AI answers can reduce click-through on informational queries. The fix is not panic publishing. It is better intent mapping, clearer evidence, and tighter conversion journeys on commercial pages.
What changed
- Informational searches now get direct answers above traditional results.
- Some pages lose clicks while impressions stay steady or increase.
- Commercial pages often still convert if journeys are clear.
What to do next
- Split reporting by intent: informational, comparison, and transactional.
- Expand service and problem pages with practical evidence and outcomes.
- Add schema and internal links so pages are easier to cite and navigate.
- Upgrade CTAs and supporting proof on high-intent pages.
Relevant work
Rough pricing
Most work starts as a focused audit and implementation sprint:
- Kickstart: £99 setup + £79/month (24 months) or £89/month (12 months)
- Support Scheme: from £699 + £35/month
- Straight-up Build: from £1,499
If your tracking is weak, we fix that first so decisions are based on clean data.
FAQs
Does this mean SEO is dead?
No. Search behaviour is shifting. Strong service pages, evidence, and clear journeys still drive enquiries.
Should we stop writing informational content?
No. Refocus it so it supports authority and links clearly into commercial pages.