A recent study by Seer has uncovered a startling trend: when AI-generated answers appear at the top of search results, fewer users click on traditional search links.
This revelation is raising alarm bells for businesses, publishers, and digital marketers who rely on Google for visibility and revenue.
AI Overviews: A Shortcut That Costs You Clicks
Seer analyzed around 10,000 keywords, all ranking in the top 20 positions with an informational search intent.
Using data from Google Ads, Google Search Console, and Ziptie, they discovered a troubling pattern—click-through rates (CTR) for both organic and paid results drop significantly when an AI Overview appears.
Why? Because AI Overviews deliver immediate, summarized answers without requiring users to visit external sites.
While this improves user convenience, it reduces the likelihood that people will actually click on a search result, ultimately starving websites of valuable traffic.
The Small Loophole: Getting Cited by AI Overviews
There is, however, a small silver lining. Seer’s research shows that if a website is featured in an AI Overview, its organic CTR rises slightly from 0.74% to 1.02%, and paid CTR jumps from 7.89% to 11%.
In other words, if your site is included in Google’s AI-generated answer, you may get a minor visibility boost—though not enough to offset the overall trend of declining clicks.
SEO expert Glenn Gabe also discovered a method to track AI Overview data, providing valuable insights into which sites are included in these AI-generated summaries and how their traffic is affected.
GSC data for AI overviews is nearly impossible to view… UNTIL NOW. But there’s a catch. You need a manual action 🙂 -> The Twiddler That Didn’t Twiddle – How To Track Clicks and Click Through Rate For Google’s AI Overviews (if you have a manual action)
In my post, I explain… pic.twitter.com/6dNqkInsny
— Glenn Gabe (@glenngabe) January 28, 2025
The Domino Effect: Who’s Feeling the Impact?
This shift is a major challenge for businesses, bloggers, and publishers who rely on organic search traffic. Here’s what’s at stake:
- Revenue Loss for Publishers: News sites, blogs, and online content platforms that earn through ad impressions may see declining revenue as fewer users visit their pages.
- Fewer Conversions for Businesses: E-commerce sites and service providers depending on organic search to drive customers may see fewer sales and inquiries.
- Increased Dependency on Paid Ads: With organic traffic declining, businesses may be forced to spend more on Google Ads to maintain visibility.
- SEO Strategies Under Threat: Traditional search engine optimization tactics may become less effective as AI Overviews take center stage.
Google has a history of transforming the landscape. Previously, updates such as Panda, aimed at low-quality content, and BERT, enhancing natural language comprehension, compelled businesses to adjust.
Yet, AI Overviews stand apart, as they not only rank content but also remove the necessity for users to visit websites entirely.
Survival Guide: What Can You Do?
If your website is seeing fewer clicks, it’s time to take action. Here are some strategies to help you navigate this new search reality:
Optimize for AI Overviews – Make your content clear, concise, and well-structured to increase the chances of being cited by Google’s AI.
Diversify Traffic Sources – Build strong social media engagement, invest in email marketing, and explore alternative search engines like Bing and DuckDuckGo.
Adapt Your SEO Strategy – Focus on content that goes beyond what AI can summarize, such as in-depth analysis, expert opinions, and exclusive insights.
Increase Paid Search Budget – If organic traffic is dropping, consider reallocating resources to paid search campaigns.
Monitor Trends and Adjust – Keep a close eye on analytics and industry trends to stay ahead of further changes in search behavior.
Key Takeaways
- Google’s AI Overviews are significantly reducing click-through rates across the board.
- Websites featured in AI Overviews see a slight increase in CTR, but the overall impact is negative.
- Businesses relying on search traffic must rethink their digital strategies to stay competitive.
- Google’s shift toward AI-driven search is fundamentally changing the way users interact with information.
- Monitoring search trends and diversifying traffic sources is now more critical than ever.
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.