Thank you Aleyda Solis for this no-filler, data-based "state of the SERP" analysis that confirms what we've all observed over the past year:

• Traditional organic clicks have declined significantly across all verticals
• Text ads have grown significantly across all verticals
• AIO presence has expanded across all verticals, though there are bigger differences between verticals for this one
• Organic SERP features have also grown, but not as dramatically as ads & AIOs

Her recommendations:

• Track SERP evolution for your specific vertical
• Invest effort in what organic search is currently rewarding (probably video, UGC & brand authority)