b0d3278957f665dc05d115eeeee049 .av-icon-char{\nfont-size:25px;\nline-height:25px;\n}\n<\/style>\n<span  class='av_font_icon av-measure-01-99b0d3278957f665dc05d115eeeee049 avia_animate_when_visible av-icon-style- avia-icon-pos-left avia-icon-animate'><span class='av-icon-char' aria-hidden='true' data-av_icon='\ue828' data-av_iconfont='entypo-fontello' ><\/span><\/span> Branded search impressions<\/h3>\n<p>Filter Search Console for your own business name. That&#8217;s demand for you specifically, not for a category you happen to rank in. Slowest to move, most meaningful when it does.<\/p>\n<h3>\n<style type=\"text\/css\" data-created_by=\"avia_inline_auto\" id=\"style-css-av-measure-02-9d13a052e923149634b3a001de6e71f4\">\n.av_font_icon.av-measure-02-9d13a052e923149634b3a001de6e71f4{\ncolor:#97c700;\nborder-color:#97c700;\n}\n.av_font_icon.av-measure-02-9d13a052e923149634b3a001de6e71f4 .av-icon-char{\nfont-size:25px;\nline-height:25px;\n}\n<\/style>\n<span  class='av_font_icon av-measure-02-9d13a052e923149634b3a001de6e71f4 avia_animate_when_visible av-icon-style- avia-icon-pos-left avia-icon-animate'><span class='av-icon-char' aria-hidden='true' data-av_icon='\ue83c' data-av_iconfont='entypo-fontello' ><\/span><\/span> Self-reported attribution<\/h3>\n<p>A simple &#8220;how did you hear about us?&#8221; on the enquiry form, and asked out loud on the phone. If attribution modelling is finished, asking people directly is the honest replacement.<\/p>\n<h3>\n<style type=\"text\/css\" data-created_by=\"avia_inline_auto\" id=\"style-css-av-measure-03-84f976e036630bd4d9c90bea0d5820e7\">\n.av_font_icon.av-measure-03-84f976e036630bd4d9c90bea0d5820e7{\ncolor:#97c700;\nborder-color:#97c700;\n}\n.av_font_icon.av-measure-03-84f976e036630bd4d9c90bea0d5820e7 .av-icon-char{\nfont-size:25px;\nline-height:25px;\n}\n<\/style>\n<span  class='av_font_icon av-measure-03-84f976e036630bd4d9c90bea0d5820e7 avia_animate_when_visible av-icon-style- avia-icon-pos-left avia-icon-animate'><span class='av-icon-char' aria-hidden='true' data-av_icon='\ue842' data-av_iconfont='entypo-fontello' ><\/span><\/span> Google Business Profile performance<\/h3>\n<p>Calls, direction requests, messages, website clicks, and the split between discovery and direct searches. Free, and it tells you more than most paid tools.<\/p>\n<h3>\n<style type=\"text\/css\" data-created_by=\"avia_inline_auto\" id=\"style-css-av-measure-04-5fa7a3fba4689a1c02db50e351551736\">\n.av_font_icon.av-measure-04-5fa7a3fba4689a1c02db50e351551736{\ncolor:#97c700;\nborder-color:#97c700;\n}\n.av_font_icon.av-measure-04-5fa7a3fba4689a1c02db50e351551736 .av-icon-char{\nfont-size:25px;\nline-height:25px;\n}\n<\/style>\n<span  class='av_font_icon av-measure-04-5fa7a3fba4689a1c02db50e351551736 avia_animate_when_visible av-icon-style- avia-icon-pos-left avia-icon-animate'><span class='av-icon-char' aria-hidden='true' data-av_icon='\ue8c6' data-av_iconfont='entypo-fontello' ><\/span><\/span> Conversion rate per session<\/h3>\n<p>As the low-intent informational traffic drops away, this should climb. A site with 30% fewer visits and a higher conversion rate is healthier than it was, and this is the number that proves it to anyone who needs convincing.