Google’s AI Overviews have completely changed the way search engines bring websites relevant traffic. Before overviews existed, users had to click on a search result and read page content to find the information they were looking for. In the process, business owners were able to generate sales, leads, and brand awareness from those clicks. Some searches ended without clicks, but it wasn’t as common. Now zero-click searches are the majority.
According to a SparkToro study, since 2024, 58.5% of U.S.-based Google searches have ended without users clicking any links. On mobile devices where convenience is critical, 75% of searches end without clicks. And it’s not because users aren’t finding what they need, but because the AI-generated overviews are answering their questions at the top of the page. AI overviews aren’t always accurate. In fact, sometimes they can be outrageously inaccurate. Still, users seem satisfied with the information they’re being given.
Because of AI Overviews, many business owners are starting to notice a drop in organic traffic, especially in retail, travel, and media. This massive shift requires business owners to reinvent how they approach digital marketing strategies designed to generate visibility, authority, and conversions online.
A zero-click search is exactly what it sounds like: a search that results in zero clicks. The user types a query into the search box, hits enter, and then for whatever reason, they don’t click on any links. In the past, zero-click searches were usually the result of users refining their search or giving up. Today, it’s the opposite – users are finding what they need in the AI overview box and don’t feel it’s necessary to click on any search results to explore further.
The rise of zero-click searches
Google’s AI Overview feature has been around since May 2024, and it’s just one of many features that continue to reduce traffic from organic search results. Between Featured Snippets, People Also Ask boxes, and AI Overviews, clicks have been down by nearly half compared to what they were before 2022. Even news outlets are experiencing fewer clicks since Google is summarizing news articles as well.
This shift has real consequences for business owners. Even if your website ranks well, users may never click through. Your content might get featured in an AI Overview or Featured Snippet, but that still doesn’t guarantee clicks.
In May 2024, Google launched its Search Generative Experience (SGE) to provide users with a summary of their search query. SGE uses content from numerous web pages to provide users with a quick overview that summarizes key information so the user doesn’t need to click on a dozen links and read a bunch of content.
· How Google selects sources. Around 52% of the pages used to create AI Overview summaries are typically ranked in the top 10 for the given query. According to Ahrefs research, 99% of Featured Snippets come from pages that already rank on the first page. This makes ranking in the top 10 critical for getting clicks from Google’s AI-generated results.
· The adoption of AI Overviews. Currently, AI Overviews show up in 30-35% of U.S.-based Google searches, with an even bigger presence for queries related to problem-solving.
· How click-through rates are impacted. Even though Google includes clickable citations in AI Overviews, many website owners are noticing a decline in traffic. Despite clickable citations, a large percentage of users are satisfied with the overview.
Now that zero-click searches are dominant, Google’s AI summaries are changing the fundamentals of SEO.
· Traffic. Although clicks were never guaranteed, ranking in the top positions in the search engine results pages (SERPs) used to be an excellent way to get traffic to your website. Today, ranking number one no longer means getting the lion’s share of clicks.
Higher rankings are still better than being buried on page 10, but even web pages that rank in position one are seeing a significant loss of clicks. In fact, MailOnline reportedly loses over half its clicks when an AI Overview appears in Google’s search results. If users are satisfied with the AI-generated summary, they won’t even scroll down to the actual search results, let alone click on any links.
However, if you rank in the top positions, Google might use your content to write an AI Overview or Featured Snippet, but that doesn’t guarantee clicks, either. Users won’t necessarily click through to your website’s citation after reading the AI summary.
· Visibility. AI overviews take up even more space at the top of the page, forcing organic search results down even further out of view.
· Keyword density. Keyword stuffing has been dead for a long time, but even just using relevant keywords and phrases has been weakened by AI. Keywords alone can’t compete with the power of citations and trust determined by a well-trained AI algorithm.
· Metadata is different. Since the name of the game has now shifted to getting your content cited in AI Overviews, metadata is important in a different way. For instance, Schema markup helps AI understand your content better for use in overviews.
· EEAT is essential. Google’s EEAT framework (Expertise, Experience, Authoritativeness, Trustworthiness) has always been important for ranking, but now it determines what content gets cited in AI Overviews.
In short, SEO has evolved from simply maximizing keywords and phrases to building trustworthy, authoritative content. This shift has been happening for many years, but with AI running the show, it’s much harder to trick the system into thinking content is genuinely authoritative.
Google’s AI-generated summaries don’t seem to be going away anytime soon, so it’s critical to have a content strategy that works with this new system to avoid being left in the SEO dust. In addition to ranking, your content needs to be visible to AI, worthy of being cited, and enticing enough for users to click. Here’s how that’s done:
· Lead with concise and accurate answers. To get AI algorithms to pick your content for summaries and overviews, you need web pages with clear, concise answers at the top of the page, followed by a deeper context. This is the structure that AI will understand best when choosing citations.
