Google's AI Overviews Linked to Drop in Search Clicks, Study Finds

A recent analysis suggests that Google's AI Overviews feature, designed to deliver instant answers on top of traditional search results, is reducing the number of clicks to websites. The report, based on data from multiple tracking tools, indicates a noticeable decline in click-through rates since the feature's broader rollout earlier this year.

The Impact on Website Traffic

Industry observers note that AI Overviews provide concise summaries drawn from various sources, often satisfying user queries without the need to visit linked pages. This shift has raised concerns among publishers and SEO experts, who fear it could shrink traffic to content sites. The study estimates a 15-20% drop in clicks for queries where AI Overviews appear, particularly in informational searches like health tips or how-to guides.

Google's Response and Commercial Queries

Google has defended the feature, stating it aims to enhance user experience by speeding up access to information. The company also highlighted that clicks remain strong for commercial queries, such as product searches, where users are more likely to explore options. However, the report calls for further monitoring to assess long-term impacts on the digital ecosystem.

SEO Industry Struggles with Adaptation

SEO agencies are grappling with this LLM-first frontier, struggling to pivot from traditional ranking tactics to strategies that thrive in an AI-driven landscape. Many are racing to master generative engine optimization (GEO), experimenting with richer content and optimized schema to ensure visibility in AI responses. Yet, the rapid evolution of large language models leaves some firms lagging, as they wrestle with outdated approaches and a lack of clear metrics to guide their adaptation.