AI Overviews are changing the way users interact with Google search results, and it’s starting to show in the numbers. As Google’s AI-generated summaries dominate the top of the search engine results page (SERP), businesses and marketers are seeing significant shifts in click-through rates (CTR). Whether you’re an SEO strategist or a business owner relying on organic traffic, understanding this shift is critical.
In this blog, we’ll explore how AI Overviews influence click behavior, what types of queries are most affected, and what you can do to stay visible and clickable in the age of AI-powered search.
What Are AI Overviews?
AI Overviews, previously known as Search Generative Experience (SGE), are Google’s latest advancement in AI-generated search summaries. These overviews synthesize data from various sources using large language models and display a concise answer right at the top of the SERP. The feature now appears in over 13% of queries and is growing rapidly.
These summaries often contain:
- Quick answers to user queries
- Bullet points from reliable sources
- Inline links to select websites used in the summary
How Are AI Overviews Impacting Click-Through Rates (CTR)?
Let’s get straight to the point: AI Overviews are profoundly shifting user behavior.
1. Sharp Declines in Organic CTR
- Many studies show a 34.5% drop in CTR for top-ranking pages when AI Overviews appear.
- Non-branded and informational queries are hit hardest, with CTR declines nearing 20%—and drops far higher when combined with featured snippets.
- However, branded queries triggering AI Overviews often see an 18.7% increase in CTR.
2. Zero-Click Searches Soaring
- Users click on traditional links just 8% of the time when an AI Overview appears—compared to 15% without it.
- Clicks within the AI summary itself occur in only 1% of visits.
3. Impressions Grow, Clicks Decline
- Search impressions are surging—up 49% year-over-year—while click-through rates have dropped nearly 30% since mid-2024.
What Types of Searches Are Most Affected?
Informational Queries: Heavily Impacted
These “what,” “how,” and “why” questions are the hardest hit by AI Overviews, with massive declines in organic CTRs and surging zero-click behavior.
Navigational Queries: Least Affected
When users search for a specific website (e.g., “YouTube login”), AI Overviews rarely interfere. Branded intent still drives clicks.
Transactional & Commercial Intent: Mixed Results
Buying and comparison queries may still generate clicks, especially if the brand is included in AI Overviews. Otherwise, competition is fierce for visibility.
Branded vs. Non-Branded Keywords
- Non-branded keywords face nearly a 20% CTR drop.
- Branded queries, when they trigger AI Overviews, may see 18.7% higher CTR.
What Can You Do About It?
1. Embrace Answer Engine Optimization (AEO)
Optimize content for AI-driven Q&A environments—use structured, conversational answers with FAQ and Article schema.
2. Strengthen E-E-A-T (Experience, Expertise, Authoritativeness, Trustworthiness)
- Use author credentials and real-world case studies
- Provide transparent site info and credible references
3. Structure Content for AI & Human Readability
- Clear headings (H2/H3), bullet lists, TL;DR summaries
- FAQ sections to improve AI visibility and feature chances
4. Target High-Intent & Branded Keywords
Shift away from broad informative terms toward transactional, local, and branded queries—these still drive valuable clicks.
5. Diversify Traffic Sources
Expand beyond Google Search. Leverage Google Discover, where two-thirds of news traffic now comes from, plus social media, email, and alternative discovery platforms.
What This Means for Your Digital Strategy
AI Overviews are rewriting the rules—but SEO is far from obsolete.
- Audit your pages most at risk from AI Overviews
- Refresh content with AEO friendly layouts and deeper expertise
- Track metrics in Search Console to identify CTR shifts
- Explore additional channels, especially Discover, as search patterns evolve
SEO professionals must continue adapting—and diversifying.
Conclusion
AI Overviews are here to stay—and they’re reshaping how users engage with Google search results. Click-through rates are down, especially for informational content, but strategic optimization and diversification offer clear paths forward.
For your content to thrive, focus on AI-friendly structure, demonstrate deep experience and credibility, and prioritize formats AI systems recognize. And don’t forget: balanced digital strategies that leverage multiple channels will serve you best in this new era.
Ready to optimize for AI Overviews and protect your click-through rates? Let’s future-proof your SEO strategy today with Digichefs.