In recent weeks, two conflicting blog posts have been published regarding the impact of Google's new AI Overviews on click-through rates (CTR) to publishers. One study by Ross Hudgens on Siege Media reported a 4% increase in CTR from AI Overviews compared to normal search results. Conversely, Kevin Indig on Growth Memo found a nearly 9% decline in CTR from AI Overviews.
Key Points
- Google's Data Sharing: Google does not provide specific clicks and impression data for AI Overviews in Google Search Console. However, Google's PR team claims there are more clicks.
- Ross Hudgens' Study: Published on Siege Media, this study observed an increase in impressions, average CTR, and total traffic since AI Overviews went live, with a 4% increase in CTR.
- Kevin Indig's Study: Published on Growth Memo, this study found a 9% decline in CTR from AI Overviews. Indig's data is considered more reliable as it was collected over a longer period and excluded outliers.
Conclusion
Both studies provide valuable insights into the industry's response to AI Overviews, despite their conflicting results. The discussion continues in various forums.
