How Google’s AI Overviews Are Changing Click Behaviour and SEO Metrics

Google’s introduction of AI Overviews is transforming the way users interact with search results—and the ripple effects are being felt across SEO strategies and traffic metrics. Powered by advanced AI models, these overviews provide users with concise, instant answers directly on the results page, reducing the need to click through to individual websites. While this is convenient for users, it’s sparking major shifts in how digital marketers and publishers measure success.

The Rise of Zero-Click Searches

One of the most noticeable changes is the rise of zero-click searches. When an AI Overview appears, users often find what they need without scrolling further. Data shows that click-through rates drop significantly—only around 8% of visits result in clicks when AI is involved, compared to 15% without it. This means that even high-ranking pages might struggle to generate traffic if the AI Overview already provides a satisfying answer.

Winners and Losers Across Industries

The impact isn’t uniform across all sectors. News websites, for example, have seen a sharp decline in referral traffic, with billions of visits lost since AI Overviews started rolling out. Educational platforms and Q&A sites are also feeling the squeeze. On the other hand, some niches like legal and political content have actually experienced traffic gains, showing that context matters. If the query requires deeper analysis or opinion, users are still willing to click through.

SEO Metrics Are Evolving

Traditionally, SEO success has been measured through metrics like organic traffic, CTR, and conversions. But with AI Overviews in play, those numbers no longer tell the full story. A page may be highly visible—frequently cited by Google’s AI—yet see fewer clicks. This forces marketers to rethink their KPIs and look at visibility in AI Overviews as a form of brand exposure, even without direct traffic.

How Marketers Can Adapt

To stay ahead in this AI-driven search era, marketers need to adjust strategies:

• Optimize for AI visibility: Ensure your content is authoritative, well-structured, and answers questions directly—this increases chances of being featured in AI Overviews.

• Leverage Google’s controls: Publishers can choose whether their content is eligible for AI Overviews while still appearing in organic listings.

• Diversify traffic sources: Overreliance on search is risky. Building strong social media, email, and community-driven channels is now more critical than ever.

• Focus on depth and authority: AI Overviews excel at surface-level answers, but users still turn to expert content for detailed insights.

Final Thoughts

Google’s AI Overviews are more than just another feature—they represent a fundamental shift in search behavior. For users, it’s about speed and convenience. For businesses and publishers, it’s a challenge to maintain traffic while embracing new forms of visibility.

SEO isn’t disappearing, but it’s evolving. The winners will be those who adapt quickly, creating content that not only ranks but also earns a place inside AI Overviews, while finding fresh ways to build lasting connections beyond search.