Is Google AI Overview reducing organic traffic for websites?

I’ve noticed that Google AI Overview is appearing for more searches, and I’m wondering whether it’s affecting website traffic. Are businesses and publishers seeing fewer organic clicks because users can get answers directly from Google?

As an SEO analyst in Birmingham, I've been closely monitoring how Google's AI-powered search experience is changing user behaviour. One trend I've consistently observed is that people are finding answers much faster without always visiting multiple websites. This has had a noticeable impact on websites that primarily target informational search queries.

That said, I don't believe SEO is becoming less valuable. Instead, it is changing. I've seen websites with shallow, generic content lose visibility, while businesses that publish original research, practical insights, case studies, expert opinions, and genuinely helpful resources continue to attract qualified visitors. AI can summarize existing information, but it cannot replace first-hand expertise or unique perspectives.

I also advise businesses to shift their focus beyond raw traffic numbers. The visitors who do click through after reading an AI Overview are often more informed and have stronger intent, which can result in better engagement and higher conversion rates.

To stay competitive, I recommend creating content that demonstrates real experience, strengthening topical authority, implementing structured data, improving technical SEO, and building a recognizable brand that users actively search for. In my view, websites that adapt to Google's AI-driven search landscape instead of resisting it will continue to grow, even if overall organic click volumes change.

Yes, I have noticed that Google AI Overview can reduce organic traffic for some websites.

From my SEO experience, this happens because Google now shows direct answers at the top of search results. Because of this, users often get the information they need without clicking on any website, which can reduce click-through rates even if the page is ranking well.

I have seen this mostly in informational queries like basic questions, definitions, and “how to” searches. In these cases, users don’t always visit websites, so organic traffic can drop even when rankings stay stable.

However, it also depends on the content quality. If my page provides detailed explanations, unique insights, or extra value, it can still attract clicks and even get featured in the AI Overview.

Overall, I see it as a shift in SEO where focus is more on content depth and value rather than just rankings.