Google AI and the Changing SEO Landscape: What the Stats Tell Us Partway Through 2025

If you’ve been following the changes in Google’s search results lately, you’re probably aware that AI is playing an increasingly significant role. It’s no longer just about ranking high in search results; now, Google AI is summarising the content right there on the Search Engine Results Page (SERP). So, what does this mean for website owners, especially as we’re now part-way through 2025? Let’s dive into the latest stats and what they reveal about the evolving SEO landscape.

AI Summaries and the Decline in Click-Through Rates

Remember my previous post Google AI SEO: What Website Owners Need to Know? At that time, we discussed the introduction of AI overviews in search results and the potential impact on content creators. Fast forward to today, and the situation has become even more pressing / interesting / hmm you tell me how you feel!

The numbers don’t lie: Google search impressions are up 49% year-on-year, but click-through rates (CTR) have dropped by a staggering 30%. What’s behind this shift? It’s the rise of AI-generated summaries in search results.

When Google’s AI pulls snippets from a website to provide a quick summary directly in the search results, users can often find what they’re looking for without even clicking through. While this is great for user experience, it’s a nightmare for creators who used to rely on that click traffic as a primary source of value.

A Real-World Impact: The Daily Mail’s 23% Traffic Drop

Let’s look at a real-world example: The Daily Mail, one of the largest online publishers, reported a 23% drop in search traffic in part due to these AI overviews. As Google continues to summarise articles directly in search results, users are finding what they need without having to visit the source website. This is becoming a growing trend.

This isn’t just a case of one website feeling the pinch; independent studies have shown that when AI overviews appear in the search results, users often bypass the click altogether. In many cases, people get their answers from the AI summary and move on. For website owners, this means fewer clicks, fewer visits, and ultimately, less revenue.

The Bigger Picture: AI’s Role in Reshaping the Web’s Business Model

Cloudflare’s CEO, Matthew Prince, wasn’t pulling any punches when he said, “AI is killing the web’s business model.” What he’s referring to is the fundamental shift happening: content creators and businesses have always relied on search engine rankings to drive traffic, which then monetised that traffic through ads, subscriptions, and sales. Now, AI is siphoning off much of that traffic by providing answers directly in the search results.

This change is far-reaching and cuts across industries. From blogs to eCommerce, AI overviews are transforming how users interact with search results, and website owners need to adjust accordingly.

So, What Can Website Owners Do?

Now that we’re midway through 2025, it’s clear that AI overviews are not just a passing trend—they’re here to stay. The big question is, what can website owners do to stay relevant in this new AI-dominated landscape?

• Focus on Snippet Optimisation: If Google is pulling summaries from your content, make sure your content is structured in a way that’s easy for Google to pull from. Use clear headings, bullet points, and concise paragraphs.
• Create Interactive and Engaging Content: As AI provides simple answers, you’ll need to offer more interactive content that AI can’t easily summarise—think videos, quizzes, and tools that add value beyond what a short snippet can convey.
• Build Stronger Relationships with Your Audience: The traffic that once came from search results may not be as reliable. Focus on building a loyal audience through email lists, social media, and other channels.
• Diversify Traffic Sources: Don’t put all your eggs in the Google basket. Leverage platforms like YouTube, social media, and email marketing to reduce dependency on search alone.

The Road Ahead

As we continue to move through 2025, it’s evident that Google AI is reshaping the way we think about SEO and website traffic. If you haven’t already, it’s time to start adapting to this new reality. The rise of AI overviews is a game-changer, and website owners who don’t pivot risk seeing their organic traffic and revenue decline.

In the end, the message is clear: as AI continues to evolve, so too must your approach to SEO. The web’s business model might be shifting, but there’s still room for those who are willing to innovate and adapt.