Traffic Down After AI Overviews? Here's What's Actually Happening
You did everything right. Your content ranks well. Google started featuring you in AI Overviews. And then... traffic dropped. The clicks you used to get are gone, absorbed by the AI summary at the top of the page.
This is the AI Overview paradox: winning the feature can mean losing the traffic. It's real, it's frustrating, and it requires a strategic shift in how you think about search visibility.
TL;DR
- AI Overviews satisfy many queries directly. Users don't need to click. Your 'win' becomes a zero-click event.
- Traffic loss from AI Overviews ranges from 20-60% depending on query type. Informational queries hit hardest.
- The fix isn't to avoid AI Overviews—it's to shift toward queries where being featured still drives clicks.
- Think of AI Overviews as brand visibility, not traffic source. Measure impressions and brand lift, not just clicks.
What's Actually Happening
Let's visualize the problem. Before AI Overviews, a user searching your keyword would see your result and click through. Now, Google extracts your content, shows the answer, and the user leaves without ever visiting your site.
The user's question got answered. They saw your brand in the sources. But they never clicked through. That's the zero-click phenomenon, amplified by AI Overviews.
Diagnose Your Situation
Not all traffic loss is the same. Ask yourself these diagnostic questions:
Traffic Loss Diagnostic
Q1: What type of queries are affected?
Informational queries ("what is X") see the biggest drops. Commercial and transactional queries are more resilient.
Q2: Are you appearing in the AI Overview?
If yes, you're losing to zero-click. If no, you're losing to competitors who are featured.
Q3: How complete is the AI Overview answer?
Full answers = no click incentive. Partial answers = opportunity to differentiate with depth.
Query Type Impact Matrix
Different query types are affected differently. This is critical for your strategy:
Example: "what is zero trust security"
AI Overview fully answers. Add tools, frameworks, assessments that can't be summarized.
Example: "how to implement SSO"
Steps pulled into snippet. Focus on complex how-tos with troubleshooting.
Example: "Okta vs Auth0"
Users want detailed analysis. Go deeper with decision frameworks.
Example: "best SIEM pricing"
Users need to take action. These are your goldmine. Optimize conversion, not just rankings.
The Strategic Shift Required
You can't fight the trend. But you can adapt to it. Here's the playbook:
Informational queries get eaten. Commercial and transactional queries ("best X for Y", "X vs Y", "X pricing") still drive clicks because users need to take action.
Action: Audit your content. Shift investment toward comparison, evaluation, and transaction-focused content.
If your brand appears in the AI Overview, that's visibility even without the click. Start tracking impressions as a KPI.
Action: Use GSC to track impressions. Monitor brand search volume as downstream indicator.
AI Overviews give the answer. Give users a reason to want more: interactive tools, calculators, templates, deep-dives.
Action: Add interactive elements. Use titles like "... + Free Calculator" or "... (With Decision Framework)"
The Uncomfortable Truth
Some traffic is never coming back
For pure informational queries, AI Overviews will continue to satisfy users without clicks. This isn't a temporary dip. It's a permanent shift in how search works.
Being in the AI Overview is still valuable
Even without clicks, your brand is being seen by thousands. This is the new "billboard" of search. It builds familiarity and trust.
The opportunity is in the pivot
Competitors clinging to old SEO playbooks will struggle. Companies that adapt to click-worthy, high-intent content will capture the traffic that still converts.
The Bottom Line
Being featured in AI Overviews and losing traffic isn't a bug. It's the new reality. The fix isn't to avoid AI Overviews—it's to shift strategy toward content that still drives clicks.
Measure differently. Impressions, brand visibility, and downstream conversions matter more than raw traffic.
Frequently Asked Questions
Yuval Halevi
Helping SaaS companies and developer tools get cited in AI answers since before it was called "GEO." 10+ years in B2B SEO, 50+ cybersecurity and SaaS tools clients.
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