The Google search results are undergoing an unprecedented transformation. *The introduction of AI summaries is radically disrupting the SEO landscape.* The top positions, once symbols of supreme visibility, are experiencing an alarming decline. By 2025, the top results will see a drop of 32% in their click-through rate, a statistic that embodies a major upheaval in the way users interact with search results. *This phenomenon challenges traffic generation strategies and demands a profound reassessment of performance indicators.* Organic search, once unshakeable, must now adapt to the expectations of an audience eager for concise and effective information.
Data Discovery: Drop in Click-Through Rates
A study conducted by GrowthSRC revealed an alarming decline in click-through rates (CTR) for the top Google search positions. The data, collected by examining 200,000 keywords over the years 2024 and 2025, shows an unsettling trend for organic SEO. The top search results, traditionally the most sought-after, seem to be losing their appeal.
Impact of AI Overviews on Search Results
Since the deployment of AI Overviews in March 2025 by Google, the performance of the top results has deteriorated. Position #1 recorded a decrease of 32.1%, while position #2 saw an even steeper decline of 39.5%. These summaries, generated by artificial intelligence, appear to effectively respond to user queries, prompting them to settle for the provided summary without clicking on the links.
Analysis of Search Position Variations
Statistics reveal that positions #3 and #4 also experienced decreases of 15.1% and 7.1%, respectively. On the other hand, positions #5 to #10 show reversed results with notable increases. This trend illustrates a change in user interaction with search results, as they seek more detailed information when the AI overviews do not meet their expectations.
Increase in CTR for Lower Positions
The data indicate that position #5 has increased its CTR by 4.35%, while the sixth position has recorded a rise of 12.6%. This phenomenon may arise from the fact that many users find the summaries provided by AI unsatisfactory. They then turn to lower-ranked results to obtain more comprehensive information.
Repercussions on Digital Marketing Strategies
The implications of this click decline force marketing professionals to readjust their strategies. Mahendra Choudhary, a partner at GrowthSRC Media, emphasizes that it is timely to rethink the importance of web traffic as a key performance indicator. Relying solely on measuring engagement through clicks becomes inaccurate, given the need to consider conversions and interaction on websites.
Necessary Adaptation of SEO Practices
Experts recommend diversifying content across alternative platforms such as YouTube, LinkedIn, TikTok, and Reddit. Maintaining a presence on these networks can enhance brand image, as users frequently favor recommendations over traditional searches. Publishing value-added content not only improves brand perception but also attracts higher-quality clicks.
Anticipated Evolutions in SEO
To remain competitive, professionals must focus on developing their brand’s authority and reputation. Local SEO also requires increased attention, with the importance of boosting brand mentions through social searches. The digital landscape is evolving rapidly, making these strategic adjustments essential.
Specialists must now question how they can optimize their approaches while integrating technological advancements and user behaviors. Adjustments must emerge from this meticulous analysis of new trends and collected data.
Common Questions about the Decline of Clicks on Google
What are the main causes of the 32% drop in clicks for the top positions on Google?
The decrease is primarily due to the introduction of AI summaries, which provide instant answers without requiring clicks to articles or websites.
How does the arrival of AI Overviews affect user behavior on search engines?
Users tend to settle for the summaries provided by AI, which leads them to click less frequently on results from the top positions.
Which ranking positions are most affected by this drop in clicks?
Positions #1 and #2 are particularly impacted, with drops of 32% and 39% respectively, while positions #5 to #10 display an upward trend.
Why are clicks from positions lower than fifth increasing?
Users, dissatisfied with AI summaries, seek more comprehensive information in lower-ranked articles, thereby increasing their click rates.
How can businesses adapt their SEO strategies in light of this situation?
Businesses should diversify their content channels, improve the quality of the information offered, and focus on conversions and enhancing their reputation rather than just on traffic.
What impact does this evolution have on the future of digital marketing?
This dynamic encourages marketing specialists to reassess the importance of clicks as a key indicator and prioritize engagement and brand authority through social channels and other platforms.
Are AI-generated overviews available in all countries?
No, AI summaries are not yet available in all countries, including France.
How does Google track the new metrics of AI overviews in Google Search Console?
Google recently integrated updates into its official documentation to include clicks, impressions, and positions related to AI overviews in Google Search Console.
