Why Ranking #1 on Google May Matter Less Than It Used To

For years, “rank number one on Google” was the goal every business owner understood. Top spot meant the most clicks, and the most clicks meant the most customers.

That link is weaker than it used to be. Not broken, just weaker. Here’s why, and what I’d chase instead.

The top spot isn’t at the top anymore

Search for almost anything commercial and look at what appears before the first organic result. You might see:

• Up to four text ads
• An AI Overview
• A map pack with three local businesses
• Shopping ads with product images
• A “People also ask” box
• Videos, images or forum discussions

On a phone, the “number one” organic result can be several scrolls down. Being first in the organic list is still good. It just isn’t the first thing people see.

AI answers take clicks before anyone scrolls

When an AI Overview answers the question, many people don’t click at all. An Ahrefs study in April 2025 found the top-ranking page had a click-through rate about a third lower when an AI Overview appeared. A Pew Research Center study later that year found people were roughly half as likely to click a result when an AI summary was shown.

So you can hold position one and still watch traffic fall. That’s why ranking reports can look great while the phone stays quiet.

Rankings aren’t the same for everyone

There’s no single “position one” anymore. Results change with location, device, search history and how the question is phrased. Your rank tracker shows one version. Your customer in Joondalup might see another.

Where number one still matters

This isn’t an argument to stop caring about rankings. Some searches still reward the top spot heavily.

• Local searches. Being in the map pack and top organic spots for “plumber Mandurah” still drives calls.
• High-intent searches. People looking to buy, book or get a quote still click, and the top results win most of those clicks.
• Your brand name. You should always own the top of the page for your own name.

What matters more than position one

Share of the page

Instead of one ranking, aim to own several spots on the same results page: your organic listing, your Google Business Profile in the map pack, a paid ad from a well-run Perth Google Ads campaign, a video and a citation in the AI Overview. More real estate means more chances to be chosen.

Intent over volume

A lower ranking for a search that leads to sales beats a top ranking for one that doesn’t.

Take two plumbers. The first ranks number one for “how to fix a leaking tap”. Lots of visits, almost no calls. The second ranks third for “emergency plumber Mandurah” and sits in the map pack. Fewer visits, far more jobs. The second plumber is winning.

Conversion rate

Fewer clicks can still mean more leads if the page converts better. Clear offers, fast pages, strong reviews and an easy way to get in touch often do more for revenue than climbing one position.

Being cited and recommended

Being named in an AI Overview or a ChatGPT answer shapes decisions even without a click. Brands that get mentioned often become the brands people search for later.

Brand demand

When people search your name directly, rankings and AI Overviews barely matter. Growing branded search is one of the best signs your marketing is working.

How to report on SEO now

If your monthly SEO report is mostly a list of rankings, ask for these instead:

• Organic enquiries, calls, bookings and sales
• Cost per lead from organic compared with paid
• Growth in branded search
• Impressions and clicks for your money pages, not the whole site
• Visibility across results features like the map pack, snippets and AI Overviews
• Mentions and citations in AI tools

Rankings still belong in the report. They just shouldn’t be the headline.

The bottom line

Number one on Google is still worth having. But the businesses growing fastest aren’t obsessed with one position. They’re focused on owning the searches that make money, taking up more of the page and being the name people trust. That’s a better goal, and it holds up however Google changes next.

Curious how much of the page you actually own for your key searches? Our free audit will show you. You can also read how we approach SEO, or why Google AI Overviews are changing the game.

FAQs

Is ranking number one on Google still worth it?

Yes, especially for local and high-intent searches. It’s just no longer enough on its own, because ads, AI Overviews and other features now sit above it.

What is a zero-click search?

It’s a search where the person gets what they need on the results page and doesn’t click through to any website. AI Overviews, featured snippets and map listings all increase zero-click searches.

How do I measure SEO if rankings matter less?

Focus on outcomes: organic enquiries, sales, cost per lead and branded search growth. Then add visibility measures like impressions, map pack presence and AI citations.