Contents
What?
According to data provided by Authoritas, after implementing AI Overviews, they noticed drastic drops in CTR in both organic and paid results.
Why?
These changes indicate that users are increasingly staying within Google search results, rather than clicking on external links. This poses a significant challenge for online retailers and publishers who have previously relied on organic traffic.
Who is it for?
For SEO specialists, marketers, publishers, and online store owners who base their strategy on search engine visibility.
Background:
Google has been developing its AI Overviews tool for months, which introduces AI-generated summaries into its search engine. Users can find quick answers without having to visit the source pages. According to a study by Authoritas, CTR in organic results has dropped by an average of 20-25% , and by as much as 18% for paid ads. This data, based on the analysis of thousands of keywords, shows that the new search model is redefining how we interact with online content.
How does AI Overviews impact the digital world?
According to experts, AI overviews are becoming the new user interface with information. Instead of clicking on sources, users are increasingly settling for short, synthetic answers. This phenomenon leads to so-called zero-click searches , which can reduce website traffic by up to 30% in some categories. From a digital perspective, this means a redefinition of SEO strategies and investment in content that can be used in Google's generative responses.
Changes in CTR: The numbers speak for themselves
Authoritas' analysis shows that CTR declines are uneven. The largest declines are seen in the information, technology, and healthcare sectors. E-commerce sectors, on the other hand, are experiencing smaller but noticeable losses, especially where Google presents product summaries. In some cases, clicks from organic results have declined by more than 40% .
How can companies respond?
Digital companies should prepare for a shift in their traffic acquisition model. Experts recommend:
- Optimizing content for AI – so that it can be cited in Overviews answers.
- Investment in structured data – improving content understanding by algorithms.
- Building a brand and awareness – so that users search directly for the name of the company or online store.
- Diversification of traffic channels – e.g. social media, newsletters or display advertising.
A new era of search results
Google's changes indicate a shift toward so-called conversational search , where interaction with AI replaces traditional search results. This means that the future of SEO may depend not only on page rank but also on whether content is interpreted as a credible and valuable source for generative summarization.
What's next?
Experts predict that Google will continue to experiment with the visibility of AI Overviews, adjusting their frequency and format. While CTR may stabilize in the long term, publishers and businesses must expect to lose some traffic . For the digital world, this is a time to implement new strategies—from content optimization to building direct customer relationships.
Want to learn more?
Write to us and learn how to adapt your marketing strategy to the changes introduced by Google AI Overviews.
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Kornelia Makowska
e-commerce specialist
A marketing and management expert specializing in digital marketing and e-commerce, she has extensive experience managing online stores, developing online sales, and building brand presence in digital channels. She effectively creates and implements comprehensive marketing strategies, focusing on optimizing sales activities, increasing conversions, and long-term brand image enhancement. She combines expertise with a practical approach based on data analysis and insight into the latest market trends.
