How AI Overviews Are Affecting Click Rates on Google and Best Practices to Navigate Through Them
May 6, 2025
The New Search Reality: Understanding Google's AI Overviews in 2025
It's Thursday morning, May 15, 2025, and the search landscape has fundamentally changed.
One year ago, Google introduced AI Overviews, promising a revolutionary search experience that would benefit both users and publishers. Today, the data tells a different story—one where organic click rates have plummeted and publishers are scrambling to adapt.
If you're managing a website in 2025, you're likely watching your search traffic decline despite maintaining or even improving your rankings. You're not alone. Multiple studies now confirm what many suspected: Google's AI-generated summaries are significantly reducing organic click-through rates across industries.
This comprehensive guide will examine the true impact of AI Overviews on traffic, analyze the disconnect between Google's claims and real-world data, and provide you with actionable strategies to help your content thrive in this new search landscape.
What Are Google AI Overviews?
AI Overviews are Google's AI-generated summaries that appear at the top of search results. Using Google's custom Gemini model, these summaries synthesize information from multiple sources to provide quick answers directly on the search results page.
Google claims these features help users find information faster while still driving traffic to publishers: "If you put content and links within AI Overviews, they get higher clickthrough rates than if you put it outside," said Google CEO Sundar Pichai in 2024.

But the reality, as we'll see, is quite different.
The Data: How AI Overviews Are Crushing Click Rates
Table: AI Overview Impact on Click Rates (Multiple Studies)
Study Source | CTR Reduction | Key Details | |
Ahrefs | 34.50% | Position 1 CTR dropped from 7.3% to 2.6% | |
Amsive Digital | 15.49% | Up to 37.04% drop when combined with featured snippets | |
Similarweb | 20% | Found "massive" increase in zero-click searches | |
Mail Online | 56.1% (desktop) | Desktop CTR fell from 13% to under 5% | |
48.2% (mobile) | Mobile CTR dropped from 20% to 7% |
The Ahrefs Study: A Closer Look

In April 2025, SEO tool provider Ahrefs conducted the most comprehensive study to date, analyzing 300,000 keywords:
150,000 keywords triggered AI Overviews
150,000 similar informational keywords did not trigger them
The findings were stark:
For position 1 rankings, click-through rates declined by 34.5% when AI Overviews appeared
In March 2024 (pre-AI Overviews), the average position one CTR for AI Overview keywords was 7.3%
By March 2025, that number had dropped to just 2.6%
"It seems that Google doesn't want us to see the clickthrough rate for AI Overviews," noted Ryan Law, Director of Content Marketing at Ahrefs. "As the novelty wears off...I would expect to see clicks reduce further."
The Mail Online Case Study: From 6,000 Clicks to Just 100
The UK's Mail Online, the eighth largest English language news website globally, shared a striking real-world example. For the search query "Noor Alfallah news":
"We were ranking number one in Google for it... it drove about 6,000 clicks. [An] AI Overview appeared and it went down to 100. So the impact on clickthrough rate is really dramatic," reported Carly Steven, SEO and editorial e-commerce director for Mail Online.
Even when Mail Online was cited directly in the AI Overview—the "best possible scenario" according to Steven—clicks remained devastatingly low:
43.9% lower CTR on desktop
32.5% lower CTR on mobile
The Widening Gap Between Google's Claims and Reality

Google continues to maintain that AI Overviews benefit publishers:
"Links included in AI Overviews get more clicks than if the page had appeared as a traditional web listing"
AI Overviews increase overall satisfaction, leading to more searches
The feature sends "valuable traffic to publishers and creators"
Publisher experiences directly contradict these claims:
Multiple studies confirm significant CTR reductions
Google Search Console doesn't separate AI Overview clicks from standard organic traffic, reducing transparency
Despite Google claiming AI Overviews aren't triggered for hard news queries, news publishers report them appearing for news-related searches
"I don't think the data proves that out," said Mail Online's Steven regarding Google's claims of increased traffic. "Search traffic is going to decline, I think that's inevitable."
