{"id":195053,"date":"2026-02-04T10:33:15","date_gmt":"2026-02-04T15:33:15","guid":{"rendered":"https:\/\/ahrefs.com\/blog\/?p=195053"},"modified":"2026-02-05T07:41:03","modified_gmt":"2026-02-05T12:41:03","slug":"ai-overviews-reduce-clicks-update","status":"publish","type":"post","link":"https:\/\/ahrefs.com\/blog\/ai-overviews-reduce-clicks-update\/","title":{"rendered":"Update: AI Overviews Reduce Clicks by&nbsp;58%"},"content":{"rendered":"<div class=\"intro-txt\">Back in April 2025, we found that AI Overviews reduced clicks to top-ranking content by 34.5%, despite Google\u2019s statements to the contrary.<\/div>\n<p>Since then, AI Overviews have rolled out to more countries and more languages, and many websites have continued to see the clicks from organic search decline month-over-month.<\/p>\n<p>Today, it seems likely that the impact of AI Overviews has worsened. As I wrote in <a href=\"https:\/\/ahrefs.com\/blog\/ai-overviews-reduce-clicks\/\">our previous study:<\/a><\/p>\n<blockquote class=\"small\"><div class=\"quote-content\">\n<p><em>Assuming AI Overviews stay in this current form, this is also likely the highest the CTR will be. As the novelty wears off and the law of shitty clickthroughs kicks in, I would expect to see clicks reduce further.<\/em><\/p>\n<\/div><\/blockquote>\n<p>To find out, we re-ran our study using data from December 2025.<\/p>\n<p>We found that the presence of an AI Overview now correlates with a <strong>58% lower average clickthrough rate<\/strong> for the top-ranking page.<\/p>\n<p>Thanks (again) Google.<\/p>\n<div class=\"post-nav-link clearfix\" id=\"section1\"><a class=\"subhead-anchor\" data-tip=\"tooltip__copielink\" rel=\"#section1\"><svg width=\"19\" height=\"19\" viewBox=\"0 0 14 14\" style><g fill=\"none\" fill-rule=\"evenodd\"><path d=\"M0 0h14v14H0z\" \/><path d=\"M7.45 9.887l-1.62 1.621c-.92.92-2.418.92-3.338 0a2.364 2.364 0 0 1 0-3.339l1.62-1.62-1.273-1.272-1.62 1.62a4.161 4.161 0 1 0 5.885 5.884l1.62-1.62L7.45 9.886zM5.527 5.135L7.17 3.492c.92-.92 2.418-.92 3.339 0 .92.92.92 2.418 0 3.339L8.866 8.473l1.272 1.273 1.644-1.643A4.161 4.161 0 1 0 5.897 2.22L4.254 3.863l1.272 1.272zm-.66 3.998a.749.749 0 0 1 0-1.06l2.208-2.206a.749.749 0 1 1 1.06 1.06L5.928 9.133a.75.75 0 0 1-1.061 0z\" style \/><\/g><\/svg><\/a><div class=\"link-text\" data-anchor=\"Methodology\" data-section=\"\u201dmethodology\u201d\">\n<h2><a id=\"post-195053-_mdtn05pchm8s\"><\/a>Methodology<\/h2>\n<\/div><\/div>\n<p>We used the same methodology as our <a href=\"https:\/\/ahrefs.com\/blog\/ai-overviews-reduce-clicks\/\">previous study<\/a>:<\/p>\n<ul>\n<li>We selected <strong>300,000 keywords<\/strong> from Ahrefs <a href=\"https:\/\/ahrefs.com\/keywords-explorer\">Keywords Explorer<\/a> database, consisting of 150,000 keywords with an AI Overview present and 150,000 keywords with informational intent and no AI Overview present.<\/li>\n<li>We used <strong>aggregated Google Search Console data<\/strong> to get each keyword\u2019s average desktop clickthrough rate (CTR) per month (sum of clicks\/sum of impressions).<\/li>\n<li>We then <strong>compared the clickthrough rates<\/strong> for both samples for December 2023 (pre-AI Overviews) and December 2025<\/li>\n<\/ul>\n<div class=\"sidenote\"><div class=\"sidenote-title\">Sidenote.<\/div> This is a two-year time gap (versus one year in the previous study), for the simple reason that December 2024 is after the rollout of AI Overviews.<\/div>\n<div class=\"recommendation\"><div class=\"recommendation-title\">See where AI Overviews appear for your rankings<\/div><div class=\"recommendation-content\">\n<p>You can use the <strong>SERP features <\/strong>filter to see exactly where AI Overviews are triggering for your keyword rankings. Head to Ahrefs\u2019<a href=\"https:\/\/ahrefs.com\/site-explorer\"> <strong>Site Explorer<\/strong><\/a>, navigate to the <strong>Organic keywords<\/strong> report, and select <strong>AI Overview <\/strong>from the SERP features filter.