The digital marketing landscape experienced a seismic shift as Google’s AI Overview feature expanded across search results, fundamentally altering how users interact with organic listings. New research reveals that click-through rates for the coveted first position have dropped dramatically, forcing SEO professionals to rethink their strategies.
Dramatic CTR Decline Across Top Positions
Recent analysis from GrowthSRC Media presents startling data that confirms what many SEO professionals suspected. The study, examining over 200,000 keywords across 30 websites in ecommerce, SaaS, B2B, and EdTech sectors, reveals significant changes in user behavior patterns.
The top position experienced the most substantial impact:
- CTR decreased from 28% to 19% year-over-year
- This represents a 32% decline in click-through rates
- Position #2 fared even worse with a 39% drop (20.83% to 12.60%)
These findings contradict Google CEO Sundar Pichai’s previous statements suggesting that content within AI Overviews receives higher click-through rates than traditional listings.
AI Overview Expansion Creates Search Disruption
The correlation between declining CTRs and AI Overview deployment becomes clear when examining the feature’s rapid expansion timeline:
- August 2024: AI Overviews appeared for approximately 10,000 keywords
- May 2025: The feature expanded to over 172,000 keywords
- March 2025: Full U.S. rollout announced at Google’s I/O conference
This massive expansion coincided with Google’s core algorithm update, suggesting a deliberate strategy to prioritize AI-generated content over traditional organic results.
Unexpected Benefits for Lower-Ranking Pages
While top positions suffered, an interesting trend emerged further down the search results page. The research uncovered a silver lining that many overlooked:
Positions 6-10 experienced significant gains:
- CTR increases of 30.63% compared to the previous year
- Users appear to scroll past AI summaries seeking original sources
- This behavior suggests growing user sophistication in evaluating content quality
The phenomenon indicates that while AI Overviews capture initial attention, users still value authentic, detailed content for complex queries.
Publisher Data Confirms Industry-Wide Impact
Major media organizations report similar patterns, with MailOnline providing particularly revealing insights. Carly Steven, SEO and editorial ecommerce director, shared specific performance data at the WAN-IFRA World News Media Congress:
Desktop Performance Changes:
- Organic #1 ranking without AI Overview: 13% CTR
- Organic #1 ranking with AI Overview present: Less than 5% CTR
- Overall desktop CTR decline: 56.1%
Mobile Performance Shifts:
- Organic #1 ranking without AI Overview: 20% CTR
- Organic #1 ranking with AI Overview present: 7% CTR
- Overall mobile CTR decline: 48.2%
These real-world examples validate the broader research findings and demonstrate the universal nature of this challenge.
Ecommerce Faces Additional Challenges
The study identified another layer of complexity affecting ecommerce websites through Google’s Product Widgets. These interactive elements began appearing more frequently from November 2024, particularly impacting specific verticals:
Most Affected Categories:
- Home care products
- Fashion and apparel
- Beauty and cosmetics
Product Widgets like “Popular Products” and price-filtered results create a shopping interface directly within search results, potentially reducing clicks to merchant websites.
Research Methodology and Data Sources
GrowthSRC’s comprehensive analysis employed multiple data sources to ensure accuracy and relevance:
Primary Data Sources:
- Google Search Console data across multiple industries
- Year-over-year performance comparisons
- Query analysis including clicks, impressions, and positions
- Content type segmentation (product pages, collections, blog posts)
Secondary Analysis Tools:
- Ahrefs keyword data for AI Overview trigger identification
- Product Widget appearance tracking
- Cross-platform performance correlation
This multi-layered approach provides confidence in the findings and their broader applicability across different business models.
Strategic Implications for SEO Professionals
Industry expert Mahendra Choudhary from GrowthSRC Media emphasizes the need for evolved measurement approaches:
“With lower clicks to websites from informational content becoming the new normal, this is the perfect time to let your clients and internal stakeholders know that chasing website traffic as a KPI should be thought of differently.”
Recommended Strategic Shifts:
Beyond Traditional Metrics:
- Focus on brand visibility in social search platforms
- Emphasize geographic relevance and local mentions
- Track appearances in AI-powered search results
- Measure contribution to revenue and qualified leads
Content Distribution Diversification:
- Expand presence on YouTube and TikTok
- Engage actively on Reddit and niche communities
- Create platform-specific content strategies
- Build direct audience relationships
Advanced Performance Tracking:
- Monitor on-site conversion improvements
- Track branded search term growth
- Measure assisted conversions and attribution
- Analyze engagement quality over quantity
Adapting to the New Search Reality
The fundamental shift in search behavior requires immediate strategic adjustments. Traditional ranking obsession must evolve into broader visibility and brand awareness strategies.
Essential Adaptation Strategies:
Content Authority Building:
- Invest in comprehensive, high-authority content
- Focus on top-of-funnel brand awareness
- Create content that AI systems will reference
- Establish thought leadership in specialized niches
Multi-Platform Presence:
- Develop platform-specific content calendars
- Engage where your audience spends time
- Create shareable, conversation-starting content
- Build communities around your expertise
Performance Measurement Evolution:
- Implement advanced attribution modeling
- Track brand mention sentiment and frequency
- Monitor market share within your vertical
- Measure customer lifetime value improvements
Future Outlook for Organic Search
The research reveals a permanent shift in search dynamics rather than a temporary adjustment period. Zero-click searches will likely increase as AI capabilities expand, making visibility strategy more crucial than ever.
Emerging Opportunities:
- AI systems require authoritative sources for training
- Quality content remains essential for AI accuracy
- Brand mentions in AI responses build credibility
- Direct audience relationships become more valuable
The organizations that adapt quickly to these changes will maintain competitive advantages while others struggle with outdated metrics and strategies.
Key Success Factors Moving Forward:
- Embrace AI as a content distribution channel
- Build relationships beyond traditional search
- Create genuinely valuable, shareable content
- Focus on business impact over vanity metrics
Understanding and adapting to these fundamental changes will determine which brands thrive in the AI-powered search era. The data clearly shows that the rules have changed permanently, requiring immediate strategic evolution for continued success.
