Archive · 23 Jul 2025
Google AI Overviews Reduce Clicks, Affecting Search and Publishers
Imagine you search on Google and instead of a list of websites, you get a summary made by a computer.
This summary answers your question right away.
A study showed that when people see these AI summaries, they click on other websites less often.
They might just read the summary and leave.
This could be bad news for websites that get visitors from Google.
Since Google is the biggest search engine, this change could affect how websites get traffic and make money.
Pew Research found Google's AI Overviews decrease clicks on search results.
Users click external links less frequently when AI summaries are present.
AI Overviews may lead to users ending search sessions without clicking.
AI Overviews appear more often in complex, question-based searches.
Publishers are concerned about the impact of AI on their traffic and revenue.
- Who
- Pew Research Center conducted the study.
- What
- A study found users click less on search results with Google's AI Overviews.
- When
- The study used data from March 2025.
- Where
- The study involved US adults.
- Why
- To understand how AI affects search experiences and publisher traffic.
Publishers
Impact on Traffic
Publishers
AI Overviews are negatively impacting website traffic and revenue.
Google argues that AI Overviews drive "higher quality clicks" and hasn't released supporting data to prove this.
- Study Participants
- 900 US adults
- Searches Analyzed
- 68,879
- AI Overview Appearance
- 18% of searches
- Click-Through Rate (with AIO)
- 8%
- Click-Through Rate (without AIO)
- 15%
- Sessions Ending Without Clicks (AIO)
- 26%
- Dominant AI Sources
- Wikipedia, Reddit, YouTube