A Rise in Zero-Clicks Queries
The blue highlighted text in this exampl db center uk e is an AI Overview
The second blue highlighted text is a Featured Snippet
Google introduced Featured Snippets in 2014 and these share key similarities to AI Overviews, particularly in addressing informational queries. Both often occupy the coveted "zero-position" on SERPs, offering concise summaries above organic listings—and can even appear together. This prime placement often leads to "zero-clicks," where users find their answers without visiting any websites. While Featured Snippets have long provided quick answers, AI Overviews go a step further. They use advanced generative AI to synthesize information from multiple sources, delivering more comprehensive responses.
Chart from Ahrefs: how searches will get answers before and after AI
Forecasts from well-respected SEO publishers, such as Ahrefs, suggest that the rise of AI Overviews could lead to a significant decline in organic clicks, as users increasingly rely on these summaries for their queries. However, the overall impact remains uncertain and likely varies depending on the category of search intent. For instance, queries with a strong informational focus will see a higher number of zero-clicks, whereas transactional or navigational intents might still drive substantial organic traffic. Additionally, public confidence in AI-generated content plays a critical role; as users become more or less comfortable and trusting of AI Overviews, the tendency to click through to organic results may either stabilize or continue to decline.