Is your organic traffic dropping?

You're not alone!

It's no secret,
since AI Overviews were introduced, organic traffic has started to decline.

At first, the impact was felt mainly by informational blogs.
Now, it is increasingly affecting all types of businesses as the share of queries triggering AI Overviews continues to grow.

But Google cannot simply stop sending traffic altogether.
It needs to make money and monetise those searches somehow.

And that may explain why the share of paid clicks has increased over the past couple of years. Yes, it dropped again after a sharp peak in recent months. But the broader two-year trend is hard to ignore.

And it makes perfect sense.

Ads can appear above, below and within AI Overviews.
When they appear within AI Overviews, they are often displayed more prominently than organic citations.

Because remember:
AI Overviews provide answers, not search results.
External links are merely optional citations, not the core product as traditional organic results used to be.

But ads are different.

They need to be visible.
And they need to be clicked.

Google Search revenue reached an all-time high last quarter. Its growth even surpassed YouTube’s.

The direction Google is moving in couldn't be clearer.

Have you noticed the same trend in your business?