Reclaiming Clicks in a No-Click World: The 2025 SEO Shift for Service Brands

Organic click-through rate (CTR) has always been a north star for SEO performance, but that metric is changing fast. In 2024, across major home-service verticals, we saw average CTRs drop by nearly 18% year over year, even when rankings held steady.

At first glance, it might look like search is failing. But that’s not the full story.

CTR, or click-through rate, measures the percentage of searchers who click your result after seeing it. It’s one of the most important indicators of organic visibility and engagement. Unlike paid ads (PPC), where visibility is purchased per click, CTR in SEO reflects how effectively your content earns attention on its own merit.

And while CTRs are declining, what’s really happening is a redistribution. Clicks are being split across AI-generated answers, Local Service Ads (LSAs), knowledge panels, and “zero-click” features that deliver information without a traditional website visit.

Why Click-Through Rates Are Falling Across Google Search

The decline in organic CTR isn’t random. It’s the result of a fundamental shift in how Google structures search results. Let’s break down the main drivers behind this trend.

1. AI Overviews and Zero-Click Answers

Google’s rollout of AI Overviews (formerly SGE) gives users an instant summary of answers pulled from multiple sources. This means that for many queries, like “How often should I service my HVAC system?” or “What’s the best plumbing maintenance plan?” users may find their answer without ever leaving Google.

2. The Rise of SERP Features

Beyond AI Overviews, features like “People Also Ask,” “Local Packs,” and “Quick Answers” now dominate above-the-fold real estate. These visually rich modules often push organic listings further down the page, especially on mobile.

3. Increased SERP Diversification

Today’s results pages mix in images, maps, videos, and shopping feeds — even for local or service-based queries. While this enhances user experience, it divides attention among multiple elements competing for the same click.

What It Means for Service Businesses

Service businesses depend on local intent searches; think “AC repair near me” or “24-hour plumber in Dallas.” But with more visual and interactive elements crowding search results, traditional blue-link listings are losing ground.

When your organic result falls below the fold on mobile, your CTR can drop by up to 50%, even if your ranking doesn’t move. And with LSAs and Google Ads frequently sitting above organic results, the competition for that first scroll is fiercer than ever.

The takeaway: being visible isn’t just about ranking anymore; it’s about how and where you appear.

How Google’s AI Overviews and SERP Features Shift the Game

AI Overviews and other generative search elements mark a major turning point in organic visibility.

When Google’s AI summarizes service-related answers directly on the results page, the traditional click funnel shrinks. Instead of scrolling through listings, users interact with what Google calls “dynamic snapshots.”

But this doesn’t mean visibility is worthless. In fact, appearing in, or near, these generative results reinforces trust and brand recognition even without a click.

For example, a plumbing company featured in the AI Overview response area gains authority in the user’s mind before they ever visit a site. That trust compounds when users see the same brand across LSAs, organic listings, and social proof elements.

What Businesses Can Do to Adapt in 2025

Here’s the good news: declining CTR doesn’t mean SEO is dead. It means the playing field has changed and, with the right strategy, service brands can still win.

1. Double Down on Local Optimization

Your Google Business Profile (GBP) is still your most powerful visibility tool. Keep your listing complete with categories, services, images, and up-to-date contact info. Use the Q&A feature, encourage reviews, and post updates regularly.

2. Prioritize CTR-Friendly On-Page Elements

Compelling title tags, meta descriptions, and schema markup can improve click likelihood even when you rank lower. Test copy that includes emotional or value-driven phrasing, not just keywords.

3. Leverage Multi-Format Content

Video snippets, FAQs, and structured headings improve your chances of being included in AI Overviews and featured snippets. Think beyond the blog post. Repurpose insights into visuals, short videos, or interactive elements that feed into multiple result types.

4. Build Branded Search Demand

The safest CTRs come from users searching for you directly. Cultivate branded awareness through consistent social, email, and paid campaigns. When people look for your name, you bypass the competition altogether.

Talk to our SEO specialists about increasing your organic visibility and adapting your strategy for 2025.

The Future of CTR: Is It Really Declining, or Just Changing?

The drop in CTR doesn’t mean users are disengaging. It means they’re interacting differently.

Rather than seeing CTR decline as a loss, think of it as a redistribution of visibility. Searchers may not always click a link, but they’re still discovering, comparing, and forming impressions of your brand.

As AI-driven search continues to evolve, success will depend on earning trust and presence across multiple touchpoints, not just traditional rankings.

From CTR Decline to Opportunity

CTR is shifting, but opportunity hasn’t disappeared — it’s just changed form.

The service businesses that thrive will be those who understand user behavior, embrace SERP diversity, and position their brand where attention now lives.

Visibility may look different in 2025, but it’s no less valuable.

Ready to see how your CTR stacks up? Contact us today to start the conversation!