Google’s latest shift in how it delivers search results has sparked plenty of debate—especially among website owners. With the rollout of AI Overviews in Google Search, many are wondering: what happens to all the organic clicks we used to rely on?

Let’s break down what’s really going on and what it means for businesses relying on search traffic.

What Are AI Overviews, Anyway?

If you’ve used Google lately, you might’ve noticed a new feature showing AI-generated summaries right at the top of the results page. These AI Overviews attempt to answer user questions straight away, often without requiring users to click through to a website.

While that might seem handy for users, it raises an obvious issue for content creators and marketers: if Google’s doing all the answering, who’s visiting our sites?

The Big Question: Are Clicks Dropping?

Early data suggests there’s been a noticeable dip in organic traffic for certain types of queries. Especially in searches where users are after quick answers (like definitions, basic how-tos, or simple facts), the need to click through is disappearing.

Websites that once enjoyed steady traffic from these queries are now seeing fewer visits—because users are getting the info they need without ever leaving Google.

But it’s not all bad news.

Not All Searches Are Created Equal

The impact of AI Overviews really depends on what people are searching for.

For simple or broad questions, yes—Google might just serve an answer up front. But for more complex needs, like comparing services, reading in-depth reviews, or looking for local businesses, users are still clicking through. They want real experiences, expert insights, and tailored advice—things AI summaries just can’t replace (yet).

So, while traffic might dip for top-of-funnel queries, there’s still opportunity further down the line.

How to Stay Relevant in the Age of AI Summaries

If AI Overviews are eating into your traffic, it’s time to adapt. Here’s how:

● Prioritise deeper content: Surface-level answers are at risk. Focus on creating content that delivers depth, original insights, or niche value.

● Target intent-rich queries: Think about what users really want when they search, and how your content can go beyond what a summary provides.

● Optimise for authority and trust: If your brand or site is trusted, there’s a higher chance your content will still be referenced or cited in AI Overviews.

● Use structured data and schema markup: This makes it easier for Google to understand and possibly feature your content.

Final Thoughts

Yes, AI Overviews are changing the search landscape—and yes, some types of clicks are dropping. But that doesn’t mean SEO is dead. It just means we need to be smarter, more strategic, and more attuned to user intent.

Instead of chasing every search term, focus on being the best answer for the searches that matter most. That’s where the real value—and the real clicks—still live.