· Use structured data. Schema markup is essential for getting content chosen for AI summaries. Use formats like “FAQ” and “HowTo.” Websites that correctly apply FAQ schema see a significant increase in traffic.
· Get specific and detailed. The more specific your content is at addressing topics, the better. AI tends to favor case studies, examples with dates, and quotes from experts. This signals high value, trustworthy content.
· Position yourself as an authority. Demonstrate EEAT through your credentials, citing your sources within your content, and publishing author bios. AI algorithms view this information as trustworthy.
· Optimize your content for direct answers. Content optimized for direct answers (answer engine optimization or AEO) will get better visibility. For instance, create FAQ sections, paragraphs with definitions, and short summaries inside longer pieces of content.
When clicks from search results drop, you need a different strategy for measuring performance and results. Here are five ways to overhaul your tracking system to fit in with the new AI-powered paradigm.
Clicks to your website might be the ultimate goal, but now that there are barriers in place, AI citations are the new goal. Start tracking where your content shows up in AI citations using Semrush or SurferSEO.
A lower CTR used to indicate that users aren’t seeing your content. However, a lower CTR today might be offset by higher visibility in AI overviews. In other words, they see your content, but just don’t click.
In Google Search Console, filter queries that are triggering AI Overviews. Compare the impressions to clicks before and after this feature rolled out.
Branded searches still generate clicks and should be optimized for conversions.
AI Overviews are generated from authority mentions and quotes. Use social and brand monitoring tools to manage your reputation and improve the way AI Overviews mentions your brand.
When you’re getting fewer clicks because of Google’s AI Overviews, your offsite link building strategy needs more power. In addition to a strategy for ranking, you need a plan that includes the following:
· Authority building through brand mentions. You need citations from trusted sources, like blogs, publications, and expert roundups to get AI to rank your content for inclusion in AI summaries.
· Authority positioning. It helps to be well-represented in terms of your brand across authoritative sources, like Wikipedia entries, about pages on your website, and various profiles across the web.
· Diversified traffic sources. Zero-click search highlights the importance of not relying entirely on Google for your traffic. It’s wise to invest your time generating traffic from email marketing, social media, partnerships, and customer/client referrals.
· Generate high-quality citations. When you can earn quotes and data references in respected publications, it will signal depth and trust to the algorithm that creates AI Overviews.
The tools and strategies in a zero-search world are still evolving, but for now, start using these basics:
· Platforms for AI optimization. Tools like Semrush, Ahrefs, SurferSEO, and MarketMuse offer AI Overview analysis and snippet alignment. For example, Semrush’s Position Tracking tool will tell you what keywords trigger AI Overviews and whether or not your site was included in the citations.
· Generative Engine Optimization (GEO). Leverage AI-specific metadata. For example, many website owners are starting to use the llms.txt file to help large language models understand and process their website more easily. This is a simple markdown file that provides a structured overview of a website’s content specifically tailored to LLMs. For example, the file includes summaries, important links, and contextual information to help LLMs avoid HTML and use the content to answer questions more easily.
While there’s still a debate regarding whether or not this actually makes a difference, it doesn’t hurt to experiment. Considering how crucial sitemaps are for search engines, it makes sense that llms.txt could become equally essential in the near future.
· Use ChatGPT to refine content. Start prompting ChatGPT to simulate AI Overviews and test if your content is used.
· Regular content audits. As always, continue performing regular content audits, improve FAQ sections, revamp content, and update data to ensure your content stays fresh for AI.
All the traffic lost to AI Overviews may not be as bad as you think. Losing traffic isn’t inherently a problem if that traffic doesn’t convert anyway. If you’ve lost traffic since AI Overviews were introduced, but your leads and sales haven’t dropped, you probably don’t need to worry too much.
When users are satisfied with an AI Overview, they’re probably not looking to buy and are still at the top of the funnel gathering information about a given topic. While it’s important to capture leads at all stages of the customer journey, users who simply gather information from an AI Overview and bounce are not going to buy from you right away. This means the queries that end in zero clicks aren’t going to be your most immediately profitable search terms.
Start creating and ranking content for queries that indicate a user is ready to buy. Users who are ready to buy and are actively looking for products and services will continue scrolling to the organic search results.
We have officially entered a new world where zero-click searches and AI-generated summaries are the standard. While traditional rankings are still important, they no longer guarantee visibility or traffic. In 2025, SEO means optimizing your content to be seen and cited by AI, not just to get clicks. Business owners who can align their content with answer engines through structured, authoritative, conversational content will dominate the new search world. Those who don’t will quietly vanish as AI answers take over the top real estate in the SERPs.
If you’re watching your search traffic drop, wondering how to stay relevant now that AI Overviews have changed the game, you don’t have to figure it out on your own. Our team of digital marketing experts can help you adapt to the future by optimizing your content for visibility, authority, and conversion through SEO as well as professional digital marketing strategies. Contact us now for a free consultation and let’s turn AI-powered search into your competitive advantage.
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