Since the introduction of “AI Overviews” by Google, the landscape of search engine optimization (SEO) and online visibility has undergone a radical transformation. These AI-generated summaries, displayed at the top of search results, synthesize relevant information from a variety of sources, reducing the need for users to click on traditional links.
Significant drop in organic clicks
According to a study by BrightEdge, although impressions on Google have increased by 49% in one year, the click-through rate (CTR) has fallen by 30%, mainly due to the implementation of AI Overviews. Further analysis by Ahrefs confirms this trend, showing a 34.5% drop in CTR for top positions when AI Overviews are present.
Google defends click quality
In response to concerns from publishers and content creators, Elizabeth Reid, head of search at Google, claims that clicks from AI Overviews are of “higher quality”, with users spending more time on the sites they visit. However, Google remains evasive about precise CTR data, refusing to divulge it in its official communications.
Adapting SEO strategies
With the evolution of user behavior and the predominance of AI Overviews, SEO professionals need to rethink their strategies. It’s becoming crucial to produce content that responds precisely to search intentions, using appropriate technical language (Schema.org) and targeting long queries. In addition, optimization for positions beyond the top 10 becomes relevant, as 89% of citations in AI Overviews come from results beyond the hundredth position.
The growing importance of zero-click search
The phenomenon of so-called “zero click” searches, where users obtain their answer directly from Google results without visiting a site, is intensifying with the arrival of AI Overviews. This profound change redefines the very notion of visibility: from now on, a brand must be present directly in the answers generated by AI, which implies precise monitoring and strategic adjustments to maintain its relevance to users.
Towards a future dominated by AI?
The emergence of AI Overviews and AI-based search modes, such as Google’s “AI Mode”, suggests a transition towards more conversational and synthetic search interfaces. This evolution could redefine the way users interact with the web, challenging traditional business models based on organic traffic. Publishers and content creators therefore need to anticipate these changes to maintain their visibility and relevance in this new digital ecosystem.
At Knewledge, we’re up to the challenge!
Faced with these major changes, Knewledge supports its customers by adapting its SEO and digital performance analysis strategies. Thanks to our expertise, we are able to precisely track your brand’s visibility within the results generated by AI. In this way, we transform these upheavals into concrete opportunities for growth and performance for your online business.