<\/p>\n<p><img loading=\"lazy\" decoding=\"async\" width=\"1497\" height=\"1579\" class=\"wp-image-195054\" src=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2026\/02\/word-image-195053-1.jpeg\" srcset=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2026\/02\/word-image-195053-1.jpeg 1497w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2026\/02\/word-image-195053-1-403x425.jpeg 403w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2026\/02\/word-image-195053-1-768x810.jpeg 768w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2026\/02\/word-image-195053-1-1456x1536.jpeg 1456w\" sizes=\"auto, (max-width: 1497px) 100vw, 1497px\"><\/p>\n<\/div><\/div>\n<div class=\"post-nav-link clearfix\" id=\"section1\"><a class=\"subhead-anchor\" data-tip=\"tooltip__copielink\" rel=\"#section1\"><svg width=\"19\" height=\"19\" viewBox=\"0 0 14 14\" style><g fill=\"none\" fill-rule=\"evenodd\"><path d=\"M0 0h14v14H0z\" \/><path d=\"M7.45 9.887l-1.62 1.621c-.92.92-2.418.92-3.338 0a2.364 2.364 0 0 1 0-3.339l1.62-1.62-1.273-1.272-1.62 1.62a4.161 4.161 0 1 0 5.885 5.884l1.62-1.62L7.45 9.886zM5.527 5.135L7.17 3.492c.92-.92 2.418-.92 3.339 0 .92.92.92 2.418 0 3.339L8.866 8.473l1.272 1.273 1.644-1.643A4.161 4.161 0 1 0 5.897 2.22L4.254 3.863l1.272 1.272zm-.66 3.998a.749.749 0 0 1 0-1.06l2.208-2.206a.749.749 0 1 1 1.06 1.06L5.928 9.133a.75.75 0 0 1-1.061 0z\" style \/><\/g><\/svg><\/a><div class=\"link-text\" data-anchor=\"Findings\" data-section=\"\u201dfindings\u201d\">\n<h2><a id=\"post-195053-_g61g4gyh80m8\"><\/a>Findings<\/h2>\n<\/div><\/div>\n<p>In December 2023, the average position one CTR for informational keywords was 0.076. In December 2025, this had dropped to 0.039:<\/p>\n<p><img loading=\"lazy\" decoding=\"async\" width=\"1600\" height=\"1283\" class=\"wp-image-195055\" src=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2026\/02\/word-image-195053-2.png\" srcset=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2026\/02\/word-image-195053-2.png 1600w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2026\/02\/word-image-195053-2-530x425.png 530w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2026\/02\/word-image-195053-2-768x616.png 768w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2026\/02\/word-image-195053-2-1536x1232.png 1536w\" sizes=\"auto, (max-width: 1600px) 100vw, 1600px\"><\/p>\n<p>In December 2023, the average position one CTR for AI Overview keywords was 0.073. In December 2025, this has dropped to 0.016:<\/p>\n<p><img loading=\"lazy\" decoding=\"async\" width=\"1600\" height=\"1283\" class=\"wp-image-195056\" src=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2026\/02\/word-image-195053-3.png\" srcset=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2026\/02\/word-image-195053-3.png 1600w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2026\/02\/word-image-195053-3-530x425.png 530w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2026\/02\/word-image-195053-3-768x616.png 768w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2026\/02\/word-image-195053-3-1536x1232.png 1536w\" sizes=\"auto, (max-width: 1600px) 100vw, 1600px\"><\/p>\n<div class=\"sidenote\"><div class=\"sidenote-title\">Sidenote.<\/div> \u201cAI Overview keywords\u201d refer to keywords that triggered an AI Overview in December 2025. In December 2023, before the rollout of AI Overviews, these keywords did not trigger an AI Overview.<\/div>\n<p>Using the drop in CTR for informational keywords, we can again predict the CTR for AI Overview keywords, had AI Overviews not rolled out: <strong>0.037<\/strong> <code>(0.072627*(0.038943\/0.075730))<\/code>.