On SEO: the crocodile effect – why clicks are falling

Chris HeightOn

July 2, 2025

Crocodile effect in seo by heighton. Google web console showing high impressions and low clicks

The crocodile effect is real

If your impressions are climbing but clicks are falling, you’re not alone. You’re seeing what we – and a growing number of SEOs – are calling the crocodile effect. It’s the widening gap between visibility and actual traffic, driven by AI-powered search features like Google’s AI Overviews.

We’ve seen this play out first-hand. And we believe it’s one of the most important shifts in SEO in years.

In this article, we’ll break down what the crocodile effect means, why it’s happening, and how we’re adapting at HeightOn – helping others do the same with a smarter, more human SEO strategy.

What is the crocodile effect in SEO?

It’s what happens when search impressions rise, but clicks decline. On your Google Search Console graph, it looks like a crocodile’s jaw – impressions rising like the top jaw, and clicks dipping like the bottom.

Why? Because users are getting answers directly in the search results. Google’s AI Overviews surface your content – but don’t always drive traffic through to your site.

“You get visibility – but not traffic.”

Why it’s happening

The crocodile mouth is opening wider – and fast. It’s not a glitch in your reporting. It’s the new reality of AI-driven search.

AI Overviews generate multiple impressions – even without clicks
Users get fast answers – and often don’t scroll further
Clicks are replaced by SERP scanning – quick decisions, fewer visits
If your site isn’t AI-optimised, you’re invisible – even if you rank

And we’re not alone in seeing this:

“I’ve seen clicks declining, while impressions stay the same or seem to climb. This has everything to do with new user behaviour on the SERP.”

Lex Gabrees

“The crocodile is making me suffer. My client pages get loads of impressions, but new followers have plateaued.” – Mostafa Q. Kaisaan
Mostafa Q. Kaisaan

“Once you notice the crocodile effect – you’ll start seeing it everywhere.”

Sanket Paliwal

What it means for your business

Once you see the crocodile, you can’t unsee it. The traditional SEO metrics no longer tell the full story.

The usual SEO signals don’t mean what they used to:

Higher impressions don’t guarantee real results
Click-through rates are dropping across sectors
Visibility doesn’t always equal discovery
AI is changing how users engage with search

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How to respond – a smarter, more human SEO strategy

You don’t have to let the crocodile bite. Here’s how we help you move from visibility to engagement – and from impressions to impact.

At HeightOn, we’ve reimagined our approach. Our Smarter SEO Strategy is designed to help your content not just survive – but thrive – in AI-powered search.

Here’s where we focus:

1. Better on-page SEO – say it clearly. show it fast.

Make your content useful and scan-friendly for both people and AI.

2. Better technical performance – built for bots and buyers.

Ensure your site is crawlable, quick and complete for AI and human users.

3. Better local signals – be the trusted choice nearby.

Local SEO – credibility and consistency matter more than ever.

4. AI search optimisation – be featured, not forgotten.

Structure content so it earns placement in AI Overviews.

5. Content authority – trust wins over time.

Quality content still matters. Build reputation steadily.

Our approach: On device. On point. On brand.

This isn’t just theory. It’s what we do every day.

At HeightOn, our On Device approach means we optimise for how and where people search – mobile-first, locally tuned, and AI-aware. Every page is built to deliver value, context, and clarity in the moments that matter.

Heighton's website impressions and clicks shown in google web console

On the HeightOn website: learning from the inside out

We’ve seen the crocodile effect on our own site. And we’ve acted.

We’ve rebuilt and optimised key articles to surface in AI Overviews, including:

These pages are structured to show up where decisions happen – and they do.

FAQs: understanding the crocodile effect

What is the crocodile effect in SEO?

It’s the growing gap between rising impressions and falling clicks. Your content is getting seen more often, but fewer users are clicking through – often because of AI Overviews delivering instant answers.

Why are my impressions up but clicks down?

Google’s AI Overviews are pulling content directly into search results. Users get the information they need without visiting your site, which reduces clicks while still registering impressions.

How can I spot the crocodile effect in my data?

Use Google Search Console. Compare impressions and clicks over the past 3–6 months. If the impression line climbs while the click line stays flat or drops, that’s the crocodile at work.

What can I do to close the gap?

Focus on content that earns the click. Use compelling titles, structure for featured snippets, and optimise for AI Overviews. Most importantly, make sure your brand is remembered – even if users don’t click.

Is the crocodile effect a sign of bad SEO?

Not necessarily. It’s a sign of changing user behaviour and search formats. The strategy now is to adapt – by making your content more clickable, more valuable, and more visible in AI-led environments.

Ready to outrun the croc?

SEO is evolving. Fast.

If your strategy hasn’t caught up, you’re not just missing clicks – you’re missing opportunities.

At HeightOn, we’re Big On Better. That means building SEO that adapts with search – and gets seen in every sense of the word.

Ready to close the gap between being seen and being chosen? Let’s build a smarter SEO strategy – together.

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Feel free to leave a positive Google Review for me.