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The Decline of Click-Through Rates: How Google’s Evolving SERPs Are Changing the Game

A cartoon put together by our SEO Agency in Surrey of a hand holding a smartphone and the headline "Trends reducing CTRs in 2025"

Click-through rates (CTR) have long been a cornerstone of digital marketing success. However, Google’s ever-evolving Search Engine Results Pages (SERPs) are transforming how users interact with search results, leading to a steady decline in CTRs.

For businesses in Surrey, staying competitive means understanding these changes and working with experts, like an SEO agency in Surrey, to adapt. In this blog, we’ll explore why CTRs are set to decrease, the forces driving this shift, and how businesses can remain visible and impactful in the face of these changes.

Google’s New SERP Features: A Double-Edged Sword

Google’s updates to its SERPs aim to enhance user experience by offering instant, richer information. While this is great for searchers, it often results in fewer clicks to websites.

1. Rich Snippets and Featured Snippets

Rich snippets and Featured Snippets offer users quick answers directly on the SERP. For instance, a search for “What is digital marketing?” may display an in-depth answer without users needing to visit a site. While this improves user experience, it reduces the traffic websites receive.

Businesses can benefit from these features by optimising their content for rich results. A local SEO agency in Surrey can implement structured data and develop high-quality content that positions your site for these snippets.

2. People Also Ask (PAA) Boxes

“People Also Ask” boxes are another feature keeping users on the SERP. These expandable Q&A sections provide relevant information and entice users to explore further—without clicking away.

3. Google Business Profiles and Local Packs

For local businesses, Google’s Local Pack displays critical information – address, opening hours, and reviews – within the SERP. This helps customers decide where to visit, but it often bypasses traditional website visits. Partnering with an SEO agency in Surrey ensures your profile is fully optimised to stand out.

4. Interactive and Visual Content

Features like video carousels, image packs, and maps make SERPs visually appealing and interactive. However, they reduce reliance on clicking through to external sites.

Why CTRs Are Declining

1. Zero-Click Searches Are Increasing

According to a study by SparkToro, 65% of all searches now result in zero clicks. Users are finding answers directly on Google’s SERPs, bypassing the need to visit a website. This trend is likely to accelerate as Google prioritises instant information.

2. Greater Competition for Clicks

With more SERP features like ads, snippets, and PAA boxes, traditional organic listings are being pushed further down the page. Even the highest-ranking organic results now compete for attention with paid ads and featured content.

3. The Rise of Mobile and Voice Search

Mobile users and voice search queries often prioritise quick, concise answers. For example, someone searching via voice for “Best SEO agency in Surrey” might only hear the top answer without needing to visit the website.

How to Stay Competitive

A declining CTR doesn’t mean your business will lose visibility; it means your strategy must adapt. Here’s how:

1. Prioritise Brand Visibility

Instead of focusing solely on clicks, aim to increase visibility across multiple SERP features:

  • Rich Snippets: Use structured data to qualify for featured results.
  • Google Business Profiles: Keep your business information accurate and up-to-date.
  • Video and Image Optimisation: Create multimedia content that ranks in video carousels and image packs.

An experienced SEO agency in Surrey can guide you in implementing these tactics effectively.

2. Optimise for Zero-Click Searches

  • Answer Questions Directly: Create content that addresses user queries succinctly to appear in snippets and PAA boxes.
  • Enhance Local SEO: Ensure your business is visible in Local Packs for searches like “SEO services near me”.
  • Use Structured Data Markup: Enable search engines to better understand your content and improve its chances of ranking in rich results.

You can learn more about zero-click searches from Search Engine Journal.

3. Diversify Your Traffic Sources

Don’t rely solely on organic traffic. Social media, email campaigns, and paid advertising can complement your SEO strategy and maintain a steady stream of visitors.

4. Focus on Engagement Metrics

As CTRs decline, prioritise other engagement metrics like impressions, brand mentions, and conversions to measure success.

Why Work with an SEO Agency in Surrey?

Navigating the complexities of Google’s evolving SERPs requires expertise. A dedicated SEO agency in Surrey can help your business adapt by:

  1. Improving Local Visibility: Optimising your Google Business Profile and enhancing local search performance.
  2. Securing Rich Snippets: Developing content that targets featured results to boost visibility.
  3. Monitoring Performance: Using advanced analytics to track progress and refine strategies.

For example, a local restaurant in Guildford could see a significant increase in reservations by optimising for terms like “Italian restaurant in Surrey” and appearing in the Local Pack. To maximise your local SEO results explore local SEO best practices on HubSpot.

The Road Ahead

As Google’s SERPs become more feature-rich, traditional CTRs will continue to decline. Businesses must focus on broader visibility and audience engagement to thrive in this new landscape. By partnering with a trusted SEO agency in Surrey, you can ensure your strategy remains effective and future-proof.

Contact Thunderbolt for an SEO Agency in Surrey Who Stays on Trend

Are you ready to future-proof your digital marketing strategy? Contact our SEO agency in Surrey today for a free SEO audit and expert advice on adapting to Google’s changing SERPs. Let us help you maximise your online presence and achieve measurable results.

Google’s evolving SERPs are a reflection of user preferences for instant, accessible information. While this shift challenges traditional approaches, it also opens doors for innovative strategies. By focusing on visibility, optimising for zero-click searches, and diversifying your marketing mix, businesses can stay ahead of the curve.

If you’re concerned about adapting to these changes, our team can help. Contact us today for a free SEO audit and tailored strategies to thrive in this evolving digital landscape.

Contact our marketing team on 01252 413757 or email howdy@wearethunderbolt.com for more information.