Two recent studies reveal that Google’s new AI Overviews feature may be causing a serious drop in website traffic. This feature shows up at the top of search results, offering users a quick summary pulled from different websites. As a result, users often don’t need to click through to the actual sites anymore.
Organic Traffic Is Dropping Fast
Both Ahrefs and Amsive, two well-known SEO platforms, found significant declines in click-through rates (CTR):
- Ahrefs reported a 34% drop in clicks for the #1 ranked result when AI Overviews appeared (based on 300,000 keywords).
- Amsive found an average 15% CTR drop, going as low as -37% when AI Overviews and featured snippets appeared together (based on 700,000 keywords).
- Non-branded keywords (searches that don’t include a specific brand name) were hit hardest, with a -20% CTR drop, according to Amsive.
Basically, when AI Overviews show up, even top-ranking pages are pushed down and get fewer clicks.
Google Says: The Clicks Are Better
Despite the drop in traffic, Elizabeth Reid, head of Google Search, claims that AI Overviews lead to more high-quality clicks—users are more likely to stay on the page rather than bouncing quickly. She also said this feature opens new opportunities for creators to be discovered through more specific or complex search queries.
Still, many creators are worried. Some of their content doesn’t get shown in the AI Overviews, or if it does, people don’t click through—hurting both traffic and income.
How Creators Can Stay Relevant in the AI Era
If you’re a content creator, blogger, or site owner, you’ll need to adjust your strategy. Here are some easy, effective ways to adapt:
1. Create Deep, Specific Content
AI is good at summarizing general info, but it struggles with content that’s unique—like case studies, personal stories, or expert analysis.
2. Build a Strong Brand
Searches that include your brand name are less affected by AI. So grow your brand by staying active on social media and video platforms.
3. Use Multi-Format Content: Text, Images, Video
Mix it up. Add videos, charts, or infographics to your articles. This makes your content more engaging and harder for AI to fully replace.
4. Optimize for Featured Snippets
Structure your content to win the top “zero position” on Google. Use questions as headers and give short, clear answers right below.
5. Grow a Community and Own Your Audience
Don’t rely only on Google. Build an email list, create a private community, and guide your followers from social media to your site.
6. Watch Your Data
Keep an eye on what pages are losing traffic. Use tools like Google Search Console and Ahrefs to update your content strategy.
7. Diversify Your Traffic Sources
Don’t put all your eggs in Google’s basket. Be present on TikTok, YouTube Shorts, Instagram Reels, and even podcasts.
8. Offer What AI Can’t
AI can summarize info—but it can’t offer your personal opinions, real-life stories, or emotional insights. Make that your strength.
Final Thoughts: Google’s AI changes may feel frustrating, but they don’t mean the end for creators. It’s just a new playing field. By focusing on quality, building your brand, and showing up across different platforms, you can still grow—and even thrive. Remember: AI can’t replace human creativity.