"The updated data shows that there is a decline with and without AI Overviews on the page, and year-over-year date shows a 65% CTR decline in organic search when AI Overviews are on the page and you're not cited, a 78% CTR decline in paid search when AI Overviews are on the page. When AI Overviews are on the page and you are cited in the AI Overview, there is a 49% CTR decline in organic search and a 54% decline in paid search."
"Now the banger, when there are no AI Overviews on the page, there is still a decline in CTR; 46% drop for organic search and 20% for paid search. Here is the updated charge, broken down by month - you can see the decline month-over-month over the past several months: There are tons of caveats based on the type of search, etc. - so check out the Seer Interactive report in detail."
Updated data indicates substantial year-over-year declines in click-through rates across organic and paid Google Search when AI Overviews appear. Organic CTR falls 65% when an AI Overview appears and the site is not cited; paid CTR falls 78% under the same condition. When a site is cited in the AI Overview, organic CTR declines 49% and paid CTR declines 54%. Even when no AI Overview appears, organic CTR dropped 46% and paid CTR dropped 20%. The monthly breakdown shows ongoing month-over-month declines. Results include caveats by search type and a possible influence from the num 100 parameter change.
Read at Search Engine Roundtable
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