Why AI Overview Citations Don’t Drive Clicks (And How to Fix It)

Securing a citation within Google’s AI Overviews does not automatically translate into website traffic. Recent analysis from the first half of the year reveals that these citations consistently underperform, often delivering fewer clicks than standard blue links found further down the search results page. While an AI Overview mention can bolster brand authority and recall, its direct contribution to short-term click-through rates remains minimal.

This conclusion stems from an examination of over 20,000 ranking queries spanning diverse sectors such as automotive repair, ecommerce, education, and healthcare. A targeted case study scrutinized more than 200 unique search engine results pages (SERPs) from February to April 2025 that featured AI Overviews. By leveraging data from Google Search Console and Semrush, the research tracked domain positions within both the AI Overview and the traditional organic listings, alongside corresponding CTR, impressions, and clicks.

The findings are revealing. Achieving the number one spot in an AI Overview generates a click-through rate comparable to what you might expect from a blue link in position six. The performance drop-off is severe; by the time you reach the fifth citation in an Overview, the CTR is practically negligible. The top three organic blue links continue to outperform even the highest-ranked AI Overview citation, solidifying their role as the primary drivers of high-intent traffic.

So why is this happening? The core issue is that user intent is increasingly satisfied directly on the search results page, a long-standing challenge known as zero-click search. AI Overviews amplify this problem due to their specific design. Brand citations within them are small and lack context, offering little more than a “mousehole” compared to the descriptive doorway of a blue link with its optimized title and meta description. Furthermore, the top of the SERP is now a crowded space, and many users instinctively scroll past the clutter of AI Overviews, paid ads, and other features to find the familiar blue links.

For search marketers, this necessitates a strategic shift. The fundamental principle to internalize is that visibility does not equal traffic. Reporting to leadership must reflect that AI Overview citations will not single-handedly improve dashboard metrics. Similarly, while a citation lends SERP authority, that credibility is abstract and difficult to tie directly to ROI. The battle for top blue link positions is more critical than ever, as AI Overviews have simply added another, less effective layer to the search landscape.

Here are actionable steps to adapt your strategy.

First, optimize for AI Overviews without overvaluing them. A top citation can match a mid-tier organic result, but it’s no substitute for a top-three blue link. A successful approach involves creating “answer capsules”—concise, authoritative summaries of 200 characters or less placed under H2 or H3 headings. These capsules should directly answer high-volume FAQs identified through keyword research. Crucially, do not include external links within these capsules, as this signals to search engines that another source is more authoritative.

Second, do not abandon the core tenets of effective SEO. Comprehensive content depth, a strong backlink profile, and solid technical health remain paramount for dominating both traditional results and AI Overviews. In-depth content written for human users continues to be the best strategy for earning those coveted top positions that actually drive clicks.

Third, consider refining your analytics. It can be useful to frame AI Overview visibility as an upper-funnel assist that contributes to brand recognition, potentially leading to conversions later via other channels. However, be cautious about over-attributing direct traffic spikes to these citations. A more realistic approach involves clearly parsing branded versus non-branded traffic and educating stakeholders about the actual user journey.

Finally, it is essential to track click-through rates with realistic benchmarks. Outdated expectations of a 40% CTR for a top ranking are no longer accurate. Base your projections on real data to set achievable goals and prevent the pursuit of misleading KPIs.

In summary, treat AI Overview citations as valuable for brand visibility and authority building, but recognize their limitations. Celebrate the visibility they provide, but anchor your key performance indicators to the blue link positions that generate genuine business impact. The core mission remains unchanged: create outstanding content, build authority, and compete fiercely for those top organic spots where real user engagement happens.

(Source: Search Engine Land)