How Google's AI Overviews are reducing clicks on websites

What are Google AI Overviews?

Google Artificial Intelligence Overviews are sections in Google's search results where AI summarizes and presents direct answers to queries made by users, using various web sources. These overviews often appear at the top of the results page, above sponsored links and organic results, offering an immediate answer without the need for the user to click on several links to find an answer.

Like the “featured snippets” of old, AI Overviews go further: they combine information from several pages, rewrite content and present it as if it were “the definitive answer”.

The problem: Fewer clicks, fewer visits, fewer results

According to a recent study conducted by Seer Interactive - analyzed in detail by Barry Schwartz on the Search Engine Roundtable website - AI Overviews are drastically decreasing click-through rates (CTR) in paid and organic results.

This study analyzed more than 10,000 keywords with informational intent and when AI Overviews are not displayed, the click-through rate increases, when AI Overviews appear, the organic CTR drops from 1.41% to just 0.64% and with regard to paid ads, the impact is also visible: the presence of AI Overviews reduces user interest and action. This phenomenon is particularly worrying for those who invest resources - human and financial - in creating SEO-optimized content and Google ADS campaigns.

Why are clicks on websites falling?

The main reason for the decrease in click-through rates on websites is due to the immediate satisfaction of users' needs through IA overviews. When the answer to the search is provided directly on the results page, users have less incentive to click on external links. For example, if someone searches for 'flu symptoms in children' and Google provides a detailed summary, the user may not feel the need to visit an additional site to get that information.

Implications for your business and what you can do

If your business depends on organic traffic to generate leads, sales and awareness, then you will be directly affected by this change. However, there are effective strategies to mitigate the negative impacts of IA overviews on click-through rates, such as:

1. Betting on in-depth and specialized content

Although AI overviews are effective at providing quick answers to the user, they are no substitute for in-depth, specialized content on a wide variety of topics. Creating pages on the site with detailed information, case studies and practical examples can be ways of attracting users who are looking for more in-depth content that demonstrates technical and specialized knowledge.

2. Optimize your content with long-tail keywords

Optimizing content using long-tail keywords, which reflect more specific search intentions, can help attract a more qualified target audience that is less susceptible to IA overviews. Focus on using keywords that reflect the user's real intent, as these queries are made less often but tend to have higher conversion rates.

3. Improve the structure of your content

Using structured data (Schema.org) to indicate to Google what content is relevant on the page is a way of helping the search engine to better understand the content of your site, allowing it to increase the likelihood of your site being referenced in IA overviews or highlighted in search results.

4. Invest in your brand and its authority

Building a strong and recognized brand increases the trust of users and search engines. Investing in your brand's online reputation, quality link building strategies, an active social media presence and positive customer reviews can strengthen your brand's authority.

5. Diversify the channels for acquiring traffic to your site

Acquiring traffic to your site does not depend exclusively on search engines, so expanding your presence on social networks, newsletters, partnerships with other sites and platforms such as Youtube can reduce the impact of changes in search results.

6. Make ADS ads more strategic

Re-evaluating your Google ADS campaigns, especially for keywords affected by AI overviews, considering switching to more direct commercial terms and investing in visual formats such as Google Shopping or video ads can improve the performance of your Google ads.

Opportunity or threat? It depends on your ability to adapt

The introduction of AI Overviews represents a challenge for traditional SEO and Digital Marketing strategies. However, it also offers an opportunity for companies to adapt and innovate their actions and strategies. Companies that understand these changes and adjust their strategies will be better placed to continue attracting traffic, generating leads and growing in the online environment. At M&A Digital, we help our clients explore this new context with data, strategy and execution, with a view to boosting each brand's results. AI overviews are redefining the online search landscape and, although they present challenges, they are also a form of incentive for companies to improve the quality of their content and diversify their Digital Marketing strategies. The ability to adapt to these changes is essential to maintaining relevance and success in the ever-evolving digital world.