The Vanishing Click: How AI Summaries Are Changing Search
SmithDigital
Google's introduction of AI Overviews, intended to enhance user experience by providing direct answers at the top of search results, has led to a significant decrease in clickthrough rates for top-ranking pages. A study of 300,000 keywords revealed an average 34.5% reduction in CTR when an AI Overview is present, compared to searches without this feature. This shift signifies a change in how users interact with search results, with more questions being answered directly on the SERP, leading to increased zero-click behavior and challenging the traditional "Position One Promise". Marketers and sales leaders now need to adapt their strategies to focus on "real reach" beyond just rank, optimizing for AI inclusion and exploring channels beyond traditional organic search to maintain visibility and engagement.
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