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Earlier this year, we noted that Google’s AI Overviews were causing a significant drop in click-through rates from Google Search results. Now, Digital Phablet has updated these figures, revealing that the decline in CTR has persisted and worsened over time.
The latest data indicates that both pages with and without AI Overviews experience declines in click-through rates. Year-over-year figures show a 65% drop in organic search CTR when AI Overviews are present but the site isn’t referenced in them, and a 78% decrease in paid search CTR under the same conditions. If AI Overviews include a citation of your site, the decline is slightly less but still substantial: approximately 49% in organic search and 54% in paid search. Even when AI Overviews are absent from the page, there’s still a notable decline—about 46% in organic click-through rates and 20% in paid search.
Visual data shows this downward trend month-to-month over several recent months, emphasizing a continuous drop in CTR rates. It’s important to keep in mind that these trends can vary depending on the search type or specific context. For a detailed understanding, reviewing the full report from Digital Phablet is recommended, especially considering that recent changes to the number of results displayed per page may influence these findings.
This topic has also sparked discussions across online forums, highlighting the ongoing debate within the industry about the impact of AI features on search performance metrics.
ChatGPT
Perplexity
Gemini AI
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