Could we have been wrong about zero click impressions?
For a while now, we’ve been blaming AI Overviews for the rise in zero click searches. But maybe that’s only half the story.
For a while now, we’ve been blaming AI Overviews for the rise in zero click searches. But maybe that’s only half the story.
Google recently disabled the num=100 parameter, and right after, many site owners saw their impressions drop sharply.
Why?
SEO tools and scrapers were using this parameter to pull 100 results in one go. It’s very possible that a wave of AI agents and new AI browsers scraping Google were also relying on the same method. Now that it’s gone, those “extra impressions” disappear.
Which makes me wonder: maybe AI Overviews aren’t the main culprit. The surge in AI-powered bots and agentic browsers could actually be the bigger contributor to zero click impressions.
What do you think, are we misreading the situation? Who are the main contributors of zero click impressions?
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