Short answer: Google's AI Overviews answer more questions right on the search page, so fewer people click through to websites. Local businesses can adapt by writing pages that answer customers' questions directly, keeping their Google Business Profile strong, and getting in front of customers in places that don't depend on search, like Facebook and Instagram.
If your website traffic has dropped but your Google ranking looks the same, AI answers are a likely reason. Here's what the research shows and what to do about it.
What's actually happening
Google now shows an AI-written summary at the top of many searches. People get their answer and leave without clicking anything.
- Pew Research Center tracked the real browsing of 900 US adults. When an AI summary appeared, people clicked a regular result on 8% of visits, compared with 15% when there was no summary. Only about 1% clicked a link inside the AI summary itself.
- In the same study, people ended their browsing session after 26% of searches that showed an AI summary, compared with 16% of searches that didn't.
- Ahrefs found AI Overviews cut clicks to the top-ranking page by about 34.5% for informational searches.
Google disputes some of these findings and says clicks from AI Overviews are higher quality. Either way, the direction is clear: fewer clicks for the same rankings.
Which searches are hit hardest
Informational questions take the biggest hit. "How much does a new roof cost?" or "Why is my hot water system leaking?" can be answered on the page.
Searches with clear intent to hire, like "emergency plumber near me" or a business's name, still send people to map listings, phone numbers and websites. That's good news for service businesses, but it means your Google Business Profile matters more than ever.
What local service businesses should do
1. Answer questions the way AI likes to quote them
AI summaries pull from pages that give clear, direct answers. Put the answer in the first sentence or two, then explain. Use the questions your customers actually ask as headings. Include real numbers where you can, like price ranges, timeframes and service areas.
2. Make your Google Business Profile your second homepage
Keep your hours, services, service area and photos current. Ask every happy customer for a review, and reply to them. For "near me" searches, this is often the first and only thing people see.
3. Be the source, not just a result
Specific, first-hand information is harder to replace with a summary. Real project costs, before and after photos, and how you actually do the job give AI something to cite and give people a reason to click.
4. Don't rely on search alone
Search only catches people who are already looking. Facebook and Instagram ads reach homeowners before they search, while they're scrolling at night thinking about the deck they need fixed. That demand doesn't pass through Google's AI at all. It's one reason we focus on Meta ads for service businesses at Get Paid Leads: you're not competing with a summary box for attention.
5. Measure enquiries, not traffic
Traffic can drop while enquiries hold steady, because the people who still click are often closer to booking. Track calls, form fills and booked jobs, not just visits.
Does SEO still matter?
Yes, but it's changing. Being cited in AI answers, showing up in the map pack and having a site that answers questions clearly all still bring in work. What's fading is getting lots of easy clicks from general how-to questions.
Common questions
What is a Google AI Overview? An AI-generated summary Google shows above the normal search results for some searches, with links to the sources it used.
Can I stop Google using my site in AI Overviews? There are technical controls, but blocking them also risks reducing how often you appear. For most local businesses it's better to be included and cited.
How do I know if AI Overviews are affecting my site? In Google Search Console, look for pages where impressions are steady or rising but clicks are falling.
