Voices of Search Podcast: Episode Summary

Title: Seeing a Drastic Decrease in Clicks but Not Impressions?
Release Date: August 2, 2025
Host: Tyson Stockton
Guest: Donna Donahue, Atelier Scientific

Introduction

In the August 2, 2025 episode of Voices of Search, hosted by Tyson Stockton, the discussion centers around a pressing issue faced by SEO professionals: a significant decrease in website clicks despite stable or increasing impressions. This episode delves into the strategic responses and actionable steps SEO directors can take to address and rectify this challenge amidst the evolving landscape of AI-driven search engine results.

The Challenge: Declining Clicks Amid Stable Impressions

Tyson Stockton introduces the central scenario:

"So the scenario is you're the SEO director, and with AIO and AI mode rolling out, you're seeing a significant decrease in clicks in parts of your website. You're not seeing that with impressions, but traffic management is breathing down your neck and they're asking for answers. How do you respond back to them and what's your next step?"
— Tyson Stockton [02:15]

This situation reflects the complexities introduced by advancements in AI and changes in search engine algorithms, which can impact user behavior and site performance metrics in unforeseen ways.

Strategic Response: Benchmarking and Site Management

Donna Donahue addresses the scenario with a comprehensive game plan:

"I think that the most important thing is going to be to crawl your site often, benchmark before you make changes. Make sure that you map your URLs if you need to change. Make sure that you pay attention to your site hygiene as much as important. If you launch something new, make sure that you monitor it."
— Donna Donahue [05:30]

Key Strategies Discussed:

1. Regular Site Crawling and Benchmarking:
   Donna emphasizes the necessity of frequent site audits to establish performance baselines before implementing any changes. This practice ensures that SEO directors can accurately assess the impact of their strategies.

2. URL Mapping and Site Hygiene:
   Proper URL mapping is crucial, especially when restructuring or updating website content. Maintaining site hygiene—ensuring there are no broken links, duplicate content, or technical issues—is fundamental to sustaining SEO performance.

3. Monitoring New Launches:
   Introducing new features or content should be accompanied by diligent monitoring to track their effectiveness and detect any unintended consequences promptly.

4. Implementing Robust Monitoring Systems:
   Establishing systems to closely observe website performance allows for quick pivots if initial strategies do not yield the desired results.

"Put the system in place to make sure that you can keep a good eye on what it is doing, because you might have pivoted and it was not the correct pivot. And so sometimes you need to take a step back."
— Donna Donahue [07:10]

Emphasizing Benchmarking and SERP Analysis

Donna underscores the critical role of benchmarking and understanding Search Engine Results Pages (SERPs):

"If I could call one word it is like benchmark and then pay attention to what the SERPs are doing. Absolutely pay attention to those AI SERPs. What are people talking about?"
— Donna Donahue [09:45]

Detailed Insights:

1. Benchmarking:
   Establishing performance benchmarks allows SEO professionals to measure progress and identify areas requiring improvement systematically.

2. SERP Monitoring:
   Keeping a close watch on SERPs, especially those influenced by AI, provides insights into current trends, user intent, and competitive positioning.

3. Keyword Analysis:
   By examining the keywords associated with higher-ranking competitors, SEO directors can adjust their strategies to target more effective terms and improve their site's visibility.

"I go in those search engine results because they do give the links. Now I go and look at the links and figure out what keywords those are ranking for that appear in those searches."
— Donna Donahue [12:20]

Understanding Competitor Strategies

Donna advises on the importance of analyzing competitor actions to uncover why they might be outperforming:

"So I think benchmarking is important and that's one of the things I would do is figure out what my competitors are doing. Why are they outranking us? I don't know if that's the right answer or not, but that's my answer and that's all that matters."
— Donna Donahue [14:05]

This approach encourages SEO directors to adopt a proactive stance, continuously learning from competitive successes and adapting their strategies accordingly.

Conclusion and Takeaways

Tyson Stockton wraps up the episode by reiterating the value of the insights shared by Donna Donahue. He highlights the importance of:

• Establishing benchmarks to track performance accurately.
• Maintaining rigorous site hygiene to support SEO efforts.
• Closely monitoring SERPs and competitor activities to stay ahead in the dynamic search landscape.
• Implementing robust monitoring systems to swiftly identify and respond to issues.

"If you haven't subscribed yet and you want a daily stream of SEO and content marketing knowledge in your podcast feed, hit that subscribe button on your podcast app or on YouTube and we'll be back in your feed in the following days. All right, that's all for today."
— Tyson Stockton [16:50]

Donna's practical advice provides SEO professionals with a structured approach to diagnosing and addressing the decline in clicks, ensuring sustained growth and adaptability in the face of evolving search engine dynamics.

Additional Resources:

• Connect with Donna Donahue: LinkedIn Profile
• Learn More About Atelier Scientific: Atelier Scientific Website

For more in-depth discussions and strategies on SEO and content marketing, subscribe to the Voices of Search podcast on your preferred podcast platform or YouTube.