AI Overviews: A Double-Edged Sword?

In a startling revelation, two recent studies have drawn a concerning conclusion: Google's AI Overviews are significantly diminishing click-through rates (CTR) for traditional organic search results. Despite Google’s claims that these AI citations enhance the quality of clicks, the data tells a different story.

The Numbers Don't Lie!

According to research from SEO tool Ahrefs and performance agency Amsive, the introduction of AI Overviews links to a discernible drop in organic visibility, especially for top-ranking non-branded keywords. Here’s a snapshot of the findings: - **Ahrefs**: Observed a staggering **34.5% drop** in CTR for those in the top position when AI Overviews appeared, examining a massive pool of 300,000 keywords. - **Amsive**: Reported an average CTR decline of **15.49%**, with certain cases suffering even greater losses - up to **-37.04%** when combined with featured snippets, derived from an analysis of 700,000 keywords.

Non-Branded Keywords Hit Hardest!

AI Overviews seem to disproportionately affect non-branded search queries, which resulted in the heftiest CTR reductions: - **Amsive** reported a **19.98% decline**. - **Ahrefs** focused on informational intent, where an impressive **99.2% overlap** with AI Overviews was noted.

The Higher You Rank, the Harder You Fall!

As Google’s AI Overviews push organic results further down the page, the visibility of well-ranking pages suffers. Amsive’s data revealed a **27.04% CTR decrease** for keywords that didn't secure a spot in the top three.

Branded Keywords: A Silver Lining?

Interestingly, branded keywords are less affected by AI Overviews—triggering only **4.79%** of the time. However, when they do appear, these queries enjoy a significant **18.68% boost** in CTR, likely due to higher user intent and brand familiarity.

Why Should We Care?

Together, these studies challenge Google’s assertion that AI Overviews are enhancing click rates compared to traditional listings. While Google’s claims about increased clicks may hold some truth, the broader implications suggest a decline in overall clicks, with many sites that rank well in standard search results being overlooked in AI Overviews.

The Data Behind the Findings

- **Ahrefs**: Analyzed CTR changes using their platform alongside Google Search Console data, comparing metrics from March 2024 before the rollout of AI Overviews and March 2025 afterward. - **Amsive**: Analyzed data from 700,000 keywords across ten websites spanning five industries to discern trends based on keyword type and SERP feature interaction.

These findings not only paint a grim picture for organic search strategy but also set the stage for a pivotal conversation about the future of web visibility in an AI-driven world.