Have you stumbled across an answer in a Google search result without clicking anything?
Many people have experienced an experience like this, and it’s both thrilling and frightening.
It’s known as Google AI Overviews, and it has led to a major shift in the way we search for information on the internet. It makes it easy for people searching, but difficult for site owners!
I’ll let you know what I’ve learned from the shift in search behaviour in the present. I’ll share the information along with real-world examples and, most importantly, a strategy for how to adjust and be successful in the world of new search.
How AI Overviews Are Hurting Web Visits
I’ve read the research report, case studies, and analytics data. What I found was interesting and extremely worrying for anyone dependent on organic search results.
Decline in Click-Through Rates (CTR)
Since AI Overviews was introduced with AI Overviews, CTR (click-through rate) to websites has dropped significantly.
Here’s what the research says:
- CTR drops for the top organic result: A here found that when AI Overviews are shown, the CTR for the top organic result drops by 35%..
- The Total Organic CTR Amsive completed the analysis with 700,000 keywords and found CTR declines of 15.49 percent overall. On some queries, the decline was more dramatic the traffic fell to as low as 37 percent when AI overviews are together with featured snippets.
Zero-Click Searches
What happens when you type in a query for a solution and never click a single thing? These are referred to as zero-click search, and they are on the rise due to AI Overviews.
Here’s what’s happening:
- In the month of March 2025, 27.2 per cent of Google searches in the United States resulted in no clicks.
- It’s even worse on mobile devices. More than 75% of search results are now ending without a click.
Take a moment to think about this fact for a second.
The majority of mobile searches do not lead to clicking on a web page at all. That’s mind-blowing.
Industries Most Affected
Different industries are not being affected equally. Some industries are suffering the most and could really benefit from a speed boost; however, others aren’t affected at all.
I’ve examined the data of diverse industries. Here’s what I found:
Industries like health, home and garden, cooking, and travel suffer the most. While other industries like automotive, real estate, and the beauty industry don’t notice it.
What do we have differently? It’s all based on the type of content and the purpose of the viewer. AI Overviews are designed for informational needs only. Transactional inquiries (such as “buy lipstick”) generally are not a cause for an AI Overview, so they don’t affect it.
Real-World Examples
Here are a few real-world examples that illustrate the benefits on the human body AI Overviews. These aren’t just numbers; they are actually companies that affect the lives of those who manage these businesses.
Chegg (Education)
Chegg is an online educational company, reporting 49% fewer visitors from non-subscribers as of January 2025 compared to a year ago.
Why? AI Overviews offered education content that was abridged right inside the results of searches, so that users didn’t have to visit Chegg’s site.
This is especially shocking since Chegg’s whole business is based on attracting customers to visit its website.
Charleston Crafted (DIY)
The traffic to this DIY home-based blog dropped 70% within a month following AIOverviews’started summarize its contents.
The result? A drop of 65% in advertising revenue, which amounts to the equivalent of tens of thousands in loss of income. The blog’s owner was forced to cut freelance writers off and is considering closing the blog completely.
This particular one has personal significance to me as I’m aware of the amount of work that is put into creating good content.
Are There Any Benefits?
Okay, so it’s not all gloom and doom. A portion of what I’ve discovered has given me a sense of optimism, and I’d like to share this with you.
Branded Queries
This is a bright spot: AI Overviews are likely not to show up when searching for brands (only 4.79 percent often). If they do turn on branded searches, and branded websites may receive an 18.68 percent increase in CT, R, perhaps due to their higher customer intent and brand recognition.
It seems to me that creating a solid brand is more essential than ever before. If people look up your brand in particular, it is likely to be the recipient of the click.
Local Businesses
Local businesses like iPhone 12 repair shops are also benefiting from AI overviews that direct customers to local services. If you’ve got an SEO strategy that is strong in your local area, you could see a greater visibility in terms of impressions and clicks.
This strategy has been extremely successful in service businesses, restaurants, and retail. If a person is searching for “best pizza around me,” your restaurant may be prominently featured within The AI Overview.
Authority Building
If your content is mentioned by AI Overviews frequently, Authorship will help you make your site one of the most sought-after sources for the industry that you’re operating in. There’s a chance that you don’t receive the immediate response, but you’re building trust with time.
How to Adapt and Thrive
How do you be successful and survive in the new age of AI-enabled technology of searching? I’ve been working on this issue, and here are some strategies that have worked.
Concentrate on quality and well-researched content.
The more interesting the content, beyond what AI Overviews can summarize, the more likely to be clicked. Consider case studies, guides, personal stories, and expert interviews.
Producing content that details scenes, stories, personal experiences, and the context AI isn’t capable of.
Create Content That Requires Interaction
Make things that users are able to use to communicate with you. This can include:
- Interactive calculators and tools
- Downloadable resources
- Tutorial videos that require you to watch
- Visual elements that guide you through the steps
- Community discussions and feedback
Strengthen Your Brand Presence
AI Overviews are more likely to take the backseat to branded search results. So, building an image that is trusted by the public is a great long-term plan to mitigate any potential traffic loss. Make investments in:
- Social media engagement
- Email marketing
- Community building
- Podcast appearances
- Speaking engagements
- thought leadership content
Leverage Local SEO
If you’re a local-based business, now is the time to shine. Local businesses can gain by AI Overview presentations with location-based results. Here’s how to get started:
- Completely optimize your Google Business Profile
- Focus on a local keyword or phrase.
- Respond to and request reviews left by customers
- Making content that is specific to the location.
- The process of creating references and relationships at the local level
Focus on Transactional and Commercial Keywords
AI Overviews are rarer in any transactional and commercial search. Focus on keywords like:
- “Best [product to use] for [specific usage” “Best product for [specific use case]”
- “[Productreview and comparisons”
- “Where to buy [product]”
- “[Service near me”
- “Cheap/affordable [product/service]”
Keep a Close Eye on Your Analytics
Check out the queries that are producing AI overviews and adjust your content strategy to reflect this. Utilize tools like Google’s Search Console to identify patterns and opportunities.
In the present, I’m reviewing my analytics every week and trying to find regular patterns, timing, and regions of drops in traffic that align with AI Overview performances. This helps me determine the areas to pivot on and what to focus on.
Final Thoughts
Google’s AI Overviews are changing search, making it more useful with so-called instant responses, but they are also it is responsible for the staggering reduction in traffic to websites.
With certain industries experiencing 30% declines in sales and zero-click search searches rising, the changes the owners of websites must take are swift and ferocious.
However, here’s a thing I’d like you to remember: Every major change in the field of digital marketing creates opportunities and obstacles. Businesses that are successful will be those that can pivot quickly and come up with new strategies to provide extraordinary value.