📉 Organic CTR Decline
Seer Interactive analyzed ~10,000 informational queries from Jan 2024 to Jan 2025. It found that when Google AI Overviews appeared, organic CTR dropped from 1.41% to 0.64%. However, when no AI Overviews were present, organic CTR actually increased. This suggests AI-generated results are drawing clicks away from traditional website listings.
💰 Paid CTRs Also Falling
Google Ads saw declining paid CTRs, even in searches without AI Overviews. While Google claims AI Overviews improve search satisfaction, Seer’s data suggests fewer users are clicking on search ads overall. This trend could impact businesses relying on Google Ads for traffic.
📈 Brands in AI Overviews Benefit
When a brand appeared in an AI Overview, both organic and paid CTRs increased. Paid CTR jumped from 7.89% to 11%, while organic CTR rose from 0.74% to 1.02%. This highlights a shift—brands included in AI-generated answers gain more visibility than those excluded.
🔍 Why It Matters
Google’s evolving search experience is reshaping digital marketing. The impact of AI Overviews on website traffic is significant. Businesses must analyze their own keyword performance to remain competitive. As AI-driven results take over, optimizing for AI visibility may become as crucial as traditional SEO.
Are Google AI Overviews hurting or helping businesses?
