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AI Overviews — Google's AI-generated summary appearing above traditional organic results for many queries — have expanded their footprint significantly through 2025 and into 2026, and their impact on organic click-through rate has become one of the most discussed topics in SEO.
What the data generally shows
Broad informational queries, particularly ones with a clear, extractable answer, tend to see the most significant click-through rate reduction when an AI Overview appears, since a meaningful share of searchers get their answer directly without clicking through to any source at all. Commercial and navigational queries are generally far less affected.
- Simple, factual informational queries see the largest click-through reduction.
- Complex, nuanced or opinion-requiring queries tend to still drive clicks, since an AI summary alone often does not fully satisfy them.
- Commercial and navigational queries (brand searches, specific product searches) remain largely unaffected.
Being cited within an AI Overview matters, even without a click
Being cited as a source within an AI Overview, even without generating a direct click, likely carries some brand visibility and trust value, similar to how a featured snippet's impression, even unclicked, has some value beyond direct traffic. This overlaps directly with AEO and GEO strategy.
The right response to AI Overviews is not panic about traffic loss on every query — it is recognising which specific query types are affected and adjusting content strategy for those specifically, while continuing to capture clicks on the queries that still reliably deliver them.
Adjusting content strategy in response
- Focus more content investment on complex, nuanced topics less likely to be fully satisfied by a short AI summary.
- Optimise for being the cited source within an AI Overview, per our structured data for AI answers guide, even where a direct click is less certain.
- Prioritise commercial and specific, high-intent content where click-through rate remains strong.
- Track click-through rate by query type in Search Console, not just as an undifferentiated overall average.
Frequently asked questions
Does Search Console show whether a query triggered an AI Overview?
Not directly and explicitly in all cases, though impression and click-through rate patterns for specific queries can suggest where this is likely occurring, particularly for simple, factual informational terms.
Should I stop producing informational content given AI Overview competition?
No — informational content still holds real value for both AEO/GEO citation and complex queries an AI summary cannot fully satisfy, but the expected click-through rate for simple factual queries should be recalibrated realistically.
Are AI Overviews likely to expand further?
Based on the trend through 2025 and 2026, continued expansion seems likely, making the adaptation covered here an ongoing strategic consideration rather than a one-time adjustment.
If you want help adapting your content strategy to the AI Overview era, contact our team.
The takeaway
Track click-through rate by query type, not just overall — informational queries with an AI Overview present need a different strategy than commercial or navigational queries, which remain largely unaffected.
Written by Fibvo — Bengaluru and Erode, India — working with clients in other time zones. Questions, or think we have it wrong? Tell us.
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