The supremacy of the top position on Google is undeniably shaken by the emergence of AI-generated snippets. A study by Ahrefs highlights an alarming drop of 35% in clicks for the most sought-after results. The promise of increased click-through rates by these summaries seems to be turning into a mirage, inevitably redefining the landscape of web SEO.
An Analysis of Google’s AI Overviews
The deployment of AI Overviews by Google raises concerns about the negative impact on organic traffic. In May 2024, CEO Sundar Pichai promised that this feature would increase click-through rates for those who publish content. A recent study by Ahrefs demonstrates that this promise is not being fulfilled.
Impact on Click-Through Rates
Ahrefs analyzed the evolution of click-through rates on 300,000 keywords, revealing a drastic decline. Between March 2024 and March 2025, the click-through rate for keywords benefiting from an AI summary fell from 7.3% to 2.6%. For those without AI display, it dropped from 5.6% to 3.1%. Essentially, the results in the top position on Google are undergoing a real collapse.
Significant Traffic Decline
The data shows that about 34.5% of additional traffic is lost on queries with AI-generated summaries. Pages holding the top position, considered the most visible, see their visibility significantly diminished. The study clearly indicates that the presence of an AI summary negatively impacts the click-through rate, leading to a loss of user engagement.
User Behavior and Influence of AI Overviews
The AI Overviews, positioned at the top of the results, provide direct and generally complete answers. This format restricts interactions with traditional links. Users gravitate towards these quick responses, thus avoiding well-ranked sites. It becomes evident that appearing in the AI summary does not compensate for the disaffection towards organic results.
Complementary Analysis by Terakeet Engineering
A parallel study conducted by Terakeet Engineering corroborated these observations, indicating that informational pages in the top three positions also experienced a traffic drop. In contrast, some lower-ranked pages benefited from an increase in visits due to the display of AI summaries. This aspect indicates distortions in the dynamics of online search.
Conclusion Without a Conclusion
The results from Ahrefs provide an alarming perspective on the effectiveness of AI Overviews. Although intended to enhance user experience, these elements seem to have the opposite effect, especially for Google ranking leaders. Potential adjustments in SEO strategy become necessary for industry players.
Frequently Asked Questions About the Click Decline in Top Google Position Due to AI-Generated Snippets
Why is the top position on Google experiencing a 35% decline in clicks?
The decline is mainly due to the appearance of AI-generated snippets, which provide immediate and complete answers, distancing users from traditional organic results.
What are AI-generated snippets?
AI-generated snippets are summaries displayed by Google at the top of search result pages, providing smart and instantaneous answers to user queries.
How will this decline in clicks affect SEO strategies?
SEO professionals will need to reassess their strategies to maximize the visibility of their content, focusing on more in-depth information and utilizing optimization techniques to capture attention despite competition from AI snippets.
Is this a permanent or temporary trend?
Although the current effects are notable, it is still too early to determine whether this trend will be permanent. Changes in search algorithms can influence this dynamic.
Can pages with AI snippets still generate traffic?
Yes, some pages can still generate traffic, especially if they are relevant and provide additional information not covered by the AI-generated snippets.
What measures can be taken to mitigate this loss of clicks?
Content creators can improve their SEO by providing more direct content, engaging users and encouraging them to click on their links despite competition from AI snippets.
Are the study’s results applicable to all types of queries?
The study focused on informational intent queries, but other types of queries may also be affected differently by AI-generated snippets.
What are the implications for the market in general?
This situation could redefine the digital marketing landscape, pushing companies to adapt and explore new methods to engage users and generate clicks.
