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With the arrival of AI Overviews, we entered what many now call “The Great Decoupling”. The moment when clicks and impressions started drifting apart in a very real, measurable way. It’s logical: if AI Overviews summarize the answer directly in the SERP, there’s often no need to click. That pushes zero-click searches upward, while impressions

There are projects where, at the very beginning, you think: okay, I’ve definitely overcommitted. Not because the analysis and consulting are unusually hard, but because you also take on implementation (in this case: copywriting). Then you end up cursing that decision on one hand, and quietly thanking yourself on the other for all the hard-earned