Improve CTR With AI Overview Improve CTR With AI Overview 

Click-through rates are falling in the AI era. Learn why CTRs are dropping, how AI reshapes search, and actionable strategies to win visibility, clicks, and brand trust in 2025. 

CTR Is Falling in the Age of AI: Strategies to Win Back Clicks in 2025 

Google used to be easy to use. You would type in what you want to find, look through a list of blue links, and choose the link that seemed best or most trustworthy. Marketers spent a lot of time trying to make sure their websites would show up on the first page. If a website ranked higher, more people clicked on it, making its click-through rate (CTR) better. 

The year 2025 will not be like before. Google’s AI Overviews and other search features with AI are making a big change in how people use search. Now, instead of going through different links, many people just read the AI-made summary at the top of the page. Because of this, fewer people are clicking on links, even for sites that used to be at the top of Page 1. 

This is not just a small drop in numbers. It is a big change in the way that people find, trust, and use information. Many businesses that used to count on steady search traffic now see that being seen online does not always mean more people will click. 

Yet, this is not the end of SEO. It is a change. And like every change, those who update what they do will not just keep going, but will also do well. 

Why CTRs Are Falling in the AI Era 

Let’s talk about something simple. CTRs (click-through rates) show how many people click on a search result after they see it. In the past, the top three spots on Google would always get a good amount of visitors. But now, AI-powered search is changing the way things work. 

Here’s why: 

AI Overviews give you answers right away 

When you ask something, you do not see a long list of ten websites. Instead, Google’s AI shows you important details in a clear way. If you ask, “What are the signs of iron deficiency?” you do not need to visit a health site. The AI gives you the explanation you need on the page. 

Search clicks are dropping because more people are doing “zero-click searches”  

Zero-click searches have been around for a while, but AI is making this happen even more. Now, answers show up right on the search page, so people do not have to click to another site. This means marketers can no longer just count on high search rankings to get traffic. 

There is now more competition at the top of the page 

Sponsored ads, featured snippets, shopping carousels, and AI panels all appear before you even see one regular search result. For some searches, you have to scroll down past a few different blocks before you get to a normal link. 

Shifting trust is happening now 

People trust AI more to give short and fair summaries. This trust used to be for big-name websites. Now, it goes somewhere new. Instead of keeping your brand in mind, they only think, “Google told me this.” 

What These Changes Mean for Marketers 

Falling CTR means there will not only be fewer clicks. It also changes the whole digital marketing funnel. 

Getting traffic is not just about rankings now 

Being in the top 3 is not as special as it was before. You can be number 1, but still get fewer clicks. This is because AI summaries now answer most of what people need. 

Brand visibility is more important than how much traffic you get 

Even if people do not click, seeing your brand in AI Overviews or in short text parts helps people remember and trust it. You can think of this like online billboard space. It has value even if no one clicks right away. 

Long-tail questions are harder to rank for now 

In the past, long-tail keywords, like “best vegan pizza recipe for beginners,” used to be a great pick for SEO. But now, the AI Overviews group answers from many places into one clear response. This makes it harder for each site to get noticed. 

Content strategies need to change from just getting clicks to making people use your site as a source 

If AI takes answers from websites, you want it to pick yours. To do this, you should focus on trust, being an expert, and showing you are the real deal (yes, E-E-A-T Matters). 

Simple Steps to Get Back Seen and Get More Clicks 

Here’s where things start to get interesting. CTR is not gone. It is just showing up in new places. If marketers want to win in 2025, they need to find a way to change and keep up. 

Optimise for AI visibility, not just rankings

AI tools need clear and well-organised content. That means: 

• Using schema markup, such as FAQ, How-to, Product, and Review, helps your site. These can make it easier for people to see what you offer. They can also help your site show up better in search results. By adding these, you may get more people to your website. 
• Structuring answers in short, concise sentences. 
• Writing in Q&A formats that look like how people ask questions. 
• When Google shows answers, you want it to get them from your site. 

