Insight

AI Overviews Are Reducing Clicks, What Does This Means for SEO?

Foreword

Google’s introduction of AI Overviews in search results is significantly impacting website traffic. These AI-generated summaries answer queries directly in search, reducing the need for users to click through to websites. Data shows a 34.5% drop in click-through rates (CTR) for keywords that trigger AI Overviews, with some sites experiencing 20–40% traffic declines. However, branded searches are affected differently—AI Overviews appear less often for them, and when they do, they can actually boost CTR by up to 18.68%, likely due to enhanced brand visibility and trust.

As Google continues to evolve its search experience, one of the more notable changes has been the introduction of AI Overviews within the search engine results pages (SERPs). These AI-generated summaries aim to answer users’ questions directly on the search page, and their impact on click-through rates (CTR) is beginning to show.

According to recent data, AI Overviews are associated with a significant drop in clicks. On average, keywords that trigger an AI Overview see a 34.5% lower CTR compared to similar keywords that do not. In fact, some website owners have reported a 20% to 40% decrease in traffic since the rollout began.

Interestingly, branded searches tend to behave a little differently. AI Overviews are less likely to appear for these types of queries, but when they do, the click-through rate can actually increase by as much as 18.68%. This could be due to the added credibility and visibility a brand receives when highlighted in these summaries.

So, why is this happening?

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Essentially, AI Overviews are functioning much like featured snippets. Their goal is to provide a quick, complete answer to the user’s query right within the search page. This results in what is often called a “zero-click search”, where users find what they need without ever visiting a website. In addition, AI Overviews tend to push organic listings further down the page, reducing their visibility and, consequently, their CTR.

What does this mean for SEO?

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While a decline in clicks may sound concerning, it doesn’t necessarily signal poor performance. Google still relies heavily on quality content to generate these overviews. If your content is being featured, it is likely being recognised as valuable and trustworthy.

Moreover, being included in an AI Overview can significantly boost brand awareness. Even if users don’t click through, your content and brand are still being surfaced prominently. This increased exposure can strengthen brand recognition and trust over time.

Ultimately, SEO strategies may need to adapt, with a greater focus on building topical authority, optimising content for visibility in AI Overviews, and measuring success through a broader lens than traffic alone.

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Sepideh Masihpour

Content Marketing Executive

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