How AI Overviews Are Changing Click-Through Rates
Our analysis of 10,000 SERPs reveals the real impact of AI Overviews on organic traffic and what you can do about it.
Google's AI Overviews (formerly SGE) are now appearing in a significant portion of search results. Our team analyzed 10,000 SERPs to understand the real impact on organic click-through rates.
Key Findings
Our analysis revealed several important patterns:
- AI Overviews appear in approximately 35% of informational queries
- Average CTR for Position 1 drops by 18-25% when AI Overviews are present
- Long-tail queries show less AI Overview presence (22%)
- Commercial queries are less affected than informational queries
Query Types Most Affected
Not all queries are equally impacted. The most affected query types include:
- Definition queries ("what is...")
- How-to queries with straightforward answers
- Comparison queries
- Factual questions with definitive answers
Strategies to Maintain Traffic
1. Target Complex Queries
Focus on queries that require nuanced, multi-faceted answers that AI Overviews struggle to fully address.
2. Create Content That Demands a Click
Include elements that can't be fully consumed in an AI Overview:
- Interactive tools and calculators
- Detailed case studies
- Original research and data
- Video and multimedia content
3. Optimize for AI Overview Citations
If you can't beat them, join them. Optimize your content to be cited as a source in AI Overviews.
The Silver Lining
While CTRs for some queries have decreased, we found that:
- Users who do click through show 23% higher engagement
- Conversion rates from organic traffic have increased by 15%
- Brand queries remain largely unaffected
Key Takeaways
AI Overviews are reshaping organic search, but they're not eliminating it. Success requires adapting your content strategy to focus on complex queries, unique value, and optimizing for both traditional rankings and AI citations.
