Google’s launch of AI-generated overviews in search results has sparked significant conversations within the SEO and digital marketing communities. While Google claims that these AI Overviews improve the quality of clicks, new data reveals a different reality for organic click-through rates (CTR), especially for non-branded and informational queries. If your website relies heavily on organic traffic, understanding these dynamics is crucial.
What Are Google AI Overviews?
Google’s AI Overviews are snippets of AI-generated content displayed at the top of search engine result pages (SERPs). These overviews are designed to summarize key information directly in the search results, often negating the need for users to click through to individual sites.
On one hand, they save searchers time by providing quick answers. On the other, they often reduce traffic to traditional organic listings, as users can get their answers without visiting a website.
Key Findings
CTR Drops Due to AI Overviews
Two major studies, conducted by Ahrefs and Amsive, highlight a troubling trend. Here’s what they revealed:
- Ahrefs found a 34.5% CTR drop for websites ranking in position 1 when AI Overviews are present. This data is based on an analysis of 300,000 keywords.
- Amsive observed an average CTR decline of 15.49% across 700,000 keywords. The decline is even more significant in specific scenarios:
- Non-branded keywords: CTR dropped by 19.98%.
- Keywords outside the top 3 positions: CTR showed a steep decline of 27.04%.
- Overlap with featured snippets: CTR declined by 37.04%.
These findings illustrate that AI Overviews are diverting significant traffic away from organic results, particularly for queries that previously captured good user engagement.
Branded Keywords Are a Different Story
Interestingly, the data shows a different kind of impact for branded keywords. AI Overviews typically trigger on just 4.79% of branded searches, but when they do, these keywords see an 18.68% boost in CTR. This is likely because branded searches involve higher user intent and familiarity with the brand.
Informational Queries Are Hit Hard
Non-branded and informational queries bear the brunt of AI Overview-triggered CTR losses. The reason? These types of queries are more likely to generate AI Overviews, effectively pushing organic results further down the page and making them less visible to users.
Lower Rankings Suffer the Most
For keywords ranking outside the top 3 positions, the impact is disproportionately severe. Amsive’s data shows a 27.04% CTR drop for these lower-ranked pages. Since AI Overviews appear above the organic results, users scrolling down past these featured areas become less common.
Why This Matters
For businesses relying on organic traffic, the implications are clear:
- Loss of Traffic Opportunities: Websites that once thrived on organic clicks for informational content may now see their traffic plummet.
- Competitive Disadvantage: Smaller websites or those in competitive industries may struggle more, especially if they lack the resources to adapt quickly to these changes.
- Rethinking SEO Strategies: The traditional approach to SEO needs to shift. Marketers must now consider how to stand out in an increasingly challenging SERP landscape while continuing to attract meaningful clicks.
How Should Businesses Respond?
While the data indicates significant challenges, it also provides actionable insights for businesses to mitigate the impact:
1. Target Branded Queries
Since branded keywords may receive a CTR boost when AI Overviews appear, businesses should encourage brand-specific searches. Investing in brand awareness campaigns can help.
2. Optimize for Overlap
AI Overviews often appear alongside featured snippets. Optimizing your content for featured snippets may improve its chances of being included in the AI-generated summary.
3. Strengthen On-SERP Features
If AI Overviews dominate the SERP, leveraging other SERP opportunities becomes critical. Focus on content that can rank in image packs, FAQ sections, or video results to maintain visibility.
4. Reinforce Direct Engagement Channels
With organic traffic facing potential declines, businesses need to turn their focus towards direct engagement. This can include strategies like email marketing, social media campaigns, and exclusive content for returning users.
5. Track and Measure Routinely
Use tools like Google Search Console and platforms like Ahrefs to monitor how AI Overviews affect your CTR. Adjust your strategy accordingly by focusing on keywords or industries that see the most CTR impact.
Final Thoughts
Google AI Overviews are challenging the traditional dynamics of SEO. While they aim to deliver faster, more concise search information to users, they come at the cost of significant declines in organic traffic. The latest studies from Ahrefs and Amsive make it clear that businesses cannot afford to ignore these changes.
For SEO professionals, digital marketers, and website owners, adapting to this new reality is critical. By evolving your strategies and leveraging every opportunity the SERP landscape offers, it is possible to remain competitive—even in a world of AI-powered search.
Have these changes affected your site? Discuss your strategies and insights in the comments!
