AI Search and the Shrinking SERP: What It Means for SEO

The world of SEO is changing – fast. If you’ve noticed traffic drops, fewer clicks, or confusing analytics data lately, you’re not alone. Google’s AI-powered search and shrinking SERPs are rewriting the rules for SEO.

For business owners and marketers managing SEO, it’s becoming harder to stand out on the results page, and even harder to win a click. Let’s explore what’s happening, why it matters, and how you can adapt your strategy to thrive in this new era.

The Shrinking SERP: What Changed and Why It Matters

In late 2025, Google made a quiet but significant change – it removed the ability to view 100 search results at once using the &num=100 parameter. That means every search now only shows 10 results per page, no matter what.

This adjustment, reported by Search Engine Roundtable and analyzed in depth by Brodie Clark, has wide-reaching effects for SEOs and data tools. Where tools like Ahrefs and Semrush once fetched 100 results in a single request, they now need to load 10 at a time, slowing data collection and increasing server strain.

As Ahrefs explained, this shift reduces the ability to see how sites rank beyond page one and makes large-scale SERP analysis more complex. It also reduces inflated impression counts caused by automated bots scanning hundreds of results.

For everyday users, not much looks different. Google’s infinite scroll still loads more results as you move down. But in practice, the visibility gap between the first and second page has never been wider. As most users never scroll beyond the top few results, the message for businesses is clear: if you’re not on the first page, you might as well be invisible.

To make matters trickier, some marketers noticed sudden drops in Google Search Console impressions around the same time. This wasn’t necessarily an SEO failure-it was tied to these SERP and data reporting changes. Even Search Engine Roundtable confirmed that automated queries had been skewing impression data, meaning the apparent dip was more of a correction than a catastrophe.

The Rise of AI Overviews and Zero-Click Search

While technical changes are one part of the story, the bigger shift is happening right on the results page itself.

Google’s new AI Overviews, previously known as SGE (Search Generative Experience), use artificial intelligence to generate detailed summaries directly within search results. These AI-driven answers pull from multiple websites and display them at the very top of the page, often above organic listings.

This trend isn’t entirely new. Zero-click searches have been around for years, where users get their answer directly on the SERP via snippets, FAQs, or local packs. But AI Overviews take this further, reducing the need for users to click through to any site at all.

Ahrefs has tracked this transformation closely in their reports on AI Overviews reducing clicks and zero-click searches. Their data shows that when AI summaries appear, click-through rates for the #1 organic result drop by around 34.5% on average.

In short: visibility no longer guarantees traffic.

This phenomenon, dubbed “The Great Decoupling” by Ahrefs, describes the growing gap between being found and being visited. Your content might appear in AI summaries or featured snippets, but users may never actually land on your website.

And while Google’s CEO Sundar Pichai has suggested that AI-cited sites could see increased engagement, independent studies show otherwise. The SERP is increasingly becoming the destination rather than the gateway.

Why the SERP Is Shrinking

Several forces are converging:

AI is answering more questions directly: Users searching for information often get everything they need without clicking through to a site.
SERP features dominate above-the-fold space: AI overviews, maps, image packs, and “People Also Ask” boxes now push organic listings further down.
Google’s design favors its ecosystem: With YouTube videos, Shopping ads, and AI snippets, much of page one is Google-owned or generated content.

The practical result? The traditional “10 blue links” have been squeezed into a much smaller portion of the page.

As Ahrefs explains, this creates a kind of visibility illusion, your site might show up multiple times (as a citation and as a result), but real user engagement keeps dropping.

What This Means for Businesses and Marketers

For Perth business owners and marketers managing SEO, this can feel overwhelming. SEO has always been multifaceted, covering on-page, technical, off-page, and content strategies, but now you’re competing with Google’s own AI for attention.

What matters now is understanding these changes and finding the right ways to adapt your SEO strategy moving forward.

Page One Is Everything

Now that Google has capped results at 10 per page, ranking on page one is non-negotiable. For us at Clue that might mean targeting competitive local search terms such as SEO Perth or SEO agency Perth– keywords where visibility can directly translate into new business opportunities.

To compete effectively, it’s worth investing in both high-quality content and technical improvements. Focus on improving click-through appeal with strong meta titles, structured content, and rich snippets that encourage users to click, even in crowded SERPs.

