Contents
Google AI Overviews Lower CTR: A New Challenge for the Digital World
What?
After Google introduced AI Overviews (SGE), which automatically generates answers in search results, there was a significant drop in organic click-through rates (CTRs).
Why?
This new feature lowers click-through rates (CTRs) on traditional websites, impacting organic traffic and marketing strategies.
Who is it for? – Online store owners, digital marketers, SEO specialists, and businesses operating in the digital world.
AI Overviews at Google: What's Changing in the Search Engine Market?
introduction of AI Overviews is another step toward automating information delivered to users. Instead of a traditional list of website links, users are increasingly receiving automatically generated answers without the need to click additional links. According to research cited by Search Engine Land, this feature causes CTR drops ranging from 18% to as much as 64% in some query categories. This trend poses significant challenges for the digital world, particularly in the areas of SEO and organic traffic strategy.
The Impact of AI Overviews on the Digital World and Online Business
Changing the way search results are presented has a direct impact on online stores , news portals, blogs, and the entire digital ecosystem. A drop in CTR means less organic traffic, which in turn can translate into lower sales, fewer leads, and more challenging brand awareness. For many companies, a reduction in clicks may require intensifying paid advertising efforts, such as Google Ads campaigns, or developing content marketing for more niche and specific search queries.
Why should businesses respond to changes at Google?
- Loss of organic traffic – less interest in links translates into a drop in visits.
- Changing user behavior – consumers can receive answers faster without having to go to the website.
- New SEO strategies – the need to adapt content to be cited in AI Overviews.
- Increased importance of paid advertising – PPC campaigns may become more crucial to maintaining traffic.
How to adapt your strategy in the digital world?
- Choose the right e-commerce advisor – take advantage of our experience and effective expert advice, and you will save both time and money.
- Create high-quality content – focus on expert, detailed answers that can be cited by AI.
- Optimize SEO for questions – structure your content to answer specific user questions.
- Expand your content marketing – publish analyses, guides and FAQs that will be more difficult to “replace” with AI.
- Invest in Google Ads – especially Search Ads campaigns.
- Analyze traffic changes – monitor CTR and user behavior, adjust strategies.
Will participants in the digital world change their approach?
The dynamic development of AI in search engines indicates that companies operating in the digital world must be ready to quickly adapt to new realities. Creating AI-enabled content, combining SEO with content marketing, and strategically leveraging Google Ads will be crucial to maintaining and increasing visibility. The market may undergo further changes in the coming months, so it's worth investing now in building valuable content and developing an omnichannel approach in the digital world.
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Marcin Stadnik
e-commerce advisor
The author is a manager with extensive experience in e-commerce, sales strategy, and content marketing. He is a digital practitioner and consultant with over 15 years of experience in e-commerce projects, sales strategy, and online business development, as well as 25 years of experience in broadly defined distribution (offline and online). He specializes in creating and implementing effective solutions for online stores, supporting companies in developing their digital presence. He co-creates appropriate strategies for e-businesses, conducts audits, and oversees marketing activities—always combining analytical knowledge with market practice. He is the author and co-author of content published on the swiatcyfrowy.pl website—based on his many years of consulting, analytical, and operational experience. The materials created are intended to provide reliable, valuable knowledge that truly supports the development of online businesses. The content here is designed to address the real challenges and needs of companies operating in the e-commerce environment (the digital world).
