Google AI Overviews Hurting Click-Through Rates: What the Studies Say

With the rollout of Google's AI Overviews, the search engine experience is rapidly evolving — but not everyone is cheering. Recent studies show that AI-generated summaries, while convenient for users, may be hurting click-through rates (CTR) for websites and publishers. For businesses that depend on organic traffic, this shift raises critical questions about visibility, monetization, and the future of SEO.

In this blog post, we’ll explore what Google AI Overviews are, how they impact CTR, what the latest research says, and what site owners can do to adapt.

What Are Google AI Overviews?

Google AI Overviews, formerly known as Search Generative Experience (SGE), use generative AI to provide concise answers directly in the search results. Instead of users clicking on multiple blue links, Google uses AI to compile and display summarized responses at the top of the SERP (Search Engine Results Page). These overviews often pull content from multiple sources, present a paragraph-length answer, and include small citations or link previews.

How AI Overviews Change Search Behavior

Traditionally, SEO strategies have focused on ranking in the top positions of Google’s organic results — especially the top three links, which typically attract the majority of clicks. But with AI Overviews, users might find their answers immediately, without clicking through to any website. This phenomenon is sometimes referred to as “zero-click searches.” As AI Overviews become more prominent, the trend of users not leaving the search page is accelerating.

Studies Show Declining Click-Through Rates

Several recent studies and data analyses have confirmed that AI Overviews are affecting organic traffic — and not in a good way for most site owners.

1. Search Engine Land Study (2024)

A major study by Search Engine Land reported a 24% drop in CTR for sites that previously ranked in the top three results. The data came from thousands of search queries before and after AI Overviews were enabled. Key takeaway: Top-ranking sites lost significant traffic even though their rankings didn’t change.

2. SparkToro and SimilarWeb Analysis

In collaboration with SimilarWeb, SparkToro analyzed millions of Google searches and found:

Zero-click searches increased significantly, rising from 57% to 65% in environments where Google’s AI Overviews are active.
Websites that were featured in the AI Overviews received less than 5% CTR on average.

Rand Fishkin of SparkToro summarized the findings bluntly: “Google is becoming your biggest competitor.”

3. SEMRush Insight Report

A report from SEMrush in early 2025 observed that long-tail keyword traffic — once a haven for smaller publishers — saw an 18% decline in organic clicks, as AI Overviews increasingly serve answers for niche queries.

Why Are Click-Through Rates Dropping?

Several factors are contributing to the decline in click-through rates, particularly the growing prevalence of AI-generated overviews that provide direct answers without requiring users to click on links:

Answers are shown instantly: Users get what they need without clicking.
Links are less prominent: Citations in AI Overviews are smaller and less visually appealing.
Multiple sources diluted: Even if your content is cited, you’re one of many — not the sole link.
Reduced user engagement: AI Overviews encourage passive consumption, not active exploration.

Who Is Most Affected?

Not all websites are equally impacted. Here’s a breakdown:

Most affected:

News publishers
Niche content blogs
Health and finance websites
Review and comparison sites

Least affected (for now):

Brand-specific searches
Local service providers
E-commerce product pages
Non-Google traffic sources (like social media and email)

What This Means for SEO in 2025

As Google shifts toward AI-powered results, traditional SEO tactics must evolve. Ranking on page one is no longer a guarantee of traffic. Visibility now includes being part of the AI Overview — and even then, clicks aren’t assured.

This leads to several new SEO realities:

Featured snippets are less powerful
Being cited ≠ getting traffic
Topical authority is crucial
Exploring alternative traffic sources has become more crucial than ever as reliance on traditional organic search continues to decline.

How to Adapt Your SEO Strategy

If you’re a business or content creator worried about AI Overviews gutting your traffic, here are several practical steps to take:

1. Optimize for Visibility in AI Overviews

Use well-structured headings, clear bullet points, and short summaries to enhance readability and boost visibility in AI-driven results.
Write concise answers to common questions.

2. Diversify Your Traffic Sources

Invest in email marketing and build a subscriber list.
Leverage social media platforms like LinkedIn, YouTube, and Instagram.
Partner with influencers and industry collaborators to expand your reach and drive consistent referral traffic to your site.

3. Focus on Content Depth and Expertise

Publish in-depth, expert-led content that AI can’t easily summarize.
Establish yourself as a thought leader in your niche.
Use personal insights, data, and case studies that add value beyond generic summaries.

4. Strengthen Brand Searches

Make sure your website appears at the top when people search for your brand name on Google.
Build brand loyalty so users search for you directly, bypassing generic queries.

5. Measure and Adjust

Monitor CTR and impressions in Google Search Console.
Track which keywords are losing traffic post-AI rollout.

Final Thoughts: Don’t Panic — Prepare

Google AI Overviews represent a major shift in the way search results are presented and how users interact with them. While the drop in click-through rates is real and concerning, it’s also an opportunity to rethink content strategies and develop more resilient traffic channels.

The SEO game isn’t over — it’s changing. The winners will be those who adapt quickly, invest in value-driven content, and embrace multi-channel visibility.

Stay updated, stay agile, and stay focused on what matters most: serving your audience better than any AI ever could.

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