<\/p>\n<h3>\n<style type=\"text\/css\" data-created_by=\"avia_inline_auto\" id=\"style-css-av-measure-05-db0d4aac7f8d18397b3a64eb16bcb4ad\">\n.av_font_icon.av-measure-05-db0d4aac7f8d18397b3a64eb16bcb4ad{\ncolor:#97c700;\nborder-color:#97c700;\n}\n.av_font_icon.av-measure-05-db0d4aac7f8d18397b3a64eb16bcb4ad .av-icon-char{\nfont-size:25px;\nline-height:25px;\n}\n<\/style>\n<span  class='av_font_icon av-measure-05-db0d4aac7f8d18397b3a64eb16bcb4ad avia_animate_when_visible av-icon-style- avia-icon-pos-left avia-icon-animate'><span class='av-icon-char' aria-hidden='true' data-av_icon='\ue8b4' data-av_iconfont='entypo-fontello' ><\/span><\/span> AI assistant referrals<\/h3>\n<p>Check your analytics for traffic from ChatGPT, Perplexity, Claude and Gemini. The volumes are small. The quality is not, because the assistant has already recommended you before they arrive.<\/p>\n<\/div><\/section><br \/>\n\n<style type=\"text\/css\" data-created_by=\"avia_inline_auto\" id=\"style-css-av-2gz5iuc-e18f953814836387d523961d02429be4\">\n#top .hr.hr-invisible.av-2gz5iuc-e18f953814836387d523961d02429be4{\nheight:50px;\n}\n<\/style>\n<div  class='hr av-2gz5iuc-e18f953814836387d523961d02429be4 hr-invisible  avia-builder-el-35  el_after_av_textblock  el_before_av_textblock '><span class='hr-inner '><span class=\"hr-inner-style\"><\/span><\/span><\/div><br \/>\n<section  class='av_textblock_section av-mucq60be-39c5d49cc9228240562293ad56bd191c '   itemscope=\"itemscope\" itemtype=\"https:\/\/schema.org\/BlogPosting\" itemprop=\"blogPost\" ><div class='avia_textblock'  itemprop=\"text\" ><p>And things to stop putting in the monthly report: sessions as a headline, bounce rate, and rankings with no click data next to them.<\/p>\n<p>One warning that comes straight from the research. Seer found that when brands saw their cited clickthrough rate fall, clicks had actually stayed flat while impressions doubled. The rate dropped because the denominator grew. Look at clicks and impressions separately before you conclude anything. A falling percentage can mean you&#8217;re winning.<\/p>\n<\/div><\/section><br \/>\n\n<style type=\"text\/css\" data-created_by=\"avia_inline_auto\" id=\"style-css-av-10whydg-a5b7d062715c5444c89ba18c16bf9b01\">\n#top .hr.hr-invisible.av-10whydg-a5b7d062715c5444c89ba18c16bf9b01{\nheight:50px;\n}\n<\/style>\n<div  class='hr av-10whydg-a5b7d062715c5444c89ba18c16bf9b01 hr-invisible  avia-builder-el-37  el_after_av_textblock  el_before_av_textblock '><span class='hr-inner '><span class=\"hr-inner-style\"><\/span><\/span><\/div><br \/>\n<section  class='av_textblock_section av-nkmksk-95aab841f23e62abdad82d427d26bd33 '   itemscope=\"itemscope\" itemtype=\"https:\/\/schema.org\/BlogPosting\" itemprop=\"blogPost\" ><div class='avia_textblock'  itemprop=\"text\" ><h2>6. Run a citation check on the first of every month<\/h2>\n<p>You don&#8217;t necessarily need a fancy tool for this.<\/p>\n<p>Write down ten questions a customer would genuinely ask.<\/p>\n<p>Run each one in Google&#8217;s AI Mode, ChatGPT, Claude and Gemini.<\/p>\n<p>Log whether you get named.<\/p>\n<p>Ten minutes a month, and &#8220;are we visible in AI&#8221; stops being a worry and becomes a spreadsheet with a trend line on it.