"SEM Rush data for March-July shows ~13-18% of Google queries generated an AI summary. When people see one, they click fewer links (8% vs 15% CTR to web results), redistributing traffic. The majority of these 'lost clicks' are likely low value to brands - typically informational-led rather than purchasing-led. Reports show declining traffic without equivalent conversion drops. That may change as rollout continues."
"Plus, recent data from SEMRush appears to indicate that regular ChatGPT usage appears to lead to a concurrent increase in Google activity, likely due to a variety of factors - frictionless, conversational search experiences on LLM's leading to enhanced curiosity/longer search journeys, or fact checking of LLM outputs. AI Overviews hasn't destroyed search marketing; but is symptomatic of a broader and significant rewiring of search behaviours."
AI impacts search both inside major search engines via AI Overviews/AI mode and outside via LLM chat tools like ChatGPT and Perplexity, prompting different user behaviours. AI Overviews appear in roughly 13–18% of queries and reduce clicks to web results (about 8% vs 15% CTR), redistributing traffic toward fewer links. Most lost clicks come from informational queries rather than purchase-related ones, so conversions have not fallen proportionally. ChatGPT search volumes remain small globally while Google retains over 90% market share. Regular ChatGPT usage may increase subsequent Google activity through extended curiosity or fact-checking.
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