Optimize for AI Visibility

Instead of fighting AI overviews, learn how to feed them. Google’s AI pulls from pages with clear formatting, factual accuracy, and topical authority.

Use structured data (especially FAQ and HowTo schema), concise headings, and question-based content. Being cited within AI overviews may not bring direct traffic, but it builds brand familiarity and reinforces authority.

Reframe Your KPIs

With impression and click metrics fluctuating, traditional SEO reporting may not tell the full story. Track organic conversions, form submissions, and calls instead of just traffic volume.

If your site is still generating business outcomes, even with fewer clicks, you’re doing something right.

Focus on Brand and Credibility

Even in a zero-click environment, brand visibility matters. Users who see your name repeatedly in search results (or AI summaries) are more likely to remember and trust you later.

Consistent presence on the SERP builds brand equity, even if it doesn’t immediately drive sessions. This makes brand trust an increasingly valuable SEO outcome, which should be considered in your overall marketing strategy.

Stay Technically Sharp

Behind the scenes, Google’s algorithms still prioritize technical performance, site speed, mobile usability, schema, and accessibility.

With tools adjusting to new SERP limitations (as noted in Semrush’s update), technical SEO is one area where you can still get ahead. Ensure your SEO agency or internal team is optimizing your site for crawl efficiency, structured markup, and indexability.

Build Beyond Google

While SEO remains crucial, it shouldn’t be the only acquisition channel in your digital marketing strategy. Diversify through email marketing, paid social, and content platforms like LinkedIn or YouTube.

Think of SEO as part of a larger marketing strategy, not a siloed tactic. When users search “SEO services Perth” or “SEO agency Perth,” your website should appear, but so should your content, ads, and social presence.

Expect the Data to Evolve

Don’t be alarmed by inconsistencies in Google Search Console or third-party SEO reports. Many of these fluctuations stem from Google’s recent data decoupling and impression recalibrations.

Instead of chasing perfect data, focus on directional trends and user experience. Your goal is to remain visible, clickable, and credible, no matter how Google’s interface shifts.

Adapting Your SEO Strategy in the AI Era

So, what’s next for businesses trying to stay ahead?

Prioritize E-E-A-T (Experience, Expertise, Authoritativeness, Trust): Google’s AI relies on credible, well-sourced content. Showcase expertise through bylines, credentials, and consistent brand voice.
Target content gaps: While AI Overviews dominate informational searches, transactional and local intent keywords (e.g., “SEO agency Perth”) still drive strong traffic. Focus efforts where users need to act, not just learn.
Double down on local SEO: For Perth businesses, ensure your Google Business Profile is optimized – accurate categories, reviews, and posts can put you directly in front of local users even if they never reach your site.
Keep learning: The pace of change is rapid. Follow thought leaders like Brodie Clark, Ahrefs, and Search Engine Roundtable to stay updated.

The Role of a Modern SEO Agency

For many businesses, managing all this internally can feel impossible. Between algorithm changes, AI overviews, and technical fixes, SEO now spans dozens of moving parts.

That’s where a professional partner comes in. At Clue, we understand how challenging it can be to keep up. Our team handles every aspect of SEO, from technical audits and on-page optimization to content creation and digital strategy.

As a leading SEO agency in Perth, we help businesses adapt to an AI-driven search landscape. Whether you need to recover traffic, refine your content strategy, or ensure your brand remains visible on the shrinking SERP, we’ve got the expertise to guide you.

If you’re feeling uncertain about what these changes mean for your business or simply need a more technical partner to handle the evolving complexity, reach out and chat with one of our SEO specialists today.

Final Thoughts

The search landscape is changing faster than ever, but it’s not a death sentence for SEO, it’s an evolution.

Google’s AI-driven SERP may reduce clicks, but it also rewards clarity, authority, and brand strength. Businesses that adapt early by optimizing for AI visibility, prioritizing user trust, and building resilient SEO foundations, will emerge stronger.

At Clue, we’ve seen this evolution firsthand. SEO is no longer about chasing rankings; it’s about earning presence in every part of the search experience.

If you’re ready to future-proof your SEO strategy, our team in Perth can help you make sense of it all, from strategy to execution. Because when the SERP shrinks, your strategy just has to get smarter.