<\/p>\n<p>If we calculate the difference between the forecasted and actual CTR, the data suggest that the presence of AI Overviews now reduces the click-through rate for position 1 by <strong>~58%<\/strong> <code>((0.015677-0.03734)\/0.03734)<\/code>:<\/p>\n<p><img loading=\"lazy\" decoding=\"async\" width=\"1600\" height=\"1239\" class=\"wp-image-195057\" src=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2026\/02\/word-image-195053-4.png\" srcset=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2026\/02\/word-image-195053-4.png 1600w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2026\/02\/word-image-195053-4-549x425.png 549w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2026\/02\/word-image-195053-4-768x595.png 768w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2026\/02\/word-image-195053-4-1536x1189.png 1536w\" sizes=\"auto, (max-width: 1600px) 100vw, 1600px\"><\/p>\n<p>This is another significant drop in click-through rate. For every 100 clicks you could historically earn for a top-ranking page, Google now \u201ckeeps\u201d 58.<\/p>\n<p><img loading=\"lazy\" decoding=\"async\" width=\"1600\" height=\"1254\" class=\"wp-image-195058\" src=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2026\/02\/word-image-195053-5.png\" srcset=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2026\/02\/word-image-195053-5.png 1600w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2026\/02\/word-image-195053-5-542x425.png 542w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2026\/02\/word-image-195053-5-768x602.png 768w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2026\/02\/word-image-195053-5-1536x1204.png 1536w\" sizes=\"auto, (max-width: 1600px) 100vw, 1600px\"><\/p>\n<div class=\"recommendation\"><div class=\"recommendation-title\">What caused the CTR drop for non-AI Overview keywords?<\/div><div class=\"recommendation-content\">\n<p>AI Overviews are the newest in a long line of search features that help resolve a user\u2019s query without leaving Google, including Local Pack, Top Stories, and most famously, <a href=\"https:\/\/ahrefs.com\/blog\/how-serp-features-have-evolved-in-the-ai-era\/\">Featured Snippets<\/a>.<\/p>\n<p>As the presence of these SERP features increased, click-through rates fell.&nbsp;So-called <a href=\"https:\/\/ahrefs.com\/blog\/zero-click-search\/\">zero-click searches<\/a> have been growing for a long&nbsp;time.<\/p>\n<p><a href=\"https:\/\/ahrefs.com\/blog\/how-serp-features-have-evolved-in-the-ai-era\/\">Learn more.<\/a><\/p>\n<p><img decoding=\"async\" src=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2025\/07\/word-image-190152-1.jpg\"><\/p>\n<\/div><\/div>\n<p>As we\u2019ve <a href=\"https:\/\/ahrefs.com\/blog\/ai-overviews-positions\/\">studied previously<\/a>, around 9% of AI Overviews appear outside position one in the&nbsp;SERP:<\/p>\n<p><img loading=\"lazy\" decoding=\"async\" width=\"1640\" height=\"1588\" class=\"wp-image-195059\" src=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2026\/02\/word-image-195053-6.png\" srcset=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2026\/02\/word-image-195053-6.png 1640w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2026\/02\/word-image-195053-6-439x425.png 439w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2026\/02\/word-image-195053-6-768x744.png 768w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2026\/02\/word-image-195053-6-1536x1487.png 1536w\" sizes=\"auto, (max-width: 1640px) 100vw, 1640px\"><\/p>\n<p>We ran the same analysis on AI Overviews appearing in lower-ranking positions.