Key takeaways
- When an AI summary appears, users click fewer traditional results.
- Informational queries are affected most. Commercial and local searches still drive clicks.
- Report leads and visibility, not just sessions, so clients see the full picture.
Do AI Overviews reduce clicks?
Yes, in the research available. Pew Research Center analyzed real browsing data from 900 US adults and found that users clicked a traditional result in 8% of visits when an AI summary appeared, versus 15% without one. Only 1% of visits included a click on a link inside the summary itself.
Source: Pew Research Center, July 2025, based on 68,879 searches from 900 US adults in March 2025.
Which clients are most affected?
Clients who rely on informational content, such as blogs, guides and definitions, feel it most, because AI summaries answer those questions directly. Local businesses, e-commerce stores and service companies with strong commercial pages are usually less exposed, because buyers still click to compare, call, book or buy. The mix of queries decides the impact.
| Query type | Typical exposure | Example |
|---|---|---|
| Informational | High | "what is a good credit score" |
| Commercial research | Medium | "best CRM for small business" |
| Local and transactional | Lower | "emergency plumber near me" |
Four responses that work
Shift toward buying intent
Prioritize commercial, local and product pages that drive leads, not only traffic.
Earn the citation
Structure content with direct answers, tables and facts that AI systems can quote.
Strengthen the brand
Consistent entity facts, reviews and mentions help both rankings and AI answers.
Measure what matters
Report leads, conversions and AI visibility next to sessions.
Google says there is no special optimization required for AI features: the same SEO best practices apply. Content should follow its people-first guidance. For the service side, see how to sell AI search optimization.
How do you explain a traffic drop to a client?
Separate the causes. Show which pages lost clicks and whether those queries now show AI summaries, then show what happened to leads and conversions. If leads held steady while informational traffic fell, the business impact is small. Present the plan to protect buying-intent pages and increase AI citations, with the metrics you will track.
A clear report is your best defense, as shown in white label SEO reporting. Honest explanations also keep clients from leaving, one of the points in how to reduce SEO client churn. If you need a partner to run this under your brand, see the white label SEO services page.
Frequently asked questions
Are AI Overviews killing SEO?
No. They reduce clicks on some informational queries, but commercial and local search still drive leads, and AI answers cite well-optimized sites.
Should clients stop publishing blog content?
No. They should focus it on topics where expertise, data and buying intent matter.
Can we see AI Overview impact in Search Console?
Search Console shows clicks and impressions; comparing them by query over time helps estimate the impact.
Do AI Overviews affect local businesses?
Less than informational sites, because local searches still lead to calls, directions and bookings.
What metrics should replace sessions?
Leads, calls, conversions, revenue and AI visibility, alongside organic clicks.
About the author
Juan José Giraldo is a senior SEO specialist with 5+ years of experience. He works on technical and local SEO for 600+ US car dealerships and supervises the SEO of 18 US e-commerce stores. He runs White Label SEO LATAM from Medellín, Colombia, and delivers white label SEO for agencies in the US, UK, Canada and Australia. Read more · LinkedIn.