How AI Overviews Are Affecting Click Rates on Google and Best Practices to Navigate Through Them

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)

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

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:

1. The answer is comprehensive enough to satisfy user intent without clicking

2. Multiple sources are typically cited, diluting potential clicks across various websites

3. Organic results are pushed further down the page, reducing visibility

4. 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

Key Patterns in the Data:

1. Position 1 rankings see the largest absolute drops in CTR

2. Desktop searches generally show larger CTR reductions than mobile

3. Being cited within the AI Overview helps but still results in significant traffic loss

4. Branded keywords actually benefit from AI Overviews when they appear

5. 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:

1. Creating high-quality content is still essential for ranking and being included in AI Overviews

2. However, even the best content now receives fewer clicks when AI Overviews appear

3. Being included in AI Overviews as a source is better than not being included at all

4. 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:

1. User enters query

2. Sees a list of relevant websites with titles and descriptions

3. Chooses the most relevant result and clicks through

4. Finds information on the destination website

5. May return to search results if answer isn't found

AI Overview Search Experience:

1. User enters query

2. Sees an AI-generated summary at the top of results

3. Reads the summary which directly answers their query

4. May see source links but has little incentive to click them

5. 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:

1. Building brand recognition to drive branded searches

2. Creating unique, valuable content that goes beyond what AI can summarize

3. Developing direct connections with audiences through email, social media, and community building

4. Optimizing for AI Overview inclusion while still creating deeper content that encourages clicks

5. 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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