The world of search engine optimization (SEO) is constantly changing, a fact that makes it both exciting and overwhelming for business owners to navigate. The latest in the maze of updates? Google’s recent introduction of AI Overviews. Formerly known as the Search Generative Experience (SGE), these AI-generated summaries now appear at the top of many search results, offering users concise answers to every question.
While some argue that AI Overviews enhance the user experience by providing quick, easy-to-digest insights, they also raise an important question for businesses and marketers alike:
How are AI Overviews impacting click-through rates (CTR) from Google search results?
In this post, we’ll explore what AI Overviews are, how they influence user behavior, and what your business can do to stay visible—and clickable—in an AI-first search environment.
What Are Google AI Overviews?
AI Overviews are AI-generated summaries that appear at the top of the search engine results page (SERP) when a user searches an applicable question or phrase. They pull information from various web sources and present it in a short and sweet blurb, often supported by source links.
For example, a search for “How do solar panels work?” might return a short paragraph that summarizes the process, followed by links to any relevant websites used in the summary.
While these overviews help users get quick answers, they also shift attention away from the traditional blue links, reducing the visibility—and clicks—that many websites rely on.
How AI Overviews Are Impacting Click-Through Rates
Early data and case studies suggest that the introduction of AI Overviews is already changing the distribution of clicks on the SERP.
Here’s how:
Fewer Clicks for Informational Queries
Searches that are purely informational (e.g., “how to unclog a drain”) are often fully answered within the AI Overview, meaning users never scroll down to click on source links.
This means businesses that rely on blog content and organic SEO traffic may see a decline in clicks—even if they are still ranking on page one.
More Clicks for Sources Featured in Overviews
If your website is cited in the AI Overview, you may benefit from increased authority and trust. However, the visibility of these citations is subtle—often just a small linked line—so the CTR gain is not guaranteed.
Increased Zero-Click Searches
With Google’s increasing ability to answer queries without requiring users to leave the page, zero-click searches are on the rise. AI Overviews accelerate this trend, particularly for how-to questions, definitions, and general knowledge queries.
What Types of Searches Are Most Affected?
Depending on the user’s intent, the impact on click-through rates (CTR) can vary dramatically.
Informational Queries: Most Affected
Informational searches are those where users are simply looking to learn something—like “how does photosynthesis work?” or “what is SEO?”. These are by far the most impacted by AI Overviews.
Because AI Overviews are designed to summarize and answer these questions directly in the search results, users often don’t need to click through to a website to get the information they need. This results in significant drops in organic clicks, especially for publishers and informational sites that rely on these types of queries for traffic.
If your site targets top-of-funnel content, such as blog posts or educational resources, it’s crucial to adapt. Strategies like optimizing for brand mentions within AI Overviews, creating unique expert-driven content, and targeting long-tail or more complex queries that aren’t easily summarized by AI may help mitigate losses.
Navigational Queries: Less Affected
Navigational searches are when users are trying to find a specific website or page—like “Twitter login” or “Amazon customer service.”
In these cases, AI Overviews have little to no impact because the user already knows where they want to go. They’re unlikely to stop at an AI-generated summary and will usually click through to the site directly. As a result, CTRs for navigational queries remain largely stable.
For brands, this is a reminder of the importance of building strong name recognition. When users search with clear intent to visit your site, AI Overviews are less likely to get in the way.
Transactional and Commercial Intent: Mixed Impact
Queries with transactional or commercial intent—like “best CRM software” or “buy running shoes online”—are seeing a more mixed outcome.
AI Overviews often summarize product comparisons or suggest services based on review data and authority sources. If your business is mentioned positively, it could result in a boost in visibility and clicks. If you’re not included or are outshined by a competitor, on the other hand, it may hurt your chances of being selected.
This makes SEO more competitive and increases the value of brand trust signals, reviews, and authoritative content. To stay competitive, businesses need to invest in product and service optimization, structured data, and proactive reputation management.
How to Optimize for AI Overviews
Google’s AI Overviews are changing the search landscape—but even though we can’t control exactly how Google’s AI generates summaries, we can take strategic steps to increase the likelihood that our content is selected and cited.
Focus on E-E-A-T (Experience, Expertise, Authoritativeness, Trustworthiness)
Google’s AI systems are heavily influenced by content quality. Sites that demonstrate strong E-E-A-T are more likely to be referenced in AI Overviews. Here’s how to strengthen each pillar:
- Experience: Share first-hand knowledge. Use real-world examples, personal stories, or product testing details to demonstrate that your insights are based on actual experience.
- Expertise: Ensure that content is written or reviewed by subject matter experts. Including author bios with relevant credentials or industry certifications boosts credibility.
- Authoritativeness: Link to and earn links from high-authority websites in your niche. Mention relevant publications or affiliations to show your authority in the field.
- Trustworthiness: Make sure your site has accurate contact info, clear privacy policies, and user-friendly design. Citing reputable sources also builds trust with both users and Google.
Structure Content for AI Comprehension
AI systems prioritize content that’s easy to parse and understand. Well-organized content is more likely to be surfaced and summarized by AI Overviews. Here’s how to improve your content structure:
- Use clear headings and subheadings (H2, H3) to define sections of your content.
- Bullet points and numbered lists make content scannable and digestible.
- Concise summaries or TL;DRs at the top of articles give AI and users an instant understanding of your content’s purpose.
- Implement schema markup (like Article, FAQ, Product) to help search engines understand the context of your content.
Tip: Think like an algorithm. Use natural language, avoid fluff, and clearly answer user questions in the first few paragraphs.
Target High-Intent and Transactional Keywords
Informational queries are more likely to be answered directly in an AI Overview—without the user clicking through. To capture more traffic, shift some of your strategy toward queries that require user action, such as:
- Product and service comparisons (“best budget CRM software”)
- Local intent searches (“plumber in Raleigh NC”)
- Case studies or success stories, which are too specific for AI to summarize generically
- Industry insights, especially proprietary data or expert analysis
These types of queries tend to result in more clicks because users are seeking to evaluate or act—not just learn.
Optimize for Featured Snippets and FAQ Sections
AI Overviews often rely on the same types of structured content that are used in featured snippets, People Also Ask boxes, and FAQ schema. By aligning your content with these formats, you increase its visibility in both traditional and AI-powered search results.
- Structure content to answer specific questions directly and clearly.
- Use FAQ schema to signal commonly asked questions and answers on a page.
- For list-based or definition-based content, aim to format responses in 40–60 words—the typical length of a featured snippet.
What This Means for Your Digital Strategy
The rise of AI Overviews is not the death of SEO—but it is a signal that SEO is evolving.
If your business depends on organic traffic, now is the time to:
- Audit your current rankings to see which pages are most at risk
- Refresh high-performing content to make it AI-friendly
- Explore complementary strategies like paid search, email marketing, and social media to diversify traffic sources
At TheeDigital, we’re actively adapting strategies to help our clients thrive in the new AI-driven SERP. Whether it’s optimizing for visibility within AI Overviews or developing content that resonates beyond search, our digital marketing experts are here to help you stay ahead.
Get Expert Help
AI Overviews represent a major shift in how users interact with search engines—and how brands earn clicks. While there’s still much to learn about their long-term impact, one thing is clear: To stay competitive, your digital presence needs to adapt.
Want to future-proof your SEO and content strategy? Contact TheeDigital today to schedule a consultation and learn how we can help your business grow in an AI-powered world.
Tags: AI • Digital Marketing
