Source: Search Engine Roundtable by barry@rustybrick.com (Barry Schwartz). Read the original article
TL;DR Summary of Pew Research Center Reveals Google AI Overviews Significantly Reduce Click-Through Rates
The Pew Research Center study finds that Google users encountering AI-generated summaries on search results click on external website links almost half as often as those who do not see these summaries. Only 1% of users click links within the AI Overview itself, and sessions often end sooner with AI summaries present. AI Overviews appear more frequently in longer, question-based searches and most commonly cite sources like Wikipedia, YouTube, and Reddit. These findings highlight a growing decoupling of traffic from traditional websites due to AI summaries.
Optimixed’s Overview: Understanding the Impact of AI Summaries on Google Search User Behavior
Key Findings from the Pew Research Center Report
The recent report by Pew Research Center sheds light on how AI-generated summaries, or AI Overviews, influence Google search user behavior and website traffic. Based on data from 900 U.S. adults and roughly 69,000 Google searches in March 2025, the study reveals key trends and implications for digital marketers and website owners.
User Interaction with AI Overviews vs. Traditional Search Results
- Click-through rates drop significantly: Only 8% of users clicked on traditional search result links when an AI Overview was present, compared to 15% without an AI Overview.
- Minimal clicks within AI summaries: Just 1% of users clicked on links embedded inside the AI Overview itself.
- Increased session termination: 26% of sessions ended on pages featuring AI summaries, versus 16% on pages with only traditional results.
Prevalence and Characteristics of AI Summaries
- Frequency of AI Overviews: Approximately 18% of all Google searches generated an AI summary in March 2025.
- Search query length matters: Longer queries (10+ words) and question-based searches are far more likely to trigger AI summaries (53%) than very short queries (8% for 1-2 words).
- Common cited sources: Wikipedia, YouTube, and Reddit dominate as the most frequently referenced sites both within AI summaries and traditional search results.
- Diverse sourcing: Most AI summaries (88%) include three or more sources, with only 1% citing a single source.
Implications for Website Traffic and SEO Strategy
The data highlights a growing challenge for websites relying on Google search traffic. The presence of AI Overviews reduces user visits to external sites, which could significantly impact organic traffic and engagement metrics. Marketers and webmasters need to consider these shifts in search behavior when optimizing content and measuring SEO success.
