Impact of Google’s SGE on Website Traffic and Zero-Click Searches

The shift towards an "answer engine" model, as some describe it, has been a gradual evolution for Google, with AI Overviews representing a significant leap in this direction. 

With generative AI now embedded in Google search, SEO professionals have been closely watching its effects on website traffic and the rise of zero-click searches (queries where the user doesn’t click through to any external site).

Global search trends indicate an increase in on-page answers and a decrease in outbound clicks from Google to websites, with the U.S. market leading these changes due to early SGE adoption and high search activity. 

Let’s dive into the latest quantitative data from SEO research firms to see precisely how SGE is reshaping organic traffic, CTR, and conversions.

What is Google SGE's Impact on Traffic and Click-Through Rates?

Even before SGE came to full rollout, only 36% of Google searches resulted in a click on a non-Google website (such as Maps or YouTube), and nearly 60% ended with no click at all, showing that zero-click queries have become the norm, even before SGE's widespread rollout.

Now that AI Overviews show up in more than half of Google queries, we're seeing a continuation of Google's trends of keeping engagement within their ecosystem, and even fewer people are clicking through to websites.

Google is increasingly answering the question itself. Users get what they need at the top of the page and often don’t scroll any further. Organic click-through rates have dropped by as much as 70% on affected searches.

This change has affected informational sites, affiliates, and product review content the most, which were the types of pages that previously dominated top-of-page rankings. Even being #1 in organic results now often means being hidden below the fold.

Our modest sample as an SEO agency across eleven of our ongoing clients also suggests a 20-35% drop in organic traffic drops since SGE rollout. 

Only a small handful of “chosen” sources get featured in the AI Overview itself, and those few are now essentially in a new kind of “Position 0.”

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How People Search, Research, and Buy in the Age of SGE?

The AI Overview is Now the Default Research Layer. When people search on Google today, especially for informational or product-related queries, they’re immediately met with a large, AI-generated summary at the top of the page. 

This AI overview result does the job of summarizing key points, offering definitions, comparisons, and even listing product options with pros/cons.

Most users stop there. Studies show organic click-through rates drop by 50–70% when an AI Overview is present. If your link is below that box, there’s a good chance it never even gets seen. Google has become the answer.

But not all hope is lost, users still click, just far less and far more selectively. It definitely means less traffic, but those who do click are far more likely to convert.

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Clicks Still Happen, But Only If You’re In the Answer

When a user does want more information, especially about a product, they’re most likely to click one of the few sources featured inside the AI Overview. These are typically displayed as cards featuring logos, titles, and brief descriptions.

Being one of these featured sources gives a modest bump (CTR rising from ~0.6% to ~1.08%), but those are high-intent, high-quality leads that are most likely ready to convert.

Product Discovery Is Now Filtered Through Google

Product research hasn’t disappeared, but it’s more tightly controlled by Google.

AI Overviews now present product roundups, complete with specs, use cases, and basic recommendations. This effectively turns Google into the first phase of shopping: a curated, trust-based product research hub.

Instead of typing “best trail running shoes” and scrolling through 10 blogs, a user now reads a clean comparison generated by Google’s AI, often quoting top e-commerce or review sites. If your brand or product is one of those listed, you may get the click. If not, your blog post or listicle likely gets skipped.

If users decide to make a purchase based on AI overview recommendations, they still need to leave Google to make a purchase. The AI can’t (yet) handle checkout or account setup. So when people are ready to buy, they click out, but only to the handful of sites Google has highlighted.

For example, you may Google “best workout apps”. You’ll likely see 3–6 product cards in the AI Overview. Click one, and you land on the branded page.

Want to compare software? The AI shows 3 tools with summaries, and the user clicks one for deeper info or pricing.

So, What Role Do Websites Still Play?

So yes, websites still matter, but mostly if they’re in Google’s shortlist:

• They're now data sources, not just destinations. If your site is authoritative, clear, and well-structured, it may be cited in AI Overviews, which can lead to increased traffic and conversions.
• They serve mid-to-late funnel users. People who want details, pricing, sign-ups, or checkouts still need to land somewhere.
• They must adapt content to AI: summaries, structured data, unique insights, specifics, and experience-rich writing have a better chance of being picked by the AI.
• They must compete for inclusion, not just ranking. It’s no longer about being result #1, it’s about being selected.

Future Outlook and SEO Strategies Going Forward

The era of the “10 blue links” is over. While traditional organic listings will not disappear overnight, the trend is clearly toward richer, AI-driven results occupying prime real estate. As large language models improve and Google integrates them further, we can expect zero-click searches to remain dominant.

The future of websites and SEO is no longer about driving traffic but about earning trust and relevance in an AI-powered search experience. 

Traditional blog posts that once attracted users and funneled them toward conversions are losing visibility in a landscape dominated by zero-click searches. AI Overviews now answer most questions instantly, bypassing websites entirely. Being cited as a source for a generic fact holds little value because users rarely click when the answer is complete.

Instead, the new SEO battleground is product-focused, highly specific, and intent-driven queries. People no longer need to search with vague keywords. Instead,  they can ask full, nuanced questions like “Best all-season tires for a compact car that mostly drives short distances?” To win here, your content must solve real-world needs with depth, clarity, and specificity. That means less chasing keywords, more understanding of people's actual needs.

Content strategy should focus on detailed comparisons, product use cases, testimonials, and performance insights. Clicks may shrink, but those that come will convert at a higher rate than ever.