Google’s AI Overviews, rolled out in May 2024, are dramatically cutting clicks to websites by delivering answers instead of links at the top of the search page. Knowledge-driven businesses, such as consultancies, publishers, and e-learning platforms, have felt the impact first.
According to internet veteran Andrew Shotland, a law firm client that traditionally relied on educational content is now seeing fewer clicks from queries like “Is car sex legal in Alabama?” The AI Overview provides a detailed answer, reducing clicks while still showing up in search results.
This decline in clicks matters as it reduces direct connection with potential customers. Without website visits, businesses lose the opportunity to tell their story and build credibility. However, tracking impressions or web rankings may hide this issue.
Seer Interactive reports a 70% drop in organic clickthrough rates when AI Overviews appear. Pew Research Center found that users click traditional links at just half the rate when an AI summary is present. Google’s AI Overview has become “zero-click” search, where users rarely click on embedded links within summaries.
The importance of online searches for merchants cannot be overstated. In 2022, research firm Forrester estimated that 59% of retail transactions had a digital component. As Google’s AI Overviews continue to rise in user attention, small businesses must adapt to maintain control over their marketing and consumer connections.
Experts recommend that companies show up in AI summaries by creating educational content. This “halo effect” can lead to higher quality leads. However, measuring the effectiveness of these changes is challenging. Businesses should prioritize reputation management, fixing inaccuracies, and exploring alternative formats like list-style content or videos that perform well in AI summaries.
Ultimately, acting now gives small businesses a leg up in the changing AI-driven search world. Fine-tuning content for AI summaries, diversifying traffic sources, and developing strategies to stay competitive are essential to success.
Source: https://www.forbes.com/sites/brandonkochkodin/2025/07/31/small-business-survive-google-search-traffic-crash