A recent study by Advanced Web Ranking (AWR) reveals that Google’s AI Overviews (AIOs) appeared in 42.51% of search results in Q4 2024, an increase of 8.83 percentage points from the previous quarter.
This rise correlates with a notable decline in click-through rates (CTR) for informational queries, particularly affecting websites in the top four positions for searches using terms like “what,” “when,” “where,” and “how,” which experienced a combined decrease of 7.31 percentage points in desktop CTR.
Industry-Specific CTR Variations
The impact of AIOs on CTR varies across different industries:
- Law & Politics: Achieved a 38.45% CTR in the first position, marking a 7.39 percentage point increase from the previous quarter, alongside a 68.66% surge in search demand.
- Science: Experienced the largest CTR decline, with top desktop positions dropping 6.03 percentage points, coupled with a 37.63% decrease in search demand.
- Careers: Despite a 334.36% increase in search demand, the top three desktop positions saw a combined CTR decline of 4.34 percentage points.
- Shopping: The holiday season led to a 142.88% surge in search demand; however, top-ranked sites saw CTR declines of 1.39 and 1.96 percentage points on desktop and mobile, respectively.
- Education: Presented mixed results, with top positions gaining nearly 6% in CTR, while positions 2-3 declined, all amidst increased traffic.
Notably, only the business and style & fashion sectors experienced both increased search demand and improved CTRs, standing out as exceptions in a challenging market.
Desktop vs. Mobile Trends
Device-specific behaviors also emerged:
- Desktop: CTR for informational queries declined, reflecting the overall trend influenced by AIOs.
- Mobile: Conversely, top-ranked sites experienced a 1.81 percentage point increase in CTR for informational queries.
For instance, arts and entertainment websites saw a 1.01 percentage point drop in desktop CTR but a 2.28 percentage point gain on mobile for the first position.
Impact of Query Length
Query length also influenced click behavior differently across devices:
- Desktop: Long-tail queries (four or more keywords) experienced CTR declines for positions 2-3.
- Mobile: Single-word queries gained nearly two percentage points in CTR for top positions.
Implications for SEO Strategies
These findings underscore that securing the top ranking no longer guarantees the same level of traffic as before. Factors such as industry, query type, and the presence of SERP features like AIOs significantly influence click potential. AWR suggests tracking pixel depth (how far users must scroll to see your listing) alongside rankings for more accurate traffic forecasting. It’s crucial to account for these widening performance gaps, particularly for informational content competing with Google’s AIOs.
Related: Studies Suggest How To Rank On Google’s AI Overviews
Study Methodology
AWR’s research compared CTR averages from Q4 2024 to Q3 2024, encompassing data from markets like the US and UK, and linked CTR shifts with industry search demand. Utilizing AWR’s free AIO tool, the study identified an 8.83 percentage point rise in AI Overview presence. Queries were categorized by intent, length, and 21 industry verticals to identify user behavior patterns.
In summary, the expansion of Google’s AI Overviews is reshaping user interaction with search results, leading to significant shifts in click-through rates across various industries and devices. Businesses must adapt their SEO strategies to navigate these changes effectively.
For more, read the full study.