Short answer: yes, Google AI Overviews reduce clicks to websites, often by half or more on informational searches. But they show up far less on local and high-intent searches, and the businesses that get cited in them keep more of their clicks. If your traffic is down while rankings look stable, this guide explains why and what to do next.
On this page: What AI Overviews are · The data · Local impact in San Diego · What to do · FAQ
AI Overviews are AI-generated summaries that appear above the classic blue links for some searches. They are built on a custom Gemini model working with Google's ranking systems, and they include links to sources [5]. Google launched them broadly in May 2024 and says they now reach more than 1.5 billion users per month [6]. In May 2025 Google also rolled out AI Mode, a chat-style search tab, to everyone in the U.S. [7].
Google states there is no special markup required to appear in AI Overviews. The same fundamentals apply: pages must be indexed, eligible for a snippet, and follow Search Essentials [8].
Four independent studies point the same direction.
Average click-through rate, June 2024 to September 2025
Source: Seer Interactive, 3,119 queries across 42 organizations [9]. A 61% drop. Ahrefs reports a similar 58% lower CTR for the #1 result [2][3].
Two details matter for strategy. First, Seer found brands cited inside an AI Overview earned 35% more organic clicks and 91% more paid clicks than brands not cited, though Seer notes stronger brands may simply be cited more often [9]. Second, clicks are declining even where no AI Overview appears, so this is a broader shift toward zero-click search, not a single feature.
The news is better for local service businesses than for publishers. Ahrefs' analysis of 55.8 million AI Overviews found they trigger mostly on informational, non-commercial searches and appear less often on local and branded queries [4]. A search like "emergency plumber Escondido" or "dentist in El Cajon" still leans on the map pack, Google Business Profile, and reviews.
Where local businesses do lose clicks is the research stage: "how much does a new HVAC system cost," "is Botox safe," "how to fix a leaking water heater." Those questions used to send visitors to your blog. Now the answer often appears on Google itself. For businesses in Oceanside, Carlsbad, San Marcos, Vista, Escondido, El Cajon, La Mesa, Santee, and nearby, the goal shifts from "get the click" to "be the name in the answer, then win the call."
Likely, if you rely on informational searches. Independent studies from Ahrefs and Seer Interactive found organic click-through rates fell roughly 58% to 61% on queries with AI Overviews.
Not without hurting regular search visibility. The nosnippet and max-snippet controls limit how your content appears, but they also limit standard snippets. Most businesses are better served by aiming to be cited.
Google says there is no special markup. Be indexable, answer questions clearly and early, add first-hand detail and original data, and build trust signals like named experts and reviews.
Less than informational SEO. AI Overviews appear less often on local and branded searches, so the map pack, Google Business Profile, and reviews still drive most local calls.
Yes, but the scorecard changes. Measure calls, bookings, and brand mentions in AI answers, not only sessions.
No long-term contracts. Try us for 30 days, then month to month. Plans start at $1,500 per month or per engagement, depending on scope. A free 30-minute discovery call by video or phone. We work with businesses in North County and East County San Diego and remotely across the country.