Google’s organic click-through rate (CTR) for position one in the Search Engine Result Pages (SERPs) has dropped from 28% to 19% between 2024 to 2025, that’s according to new research compiled by GrowthSRC’s marketing team.
This significant decline in CTR is being driven by several different factors – with Google’s AI Overviews feature being one of the most crucial, reoccurring reasons for this downward trend.
Why is Google's CTR declining?
Rise in zero-click searches
Following the implementation of enhanced search features, such as featured snippets, Knowledge Panels, “People Also Ask” (PAA) boxes, and AI Overviews in particular, users can now find clear answers to their questions at the very top of the SERPs without having to click through to a website.
According to Search Engine Land, 26.10% of EU/UK searches ended without a click (click-through to another website) in March 2025 – an increase of 2.5% from the same period the previous year.
Increase in advertisements
Due to an increasing number of ads being displayed above organic search results (Google now shows up to 4 text paid search ads at the top of the page), traditional website listings are being pushed further down, impacting their visibility and CTRs.
Greater competition for clicks
Between both the influx of enhanced search features and the increasing number of ads, websites with organic listings are facing far more competition for clicks than previous years.
Shift in user search behaviour
According to Yaguara, roughly 20.5% of people across the world use voice search – a slight increase from early 2024. This gentle shift in user behaviour towards mobile and voice search also contributes to Google’s declining CTR.
This is because these search methods favour speed and convenience, highlight clear and concise answers that are readily available on the SERPs instead of being hidden on website pages.
What does this mean for businesses?
If your business relies on organic traffic for online visibility, engagement, or brand awareness, it follows that Google’s declining CTR may be a worry.
After all, a decrease in click-throughs typically results in fewer organic sessions and enquiries, lower conversion rates, and reduced return on investment (ROI) – something that all businesses want to avoid.
Which strategies can be deployed in response?
Optimising for AI search
One way that websites can combat declining CTRs is by optimising their website content for AI search and therefore increasing their chances of their content appearing in both AI Overviews and responses from LLMs (Large Language Models), such as ChatGPT, Gemini, Claude, and Perplexity.
This is because, according to Google’s guidance on generative AI in search, the links included in AI Overviews receive more clicks than if the page had been presented as a traditional web listing.
To this aim, all website content should be clear, concise, accurate (up to date), and well-structured, directly answering user queries instead of burying the answer under irrelevant information half-way down the page.
Improving website design
Well-designed websites with a logical structure, fast loading, clear navigation, and readable fonts are often prioritised by Google as they’re deemed to deliver a more positive user experience.
Part of this design improvement process should also include implementing effective Calls-to-Action (CTAs) in page meta descriptions, to help capture user attention and encourage click-throughs from the SERPs.
Exploring alternative ways of driving traffic
Resting all your traffic-driving efforts on organic SEO alone is never advisable. SEO can be an incredibly effective way of increasing your online visibility, but like all marketing methods, can be impacted by external factors – such as Google’s declining CTR rate.
To help protect your website’s traffic levels, you should consider other complementing SEO with other avenues such as social media marketing, paid advertising, engaging in online community forums, writing guest articles for other websites, and even collaborating with brand-relevant influencers.
Seek expert support from Aqueous Digital
Concerned about your website’s declining CTR? Don’t wait until the situation is dire – speak to the digital marketing professionals at Aqueous Digital today.
Our team of SEO specialists will work with you to quickly identify the issue and implement strategies that encourage more organic traffic onto your website.
To discuss your specific requirements, simply give us a call on 0800 285 1424.
Alternatively, we also welcome email enquiries to hello@aqueous-digital.co.uk.