The AI Overview Landscape: What's Being Affected and How

AI Overviews By the Numbers
42.5%: Percentage of search results now containing AI Overviews (Q4 2024)
99.2%: Percentage of AI Overview triggers that are informational queries
34.5%: Average reduction in click-through rates when AI Overviews appear
Not All Queries Are Affected Equally
The impact of AI Overviews varies significantly across different query types:
Query Type Impact Table
Query Type | Likelihood of AI Overview | CTR Impact | Example |
Informational Queries | Very High (99.2%) | Major Decrease | "how to start composting" |
Non-branded Keywords | High | -19.98% CTR | "best running shoes" |
Branded Keywords | Low (4.79%) | +18.68% CTR boost | "Nike running shoes" |
Lower-ranked Pages | Varies | -27.04% CTR | Positions 4+ see largest drops |
Industry-Specific Variations
The CTR decline varies significantly by industry, according to research from Advanced Web Ranking:
Law & Politics: Saw Q4's highest position-specific increase with a 7.39 percentage point CTR gain
Science: Experienced Q4's largest CTR decline with top desktop positions dropping 6.03 percentage points
Careers: Despite search demand more than tripling (+334.36%), top positions lost a combined 4.34 percentage points in CTR
Shopping: Holiday season brought 142.88% surge in search demand, yet top-ranked sites saw CTR declines
Why AI Overviews Decrease Clicks: Understanding the Mechanism
The Zero-Click Search Effect
AI Overviews function similarly to Google's Featured Snippets, attempting to answer users' questions directly on the search results page. This creates more "zero-click searches" where users get the information they need without visiting any website.
While Google includes source links within these summaries, several factors reduce the likelihood of clicks:
The answer is comprehensive enough to satisfy user intent without clicking
Multiple sources are typically cited, diluting potential clicks across various websites
Organic results are pushed further down the page, reducing visibility
Users are conditioned to get immediate answers without clicking through
The Desktop vs. Mobile Difference
Interestingly, the impact varies between devices:
Desktop: Consistently shows larger CTR drops (Mail Online saw 56.1% lower CTR)
Mobile: Still significant but slightly less impacted (Mail Online saw 48.2% lower CTR)
Some industries even saw mobile CTRs increase while desktop declined. For example, arts and entertainment websites saw a 1.01 percentage point drop in desktop CTR but a 2.28 percentage point mobile gain for position one.
The Future: AI Mode and Further Implications
Beyond AI Overviews: Google AI Mode
An even more significant change is on the horizon with Google's AI Mode, currently in beta testing in the US. AI Mode provides more conversational, comprehensive answers similar to ChatGPT.
"If that does become the default experience then I think referral traffic from Google is definitely in trouble," warned Mail Online's Steven, showing an AI Mode result with detailed information but minimal incentive to click through.
Bauer's global SEO director Stuart Forrest echoed this concern: "If you think that AI Overviews are bad for business and nibbling away at traffic, what you're seeing here is AI Mode, and that threatens to eat it wholesale. We are probably heading towards the end of the era [of the link-based web]."
The Google Monopoly Question
These developments have raised concerns about Google's market position:
Critics argue Google is keeping users within its ecosystem rather than sending them to external websites
Recent antitrust rulings have declared Google a monopolist twice in under a year
Some observers suggest AI Overviews could force more advertisers toward paid Google ad placements to recover lost organic traffic
10 Best Practices: Navigating the AI Overview Era
Despite these challenges, there are several strategies websites can implement to maintain visibility and traffic:
1. Prioritize User Intent
Understanding the search query and the user's needs remains fundamental to SEO success:
Answer core questions early in your content to establish relevance
Provide depth beyond the basics that an AI Overview might cover
Research SERP features for your target keywords to understand what Google considers the primary intent
2. Focus on Branded Searches and Unique Content
Following Mail Online's example, emphasize content that drives branded searches:
Build brand recognition to encourage searches that include your brand name
Create unreplicable content such as expert columns, original research, and live updates
Develop signature content formats that audiences associate specifically with your brand
"Focusing on the brand has never, ever, ever been more important," emphasized Steven, noting that terms like "Meghan Markle Daily Mail" remain resilient: "They actively want to read stories about the royals but only on our website."
