The Silent Traffic Killer: How Google's AI Overview Cut Off Clicks

Google AI Overview is changing the way people search and becoming a silent traffic killer. By giving users instant answers, this new feature is cutting off clicks and it’s the clearest sign for the future – AI replacing Google Search.

The importance of Google Search before

When people look for something online, they usually go to Google. For years, Google Search has played a key role in helping websites attract visitors. Data from Semrush reports about 20% of all traffic to top websites comes directly from Google Search. The impact is even more obvious for certain sites like Google drives 63% of Wikipedia’s traffic and 58% of Tripadvisor’s.

Google brings in the right visitors. With SEO, you can help your site show up in those searches and unlike ads, it brings steady traffic without ongoing costs. Showing up often also builds trust and brand awareness. In short, Google Search helps you get found, build credibility and grow your business. 

The rise of AI search and changing user behavior

However, AI-powered tools are starting to change how people search for information online and we’re beginning to see the real impact of AI on website traffic.

According to Similarweb, AI search tools are starting to replace about 10% of traditional search engines’ traffic. Tools like ChatGPT, Perplexity and Gemini are becoming go-to options for many users, both on mobile and desktop.

Apple has made ChatGPT more accessible on iPhones with the new Action button and home screen widgets. Meanwhile, Google is slowly phasing out Assistant and replacing it with Gemini on Android devices.

New features of Google AI overview 

Google is also joining the wave of AI search tools by showing quick summaries at the top of some search results through a feature called Overview. Instead of listing website links like before, it gives users a short answer right away. That means people don’t always need to link directly to websites to read the information they need. 

This feature uses Google’s Gemini AI to create concise summaries of search results at the top of the results page, complete with embedded links.

Impact of AI Overview on website traffic 

For some, Google AI overview is a route to extra visibility and clicks when included. But for most people, especially top-ranking informational pages, it’s a traffic threat. Here’s what we’re seeing:

Reduce click-through rate Google

According to Similarweb (March 2025), when a search includes an AI Overview, only 23% of users click through to a website. Without AI Overviews, the click-through rate jumps to 36%. That’s a noticeable drop in traffic for sites that rely on search.

SEO experts are raising concerns

Kevin Indig, an SEO expert, called this shift “a traffic killer” for many websites.

Traffic is falling across industries

• News, entertainment, education, and business websites are all feeling the hit.
• Business Insider had to lay off 21% of its staff in May, citing a major traffic drop.
• Netflix also saw a 23% dip in website traffic last month.
  

Legal pushback is growing

• In February, U.S. edtech company Chegg filed a lawsuit against Google, saying the AI summaries hurt their traffic and revenue.
• Chegg shared screenshots of Google’s Overview showing content taken from their site but without credit while their actual link appeared much lower in the results.

A Google spokesperson defended the feature: “Google drives billions of clicks to websites every day. AI Overview helps distribute that traffic across a wider range of sources.”

Google AI Overview is already changing how people search. As AI begins to replace traditional Google Search behavior, brands can no longer rely on old traffic patterns. To stay visible and competitive, you’ll need to adapt quickly. Stay updated with BRANDCOM, your trusted digital marketing Gold Coast agency.