Website clicks are among the most important data that people use to measure success online. It goes without saying that this data is essential to track user activity and that this data drives many decisions. If you are a company, business, or organization to relies heavily on website traffic from organic search engines, you may have seen a dip in your numbers recently. I may be able to help you explain why.
Over the past year, Google’s search results have undergone a seismic shift, with new AI Overviews (created by Gemini) now appearing right at the top of the page. Google says these features are a net positive for the web, creating new opportunities for people to connect with websites. But your own data is likely telling a very different story.
Based on a study of real user data, the Pew Research Center found that searches with an AI Overview saw click-through rates to other websites drop by nearly half, from 15% down to just 8%. Even more telling, the study found that a mere 1% of AI Overviews produced a click on a source link.
Google says AI is a win for web traffic, while independent research—and, frankly, my own experience as a consumer—suggests the opposite.
I’m willing to bet I’m not alone in this. Think about your own search habits. When a search query produces a clean, comprehensive summary right at the top of the page, do you still feel the need to click into the source links below? Often, the AI provides the quick answer you were looking for, and your journey ends there. While this might be convenient for the user, it’s an existential threat to the content creators and publishers who rely on web traffic to survive.
Google’s use of AI is fundamentally changing the way we interact with information. The trend is moving toward a frictionless, “one-stop-shop” answer model where the user gets what they need without ever leaving the search engine results page.
At K2 & Company, we know that success in the digital age is about adapting to new realities. This research provides more evidence that Google’s use of AI is shifting the way people gather information and interact with search results. We’re watching these trends closely to ensure our clients are prepared for this new landscape. One effective tactic we’re advising clients to consider is a robust Frequently Asked Questions (FAQ) section. By creating clear, concise answers to common questions on your website, you can optimize your content for these AI summaries, making it more likely your site will be the source for the AI’s answer. This gives you a measure of control over the narrative and ensures your website is visible at the very top of the search results, even if the user isn’t clicking through immediately.
If you’re ready to adapt and ensure your message continues to reach the right people, we’re here to help you navigate this new terrain. Contact us today!
-Allison Housley