How Google AI Overviews Are Changing Organic Click-Through Rates

Google AI Overviews answer many informational queries directly on the results page, which has measurably reduced click-through rates for sites that previously ranked well for those same informational terms.

The queries most affected tend to be broad, top-of-funnel informational searches, while transactional and highly specific queries have generally seen a smaller impact on click-through behavior.

Brands that get cited as a source inside an AI Overview, even without a click, often see a brand awareness benefit that doesn't show up in traditional traffic metrics but can influence direct and branded search later.

The practical response isn't to abandon informational content, but to ensure it's structured clearly enough to be cited, while doubling down on transactional and bottom-funnel content where click-through behavior remains far more stable.