Quick answer: research published in 2026 found that Google AI Overviews reduce organic clicks, mainly on informational searches. Searches with a clear intent to find or buy from a business were much less affected in that study. Keep doing solid SEO, and put more effort into the pages people use when they are ready to choose.
- A controlled experiment measured about 40% fewer organic clicks when an AI Overview appeared.
- The effect was driven by informational searches.
- Google says no special files or markup are needed to appear in AI features.
- Service pages, local visibility and your brand matter more when simple questions are answered on Google itself.
What are Google AI Overviews?
AI Overviews are AI-written summaries that can appear at the top of Google’s results, with links to sources. AI Mode is a separate, more conversational search experience. Both can answer a question before someone visits a website.
What the research found
A controlled experiment
Researchers Saharsh Agarwal and Ananya Sen ran a randomised field experiment in early 2026. A browser extension hid AI Overviews for some participants and left them in place for others. The final sample was 1,065 US desktop Chrome users, across 68,089 searches.
- AI Overviews appeared in about 41% of searches.
- Where one appeared, removing it lifted organic clicks per search from 0.37 to 0.62.
- The share of those searches with no click fell from 0.73 to 0.54 when the overview was removed.
- Clicks on sponsored results did not meaningfully change.
The effect came from informational searches. Navigational and transactional searches showed no statistically clear effect, although the authors note those estimates are less precise.
A large data study
Ahrefs compared 300,000 keywords using Search Console data from December 2023 and December 2025. It reported a 58% lower average click-through rate for the top-ranking page where an AI Overview appeared. Ahrefs is a commercial SEO company, the measure is a correlation, and other search features also take clicks.
| Study | Method | Result | Keep in mind |
|---|---|---|---|
| Agarwal and Sen | Randomised experiment | About 40% fewer organic clicks when shown | US desktop users |
| Ahrefs | Search Console data, 300,000 keywords | 58% lower click-through at position one | Correlation, informational keywords, desktop |
What this does not tell us
We did not find strong Australian-specific data, and neither study focused on small businesses. Your results will depend on what people search to find you. Treat these figures as a warning about the type of search affected, not as a forecast for your site.
What Google says to do
Google’s guidance is plain. It states there are no additional technical requirements, and that you do not need new machine-readable files, AI text files or special markup to appear in these features. A page must be indexed and eligible to show with a snippet.
Traffic from AI Overviews and AI Mode is included in your Search Console Performance report under the “Web” search type. Be sceptical of anyone selling a special “AI schema” as a shortcut.
What to do about it
Review which searches bring you visitors
Open Search Console and separate the queries that bring you traffic into three groups: general questions, comparisons and searches ready to act. If most of your traffic is general questions, you have the most exposure.
Strengthen the pages people choose from
Someone searching for a provider still needs to judge who to trust. Make each service page clear about what you do, who it suits and how to start. Real project examples help too.
Say something a summary cannot
Generic answers are easy to summarise. First-hand examples, clear opinions, local knowledge and original information give people a reason to click.
Build demand for your name
When people already know you, they search for you directly. Reviews, email, social content and local search all help reduce your reliance on a single results page.
Measure the right things
Track enquiries as well as visits. If clicks fall while enquiries hold, the traffic you lost may not have been your best traffic.
A quick checklist
- Confirm your important pages are indexed.
- Keep key information in text, not only in images.
- Link related pages together so they are easy to find.
- Keep structured data consistent with what the page shows.
- Keep your Google Business Profile accurate.
- Review Search Console monthly and compare with enquiries.
If you would like a second opinion on where your search traffic is exposed, our SEO service starts with a review of how your website appears today.
Which pages are most exposed?
Use the research as a guide to sorting your own content. This is our interpretation of the findings, so test it against your Search Console data.
| Type of page | Likely exposure | What to do |
|---|---|---|
| Simple definitions and general “what is” articles | Higher | Add examples and a clear next step |
| Detailed guides | Medium | Add first-hand experience and original detail |
| Service and pricing pages | Lower | Make them specific and easy to act on |
| Brand and contact searches | Lower | Keep details accurate everywhere |
How to write pages that still earn the click
A summary can repeat general facts. It is much harder for it to replace judgement, experience or something a reader wants to look at closely.
- Lead with the answer, then give the detail someone needs in order to act on it.
- Show your working with real examples, photos, processes and decisions.
- Offer something to use, such as a checklist, calculator or template.
- Say who it is for and when your advice would not apply.
- Cite your sources so readers can check your claims.
- Keep it current, and show the date you last reviewed it.
Clear writing helps people first. It also makes it easier for search systems to understand what your page covers.
Common questions
Should we block Google from using our content?
Usually not. Google’s AI features are part of Search, so blocking them with controls like nosnippet can also reduce how your pages appear in normal results. Weigh that carefully.
Is SEO still worth doing?
Yes. Google says the same fundamentals apply, and pages need to be indexed to appear in AI features at all.
How do we see AI Overview traffic on its own?
Google includes it within overall Web search traffic in Search Console, so you cannot view it separately in that report.