AI Overviews are reshaping search, and not in publishers’ favour.

Ahrefs found a 34.5% CTR drop across 300,000 informational keywords when AI Overviews were present.
While Google suggests more clicks, independent research shows users find answers in the SERP, leading to traffic loss.
These are key action points for publishers:

1. Diversify cluster focus – Target commercial, transactional, and brand-driven queries.
2. Strengthen branded search – Build direct audiences via newsletters, communities, and partnerships.
3. Use jump-to links – Trigger sitelinks for more SERP space.
4. Boost credibility – Outbound links to primary research make content 40% more likely to be cited.
5. Optimize CTR hooks – Add your brand name and cues like “2025” or “Free Tool” in titles.
6. Expand discovery – Invest in Google Discover, newsletters, and syndication.AI Overviews aren’t a temporary glitch. Reset your organic benchmarks and take decisive action.