In a recent study conducted by Ahrefs, it was found that the presence of AI Overviews in Google’s search results correlates with a significant reduction in click-through rates (CTR) for top-ranking pages.
The research, led by Ryan Law and Xibeijia Guan, analysed 300,000 keywords and discovered that AI Overviews reduce the average CTR by 34.5%.
The research involved selecting 300,000 keywords from the Ahrefs Keywords Explorer database, split evenly between those with AI Overviews and those without. Aggregated Google Search Console (GSC) data was used to calculate the average desktop CTR per month for each keyword. The CTRs for March 2024 (pre-AI Overview rollout) and March 2025 (post-rollout) were then compared.
The findings revealed a drop in CTR for informational keywords from 0.056 to 0.031 in average position one CTR. Keywords with AI Overviews experienced a drop from 0.073 to 0.026 in average position one CTR. The forecasted CTR for AI Overview keywords, assuming no rollout, was calculated to be 0.040.
The study suggests that AI Overviews function similarly to Google Featured Snippets, aiming to resolve search queries directly within the search results – leading to more zero-click searches. Despite Google’s claims that links within AI Overviews get more clicks, the study indicates otherwise.
As AI Overviews continue to evolve, it is expected that CTRs may decrease further, meaning search engine optimisation (SEO) strategies will need to adapt accordingly. At Engage Web, we stay in the know with updates like this so we can tailor our clients’ SEO strategies accordingly to ensure maximum chances of success. If you’d like to discuss an SEO campaign of your own, speak to us today.
- Data finds AI sends users to broken links - September 11, 2025
- Google adds new tools to AI search and expands globally - August 28, 2025
- Six simple tips to understand your Facebook Ads - July 3, 2025