Build brand-first, not keyword-first content 

If the use of AI summaries will be everywhere, your goal is to see your brand show up in those places. That means: 

• Creating thought-leadership content. 
• Publishing new research, case stories, or data that AI does not show in other places. 
• Putting money into things like videos, podcasts, and infographics that are hard to sum up quickly. 

Double down on community and owned channels 

SEO by itself is not enough now. It is risky to depend only on people finding you for free through search. Marketers should support: 

• Email lists (direct traffic you own). 
• Social media groups are found in LinkedIn, Instagram, or special forums. 
• Ways to use first-party data so you keep users coming to you after they click. 

Focus on transactional and commercial intent 

AI is good when you want to find facts or answers to questions. But it is not as strong when people are ready to buy something. For example, when people search for “best budget laptop for gaming under $1000,” they want to look at different products, check out reviews, and find deals. This is the time for you to make helpful content, like review blogs and landing pages. These can help people who are looking to buy. 

Rethink measurement: From CTR to “attention share” 

Instead of obsessing over CTR alone, measure: 

• How often does your brand appear in AI snippets? 
• Branded search volume growth. 
• Engagement on owned channels. 

Clicks are important. But in 2025, being seen and staying in people’s minds could matter more. 

The Real Reasons CTR Is Falling 

So, what is really going on behind the scenes? Why have clicks gone down even for strong websites that used to be at the top of page one? There are a few main changes that help explain this trend: 

AI Overviews Are Answering Queries Directly 

Google’s new AI Overviews give quick answers right on the search page. You do not need to click on anything to see your answer. For you, this feels easy. You get what you want fast and do not need to go from tab to tab. But if you are a marketer, this is not so good. It is like having a café where people enjoy the smell from outside but do not come in to buy. 

The result? Click-through rates (CTR) on some types of search questions are going down fast. In some areas, there be reports showing a drop of 15–30% just a few months after the start of AI use. 

Zero-Click Searches Are Becoming the Norm 

The idea of zero-click searches has been around for some time. Things like featured snippets, knowledge panels, and “People Also Ask” sections have already taught people to find answers without need to click. Now, AI has made this move even faster. Instead of just a short answer or list, you get a friendly, clear reply that goes into more detail. 

The result is that, now, searches that used to send regular traffic to your site—like “What is ecommerce SEO?” or “Best skincare routine for oily skin”—might not bring people to your website at all. Even if Google’s AI uses your content, you might not get the visits. 

AI Likes Experts and Context, Not Just Keywords 

AI looks for more than only keywords. It pays attention to people who know a lot about the topic. It also tries to understand the meaning of the words. This means you need to have real knowledge and give clear answers if you want to do well with AI. 

Earlier, people did well with SEO by placing the right keywords and getting links from other sites. Now, AI search engines do much more. They look at the context and tone of the content. These search engines also see if the writer is an expert. They want content that shows a lot of know-how and can be trusted. This is what E-E-A-T (Experience, Expertise, Authoritativeness, Trustworthiness) is all about. 

This means that short blogs filled with keywords do not stand a chance. Even worse, there are AI-generated answers that pull parts from many sites, but do not give any credit. Your work could be helping AI give smarter answers, but you may not get any traffic for it. 

Changing User Behaviour 

User psychology is changing now. Since AI gives you answers in a natural way, people want clear information right away. They do not want to read long introductions or keep scrolling for too long. If the user experience is hard to follow, the design is messy, or the first line does not fit, people may leave before getting involved. 

How to Adapt: Practical Strategies for Marketers 

If the CTR is going down, does that mean SEO is finished? No, that is not true. It just shows the rules to play this game are different now. Here is how smart marketers change their steps: 

Optimize for Both AI and Humans 

Think of your content like a cake with two layers. The first layer gives what the AI needs. It must be clear, well-organized, and show you know what you are talking about. The top layer helps people stay interested. It should have stories people can relate to and feel like someone real is behind the words. This helps when someone visits your site. 

