The Crocodile Effect is real. Here’s how we’re closing the gap

A growing trend in digital marketing is shaking up the way businesses think about search performance. Known as the "Crocodile Effect", it describes the widening gap between rising search impressions and falling click-through rates – a direct result of evolving search engine behaviours and the integration of AI-powered features such as Google’s AI Overviews.

Industry experts, including Chris, Digital Solution & Design Lead at HeightOn, say the Crocodile Effect is among the most important shifts in SEO in years.

"It’s not just a quirk in the data. The way people interact with search results has changed, and brands need to catch up," Chris said. "You get visibility – but not traffic."

A Shift in User Behaviour

Search engine results pages (SERPs) are increasingly offering users instant answers, meaning fewer are clicking through to websites. This leads to a distinct pattern in analytics: impressions curve upward, while clicks drop – mimicking the open jaws of a crocodile.

"AI Overviews and rich snippets provide users with enough information at a glance, reducing the need to visit the actual site," Chris explained.

Analysts across the industry report similar patterns. Lex Gabrees noted, "Clicks are declining even as impressions remain steady or increase. It’s all about how users behave on the SERP now."

The Business Impact

For businesses, the Crocodile Effect changes how success in SEO is measured. Traditional metrics like rankings and impressions are no longer enough.

"We’re seeing a fundamental shift," said Chris. "High visibility doesn’t automatically translate into engagement or conversion anymore."

This shift affects businesses of all sizes, from startups to established brands. With reduced traffic from search, companies must find new ways to turn digital visibility into meaningful engagement.

A Strategic Response from HeightOn

At HeightOn, the response has been proactive. Chris and his team have developed a Smarter SEO Strategy aimed at closing the gap between impressions and clicks. Their approach includes:

Enhanced on-page SEO: Clear, structured content designed for both humans and AI

Technical performance: Faster, more reliable websites optimised for search engines and users

Local authority: Improved local SEO signals to build credibility and relevance

AI optimisation: Content structured for visibility in AI Overviews

Content trust: Long-term strategies focused on building brand authority

In-House Success

HeightOn has applied these principles internally, restructuring content on its own website to align with AI search priorities. Articles like "Why join BNI", "Vector files: what they are and why they matter", and "Error claiming LinkedIn business page" have all been reworked to meet the demands of AI-driven SERPs.

"It’s not theory – we’re seeing real-world improvements in performance," said Chris.

Looking Ahead

With search behaviours continuing to evolve, the Crocodile Effect is a clear signal that digital marketing strategies must also adapt.

"SEO isn’t just about being seen anymore. It’s about being chosen," Chris concluded. "And at HeightOn, we’re building strategies that help brands do both."