Observed Signal · May 16, 2025 · Research · Source: Trending Topics · Impact: 4/5 · Sentiment: Negative
Google AI Overviews: Sharp Decline in Click-Through Rates Observed
A new usability study of Google's AI Overviews (AIOs) reveals significant declines in click-through rates to external websites. The study of 70 US searchers found that on desktop, CTR can drop by up to two-thirds when an AIO appears, and on mobile by nearly half. Most users only read the top portion of AIO content, with 70% never scrolling beyond the first third. Trust in AI summaries is relatively high, and users who scroll deeper trust more. Remaining clicks often go to community content, video platforms, and known brands. The findings suggest SEO strategies should shift from traffic generation to visibility and authority building, with a focus on being cited in AIOs.
Google AI Overviews significantly reduce click-through rates to external websites, reshaping SEO and publisher traffic strategies.
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Key Takeaways & Evidence Grounding
- Study of 70 US searchers on various devices.
- Desktop CTR can drop by up to two-thirds when AI Overview appears.
- Mobile CTR loss nearly half.
- 70% of searchers never read beyond first third of AIO.
- Average scroll depth 75%, median 30%.
- 88% click 'More' to expand, 86% skim.
Connected Companies & Entities
1 Entity mapped“Google's AI Overviews in search results are the subject of the study....”
Ontology Mapping & Concepts
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