New data from SparkToro just confirmed what a lot of us have felt for months. 68% of Google searches now end without a single click. Up from 60% two years ago. Only 276 out of every 1,000 searches make it to the open web — the rest get answered right there on the results page. (Source: Search Engine Land)
AI Overviews are a big part of why. When they show up on a search, click-through rates to actual websites drop by almost 60%.
I made noise about AI Overviews eating clicks in an earlier Talk. This number is the receipt.
What this means if your traffic comes from Nigeria
Our SEO traffic isn’t immune. If anything, assume it’s worse for us:
- Most Nigerian sites target informational keywords — exactly what AI Overviews answer first.
- We rarely have the domain authority to survive an algorithm shake-up the way a CNN or a Forbes does.
- Too many Nigerian SMEs still treat SEO as “write a blog post and wait.” That approach is dying in real time.
What I’d actually do about it
Three things, starting this week:
- Stop optimizing only for Google. TikTok, YouTube, and even WhatsApp status are discovery engines now. Search everywhere, not just on Google.
- Go after the clicks AI Overviews can’t answer. Reviews, comparisons, pricing in naira, local specifics. AI can summarize facts. It can’t summarize your actual product experience.
- Build an audience you own. Email list, WhatsApp broadcast, community. If Google sends you fewer clicks, you still need a way to reach people directly.
Zero-click isn’t the end of SEO. It’s the end of lazy SEO.
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