At The Web Guys, we help businesses succeed online through web design and holistic search marketing. We stay on top of digital trends, ensuring our clients remain competitive in an evolving landscape. One major shift affecting businesses is the decline in both organic and paid click-through rates (CTRs) on Google—largely influenced by AI-generated overviews.
The Impact of AI Overviews on Click-Through Rates
Recent analyses reveal a notable drop in organic CTRs when AI overviews appear in search results. A study by Seer Interactive, examining approximately 10,000 informational keywords, found that organic CTRs dropped from 1.41% to 0.64% year-over-year when AI overviews were present. Conversely, in their absence, organic CTRs increased.
How AI Overviews Affect Paid Search Results
Paid CTRs also saw a decline, irrespective of the presence of an AI overview. However, when brands were featured within these AI-generated summaries, both paid and organic CTRs experienced an uptick—paid CTRs rose from 7.89% to 11%, and organic CTRs from 0.74% to 1.02%.
What This Means for the Future of Search
This shift suggests that while AI overviews aim to enhance user satisfaction by providing immediate answers, they may inadvertently reduce the need for users to click through to websites. This trend aligns with Gartner’s prediction that traditional search engine volume could decrease by 25% by 2026 as users increasingly turn to AI chatbots and virtual assistants for information.
For businesses, these developments underscore the importance of adapting digital marketing strategies. To maintain engagement and traffic, businesses must optimize for emerging search behaviors and ensure brand visibility within AI-generated content. Contact our Arizona office at (602) 613-2933 to learn more about how we stay on top of the latest trends to truly understand how they will impact our clients’ marketing effectiveness. With offices in Indiana, Michigan, and Florida, The Web Guys proudly serves companies nationwide.
*Danny Goodwin, “Google organic and paid CTRs hit new lows: Report,” Search Engine Land, February 25, 2025. Accessed March 1, 2025.
