"AI Overviews".
It has been proven in many studies that when AI Overviews appear, even if you rank first, your clicks will get hammered. Ever since AI Overviews was rolled out in mid-2024, you can see the divergence between CTR and impressions became wider and wider than ever before.
- Ahrefs data shows a 34.5% lower average clickthrough rate (CTR) for the top-ranking page, compared to similar informational keywords without an AI Overview
- Amsive data shows a CTR decline of -15.49% on average when AI Overviews are on the page
- Similarweb data shows 20% fewer clicks on search results with AI Overviews
source:
https://www.seroundtable.com/ai-overviews-hurt-google-click-through-rates-39282.html
That's why I laugh at those people who still say "No, SEO is not dead." They're just living in their denial and dream bubble. They're not looking at statistics and the impact it is having on everyone. Even major news websites are publishing articles with concern talking about how it has impacted their traffic and the future of Search.
SEO is really dead. Those who still disagree are in pure denial, if not, they're just link sellers and "SEO consultants" defending because they just want to protect their livelihood and continue to get clients.
Also, ever wonder why the search results keep getting worse? Google just wants user to click on the 4 ads at the top. Google sees organic sites and SEO as parasites. Google is no longer the same cute company we all know of. They're now a greedy corporation.
Many kept saying "You just gotta adapt!" Well then, you gotta adapt and accept the fact that AI chatbots like ChatGPT are being used more and more widely. Even Google knows it, why do you think they keep pushing Gemini to everyone? If you go to Google's homepage, the same popup appears askin you to try Gemini for free. Hell, now there's "AI Mode" on Search too. And let's face the facts: do you bother clicking on citation or reference links to learn more? No, you got your answer already why would you bother?
The other fact everyone got to accept is Google is trying to hit their quarterly profits and it is always going higher. And most of their revenue is from ad revenue, so they're going to do whatever it takes to make users click on ads while putting organic sites at a disadvantage so you will go for paid ads too. Since COVID 2020 till now, it has gotten worse. It explains why Google's ad revenue is always so high since the lockdown. And believe me, it will keep getting worse. Why do you think they put those "People Also Asked" panels, followed by Youtube and "Videos Panel", then "People Also Searched For", and so many other pointless snippets/elements in the search results? It is to starve organic sites while making users keep searching on Google to click on ads.
I'm not saying you should give up SEO altogether. But you must start diversifying new ways to get traffic - even if you're ranking first now, it won't last much longer. It is already a sinking Titanic.
I've been in this line for nearly 15 years and I've tried both Blackhat and Whitehat, and I can really say is that relying on free organic traffic is going to be the past.
edit: that explains why I've not been active in this forum anymore. You only see link sellers in their circle jerk groups bashing others who tell the truth. They kept saying SEO is alive, but refuse to see or share what's actually going on since 2022. If you ever see anyone saying "SEO is alive!", "lol, SEO is not dead... this is SEO dead post #51521231" - just see their signature and you will realize they're link sellers or providing some SEO services. Signing out.