<\/p>\n<p>Which is a much better thing to bring to a meeting.<\/p>\n<\/div><\/section><br \/>\n\n<style type=\"text\/css\" data-created_by=\"avia_inline_auto\" id=\"style-css-av-1x8ve5g-37216eea4cdde576681e08d98c2e7112\">\n#top .hr.hr-invisible.av-1x8ve5g-37216eea4cdde576681e08d98c2e7112{\nheight:50px;\n}\n<\/style>\n<div  class='hr av-1x8ve5g-37216eea4cdde576681e08d98c2e7112 hr-invisible  avia-builder-el-39  el_after_av_textblock  el_before_av_image '><span class='hr-inner '><span class=\"hr-inner-style\"><\/span><\/span><\/div><br \/>\n\n<style type=\"text\/css\" data-created_by=\"avia_inline_auto\" id=\"style-css-av-h2771v5-5-7c45790890ae4a71e49cb0f113b34daf\">\n.avia-image-container.av-h2771v5-5-7c45790890ae4a71e49cb0f113b34daf img.avia_image{\nbox-shadow:none;\n}\n.avia-image-container.av-h2771v5-5-7c45790890ae4a71e49cb0f113b34daf .av-image-caption-overlay-center{\ncolor:#ffffff;\n}\n<\/style>\n<div  class='avia-image-container av-h2771v5-5-7c45790890ae4a71e49cb0f113b34daf av-styling- avia-align-  avia-builder-el-40  el_after_av_hr  el_before_av_hr '   itemprop=\"image\" itemscope=\"itemscope\" itemtype=\"https:\/\/schema.org\/ImageObject\" ><div class=\"avia-image-container-inner\"><div class=\"avia-image-overlay-wrap\"><img decoding=\"async\" fetchpriority=\"high\" class='wp-image-67762 avia-img-lazy-loading-not-67762 avia_image ' src=\"https:\/\/www.nettl.com\/uk\/wp-content\/smush-webp\/2026\/09\/Organic-Clicks-1.jpg.webp\" alt='organic clicks on informational searches, the impact of ai overviews whether there is no AI overview, you are cited, or not cited in the results' title='Organic-Clicks (1)'  height=\"807\" width=\"1079\"  itemprop=\"thumbnailUrl\" srcset=\"https:\/\/www.nettl.com\/uk\/wp-content\/smush-webp\/2026\/09\/Organic-Clicks-1.jpg.webp 1079w, https:\/\/www.nettl.com\/uk\/wp-content\/smush-webp\/2026\/09\/Organic-Clicks-1-300x224.jpg.webp 300w, https:\/\/www.nettl.com\/uk\/wp-content\/smush-webp\/2026\/09\/Organic-Clicks-1-1030x770.jpg.webp 1030w, https:\/\/www.nettl.com\/uk\/wp-content\/smush-webp\/2026\/09\/Organic-Clicks-1-80x60.jpg.webp 80w, https:\/\/www.nettl.com\/uk\/wp-content\/smush-webp\/2026\/09\/Organic-Clicks-1-768x574.jpg.webp 768w, https:\/\/www.nettl.com\/uk\/wp-content\/smush-webp\/2026\/09\/Organic-Clicks-1-705x527.jpg.webp 705w\" sizes=\"(max-width: 1079px) 100vw, 1079px\" data-smush-webp-fallback=\"{&quot;src&quot;:&quot;https:\\\/\\\/www.nettl.com\\\/uk\\\/wp-content\\\/uploads\\\/2026\\\/09\\\/Organic-Clicks-1.jpg&quot;,&quot;srcset&quot;:&quot;https:\\\/\\\/www.nettl.com\\\/uk\\\/wp-content\\\/uploads\\\/2026\\\/09\\\/Organic-Clicks-1.jpg 1079w, https:\\\/\\\/www.nettl.com\\\/uk\\\/wp-content\\\/uploads\\\/2026\\\/09\\\/Organic-Clicks-1-300x224.jpg 300w, https:\\\/\\\/www.nettl.com\\\/uk\\\/wp-content\\\/uploads\\\/2026\\\/09\\\/Organic-Clicks-1-1030x770.jpg 1030w, https:\\\/\\\/www.nettl.com\\\/uk\\\/wp-content\\\/uploads\\\/2026\\\/09\\\/Organic-Clicks-1-80x60.jpg 80w, https:\\\/\\\/www.nettl.com\\\/uk\\\/wp-content\\\/uploads\\\/2026\\\/09\\\/Organic-Clicks-1-768x574.jpg 768w, https:\\\/\\\/www.nettl.com\\\/uk\\\/wp-content\\\/uploads\\\/2026\\\/09\\\/Organic-Clicks-1-705x527.jpg 