How Google Search Traffic is Impacted by AI Overviews

A recent NPR story about Google AI Overviews suggested that their presence is causing major major issues for websites and content creators. The article paints a picture of doom and gloom, reporting extreme drops in traffic for sites where AI Overviews results appear. However, our client analysis shows a more nuanced reality.

For our higher education clients – who typically operate in niche markets –, we are seeing a slowdown in organic traffic. But we’re not seeing traffic “plummet” nor have we observed a “catastrophic” drop as described in the article. There’s no doubt that certain sites relying heavily on receiving traffic from broader, more general keywords may indeed experience such declines, but  for  more niche-focused keyword strategies the outcomes look different.

Several research studies show that AI Overviews appear most frequently for non-branded keywords.  That’s where declines in click-through rates are most noticeable. According to Google, presence in AI Overviews is now crucial, as they are capturing the largest share of organic clicks. 

Another important observation  is that broad, high-volume keywords are being hit hardest. In contrast, longtail variations – keywords closer to conversion – continue to drive meaningful clicks and visits, even with the presence of AI Overviews. Our strategy has always been to prioritize long-tail keywords that drive higher value traffic and deeper engagement.

As the search landscape evolves, we are carefully monitoring these industry shifts and their impact on our clients and broader search ecosystem.

Elliance, a higher education marketing agency, helps colleges and universities succeed through SEO and content marketing strategies that connect them with the right-fit audiences. Learn more.