<\/p>\n<p>The negative impact of AI Overviews continues, albeit in less dramatic terms (small mercy given the already low click-through rates of positions 2-10):<\/p>\n\n<table id=\"tablepress-516\" class=\"tablepress tablepress-id-516 tablepress-responsive tablepress-ahrefs-width-full\">\n<thead>\n<tr class=\"row-1 odd\">\n\t<th class=\"column-1\">Position in search results<\/th><th class=\"column-2\">Clickthrough rate impact<\/th>\n<\/tr>\n<\/thead>\n<tbody>\n<tr class=\"row-2 even\">\n\t<td class=\"column-1\">1<\/td><td class=\"column-2\">-58.0%<\/td>\n<\/tr>\n<tr class=\"row-3 odd\">\n\t<td class=\"column-1\">2<\/td><td class=\"column-2\">-50.8%<\/td>\n<\/tr>\n<tr class=\"row-4 even\">\n\t<td class=\"column-1\">3<\/td><td class=\"column-2\">-46.4%<\/td>\n<\/tr>\n<tr class=\"row-5 odd\">\n\t<td class=\"column-1\">4<\/td><td class=\"column-2\">-38.8%<\/td>\n<\/tr>\n<tr class=\"row-6 even\">\n\t<td class=\"column-1\">5<\/td><td class=\"column-2\">-32.6%<\/td>\n<\/tr>\n<tr class=\"row-7 odd\">\n\t<td class=\"column-1\">6<\/td><td class=\"column-2\">-30.5%<\/td>\n<\/tr>\n<tr class=\"row-8 even\">\n\t<td class=\"column-1\">7<\/td><td class=\"column-2\">-29.7%<\/td>\n<\/tr>\n<tr class=\"row-9 odd\">\n\t<td class=\"column-1\">8<\/td><td class=\"column-2\">-28.8%<\/td>\n<\/tr>\n<tr class=\"row-10 even\">\n\t<td class=\"column-1\">9<\/td><td class=\"column-2\">-29.7%<\/td>\n<\/tr>\n<tr class=\"row-11 odd\">\n\t<td class=\"column-1\">10<\/td><td class=\"column-2\">-19.4%<\/td>\n<\/tr>\n<\/tbody>\n<\/table>\n<!-- #tablepress-516 from cache -->\n<p><img loading=\"lazy\" decoding=\"async\" width=\"1800\" height=\"1541\" class=\"wp-image-195060\" src=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2026\/02\/word-image-195053-7.png\" srcset=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2026\/02\/word-image-195053-7.png 1800w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2026\/02\/word-image-195053-7-496x425.png 496w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2026\/02\/word-image-195053-7-768x657.png 768w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2026\/02\/word-image-195053-7-1536x1315.png 1536w\" sizes=\"auto, (max-width: 1800px) 100vw, 1800px\"><\/p>\n<h2><a id=\"post-195053-_8giid6qenl9r\"><\/a>Final thoughts<\/h2>\n<p>As of December 2025, AI Overviews <strong>reduce the organic click-through rate for position one content by 58%<\/strong>. This bleak finding is corroborated by other research, including Seer Interactive (organic CTR down between <a href=\"https:\/\/www.seerinteractive.com\/insights\/aio-impact-on-google-ctr-september-2025-update\">49.4% to 65.2%<\/a>), Kevin Indig (<a href=\"https:\/\/www.growth-memo.com\/p\/gsc-data-is-75-incomplete\">&gt;50%<\/a>), Authoritas (<a href=\"https:\/\/pressgazette.co.uk\/media-audience-and-business-data\/google-ai-overviews-publishers-report-clickthroughs-authoritas-report\/\">47.5%<\/a>), and even the Daily Mail (reporting <a href=\"https:\/\/www.seerinteractive.com\/insights\/aio-impact-on-google-ctr-september-2025-update\">80-90%<\/a> lower&nbsp;CTR).<\/p>\n<p>Regardless of your feelings about the utility and value of AI Overviews, it seems categorically true that they siphon away the majority of the clicks once available to top-ranking pages. <a href=\"https:\/\/ahrefs.com\/blog\/zero-click-search\/\">Search is becoming zero-click<\/a>.<\/p>\n<div class=\"further-reading\"><div class=\"reading-title\">Further reading<\/div><div class=\"reading-content\">\n<ul>\n<li><a href=\"https:\/\/ahrefs.com\/blog\/how-to-track-ai-overviews\/\">How to Track AI Overviews: Mentions, Citations, Click Loss, and the Traffic Google Won\u2019t Show&nbsp;You<\/a><\/li>\n<li><a href=\"https:\/\/ahrefs.com\/blog\/how-to-rank-in-ai-overviews\/\">How to Rank in AI Overviews: What Actually Works (Based on Data, Not Speculation)<\/a><\/li>\n<li><a href=\"https:\/\/ahrefs.com\/blog\/ai-overview-triggers\/\">What Triggers AI Overviews? 