Google’s AI Overviews Can Increase or Damage Website Traffic: Study
By Ad-Venture Team ·
Recent data by Terakeet shows that Google AI Overviews affect webpage traffic immensely. Sites included in AI Overviews receive an increase in visitors, while those excluded experience a drop in clicks.
The study found that pages cited inside AI Overviews can receive higher traffic even when they didn’t hold the top organic position — inclusion now matters as much as ranking. Conversely, informational pages that AI Overviews fully answer see fewer click-throughs, as users get their answer without visiting.
What should businesses do? Structure content so it is citation-worthy: clear headings, direct answers to specific questions, original data and genuine expertise. Schema markup and a technically healthy site improve the odds of being selected.
The deeper lesson: search is changing from ten blue links to synthesized answers. Brands that invest in being the source — rather than just ranking — will keep their traffic through the transition.
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