705w&quot;}\" \/><\/div><\/div><\/div><br \/>\n\n<style type=\"text\/css\" data-created_by=\"avia_inline_auto\" id=\"style-css-av-1gts8ro-fe7ab4819156d642725091b3cf308256\">\n#top .hr.hr-invisible.av-1gts8ro-fe7ab4819156d642725091b3cf308256{\nheight:50px;\n}\n<\/style>\n<div  class='hr av-1gts8ro-fe7ab4819156d642725091b3cf308256 hr-invisible  avia-builder-el-41  el_after_av_image  el_before_av_textblock '><span class='hr-inner '><span class=\"hr-inner-style\"><\/span><\/span><\/div><br \/>\n<section  class='av_textblock_section av-mucqc6in-4cf531d7a9b2d267351d34607155ac22 '   itemscope=\"itemscope\" itemtype=\"https:\/\/schema.org\/BlogPosting\" itemprop=\"blogPost\" ><div class='avia_textblock'  itemprop=\"text\" ><h2>So, back to our friend who wants to be top of Google<\/h2>\n<p>They can still have it. And they should still want it.<\/p>\n<p>AI Overviews don&#8217;t appear on every search.<\/p>\n<p><a href=\"https:\/\/www.seerinteractive.com\/insights\/aio-impact-on-google-ctr-2026-update\" target=\"_blank\" rel=\"nofollow noopener\">Seer Interactive&#8217;s 2026 study,<\/a> covering 5.47 million queries across 53 brands, found they show on 36% of informational searches, 8% of commercial ones and just 5% of transactional ones.<\/p>\n<p>The searches where somebody wants to buy something or book someone are largely still clean results pages.<\/p>\n<p>Which means the answer to &#8220;is SEO still worth it&#8221; depends entirely on what your customers actually type.<\/p>\n<p>If your money queries are <em>&#8220;emergency plumber sutton coldfield&#8221;<\/em> and <em>&#8220;wedding photographer shropshire prices&#8221;<\/em>, the ground under you has barely moved.<\/p>\n<p>If your traffic came mostly from how-to articles and comparison pages, it has moved a great deal.<\/p>\n<p><strong>Comparison queries trigger an overview 95.4% of the time<br \/>\n<\/strong><br \/>\nThe more interesting finding is what happened to the searches Google left alone.<\/p>\n<p>Organic clickthrough on results pages with no overview went up over 2025 and into 2026, from 2.75% to 3.82%.<\/p>\n<p>Seer&#8217;s explanation is a selection effect: the overviews have absorbed the people who only ever wanted a quick answer, leaving the ones who actually intend to click on something.<\/p>\n<h2>Fewer visits. Better visits.<\/h2>\n<p>And where an overview does appear, being cited inside it delivers 120% more clicks per impression than appearing on the same page without a citation.<\/p>\n<p>It won&#8217;t get you back to what you had, because a citation still underperforms a clean results page by 38%.<\/p>\n<p>Roughly 20,700 clicks per million impressions against 9,400.<\/p>\n<h2>Top of Google is still worth having.<\/h2>\n<p>Just know what you&#8217;re buying now.<\/p>\n<p>It isn&#8217;t only the click. It&#8217;s being the business the answer is built from, which means a site a machine can read, a profile that&#8217;s actually finished, and enough specific, checkable detail on your pages that you&#8217;re the obvious thing to cite.<\/p>\n<p><strong>Nobody gets summarised into an answer when they weren&#8217;t in the debate to begin with.