How is AI affecting SEO and how should you react?

More people are turning to AI tools like ChatGPT and other large language models (LLMs) instead of Google to answer their questions. That shift is already having a noticeable impact on website traffic. Even if your site appears in Google’s new AI Overviews, it doesn’t guarantee a click. For many publishers, these AI-generated summaries have been far less effective at driving traffic than the features snippets we were used to. Unlike Snippets, which often gave a clear link to one authoritative site, AI Overviews pull information from multiple sources and reduce individual brand visibility. For marketers and SEO professionals, this raises important questions. How much of an impact is AI having? And what should you do to stay ahead?

What is the data saying?

Two of the biggest names in SEO analytics—Ahrefs and Semrush—have both published studies showing that Google’s AI Overviews are reducing the number of clicks from search results.

According to Ahrefs, when AI Overviews are shown (they’re not shown on every search query), the percentage of clicks on organic results drops significantly. Their analysis of over 300,000 keywords found that AI Overviews can reduce traffic dramatically—a 34.5% lower average clickthrough rate (CTR). This is even if those sites are referenced directly by the AI-generated summary.

Semrush’s study supports this. They found that AI Overviews are particularly impactful on informational queries. 88.1% of queries that trigger an AI Overview are informational. This is where users are more likely to get what they need from the Overview without clicking through to a website. Keywords that trigger AI Overviews show higher zero-click behaviour. This presents a real challenge for brands relying on organic content to drive traffic.

Both reports show a trend. As Google provides more answers directly in the SERPs, fewer users click on actual web pages.

What does this mean for SEO?

The rise of AI doesn’t mean SEO is dead. But it does mean your strategy needs to change. People are using AI tools more and more when they have an informational query. These are the types of searches where people want to learn something or get a quick explanation. It’s in these cases where websites are most at risk of losing traffic. Especially if you rely heavily on blog content to drive visits.

Long-tail key words like “best time to post on LinkedIn for B2B marketing” or “what is domain authority” are more likely to be answered by AI. Users will likely never need to click through to your site.

Here are the results for the above long-tail keywords:

Google AI Overview for “best time to post on LinkedIn for B2B marketing”

Google AI Overview for “what is domain authority”

Short-tail or commercial keywords like “SEO agency Manchester” or “best CRM software” are still more likely to trigger action-based searches in Google. This is when users want to compare options, click links and potentially make an enquiry or purchase.

The key takeaway? Blog and guides still have a role to play (particularly for brand awareness and appearing in AI Overviews) but to protect and grow traffic, you should prioritise optimising landing pages and targeting search terms with commercial intent.

How to adapt

AI Overviews may reduce clicks. But they still offer value if you appear in them. Particularly for brand awareness. When your content is referenced in an AI Overview, it helps establish authority and visibility. Even if it doesn’t result in a click. That’s why continuing with high-quality blog content is still important.

Focus on the fundamentals of good SEO:

• Keep your site technically sound. Make sure it’s fast, mobile-friendly and easy for search engines to crawl.
• Build domain authority. Earn backlinks, maintain consistent quality with content and demonstrate expertise in your niche.
• Optimise for relevant keywords. Have well-structured content that answers specific questions clearly. This increases your chances of being referenced in AI summaries and other AI tools like ChatGPT.

At the same time, shift more of your SEO focus towards short-tail and commercial keywords. Things like “digital marketing agency” or “ecommerce SEO services.” These types of terms are more likely to lead to conversions, enquiries and measurable ROI.

Impact on reports

Measuring the impact of AI Overviews is still a grey areas. The results often fall into the category of zero-click searches. While some users will click through to the sources listed in an AI Overview, the overall CTR is typically lower.

At present, Google Analytics will track any clicks that do come through. However, Google has announced an update to Google Search Console to include data on AI Overview appearances. This should make tracking and reporting more transparent.

Take steps to monitor performance:

• Check referral traffic. You may find AI tools are emerging as sources of inbound visits.
• Use keyword tracking tools. Many now include indicators showing whether your content is appearing in AI Overviews or being surfaced in AI-generated results.

The data isn’t perfect yet. Staying on top of the signals can help you understand how your content is being used. Even if users aren’t always clicking through.

Key Takeaways

SEO isn’t dead. But it is changing. Here are three key takeaways:

1. AI is reducing clicks from Google. Especially for informational queries. Even if your site appears in AI Overviews, users often get the answers they need without clicking through.
2. Shift your focus to commercial keywords and landing pages. These are more likely to drive traffic, leads and conversions compared to long-tail blog content.
3. Visibility still matters. Appearing in AI Overviews can build authority and brand awareness. So continue investing in quality content and SEO fundamentals.