3. Optimize for AI Overview Inclusion
While AI Overviews reduce clicks overall, being included as a source is better than being excluded:
Structure content clearly with direct answers to specific questions
Implement schema markup to help search engines understand your content structure
Establish topical authority through comprehensive coverage of related topics
Ensure factual accuracy and cite credible sources to improve trustworthiness
4. Create Content That Goes Beyond What AI Can Summarize
AI excels at summarizing basic information but struggles with:
Deep analysis and expert perspectives
Real-time updates like live blogs
Personal experiences and anecdotes
Visual demonstrations that require seeing a process
Complex, nuanced topics requiring multiple viewpoints
Focus on creating content in these areas where AI summaries will be insufficient, encouraging users to click through for the full picture.
5. Embrace Multimedia Integration
Rich media can enhance engagement and provide context that text-based AI Overviews cannot:
Incorporate relevant images that add value beyond decoration
Add informative videos demonstrating concepts or processes
Create helpful infographics summarizing complex information
Design interactive elements that encourage active engagement
6. Use Question-Answer Format Strategically
Since AI Overviews primarily target informational queries:
Structure content with clear questions as headers
Provide concise answers immediately after questions
Expand on answers with details, examples and nuance
Anticipate follow-up questions users might have
7. Strengthen E-E-A-T Signals
Google continues to emphasize Experience, Expertise, Authoritativeness, and Trustworthiness:
Highlight author credentials relevant to the content topic
Update content regularly to ensure accuracy and relevance
Include expert quotes and testimonials to add authority
Link to credible sources when referencing data or studies
Display clear contact information and transparent about-us content
8. Optimize Technical SEO Fundamentals
Strong technical foundations remain crucial for visibility:
Optimize page speed for both mobile and desktop
Ensure crawlability by maintaining a clean site structure
Improve mobile responsiveness across all device types
Fix core web vitals issues to avoid ranking penalties
Implement structured data to enhance SERP features
9. Diversify Traffic Sources
Reducing dependence on Google organic traffic becomes increasingly important:
Build email marketing lists to communicate directly with your audience
Develop social media presence on platforms relevant to your audience
Explore content syndication opportunities with complementary platforms
Consider paid search strategies in combination with organic efforts
Invest in community building to encourage direct visits
10. Monitor and Adapt
The search landscape continues to evolve rapidly:
Track which of your keywords trigger AI Overviews using tools like Ahrefs
Analyze traffic patterns for affected pages versus non-affected pages
Test different content formats to see which perform better with AI Overviews present
Stay informed about Google updates and adapt strategies accordingly
Industry-Specific AI Overview Strategies
Different industries require tailored approaches to combat the impact of AI Overviews:
For News Publishers
Focus on breaking news coverage where AI Overviews are less likely to appear
Develop distinctive editorial voices and columnists that readers seek out specifically
Create live updates and real-time coverage which AI cannot replicate effectively
Build strong branded searches by establishing definitive coverage of specific topics
Implement paywalls strategically to monetize loyal readers directly
For E-commerce Sites
Emphasize unique product features that won't be captured in AI summaries
Create detailed comparison content that goes beyond basic specifications
Develop authentic reviews and testimonials that add credibility
Use rich product schema markup to enhance visibility in product searches
Focus on conversion optimization to maximize value from the traffic you do receive
For Service Businesses
Showcase specific case studies and results that demonstrate your expertise
Create personalized assessment tools that require user input and interaction
Develop location-specific content for local service businesses
Build content around complex questions in your industry that require nuanced answers
Include visual portfolios of your work that AI Overviews cannot effectively summarize
For Educational Content
Create step-by-step tutorials with detailed explanations beyond what AI can summarize
Develop interactive learning tools that require user engagement
Incorporate downloadable resources as incentives for clicking through
Structure content into comprehensive guides that AI Overviews can only partially cover
Include expert perspectives and unique insights not available elsewhere
The Click Rate Data in Detail
Let's examine the specific impact on click-through rates across different scenarios:
Table: Comprehensive CTR Impact Analysis
Scenario | With AI Overviews | Percentage Change |
Position 1 (Ahrefs Data) | 2.6% CTR | -64.40% |
Mail Online Desktop | 5% CTR | -61.50% |
Mail Online Mobile | 7% CTR | -65.00% |
With Site Citation in AI Overview (Desktop) | 7.3% CTR | -43.90% |
With Site Citation in AI Overview (Mobile) | 13.5% CTR | -32.50% |
Non-branded Keywords (Amsive) | -19.98% CTR | -19.98% |
Branded Keywords (Amsive) | +18.68% CTR | 18.68% |
Lower Ranked Pages (4+) | -27.04% CTR | -27.04% |
Key Patterns in the Data:
Position 1 rankings see the largest absolute drops in CTR
Desktop searches generally show larger CTR reductions than mobile
Being cited within the AI Overview helps but still results in significant traffic loss
Branded keywords actually benefit from AI Overviews when they appear
Non-branded informational queries suffer the most dramatic declines
The Paradox of AI Overviews
Google's introduction of AI Overviews has created a fundamental paradox for content creators:
Creating high-quality content is still essential for ranking and being included in AI Overviews
However, even the best content now receives fewer clicks when AI Overviews appear
Being included in AI Overviews as a source is better than not being included at all
But inclusion still results in significantly fewer clicks than a traditional high ranking
This creates a challenging environment where websites must continue investing in quality content while simultaneously developing strategies to overcome reduced visibility and clicks.
