What We Learned From Studying Our Own “AI Proof” Keywords

Posted on July 23, 2025
Source: Data & Studies – SEO Blog by Ahrefs by Louise Linehan. Read the original article

TL;DR Summary of How to Identify AI-Proof Keywords That Still Drive Clicks

AI Overviews reduce organic click-through rates by providing direct answers in search results, but some keywords remain resilient. Keywords related to free tools, those that improve rankings post-AI Overview introduction, and keywords where AI Overviews rank below the top spot tend to maintain or increase clicks. By analyzing your own keyword data with filters for AI Overview presence and CTR changes, you can identify and target these AI-proof keywords to sustain traffic.

Optimixed’s Overview: Strategies to Sustain Clicks Amidst AI-Driven Search Result Changes

Understanding the Impact of AI Overviews on Organic Search Traffic

Google’s integration of AI Overviews into search engine results pages (SERPs) has significantly altered user click behavior by answering queries directly on the results page. This often leads to a decrease in clicks to traditional websites, with studies showing an average 34.5% drop in click-through rate (CTR) when AI Overviews appear.

Key Findings on AI-Proof Keywords From a Small-Scale Study

  • Free Tools Drive Clicks: Keywords associated with utility-based queries, such as “free tools,” maintain high CTR because users require interactive solutions beyond the AI summary.
  • Ranking Improvements Still Matter: Some keywords that initially did not rank on page one experienced CTR growth after AI Overviews appeared, highlighting that good SEO remains vital.
  • AI Overview Position Affects Click Distribution: When AI Overviews rank below first position (e.g., positions 2–6), organic listings have better opportunities to capture clicks, sometimes resulting in CTR gains.

How to Identify Your Own AI-Proof Keywords

To discover which keywords are resilient to AI Overviews, follow these steps:

  1. Access your project in Google Search Console via tools like Ahrefs.
  2. Filter keywords by region, set minimum impressions (e.g., >100), and isolate those with positive CTR improvement (0–100%).
  3. Export the keyword list and analyze it using a SERP feature filter to identify keywords with AI Overview presence.
  4. Further filter to show your domain’s ranking positions to pinpoint “AI-proof” keywords that retain or grow clicks.

Conclusion: Navigating the New Search Landscape

While AI Overviews have transformed search and generally reduced organic CTR, not all keywords are equally affected. By targeting utility-driven queries, optimizing content to improve rankings, and monitoring the placement of AI Overviews in SERPs, marketers can better engineer clicks from zero-click search environments. Continuous keyword performance tracking and strategic SEO remain essential in adapting to this evolving landscape.