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Understanding the Decline in Google CTRs with AI Implementation
A recent analysis by GrowthSRC Media highlights a significant shift in Google click-through rates (CTRs) resulting from its introduction of AI Overviews in search results. The study reveals that the CTR for Google’s top organic result has plummeted from 28% to a mere 19%, marking a 32% decline. Meanwhile, the second-ranking position has witnessed an even sharper 39% drop in CTRs, from 20.83% to 12.60%. This shift raises questions about the evolving landscape of online information consumption.
The Expansion of AI Overviews
AI Overviews now adorn a growing number of keywords, escalating from just 10,000 in August 2024 to over 172,000 by May 2025. This shift correlates with Google’s significant March core update and the subsequent full rollout announcement shared during the I/O developer conference. Interestingly, Google CEO Sundar Pichai mentioned that infusing content and links into AI Overviews could potentially enhance CTRs. Yet, the data suggests otherwise, indicating searchers may be bypassing these summaries in favor of more conventional sources.
Shifts in User Behavior
Despite the evident decline in CTRs for the highest-ranking results, a paradox emerges where CTRs for positions 6 through 10 observed a notable increase by 30.63%. This indicates that users are scrolling past the AI-generated snippets to locate original content, revealing a nuanced shift in how individuals engage with search results. The average decline across the top five positions hit 17.92%, underscoring a broader trend in user behavior.
Impact on Major Publishers
Major publishers, including MailOnline, have reported similar trends. Carly Steven, their SEO and editorial ecommerce director, indicated a drastic drop in CTRs when AI Overviews are present—less than 5% on desktop and 7% on mobile when ranked first, a stark contrast to the typical CTRs of 13% on desktop and 20% on mobile. Their findings also echoed a 56.1% decrease in CTRs on desktop and 48.2% on mobile for keywords with AI Overviews.
Changes in Ecommerce Visibility
Compounding this is the influence of Google’s Product Widgets like "Popular Products" and "Under [X] Price" which have seen increased deployment since November 2024. These widgets create a Google Shopping interface embedded within search results, consequently diminishing clicks to traditional organic listings in sectors like home care, fashion, and beauty.
Methods of Analysis
GrowthSRC’s analysis focused on year-over-year data from Google's Search Console, assessing multiple industries and concentrating specifically on trends post-AI Overviews and Product Widgets rollout. Using detailed data from queries, clicks, and impressions from a diverse range of clients provided a comprehensive look into how these new features have reshaped the search landscape.
What This Means for the Future
The implications of these findings are profound. As Google continues to evolve its approach with AI technologies, marketers must adapt their SEO strategies accordingly. This might include refining content to ensure visibility in a crowded digital environment and leveraging multimedia resources to engage users who are increasingly scrolling past traditional links.
It’s crucial for businesses to stay informed about these changes, adopting adaptive strategies to thrive in the shifting digital marketing realm.
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