Search is evolving fast. With the rise of AI Overviews (AI-generated summaries/highlights that appear directly in SERPs), we’re seeing shifts not only in how content is displayed — but also how users interact with it. At DTLA Marketing, we believe understanding these changes is essential for staying ahead in SEO and content strategy.
This post digs into key findings from a recent study (Oct 2024 vs May 2025) on how AI Overviews are impacting click‐through rates (CTR). Then we’ll cover what you can do to adapt, optimise, and succeed in this AI-influenced search landscape.
Key Findings: What the Data Shows
Here are the major trends from the study of 40,000 keywords in the Indian BFSI sector. (Note: while the sample is industry-specific, many insights can cross over to other domains.)
| Metric | October 2024 | May 2025 | Change / Notes |
| Queries showing AI Overview | 6.86% | 29.07% | 323% increase |
| Informational queries with AI Overview | 6.78% | 27.50% | Large growth informational queries are hit harder |
| Transactional queries with AI Overview | 0.08% | 1.08% | Less impacted, but growth is accelerating |
| Overall CTR (top-10) | 5.70% | 3.66% | Dropped 36% |
| Informational query CTR | 6.00% | 4.00% | 33% decline |
| Transactional query CTR | 4.42% | 4.00% | 9.5% drop |
| CTR for #1 position | 10.67% | 7.00% | Big drop (~34.4%) |
What These Trends Mean
- AI Overviews are growing fast. Queries that trigger them have jumped several‐fold. If your content or target keywords are informational in nature, it’s increasingly likely a user will see an AI Overview before seeing your page.
- Informational content suffers more. CTRs for informational queries dropped more sharply than for transactional ones. The summary/information provided by AI Overviews is often enough users may not click further.
- Top organic positions are losing share. Even ranking #1, #2, or #3 is less of a guarantee to drive clicks when AI Overviews are present. The #1 spot still performs best, but the drop in CTR is substantial.
Transactional queries are more resilient. They see smaller drops in CTR. Likely because users seeking to purchase or take action still tend to click through more often than for information.
Strategies to Adapt DTLA Marketing’s Recommendations
Given these shifts, here’s how we believe brands and SEOs should respond to maintain visibility, engagement, and value:
- Optimise for AI Overviews and Featured Snippets
- Structure content so that it answers questions clearly and immediately (use summaries, bullet points, FAQs).
- Use markups/schema (FAQ, Q&A) to help search engines identify content suited for these summaries.
- Make sure your content is authoritative signalling trust (E-E-A-T) helps.
- Structure content so that it answers questions clearly and immediately (use summaries, bullet points, FAQs).
- Go Beyond CTR as the Only Metric
- Track impressions and visibility in AI Overviews, not just clicks. Even if users don’t click, being cited or featured raises brand exposure.
- Monitor conversion metrics downstream for example, users who visit via indirect paths, or brand searches after seeing your content in search results.
- Track impressions and visibility in AI Overviews, not just clicks. Even if users don’t click, being cited or featured raises brand exposure.
- Prioritize Transactional Content & High-Intent Keywords
- Because transactional queries are less impacted, emphasize optimizing for them if you sell products/services.
- Ensure your transactional pages are fast, well-optimized, and clearly structured to help them win when people do click.
- Because transactional queries are less impacted, emphasize optimizing for them if you sell products/services.
- Re-evaluate Content Strategy for Informational Queries
- Consider consolidating or pruning thin informational content that’s unlikely to gain clicks.
- For evergreen informational content, focus on being the source AI Overviews draw from being seen may matter more than being clicked.
- Consider consolidating or pruning thin informational content that’s unlikely to gain clicks.
- Monitor Trends Regularly
- Track how many of your target keywords are triggering AI Overviews.
- Keep an eye on CTR shifts month‐to‐month.
- Adjust content roadmaps in response if a topic is seeing heavy AI Overview presence, rethink how you approach content there.
- Track how many of your target keywords are triggering AI Overviews.
Conclusion
AI Overviews are no longer a fringe phenomenon they’re reshaping how users behave in search. At DTLA Marketing, we see this as both a challenge and an opportunity.
- Challenge because it’s harder to get clicks from traditional organic rankings.
- Opportunity because brands that adapt by optimizing for summaries, emphasizing authoritative content, and tracking visibility can still win big.
If you’re preparing for this shifted landscape, the key is proactive adjustment. Start evaluating your content today: what you have, what you plan, and how to best deliver value in ways that align with how search works now.