<\/strong><\/p>\n<\/div><\/section><br \/>\n\n<style type=\"text\/css\" data-created_by=\"avia_inline_auto\" id=\"style-css-av-ztqmw4-0ceb4631602b309b41370876faa2d5ca\">\n#top .hr.hr-invisible.av-ztqmw4-0ceb4631602b309b41370876faa2d5ca{\nheight:50px;\n}\n<\/style>\n<div  class='hr av-ztqmw4-0ceb4631602b309b41370876faa2d5ca hr-invisible  avia-builder-el-43  el_after_av_textblock  el_before_av_button '><span class='hr-inner '><span class=\"hr-inner-style\"><\/span><\/span><\/div><br \/>\n<div  class='avia-button-wrap av-jinlazj9-8940bf2e05da37a3c8137a9581841bc2-wrap avia-button-center  avia-builder-el-44  el_after_av_hr  el_before_av_hr '><a href=\"https:\/\/www.nettl.com\/uk\/studio-locator\" class=\"avia-button av-jinlazj9-8940bf2e05da37a3c8137a9581841bc2 av-link-btn avia-icon_select-yes-left-icon avia-size-large avia-position-center avia-color-theme-color\"><span class='avia_button_icon avia_button_icon_left' aria-hidden='true' data-av_icon='\ue803' data-av_iconfont='entypo-fontello'><\/span><span class='avia_iconbox_title' >Speak to your local expert about brand visibility<\/span><\/a><\/div><br \/>\n\n<style type=\"text\/css\" data-created_by=\"avia_inline_auto\" id=\"style-css-av-rftq10-8f6408c93adb0909ce0be970f72836d9\">\n#top .hr.hr-invisible.av-rftq10-8f6408c93adb0909ce0be970f72836d9{\nheight:50px;\n}\n<\/style>\n<div  class='hr av-rftq10-8f6408c93adb0909ce0be970f72836d9 hr-invisible  avia-builder-el-45  el_after_av_button  el_before_av_image '><span class='hr-inner '><span class=\"hr-inner-style\"><\/span><\/span><\/div><br \/>\n\n<style type=\"text\/css\" data-created_by=\"avia_inline_auto\" id=\"style-css-av-mucqinbf-9e9ab2d399ae7ce055cf6e884fa29745\">\n.avia-image-container.av-mucqinbf-9e9ab2d399ae7ce055cf6e884fa29745 img.avia_image{\nbox-shadow:none;\n}\n.avia-image-container.av-mucqinbf-9e9ab2d399ae7ce055cf6e884fa29745 .av-image-caption-overlay-center{\ncolor:#ffffff;\n}\n<\/style>\n<div  class='avia-image-container av-mucqinbf-9e9ab2d399ae7ce055cf6e884fa29745 av-styling- avia-align-  avia-builder-el-46  el_after_av_hr  avia-builder-el-last '   itemprop=\"image\" itemscope=\"itemscope\" itemtype=\"https:\/\/schema.org\/ImageObject\" ><div class=\"avia-image-container-inner\"><div class=\"avia-image-overlay-wrap\"><img decoding=\"async\" fetchpriority=\"high\" class=\"wp-image-67470 avia-img-lazy-loading-not-67470 avia_image \" src=\"https:\/\/www.nettl.com\/uk\/wp-content\/smush-webp\/2026\/07\/jenny-900.jpg.webp\" alt=\"-\" title=\"jenny-900\" height=\"600\" width=\"900\" itemprop=\"thumbnailUrl\" srcset=\"https:\/\/www.nettl.com\/uk\/wp-content\/smush-webp\/2026\/07\/jenny-900.jpg.webp 900w, https:\/\/www.nettl.com\/uk\/wp-content\/smush-webp\/2026\/07\/jenny-900-300x200.jpg.webp 300w, https:\/\/www.nettl.com\/uk\/wp-content\/smush-webp\/2026\/07\/jenny-900-80x53.jpg.webp 80w, https:\/\/www.nettl.com\/uk\/wp-content\/smush-webp\/2026\/07\/jenny-900-768x512.jpg.webp 768w, https:\/\/www.nettl.com\/uk\/wp-content\/smush-webp\/2026\/07\/jenny-900-705x470.jpg.webp 705w\" sizes=\"(max-width: 900px) 100vw, 