AI Impact on Google: First Position Click Rates Plunge by 32%!

Published on Monday, July 21, 2025, a study by GrowthSRC has unveiled a stark decline in Google’s organic click-through rates for top-ranking positions. GrowthSRC conducted this research by analyzing 200,000 keywords annually for the years 2024 and 2025, considering factors such as queries, clicks, impressions, CTR, and position. Using this data, the platform calculated the average CTR for each ranking position for both years.

Significant CTR Declines for Top Positions Since AI Overviews Rolled Out

The findings are quite alarming. The top four Google positions have been heavily impacted by the rollout of AI Overviews, showing a sharp decline in CTR. The first position saw a decrease of 32%, while the second position dropped by 39%. Conversely, positions 5 through 10 witnessed improvements in their organic CTR. Here are the changes across the top ten positions:

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1. Search position #1: From 28% (2024) to 19% (2025) = drop of 32.1%
2. Search position #2: From 20.85% to 12.6% = drop of 39.5%
3. Search position #3: From 12.55% to 10.65% = decrease of 15.1%
4. Search position #4: From 8.44% to 7.84% = decrease of 7.1%
5. Search position #5: From 6.89% to 7.19% = increase of 4.35%
6. Search position #6: From 6.12% to 6.89% = increase of 12.6%
7. Search position #7: From 4.77% to 6.65% = increase of 39.4%
8. Search position #8: From 4.87% to 6.16% = increase of 26.5%
9. Search position #9: From 4.64% to 5.7% = increase of 22.8%
10. Search position #10: From 4.38% to 6.65% = increase of 51.8%

AI Overviews as the Culprit for CTR Fluctuations

Launched in March 2025 by Google – currently not available in France – AI Overviews automatically generate a summary response to user queries using AI, based on the content of articles. This feature has reshuffled the deck for online search optimization. Many users now satisfy their information needs with the summary provided by AI without clicking on the links that appear below it.

Why are positions 5 to 10 seeing increases? According to GrowthSRC, this may be due to users not always finding the answers they need in the AI-generated summaries. As a result, they are likely to scroll to lower-ranked results in search of more comprehensive or precise information. GrowthSRC also noted changes in how ranking positions are reported in Google Search Console, as Google has recently updated its official documentation to track clicks, impressions, and positions for AI previews.

The Future of Organic Search

This significant decrease in clicks on highly ranked sites is forcing professionals to rethink their strategies. Mahendra Choudhary, a partner at GrowthSRC Media, believes this is the “perfect moment to inform your clients that relying solely on web traffic as a key performance indicator needs reevaluation.”

It is crucial not to limit measurement to click engagement alone but also to consider site conversions and the growth of brand-related searches. Moreover, diversifying content across platforms like YouTube, LinkedIn, TikTok, or Reddit can enhance brand visibility, as users often rely on subscriptions or recommendations rather than traditional searches. Publishing high-value content not only boosts your brand’s perception but also attracts higher-quality clicks, albeit fewer in number.

SEO should focus on enhancing brand authority and recognition through social searches, emphasizing geolocation and increasing brand mentions on local search platforms, concludes Mahendra Choudhary.