Google CTR Study: AI Overviews Rise As Click Rates Decline

Source: “An infographic on Google AI Overviews impact on clickthrough rates – Created by Martech Scholars Designer.”

A recent study by Advanced Web Ranking (AWR) reveals a major shift in search behavior due to the rise of AI Overviews (AIOs). The data shows that as AI-generated summaries become more prevalent in Google’s search results, clickthrough rates (CTR) for informational queries are steadily declining.

AI Overviews Surge, CTRs Decline

In Q4 2024, AI Overviews appeared in 42.51% of search results, marking an 8.83 percentage point increase from the previous quarter. This spike coincides with a notable drop in organic CTRs, especially for searches including “what,” “when,” “where,” and “how.”

For top-ranking websites, the impact is substantial:

• The top four positions for informational queries saw a 7.31 percentage point decline in desktop CTRs.
• Users are finding their answers directly in AI-generated summaries, reducing the need to click on organic listings.

Expert Insight:

Dan Popa, author of the study, states:

“This surge in AI Overviews may be impacting clickthrough rates for organic listings, as informational content is increasingly getting overrun by these AI-generated summaries.”

Industry-Wise CTR Gaps: Winners & Losers

The study highlights a widening gap in CTR performance across industries. Some sectors thrive, while others struggle against the AI-driven shift.

Biggest CTR Gainers & Losers:

• Law & Politics saw the highest CTR boost as search demand surged.
• Science and Career sites faced the biggest CTR losses despite fluctuating search demand.
• Shopping and Education sectors experienced contrasting trends, highlighting query intent’s role in CTR shifts.
• Business and Fashion were the only sectors to benefit from both higher search demand and increased CTRs.

Desktop vs. Mobile: The CTR Divide

The report also identifies device-specific CTR trends:

• Desktop CTRs declined for informational queries.
• Mobile CTRs increased by 1.81 percentage points for top-ranked sites.
• Arts & Entertainment sites saw a 1.01 percentage point CTR drop on desktop, but a 2.28pp gain on mobile.
• Long-tail queries (4+ words) had declining CTRs on desktop but gained traction on mobile.
• Single-word queries increased mobile CTRs by nearly 2 percentage points in top positions.

Why This Study Matters

Ranking #1 on Google no longer guarantees high organic traffic. With AI Overviews dominating search results, your industry, query type, and device-specific trends all influence CTR.

Key Takeaways for SEO Strategy:

✅ Monitor pixel depth: Track how far users must scroll to find your listing. ✅ Optimize for featured snippets: Ensure content is structured for quick answers. ✅ Diversify traffic sources: Reduce reliance on organic search alone. ✅ Focus on mobile-first SEO: Mobile queries may still drive strong CTRs. ✅ Adapt to AI Overviews: Identify opportunities to leverage AI-driven search changes.

Study Methodology

The AWR study analyzed Q4 2024 vs. Q3 2024 CTR trends, focusing on data from markets like the US and UK. The research leveraged AWR’s free AI Overview tracking tool, categorizing queries by intent, length, and 21 industry verticals to detect shifting user behaviors.

Final Thoughts

Google’s AI Overviews are reshaping how users interact with search results, making it essential for SEO professionals and businesses to adapt. Tracking pixel depth, mobile behavior, and industry-specific trends will be crucial in navigating this evolving search landscape.

Are AI Overviews helping or hurting your website’s traffic? Stay ahead by continuously analyzing your site’s CTR trends and adjusting your SEO strategy accordingly.

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