The Impact of Google AI Overviews on CTR

Google’s AI Overviews are revolutionizing the way users interact with search results, but the changes are not all positive for organic and paid click-through rates (CTR). According to a recent study by Seer Interactive, the effects are clear: organic CTRs for informational queries featuring Google AI Overviews have dropped by a staggering 61%, while paid CTRs have plunged by 68%. Even when AI Overviews don’t appear, users are simply clicking less—indicating a broader trend of declining engagement with search results.

Key Findings from Seer’s Study

• AI Overviews Impact: The study, which analyzed over 25 million impressions across 42 organizations, revealed that organic CTRs for queries with AI Overviews dropped from 1.76% to just 0.61%, while paid CTRs fell from 19.7% to 6.34%.
• Decline Even Without AI Overviews: Even on queries without AI Overviews, organic CTRs still saw a significant dip of 41%, dropping from 2.75% to 1.62% over the past year.
• Brand Visibility Matters: Brands featured in AI Overviews saw a significant increase in both organic (35%) and paid (91%) clicks compared to those not cited in the Overviews. This suggests that appearing in AI-generated content still provides some visibility benefits.
• Broader Trends: CTRs across the board are at their lowest in over 15 months, with a marked decrease in user interaction across both organic and paid results.

Why This Matters for Marketers

The decline in CTRs, even in the absence of AI Overviews, highlights a shift in user behavior. More users are turning to AI-powered platforms like ChatGPT or social search engines for answers, reducing the amount of traffic flowing through traditional search results. As AI continues to dominate the search landscape, success metrics for SEO and PPC campaigns are also shifting. It’s no longer just about traffic—visibility and share of voice are becoming increasingly important for measuring success.

Adapting to the Shift

With the rise of AI and changing search behaviors, marketers need to rethink their strategies. If clicks are down, brands will need to prioritize building visibility in a more integrated way—through a mix of AI citations, high-quality content, and leveraging alternative search channels like social media. As the study suggests, the value of appearing in AI Overviews and increasing your share of voice is paramount for staying relevant in a changing digital landscape.

Conclusion

As we move further, marketers need to adapt to these changing dynamics. The focus should be on maintaining visibility and embracing new forms of search behavior, such as AI-generated content and social search, to stay competitive. It’s clear that the landscape is evolving, and those who can innovate in response to these changes will be the ones to thrive.

As Google’s AI Overviews continue to reshape search behavior, businesses in New York need smarter strategies to maintain visibility and adapt to declining click-through rates. Earn SEO, a leading provider of SEO services in New York, helps brands strengthen their online presence through advanced keyword targeting, AI-driven optimization, and data-backed content strategies. Stay ahead of the curve—partner with us to boost your visibility and capture more qualified leads in the evolving search landscape.