On "In 2026, Less than One Third of Google Searches Still Send a Click"

Google's search product is optimizing itself into an answer engine, not a discovery engine, and that's mostly fine for Google's bottom line but corrosive for everyone else's traffic. The 68% no-click rate isn't a bug—it's the intended outcome of AI overviews, knowledge panels, and carousel results that solve the query in the SERP. If you're still building an SEO strategy around "rank and they will click," you're already losing. The real game now is getting featured, appearing in the answer itself, or frankly, accepting that some queries you thought belonged to you never did.