Google’s AI Overviews aren’t killing clicks, they’re reshaping where they go.
New data (5.47M queries, 2.43B impressions) shows:
• CTR dropped hard in 2025… but is now rebounding (+85% since Dec)
• Searches WITHOUT AI Overviews are becoming more valuable (CTR up to 3.8%)
• If you’re cited in an AI Overview → you win
• If you’re not → you’re almost invisible (0.9% CTR)
The real shift:
AI handles quick answers → clicks now come from users who want depth
Translation for marketers:
• Stop chasing volume alone
• Focus on “click-worthy” queries
• Optimize to be cited in AI Overviews
• Double down on high-intent content
Bonus: Paid search? Still stable (and even slightly up with AIOs)
Bottom line:
Traffic isn’t disappearing, it’s concentrating.
