A new Seer Interactive study, analyzing 3,119 informational queries and 25.1 million organic impressions between June 2024 and September 2025, just confirmed what many webmasters already suspected: organic click-through rate collapses by 61% on queries where an AI Overview appears, dropping on average from 1.76% to 0.61%. Paid CTR fell even harder, down 68%. For sites that relied heavily on classic organic traffic, that number lands like a cold shower. But the reality is more nuanced than the headline suggests, and there are concrete levers to limit the damage in 2026.
What the Seer Interactive study actually shows
The -61% figure deserves a closer look before drawing hasty conclusions. Over the study period, impressions on affected queries nearly doubled, while the absolute number of clicks stayed relatively flat. In other words, Google isn’t necessarily diverting a massive share of users away from your pages — AI Overviews are simply capturing a growing share of searches, inflating the denominator of the CTR calculation without necessarily shrinking the numerator.
Another key data point: more recent numbers show a slight rebound, with organic CTR on AI Overview SERPs rising from 1.3% in December 2025 to 2.4% in February 2026. Researchers describe this as a leveling-off rather than a true recovery, but the trend shows Google is continuously adjusting how much room organic links get beneath its generative summaries.
The good news: being cited changes everything
The most actionable finding in the study concerns brands cited directly inside an AI Overview. They earn on average 35% more organic clicks and up to 91% more paid clicks compared to pages that don’t appear in the AI-generated summary. In other words, visibility inside AI Overviews isn’t purely a negative — it’s a new competitive arena with its own rules, where being present largely offsets the overall CTR decline.
This reshapes the strategic priority for 2026: it’s no longer just about ranking #1 in the classic sense, but about structuring content to maximize the odds of being pulled in as a cited source inside generative summaries.
5 levers to protect your traffic in 2026
1. Structure content for citability
Generative engines favor content that answers a question directly and clearly. Put the concise answer in the first lines of each section, use bulleted lists for steps or criteria, and skip long preambles before getting to the point.
2. Strengthen E-E-A-T signals
Pages with strong experience, expertise, authority and trust signals are more likely to be selected as a source. A named author, a visible last-updated date, cited sources, and verifiable data points are all signals Google’s systems weigh when deciding what to cite.
3. Target high-value transactional queries
AI Overviews primarily target informational queries. Transactional or high commercial-intent queries are still less frequently covered by an AI summary and continue to generate a more classic organic CTR. Shift part of your content effort toward these higher-conversion-potential queries.
4. Diversify your acquisition channels
Relying solely on classic organic clicks is becoming risky. Newsletter, social media, branded search and direct traffic should take on a growing role in your acquisition mix to cushion SERP volatility.
5. Track CTR by query segment
An aggregated global CTR hides very different realities depending on whether your pages are affected by an AI Overview or not. Segment your Search Console reports to isolate AI Overview queries from the rest, and track the trend over time rather than reacting to a single snapshot.
How to measure the impact on your own site
Google Search Console now offers a dedicated AI performance report, which lets you identify the queries where your pages appear in an AI Overview or AI Mode. Cross-reference this data with your historical CTR to precisely gauge the impact on your traffic, rather than relying solely on the industry-wide averages published in studies.
Key takeaway for 2026
The organic CTR decline tied to AI Overviews is real, but it doesn’t automatically translate into an equivalent loss of clicks — rising impressions explain part of the drop. The real dividing line now runs between sites cited inside AI summaries, which see their traffic preserved or even boosted, and those left out. Adapting your content structure, strengthening trust signals, and diversifying acquisition channels are no longer optional — they’re priorities for staying visible.
Want to know where your site stands against AI Overviews and which pages to optimize first? The seoforge.io team offers a full SEO audit and hands-on support to adapt your content strategy for the era of generative search.