Practical tips: 

• Give clear and well-set answers at the start of your work. This helps AI find them easily. 
• Show them what you mean by using examples, short stories, and easy-to-understand comparisons. This way, people stay interested when they read it. 

Focus on E-E-A-T Like Never Before 

Google’s AI places a lot of value on credibility signals. Proving real-world know-how is now something you must do. That means: 

• Adding author bios with credentials. 
• Sharing case studies, feedback, and results from clients. 
• Publishing new research, surveys, or ideas. 

AI does not just look for the content you give. It wants to see proof that you are an expert in that topic. 

Leverage Long-Tail and Conversational Keywords 

AI works best with natural words and the way people talk. That means it is important to go after long and more detailed search terms. Try to use questions that sound like normal conversation. So, instead of “digital marketing agency London,” use something like, “Which digital marketing agency in London can help ecommerce brands grow?” 

When you make your words sound more like the way people talk, your content can get more clicks. It can also be picked up more often by AI-powered summaries. 

Rethink Metrics Beyond CTR 

If the number of clicks is going down but the brand is showing up more and people are talking about it or seeing it in AI summaries, that is still worth a lot. Instead of thinking only about CTR, keep an eye on: 

• Brand citations in AI summaries. 
• Engagement numbers like how long people stay and how far they scroll down. 
• Conversions per visit can still be high. This is true even if you get fewer clicks. Sometimes, fewer clicks bring better traffic to your site. 

Marketers who change their KPIs can see a chance for growth when others only see things going down. 

Rethinking SEO Metrics in the AI Era 

For years, many marketers have looked at things like CTR, bounce rates, and impressions. Now, things are changing because of AI-driven search. Click-through rate is still good to see, but it does not show everything about how people see your stuff or how much it matters to them. If AI gives answers right away, a win is not always from someone clicking. It can be when your site is mentioned or used as a source. 

Think about it like this. Ten years ago, if you put content online and it did not get traffic, it felt like you did not do well. Now, when AI finds your content and uses it for quotes or summaries, you can reach millions—even when people do not visit your page. 

Marketers are slowly starting to use new KPIs, like these: 

• Citation rate – How many times AI search snippets use content from your site. 
• Entity authority – Whether people know your brand and think it is a trusted source for the main topics. 
• Brand mentions – The number and quality of times people talk about AI on different platforms. 

The people who will do well in this new space are those who see things in a new way. SEO is not just about getting people to come to your site now. It’s also about showing that you know your stuff outside your site. 

Future-Proofing for AI Search Beyond 2025 

The one thing you can be sure about AI search is that it will keep changing. So, what can businesses do to make sure they do not lag again in two or three years? 

• Think about the way people talk, not only which keywords to use. AI does well with words we use every day. If your content helps with real questions the way a person might answer, you will stay important. 
• Put your money in many types of content. You can use video explainers, infographics, podcasts, and interactive tools. These are tough for AI to copy. The audience finds these more fun and interesting, too. 
• Don’t rely on just one place for your traffic. Depending only on Google for clicks is not a good idea now. Brands that also use email lists, get people talking on social media, and build online groups will get through hard times better. 
• Expect AI assistants to be everywhere. In the future, how people search could change. They might use voice, AR, or get help from devices in cars and homes. Getting things ready for these ways to search will be the next big step. 

The change is not only to help you stay in the game, but to help you change how you think. Do not just go after clicks. Instead, go after real impact. 

Conclusion 

The lower CTR is not the finish for SEO. It is the change of it. Mobile changed how the search worked before. Now, AI makes people in marketing think again about what it means to be seen, trusted, and get people to act on a site. 

Yes, not as many people may click. But the ones who do will know more, feel more interested, and be ready to take action. Also, it's not just about clicks. Your brand’s power to be named, talked about, and trusted by AI could be the main thing that helps it grow online in the future. 

In short, clicks are down. But there are more chances for businesses if they are open to think beyond the blue link.