A new study analyzing over 200,000 keywords across 30+ websites has revealed a massive crash in Google’s organic click-through rates (CTRs) and the main culprit is clear: AI Overviews.
If you are an SEO, content marketer or growth lead wondering why your organic traffic has nosedived despite maintaining top rankings, this might just answer your questions. And maybe raise a few more.
So, what is going on?
Well, let’s begin with the headline stat: Position #1 CTR has dropped by 32%, from 28% in 2024 to just 19% in 2025.
Position #2? Down by 39%. And this isn’t isolated. Across the top five ranking positions, the average drop in CTR is nearly 18%.
This data comes from GrowthSRC Media, which undertook a comprehensive study across multiple industries eCommerce, SaaS, B2B and EdTech to understand what exactly changed between 2024 and 2025.
What if AI Overviews were not the only reason behind the CTR crash? Could there be other silent disruptors that play a major role in reshaping how users interact with search results?
AI Overviews: The CTR Black Hole?
In March 2025, Google rolled out its major Core Update, which also marked the official launch and US-wide expansion of AI Overviews, a new search feature that aims to summarize answers using generative AI, right at the top of the results page.
From just 10,000 keywords triggering AI Overviews in August 2024, the number has now ballooned to 172,855 by May 2025.
It is everywhere especially for informational queries. B2B and SaaS industries are the hardest hit because of their heavy reliance on long-form educational content.
At Google I/O, Sundar Pichai himself claimed:
“In fact, if you put content and links within AI Overviews, they get higher click-through rates than if you put it outside of AI Overviews.”
But let us be real that the numbers say otherwise. In fact, GrowthSRC’s data, backed by several industry-wide reports, contradicts this optimism.
The GrowthSRC report, along with supporting data from other industry sources, paints a very different picture.
One notable example comes from MailOnline, whose SEO and Editorial eCommerce Director Carly Steven revealed startling statistics during a panel at the WAN-IFRA World News Media Congress:
“On desktop, when we are ranking number one in organic search, it [CTR] is about 13%. But when there is an AI Overview present, it drops to less than 5%. On mobile, it falls from 20% to around 7%.”
That’s a 56.1% drop on desktop and 48.2% on mobile.
And Carly summed it up perfectly — “pretty shocking.”
The Real-Time SEO Fallout: 2024 vs 2025
Let’s explore in more depth about the numbers from GrowthSRC’s comprehensive CTR study, sourced from aggregated Google Search Console data and Ahrefs keyword tracking.
| Ranking Position | CTR in 2024 | CTR in 2025 | % Change |
| Position #1 | 28.00% | 19.00% | ↓ 32.14% |
| Position #2 | 20.83% | 12.60% | ↓ 39.52% |
| Position #3 to #5 | Varies | ↓ ~17.92% avg | ↓ Consistent Drop |
| Position #6 to #10 | Lower baseline | ↑ 30.63% avg | ↑ Notable Increase |
Wait! An increase for positions #6 to #10? That is unexpected, right?
Well, here is one possible explanation:
“AI Overviews are often failing to fully satisfy user intent. So users scroll down and engage with listings further down the page,” says GrowthSRC.
It is also worth noting that Google now reports AI Overviews data in GSC. So, metrics like impressions, positions and even clicks are being recalibrated to account for new SERP behaviors.
This may be influencing the perceived performance of lower positions as well.
But… Is AI Overviews the Only Culprit?
While content-focused industries battle AI Overviews, eCommerce is struggling against Google’s Product Widgets.
What began as experimental widgets in 2024 like “Popular Products” and “Under $1,000” — have now blanketed SERPs.
These widgets often lead users into Google Shopping interfaces, turning Google into a pseudo-marketplace and reducing traffic to brand websites.
For example, in GrowthSRC’s analysis of 22,000+ ecommerce keywords:
- Every product/collection keyword now triggers product widgets.
- Even keywords ranking outside Page 1 now show these widgets.
- CTR for position #1 in eCommerce dropped sharply due to widget saturation.
All these changes reflect Google’s broader shift towards a zero-click search experience — keeping users within its ecosystem for longer, minimizing outbound traffic.
Why Does It Matter So Much?
Because SEO as we know it is being quietly but deeply reinvented.
We have long told clients: “Get to position #1 and that is where the clicks are.”
Well, not anymore.
Even GrowthSRC’s Partner, Mahendra Choudhary, admits:
“Chasing website traffic as a KPI should be thought of differently now. The focus should be on brand visibility, authority and its impact on revenue or lead growth — not just pageviews.”
Inside the Methodology: 200,000+ Keywords, 30+ Clients
The credibility of this study lies in its scale and structure.
The team at GrowthSRC analyzed Google Search Console data from over 30 client websites across eCommerce, SaaS, B2B and EdTech by covering a full-year comparison between 2024 and 2025.
Here is what they did:
- Categorized content into product pages, collection pages, and blog content.
- Segmented CTR data by position for each content type.
- Pulled position-wise CTR trends for keywords ranking in positions 1 to 10.
- Mapped those keywords against SERP features, using Ahrefs to track the presence of AI Overviews and other search enhancements.
The scope:
- 200,000+ total keywords analyzed.
- ~74,000 keywords specifically examined for CTR behavior across top 10 positions.
- 50,000+ informational keywords studied for AI Overview impact.
- 20,000+ eCommerce keywords evaluated for transactional performance.
The goal? To uncover whether CTR decline is a broad-based issue or niche-specific and whether top positions are losing value due to shifting SERP dynamics.
Let’s See What Happens Next
Google is no longer just a gateway. It is a destination. The kind that gives answers, product info, comparisons and summaries all before a user clicks anything.
Yes, AI Overviews have slashed organic CTRs. Yes, ranking #1 does not mean what it used to. And yes — something else is driving this silent transformation.
Organic search is not dead but it is just different and growing..
Let us see where it goes. Because in this new landscape, the smartest strategies won’t chase clicks but they will earn attention, build trust and stay adaptable.
Dileep Thekkethil
AuthorDileep Thekkethil is the Director of Marketing at Stan Ventures and an SEMRush certified SEO expert. With over a decade of experience in digital marketing, Dileep has played a pivotal role in helping global brands and agencies enhance their online visibility. His work has been featured in leading industry platforms such as MarketingProfs, Search Engine Roundtable, and CMSWire, and his expert insights have been cited in Google Videos. Known for turning complex SEO strategies into actionable solutions, Dileep continues to be a trusted authority in the SEO community, sharing knowledge that drives meaningful results.