900px\" data-smush-webp-fallback=\"{&quot;src&quot;:&quot;https:\\\/\\\/www.nettl.com\\\/uk\\\/wp-content\\\/uploads\\\/2026\\\/07\\\/jenny-900.jpg&quot;,&quot;srcset&quot;:&quot;https:\\\/\\\/www.nettl.com\\\/uk\\\/wp-content\\\/uploads\\\/2026\\\/07\\\/jenny-900.jpg 900w, https:\\\/\\\/www.nettl.com\\\/uk\\\/wp-content\\\/uploads\\\/2026\\\/07\\\/jenny-900-300x200.jpg 300w, https:\\\/\\\/www.nettl.com\\\/uk\\\/wp-content\\\/uploads\\\/2026\\\/07\\\/jenny-900-80x53.jpg 80w, https:\\\/\\\/www.nettl.com\\\/uk\\\/wp-content\\\/uploads\\\/2026\\\/07\\\/jenny-900-768x512.jpg 768w, https:\\\/\\\/www.nettl.com\\\/uk\\\/wp-content\\\/uploads\\\/2026\\\/07\\\/jenny-900-705x470.jpg 705w&quot;}\"><\/div><\/div><\/div><\/p><\/div>\n<style type=\"text\/css\" data-created_by=\"avia_inline_auto\" id=\"style-css-av-jp00a0tr-ca081bd21a4ac0057905c2c9922a0c55\">\n.flex_column.av-jp00a0tr-ca081bd21a4ac0057905c2c9922a0c55{\nborder-radius:0px 0px 0px 0px;\npadding:0px 0px 0px 0px;\n}\n<\/style>\n<div  class='flex_column av-jp00a0tr-ca081bd21a4ac0057905c2c9922a0c55 av_one_fifth  avia-builder-el-47  el_after_av_three_fifth  avia-builder-el-last  flex_column_div av-hide-on-mobile av-zero-column-padding  '     ><\/div><\/div><\/div><\/main><!-- close content main element --><\/div><\/div><div id='after_section_1'  class='main_color av_default_container_wrap container_wrap sidebar_right'  ><div class='container av-section-cont-open' ><div class='template-page content  av-content-small alpha units'><div class='post-entry post-entry-type-page post-entry-67748'><div class='entry-content-wrapper clearfix'>\n","protected":false},"excerpt":{"rendered":"<p>Ranking first now loses you 58% of your clicks when an AI Overview appears. Ahrefs measured it across 300,000 keywords. Six things small businesses can do about it, starting with a ten-minute check in Search Console.<\/p>\n","protected":false},"author":234,"featured_media":67749,"comment_status":"closed","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"inline_featured_image":false,"iawp_total_views":0,"footnotes":""},"categories":[16],"tags":[],"class_list":["post-67748","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-blog"],"acf":[],"_links":{"self":[{"href":"https:\/\/www.nettl.com\/uk\/wp-json\/wp\/v2\/posts\/67748","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.nettl.com\/uk\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.nettl.com\/uk\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.nettl.com\/uk\/wp-json\/wp\/v2\/users\/234"}],"replies":[{"embeddable":true,"href":"https:\/\/www.nettl.com\/uk\/wp-json\/wp\/v2\/comments?post=67748"}],"version-history":[{"count":11,"href":"https:\/\/www.nettl.com\/uk\/wp-json\/wp\/v2\/posts\/67748\/revisions"}],"predecessor-version":[{"id":67770,"href":"https:\/\/www.nettl.com\/uk\/wp-json\/wp\/v2\/posts\/67748\/revisions\/67770"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/www.nettl.com\/uk\/wp-json\/wp\/v2\/media\/67749"}],"wp:attachment":[{"href":"https:\/\/www.nettl.com\/uk\/wp-json\/wp\/v2\/media?parent=67748"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.nettl.com\/uk\/wp-json\/wp\/v2\/categories?post=67748"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.nettl.com\/uk\/wp-json\/wp\/v2\/tags?post=67748"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}