New study: Google's AI Overview (AIO) is killing your incoming traffic

Summary of a new UX study conducted in 22 March-8th of April by Kevin Indig & Eric van Buskirk (Growth Memo)

Google’s new AI Overviews (AIOs) are transforming how people interact with search results — and for the first time, we have real user data to understand what that means.

AI Overviews in Google Search on desktop

In a larger-scale usability study, 70 users were tracked as they completed typical Google searches. These findings are essential for anyone working with SEO and CMOs wanting to place their bets on the right AI strategy moving forward.

Key Takeaways:

AIOs reduce clicks dramatically On desktop, click-through rates dropped by up to 66% when an AI Overview appeared. On mobile, clicks dropped by almost 50%.

Most users only read the top of the AIO 70% never scroll past the first third of the AI panel. If your brand is cited, it needs to appear early to be seen.

Trust is the first filter Users choose results based on whether they recognize and trust the source — not just relevance. Authority sites like .gov, .edu, or strong brands are more likely to win that click.

Younger users rely on AIOs — older ones dig deeper This generational split means SEO strategies should consider audience demographics alongside intent.

Community content matters more than ever When users leave the SERP, many go straight to Reddit, YouTube, or forums for real-world validation.

AIOs are used late in the customer journey Just like organic search, AIO's are being used late in the customer journey, this means it is a vital traffic source to harvest as it will affect your sales more directly than upper funnel channels.

What does this mean for your marketing strategy?

Optimize for visibility, not just traffic

Being mentioned in the AIO — especially at the top — is now just as important as being in the top organic results.

Track new metrics Shift focus from clicks to impressions, citation rank, and share of voice in AI Overviews.

Build authority Get mentioned on trusted sites, use expert authors, and invest in credibility signals like original research or expert reviews.

Create content for skimmers Use clear headings, bullet points, and schema to help AI (and people) extract key points quickly.

Engage beyond Google Community and video content are often where users go after viewing the AIO. Having a presence on Reddit, YouTube, and relevant forums is more valuable than ever.