Google’s AI overviews linked to lower publisher clicks

When you search on Google today, you're likely to see a boxed summary at the top of the results page. This feature, called an AI Overview, aims to answer your question instantly by summarizing information pulled from multiple websites. According to Google CEO Sundar Pichai, AI Overviews benefits publishers. "If you put content and links within AI Overviews, they get higher clickthrough rates than if you put it outside," he claims. However, publishers and website owners are skeptical of this perspective. Research suggests that this skepticism is not unfounded.

In a new report, AI Overviews Reduce Clicks by 34.5%, researchers Ryan Law and Xibeijia Guan analyze how AI Overviews impact user behavior in Google Search. Their findings suggest that these AI-generated summaries are not increasing clicks to websites but decreasing them.

Research framework

Law and Guan examine 300,000 search keywords using data from the Ahrefs Keywords Explorer database:

• 150,000 keywords trigger AI Overviews in Google Search.
• 150,000 keywords are similar in topic and intent but do not trigger AI Overviews.

They focus specifically on informational queries-questions like "how to start composting" or "symptoms of low iron"-since 99.2% of keywords that trigger AI Overviews fall into this category.

Using aggregated Google Search Console (GSC) data, the researchers calculate the average desktop clickthrough rate (CTR) for the top-ranking result on each keyword. They compare results from March 2024 (before AI Overviews roll out in the U.S.) to March 2025 (after rollout) to evaluate the impact.

Impact of AI Overviews: less clicks

• In March 2024, the average CTR for the #1 result on AI Overview keywords is 7.3%.
• In March 2025, that number falls to just 2.6%.
• This represents a 34.5% decrease in clicks when an AI Overview appears at the top of the search results.

In plain terms, websites that once received steady traffic from top search rankings now see far fewer visits when AI Overviews appear.

Why are search clicks dropping?

AI Overviews operate similarly to Google's Featured Snippets. The search results attempt to answer the user's question directly on the results page, eliminating the need to click through to any website.

While Google includes source links in these summaries, it often shares them across multiple sites. No single publisher is likely to capture a significant share of the clicks. The result is a growing number of zero-click searches, where users get what they need without ever leaving Google.

Adding to the issue, Google's Search Console doesn't separate AI Overview clicks from standard organic traffic. Publishers can't easily see whether changes in performance are related to AI Overviews or other factors. This lack of transparency makes it even harder for site owners to understand and respond to traffic declines.

Industry experts see the same trend

The study's findings aren't isolated. SEO professionals across the industry report similar patterns. Lily Ray of Amsive Digital warns that AI-dominated search results could "decimate" organic performance. Rand Fishkin of SparkToro has also voiced concern over Google's increasing efforts to keep users within its ecosystem rather than sending them out to external websites. These observations align with the research: AI Overviews appear to reduce visibility and engagement for content publishers.

Looking ahead

The study by Law and Guan represents the most detailed empirical look so far at the impact of AI Overviews. It challenges Google's claims and raises important questions about the future of search visibility for publishers.

Despite Google's assurances, the current data shows that AI Overviews are pulling attention away from websites, not driving it toward them. This shift signals a need to rethink how we approach content and visibility in a rapidly evolving search landscape.