In a new study published by SSN, the popular search tool is being accused of significantly tanking click-through rates. Conducted by two ISM (or Information System Management) professors, the duo found that after reducing outbound organic clicks, Google’s AI Overviews increased zero click-through rates from 54% to 72%.
In this blog, we’ll take a look at why CTR rates are falling, along with how to save to your website’s click traffic. Read more below!
What Are Click-Through Rates? How Do They Differ From Zero Click-Through Rates?
A click-through rate measures how many people visit your website from a search results page or an advertisement. On the other hand, a zero click-through rate is when a user receives information from a SERP without clicking on a website.
Why Are Zero Click-Through Rates Bad?
Without organic clicks, website traffic will drastically sink. Businesses will lose out on customer engagement, which could impact conversions, and, if utilized, ad revenue.
Why Are Click-Through Rates Falling with Google AI Overviews?
User search behaviors are changing. No longer do users click on multiple websites, combing for the answer they searched for. With Google’s AI Overviews, users are presented with a summarized answer before they can even see any of the websites. And it’s not just Google; rising AI-powered search engines, including ChatGPT, have also lowered website click through rates, with most webpages experiencing between 0.69 to 1.68% CTR.
Should I Still Try to Rank in Google’s AI Overviews Even if it’s Dropping Click-Through Rates?
While Google’s AI Overviews may decrease your website’s CTR, it can improve your overall website visibility. Websites that rank in AI Overview summaries are viewed as a trustworthy source leading to better chances of ranking in future summaries. It’s worth nothing that certain AI-powered search engines pull their answers from Google, which could bring increased AI visibility across a range of platforms.
How Can I Save My Website’s Click-Through Rates?
- Create sharp, compelling headlines. Make audiences want to click on your website.
- Use long-tailed keywords in your content, as AI might not have a summary for it.
- See what your users are clicking on already and study what works.
Need More Help Improving Your Website’s Click-Through Rates? Contact Boston Web Marketing, a Five-Star Digital Marketing Company, Today!
At, Boston Web Marketing, we’re here to help with our top-rated SEO services. As the city’s #1 SEO and SEM company, our skilled team specializes in a variety of digital marketing services, from website design to content management. To learn more about our services, or to receive a free website consultation, contact Boston Web Marketing on our website or call us at 857.349.5062. We’ll be in touch soon.