The share of searches ending without a click has grown with every answer feature Google added, and AI Overviews added another one in 2024. For a business this means that ranking first no longer guarantees the visit; the page may be read, summarised, and left unvisited.
The response is to measure differently and to write for the summary. Impressions, brand searches and mentions in AI answers count what the click no longer shows. Pages that state a fact plainly get quoted, and the brand name travels with the quote even when the link is not followed.