Google's AI Overviews (formerly known as Search Generative Experience or SGE) now appear at the top of many search results — often called "Position 0." While they provide fast answers directly on the SERP, the data from 2025–2026 clearly shows a dramatic impact on organic click-through rates (CTR).
Latest CTR Impact Statistics (2025–2026)
- Seer Interactive (Sept 2025 – millions of impressions): Organic CTR fell 61% on queries with AI Overviews (from ~1.76% to 0.61%). Paid CTR dropped 68%.
- Ahrefs (Dec 2025 analysis): #1 organic position CTR decreased 58% when AI Overviews are present (from ~7.3% expected to ~1.6% actual).
- Pew Research Center (March 2025 user study): Users clicked any traditional result in only 8% of sessions with AI Overviews (vs. 15% without) — a ~47% relative reduction. Zero-click sessions rose to 26%.
- General trend (Semrush, SparkToro, Gartner): Informational and "how-to" queries see the largest CTR drops (often 60–83% zero-click rate). Transactional and local searches are less affected.
Why This Matters for Your Website
Ranking #1 is no longer enough. If your content appears in traditional blue links below an AI Overview, you're likely seeing far fewer visitors than you would have in 2023–2024. Many experts now recommend shifting focus to:
- Getting cited inside AI Overviews (which can still drive brand visibility and indirect traffic)
- Creating comprehensive, authoritative, unique content that Google prefers to summarize
- Optimizing for featured snippets, People Also Ask, and local pack results
- Strengthening paid search, email marketing, and social channels as organic traffic becomes less predictable
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What Should You Do Next?
The SERP is changing rapidly. Businesses that adapt early — by creating deeper, more trustworthy content and diversifying traffic sources — will maintain or grow visibility in 2026 and beyond.
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Data compiled from Seer Interactive, Ahrefs, Pew Research Center, Semrush, SparkToro, and Gartner reports (2025–March 2026). Individual results vary by industry, query type, and location. Always verify with your own Google Search Console data.