86 Factors and 146 Million SERPs Analyzed<\/a><\/li>\n<li><a href=\"https:\/\/ahrefs.com\/blog\/ai-overview-change\/\">AI Overviews Change Every 2 Days (But Never Change Their&nbsp;Mind)<\/a><\/li>\n<\/ul>\n<\/div><\/div>\n","protected":false},"excerpt":{"rendered":"<p>Since then, AI Overviews have rolled out to more countries and more languages, and many websites have continued to see the clicks from organic search decline month-over-month. Today, it seems likely that the impact of AI Overviews has worsened. As<span class=\"ellipsis\">\u2026<\/span><\/p>\n<div class=\"read-more\">Read more \u203a<\/div>\n<p><!-- end of .read-more --><\/p>\n","protected":false},"author":194,"featured_media":0,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"wp_typography_post_enhancements_disabled":false,"footnotes":""},"categories":[469,414],"tags":[],"coauthors":[457,467],"class_list":["post-195053","post","type-post","status-publish","format-standard","hentry","category-ai-search","category-data-studies","odd"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.2 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Update: AI Overviews Reduce Clicks by 58%<\/title>\n<meta name=\"description\" content=\"Our latest research shows another big hit to organic traffic, thanks to AI Overviews.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/ahrefs.com\/blog\/ai-overviews-reduce-clicks-update\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Update: AI Overviews Reduce Clicks by 58%\" \/>\n<meta property=\"og:description\" content=\"Our latest research shows another big hit to organic traffic, thanks to AI Overviews.\" \/>\n<meta property=\"og:url\" content=\"https:\/\/ahrefs.com\/blog\/ai-overviews-reduce-clicks-update\/\" \/>\n<meta property=\"og:site_name\" content=\"SEO Blog by Ahrefs\" \/>\n<meta property=\"article:publisher\" content=\"https:\/\/www.facebook.com\/Ahrefs\/\" \/>\n<meta property=\"article:published_time\" content=\"2026-02-04T15:33:15+00:00\" \/>\n<meta property=\"article:modified_time\" content=\"2026-02-05T12:41:03+00:00\" \/>\n<meta property=\"og:image\" content=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2026\/02\/word-image-195053-1.jpeg\" \/>\n\t<meta property=\"og:image:width\" content=\"1497\" \/>\n\t<meta property=\"og:image:height\" content=\"1579\" \/>\n\t<meta property=\"og:image:type\" content=\"image\/jpeg\" \/>\n<meta name=\"author\" content=\"Ryan Law, Xibeijia Guan\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:creator\" content=\"@thinking_slow\" \/>\n<meta name=\"twitter:site\" content=\"@ahrefs\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\/\/schema.org\",\"@graph\":[{\"@type\":\"Article\",\"@id\":\"https:\/\/ahrefs.com\/blog\/ai-overviews-reduce-clicks-update\/#article\",\"isPartOf\":{\"@id\":\"https:\/\/ahrefs.com\/blog\/ai-overviews-reduce-clicks-update\/\"},\"author\":{\"name\":\"Ryan Law\",\"@id\":\"https:\/\/ahrefs.com\/blog\/#\/schema\/person\/e63cf0d276886d0391667a066edafeda\"},\"headline\":\"Update: AI Overviews Reduce Clicks by&nbsp;58%\",\"datePublished\":\"2026-02-04T15:33:15+00:00\",\"dateModified\":\"2026-02-05T12:41:03+00:00\",\"mainEntityOfPage\":{\"@id\":\"https:\/\/ahrefs.com\/blog\/ai-overviews-reduce-clicks-update\/\"},\"wordCount\":726,\"publisher\":{\"@id\":\"https:\/\/ahrefs.com\/blog\/#organization\"},\"image\":{\"@id\":\"https:\/\/ahrefs.com\/blog\/ai-overviews-reduce-clicks-update\/#primaryimage\"},\"thumbnailUrl\":\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2026\/02\/update-ai-overviews-reduce-clicks-by-by-ryan-law-data-studies.jpg\",\"articleSection\":[\"AI Search\",\"Data &amp; 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