Across 15 months of tracking informational searches by SEER Interactive, organic click-through rate (CTR) on Google fell from 1.76% to 0.61% when an Artificial Intelligence (AI) Overview appeared on the page. That is a 61% slide. Paid results on those same queries dropped from 19.7% to 6.34%, a 68% fall. The dataset behind these figures covers 3,119 search terms across 42 organisations, with 25.1 million organic impressions and 1.1 million paid impressions between June 2024 and September 2025.
A separate report summarised the same findings and added useful context. Even when AI Overviews were not present, organic CTR still declined by 41% year on year, which points to broader shifts in how people use search.
Why clicks are collapsing
Two forces are doing most of the damage. First, the AI Overview often answers the question on the results page, so fewer people feel the need to click through. Second, zero-click behaviour is rising in general as more Search Engine Results Page (SERP) features satisfy intent without a site visit. Similarweb describes how zero-click searches work and highlights that many informational keywords now resolve on the SERP itself.
Since Google launched AI Overviews in May 2024, the share of searches ending with no external click climbed from 56% to 69% by May 2025, based on Similarweb’s analysis covered by industry press. That trend alone explains why both organic and paid CTRs keep sliding.
User behaviour studies point the same way. In March 2025 browsing data analysed by Pew Research Center, people clicked a traditional search result link in only 8% of visits when an AI summary appeared, versus 15% when it did not. Clicks on links inside the AI summary were rare as well.
Artificial Intelligence Optimization (AIO) presence is not the full story
It is tempting to blame everything on AI Overviews. The cohort analysis shows a more subtle pattern. Queries that later showed AI Overviews were already lower-click topics in mid-2024, and their CTRs kept falling across the period. Meanwhile, queries without AI Overviews still lost ground, dropping to 1.62% organic CTR by September 2025. In short, the results page is now a destination for many searches, and people often leave Google without clicking anything.
Citations inside AI Overviews make a difference
There is one bright spot. When a brand earns a citation inside the AI Overview, it lifts performance even in a low-click world. Across the study period, cited brands saw around 35% higher organic CTR and 91% higher paid CTR than uncited brands on the same query types. That advantage does not mean citation causes the result, but it shows the value of appearing as a named source.
What this means for everyday readers and marketers
Lower CTRs do not mean people stopped searching. They signal that search pages answer more questions directly. If you run a small business, you may notice fewer visits from queries that used to bring steady traffic. If you manage media spend, you may see stable impression volume but fewer clicks for the money on high-funnel terms.
For Myoho Marketing’s audience, this shift calls for tactics that win attention on the SERP and inside AI surfaces, not just on the landing page.
Steps to adapt in 2025
1) Re-frame success metrics.
Relying on click-based targets alone will understate real visibility. Add measures such as SERP coverage for key intents, citation share inside AI Overviews, branded search lift, and assisted conversions from people who later visit or convert through another channel.
2) Prioritise Answer Engine Optimisation.
Structure content so it is easy to cite. Use concise definitions, step lists, and evidence-backed claims with named sources. Cover the question directly at the top of the page, add a short summary box, and keep schema tidy. These patterns increase the chance of being pulled into an AI Overview or featured snippet.
3) Build authority signals.
Brands that are trusted tend to be cited more often. Strengthen Experience, Expertise, Authoritativeness, and Trustworthiness (EEAT) signals with clear authorship, credentials, externally referenced facts, and a consistent internal linking pattern that reinforces topical expertise. While authority is earned over time, each improvement nudges the odds in your favour.
4) Segment by query intent.
Pull informational head terms into their own plan. Many will remain low-click. Treat them as visibility plays where you aim for citations, featured snippets, People Also Ask and video carousels. Reserve ad budget for mid- and bottom-funnel searches that still drive efficient traffic.
5) Tighten paid search strategy.
With paid CTR on AIO-affected searches down 68%, test reduced bids or exclude those terms entirely if they fail your efficiency thresholds. Shift spend to brand, high-intent non-brand, Shopping, and retargeting, where you can still measure clear outcomes. Keep a close eye on impression share and auction insights rather than chasing click-through as the lead metric.
6) Improve conversion architecture.
Fewer clicks mean each visit matters more. Clean up forms, speed up pages, simplify offers, and match the message tightly to the query. The aim is to raise lead rate or revenue per session to offset the traffic drop.
7) Diversify discovery.
If your topic skews informational, test content that earns reach beyond Google. Helpful explainers on YouTube, credible answers in forums, and clear product education on social search can feed branded demand that later converts through direct or navigational queries.
What to tell stakeholders
The sharp fall in CTR is now a feature of search, not a blip. Expect organic and paid clicks on high-funnel queries to stay low while AI features expand. Progress looks different in this climate. Report on visibility, citation share, and downstream outcomes, then show how you are reallocating spend and content effort to the places that still move revenue. The shift is challenging, but it is manageable with clear goals and a steady testing plan.
Book a CTR recovery consultation with Myoho Marketing
How we help: We review your search data and identify the fastest, lowest-effort ways to steady traffic and revenue.
You get:
- A read on AI Overview exposure and zero-click risk for your top queries
- A prioritised list of Search Engine Optimization (SEO), Answer Engine Optimization (AEO) and Pay-Per-Click (PPC) actions with effort and impact
- Key Performance Indicator (KPI) suggestions that move beyond CTR to coverage and contribution
