Impact of Google's AI Answers on Search Clicks
Organic and paid clicks have significantly decreased as Google's AI answers dominate search results, altering user interaction with search.
A recent analysis by Seer Interactive, which reviewed millions of impressions across over 3,000 queries, found that organic click-through rates on searches displaying Google's summaries dropped by approximately 61%.
Even searches without summaries experienced a decline in clicks, with a roughly 41% decrease, indicating a broader shift in user behavior.
- Seer tracked 3,119 informational queries across 42 organizations from June 2024 to September 2025.
- For queries with Google's automated summary, organic click-through rate fell from 1.76% to 0.61%.
- Paid search on those queries dropped from 19.7% to 6.34% over the same period.
Google's automated search summaries are changing how people use search.
Author's summary: Google's AI answers significantly reduce search clicks.
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