In India, the digital economy is growing rapidly, with over 750 million internet users (as of 2023). Businesses are increasingly relying on AI-led search engines like Google Search, Bing AI, and others to drive traffic. However, one of the biggest challenges marketers face is a drop in clicks despite high rankings. This issue often arises because AI-driven search algorithms present direct answers, snippets, or summaries that reduce the need for users to click on websites.
This article explores strategies for success when the click drops off in AI-led search rankings, with a focus on actionable insights, SEO optimisation, and practical tips for Indian businesses and bloggers.
Why Clicks Drop in AI-Led Search
AI-powered search engines now display information in zero-click searches, meaning users get answers directly on the results page. Here are the common reasons clicks decline:
- Featured snippets and AI summaries replace the need to visit a page.
- Voice search responses give quick answers.
- High competition from ads and knowledge panels.
- User behaviour shifts towards instant information.
📊 Stat Insight: According to SEMrush, over 57% of mobile searches globally end without a click. In India, this trend is accelerating due to the rise of voice assistants like Google Assistant and Alexa.
Strategies to Counter Falling Clicks
1. Optimise for Featured Snippets
AI-led search engines often pull content for snippets. Optimise your content to be the source of these answers.
- Use clear headings and concise answers.
- Format with bullet points, lists, and tables.
- Add FAQ sections targeting long-tail keywords like “how to improve AI search clicks in India”.
2. Create Engaging Long-Form Content
Long-form, high-quality articles still perform well because AI tools prefer structured, authoritative sources.
- Aim for 1,200–2,000 words per blog post.
- Use subheadings with keywords (without stuffing).
- Add statistics and case studies.
Example: A Bengaluru-based SaaS company saw a 40% rise in organic leads after publishing detailed AI-related guides instead of short posts.
3. Leverage Multimedia Content
Search engines now highlight videos, podcasts, and infographics. Adding multimedia keeps users engaged.
- Use explainer videos for quick answers.
- Create infographics summarising data.
- Optimise images with alt tags and descriptive titles.
4. Focus on Branded Search Queries
If clicks are falling in generic searches, build brand authority so users specifically search for you.
- Promote brand keywords (e.g., Tata Consultancy Services AI tools instead of just AI tools).
- Run Google Ads campaigns to strengthen brand recall.
- Engage audiences on LinkedIn, YouTube, and Instagram.
📊 Stat Insight: Branded queries have a 30% higher CTR than non-branded ones in AI-led results.
5. Improve On-Page Engagement
AI algorithms track user engagement. Websites with better engagement metrics get priority.
- Increase page speed using tools like Google Page Speed Insights.
- Use interactive elements like quizzes and polls.
- Place clear CTAs (Call to Actions) above the fold.
| Engagement Metric | Ideal Benchmark | Tools to Track |
|---|---|---|
| Bounce Rate | < 50% | Google Analytics |
| Avg. Time on Page | 3–4 mins | Hotjar, GA4 |
| CTR from SERPs | > 3% | Google Search Console |
6. Optimise for Voice Search
With Hindi, Tamil, Telugu, and Bengali voice queries growing in India, optimising for voice is essential.
- Use conversational keywords (e.g., “Which is the best AI SEO tool in India?”).
- Structure content with Q&A formats.
- Add local SEO keywords for regional searches.
7. Diversify Traffic Sources
Do not rely only on Google. Build presence on:
- Quora and Reddit for authority.
- YouTube for visual search dominance.
- LinkedIn for B2B visibility.
- Email marketing to reduce dependency on clicks.
Example: An Indian edtech start-up grew its user base by 25% in 6 months after leveraging YouTube tutorials alongside blogs.
8. Monitor and Adapt with Analytics
Regular tracking ensures you respond quickly to traffic drops.
- Use Google Search Console to check ranking keywords.
- Analyse Google Analytics for user flow and engagement.
- Run A/B tests for titles, CTAs, and meta descriptions.
📊 Real-World Case: A Delhi-based e-commerce brand noticed a 15% drop in clicks due to AI snippets. By optimising their FAQs and adding schema markup, they recovered 20% of lost traffic in 3 months.
Conclusion
As AI-led search reshapes digital marketing, clicks are becoming harder to secure. But with the right SEO strategies, content formats, and brand-building efforts, Indian businesses can not only maintain but also grow their visibility.
The key lies in optimising for AI-driven features, creating engaging multimedia content, and building a strong brand identity. Instead of fighting AI, adapt to it and use it as a growth lever.
✅ Call to Action: Start by auditing your top-performing pages today. Identify opportunities for featured snippets, voice search optimisation, and branded queries. The earlier you adapt, the stronger your position in the AI-led search era.