Comparing Standard Search Results vs. AI Overviews
To understand the full impact on user behavior, let's examine how the traditional search experience differs from searches with AI Overviews:
Standard Search Experience:
User enters query
Sees a list of relevant websites with titles and descriptions
Chooses the most relevant result and clicks through
Finds information on the destination website
May return to search results if answer isn't found
AI Overview Search Experience:
User enters query
Sees an AI-generated summary at the top of results
Reads the summary which directly answers their query
May see source links but has little incentive to click them
Query is satisfied without visiting any website
This fundamental change in the search experience is why click-through rates have declined so dramatically. The search journey now often ends on Google rather than continuing to publisher websites.
FAQ: Common Questions About AI Overviews
What exactly are Google AI Overviews?
AI Overviews are Google's AI-generated summaries that appear at the top of search results, answering questions by synthesizing information from multiple sources. They use Google's custom Gemini model to provide quick answers without requiring users to click through to websites.
Do AI Overviews appear for all search queries?
No. According to research, 99.2% of queries triggering AI Overviews are informational in nature. They appear most frequently for "how," "what," "why," and other question-based searches. Google claims they don't appear for breaking news queries, though publisher experiences sometimes contradict this.
How can I tell if my website traffic is being affected by AI Overviews?
Currently, Google Search Console doesn't separate AI Overview impressions and clicks from regular organic traffic. However, you can use third-party SEO tools like Ahrefs to identify which of your ranking keywords trigger AI Overviews, then analyze traffic patterns for those pages.
Are there any query types that benefit from AI Overviews?
Some studies indicate that branded keywords with AI Overviews can actually see improved CTR (+18.68% according to Amsive data). This suggests that focusing on building brand recognition could help mitigate AI Overview impacts.
What's the difference between AI Overviews and Google's upcoming AI Mode?
AI Overviews appear directly in standard search results at the top of the page. AI Mode is a separate experience currently in testing that provides more conversational, comprehensive answers similar to ChatGPT. Many experts believe AI Mode could have an even greater impact on publisher traffic if it becomes the default search experience.
Conclusion: Adapting to the Changing Search Landscape
The introduction of AI Overviews represents a fundamental shift in how users interact with search results. While the data clearly shows declining click-through rates across most query types, websites that adapt quickly can maintain visibility and traffic.
Success in this new environment requires focusing on:
Building brand recognition to drive branded searches
Creating unique, valuable content that goes beyond what AI can summarize
Developing direct connections with audiences through email, social media, and community building
Optimizing for AI Overview inclusion while still creating deeper content that encourages clicks
Diversifying traffic sources to reduce dependence on Google organic traffic
As Bauer's SEO director Stuart Forrest observed, "We as publishers are going to have to find a different business model that allows us to monetize that content." The websites that thrive will be those who view AI Overviews not just as a challenge but as an opportunity to reimagine their content strategy and user relationships.
By implementing the best practices outlined in this guide and staying attuned to evolving search patterns, you can navigate the AI Overview era successfully while building more resilient traffic sources for the future.
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