Why Our Clients Are Seeing Triple-Digit Organic Growth in a Declining SEO Market

AI overviews. Zero-click search. Google favouring its own properties. The SEO landscape has shifted fast, and for many, traffic is stalling or in decline. At the most recent BrightonSEO one recurring theme was the visibility squeeze: rising zero-click search behaviour and the growing dominance of “answer engines” rather than traditional click‑through models.

But that’s not the full picture. Across our client base, we’re seeing a different trend: double and even triple-digit increases in organic performance.

Here’s why, and what it tells us about where SEO wins will come from as we move toward 2026.

And the data backs it up.

• Optimizely found a 34.5% drop in clicks where AI Overviews are present
• SparkToro shows 58.5% of US and 59.7% of EU searches now end without a click
• Most clicks that do happen stay inside Google's ecosystem

SEO leaders recognise that this is more than a dip; it's a fundamental shift in how search works. But while many brands are watching organic performance stall, our clients are seeing the opposite.

Across sectors, we’re delivering consistent, measurable growth from organic search, not vanity metrics, but performance that contributes to real business outcomes.

Sustained Organic Growth in Clicks Over Time

Turning a Flat SEO Trend Into a Climb

Here’s what we’ve seen in the last year alone:

• +137% year-on-year growth in non-branded organic traffic for a national charity
• +84% uplift in organic conversions for a financial services brand
• 68% reduction in crawl waste, leading to a 32% increase in indexable content for an ecommerce client

Same search engine. Same headwinds. Different results.

Fresh Egg isn’t winning by chasing hacks or short-term tactics. We’ve built our SEO approach around three core principles:

1. We optimise for journeys, not just keywords

Modern search success depends on understanding the full decision path. We map content to real user intent across the funnel, not just the query.

2. We bring technical depth and creative alignment

Our teams go deep: log file analysis, structured data audits, crawl budget recovery. But the real magic happens when this technical rigour is aligned with UX, content, and CRO in an intelligent way.

3. We build intelligent digital experiences

Search doesn’t sit in a silo. Every SEO programme we run is integrated with analytics, UX, and experimentation, so users don’t just land, they convert.

These are the kinds of results we aim for and achieve. Again and again:

• Visibility aligned to growth goals
• Better engagement across organic journeys
• Lower acquisition costs over time
• SEO that scales with your digital roadmap