Semrush AI Overviews Study: What 2025 SEO Data Tells Us About Google’s Search Shift

This study was primitively published successful March 2025. We’ve since refreshed the study pinch fresher data. 

When Google rolled retired AI Overviews (AIOs), it was arguably the astir disruptive alteration to the hunt scenery since the preamble of featured snippets. 

Our deep-dive analysis, based connected tens of thousands of keywords, SERP characteristic overlaps, and industry-specific visibility shifts, reveals really and wherever Google is changing the rules—and what SEOs, publishers, and marketers request to do astir it.

We analyzed 10M+ keywords from the Semrush database and clickstream information from Datos to find answers to these questions:

• How many queries trigger AI Overviews overall?
• What kinds of queries are triggering AI Overviews?
• Which industries have been astir impacted by AI Overviews truthful far?
• Are AI Overviews driving much zero-click searches?

Here’s what we found:

​​Key Takeaways & Stats

• Volatile growth: AI Overviews peaked successful mid-summer, past declined. After starting the twelvemonth astatine appearing for 6.49% of keywords successful January 2025, the stock roseate to astir 25% successful July earlier sliding down to 15.69% successful November 2025. 
• Surprising zero-click behavior: AI Overviews show up much often for searches that thin to get nary clicks. But erstwhile we looked astatine the aforesaid hunt position earlier the AIO was location and after, we recovered group really clicked somewhat much pinch the AIO. Also, the wide zero-click complaint of keywords pinch AI Overviews has slow declined since January 2025.
• Beyond informational search: In January, 91.3% of queries that trigger an AI Overview were informational. By October, that stock was down to 57.1%, and the stock of commercialized and transactional AIOs rose.
• More navigational queries: The number of navigational searches that trigger AI Overviews has skyrocketed—from 0.74% successful January to 10.33% successful October.
• Industry differences: The industries pinch the astir AI Overviews successful November wereScience (25.96%), Computers & Electronics (17.92%), and People & Society (17.29%).
• Food & portion summaries connected the rise: Since March, this class saw the highest summation successful AI Overviews (+7.25%).

Why Should You Care astir AI Overviews?

You should attraction astir AI Overviews because they’re AI-generated summaries successful Google Search results that:

• Appear above integrated results
• Reduce the request for users to click done to websites
• May cannibalize postulation from publishers, ecommerce platforms, affiliates, and contented marketers

AI Overviews are built connected Google's generative AI models and present an instant synthesis of aggregate applicable sources pulled from the web. 

Unlike featured snippets, which extract a condemnation aliases 2 from a azygous source, AI Overviews consolidate knowledge from aggregate sources to coming a unified answer.

In short: they’re turning Google into some a hunt motor and an reply engine.

Methodology of the Study

To understand the effect and scope of AI Overviews, we analyzed:

• 10M+ keywords to find the stock of queries triggering AI Overviews and monthly changes successful AI Overviews by intent type 
• 10K keywords to specify keyword length, keyword trouble levels, hunt measurement levels, and SERP characteristic co-occurrence pinch AI Overviews
• 200K+ keywords to specify zero-click complaint trends from Jan 2025 to October 2025
• 11K domains to understand visibility and effect by industry

This allowed america to observe what kinds of contented AI Overviews look for, really that’s changing complete time, and what SEO strategies are still effective.

What Percentage of Queries Are Triggering AI Overviews?

We looked astatine 10M+ keywords from January 2025 done November 2025 to find the percent of each queries that trigger an AI Overview.

And the information shows position that trigger AI Overviews grew quickly astatine the commencement of 2025 earlier settling successful astatine astir 16% of each queries. 

• AI Overviews were triggered for 6.49% of queries successful January
• AI Overviews were triggered for 24.61% of queries successful July
• AI Overviews were triggered for 15.69% of queries successful November

What Kinds of Queries Are Triggering AI Overviews?

In our first loop of this study backmost successful March 2025, these were the top-level metrics for keywords that trigger AI Overviews:

Now, the mean keyword pinch an AI Overview looks somewhat different: much hunt volume, a higher mean CPC, and little difficulty. 

Earlier successful 2025, AI Overviews mostly appeared for long-tail informational queries—not high-volume commercialized aliases transactional keywords. This was accordant pinch really Google antecedently rolled our featured snippets and People Also Ask. 

So, the mobility is: was Google conscionable testing AI Overviews successful low-risk areas earlier expanding them to much queries?

We analyzed 10M+ keywords to specify really the hunt intent of queries that trigger an AI Overview has changed complete clip for clues.

Search Intent of Keywords That Trigger an AI Overview

The information shows that AI Overviews are slow but surely starting to target lower-funnel searches.

Since October 2024, the percent of keywords triggering an AI Overview pinch commercial, transactional, aliases navigational intent person each grown:

• Commercial queries: up from 8.15% to 18.57% 
• Transactional queries: up from 1.98% to 13.94%
• Navigational queries: up from 0.84% to 10.33%

What This Tells Us 

• There’s been a important summation successful the number of middle-of-the-funnel and bottom-of-the-funnel terms that trigger AI Overviews
• Top-of-the-funnel, informational searches still person the highest stock of AI Overviews
• Navigational AI Overviews are skyrocketing—a awesome that moreover branded postulation is astatine risk

We’re seeing the nett formed by AI Overviews widen. The typical characteristic is now increasing crossed much types of keywords, whether they’re branded, navigational, aliases commercialized successful nature

Length of Queries that Trigger AI Overviews

We analyzed the structure and length of keywords that trigger AI Overviews and those that don’t trigger AI Overviews and saw immoderate notable differences.

Keywords that trigger AI Overviews thin to beryllium longer and much specific. 

These kinds of queries person been the cornerstone of astir SEO contented strategies for years. Now, brands person to compete against AI Overviews to gain attention—and clicks—in SERPs.

What This Tells Us

Google prefers predictable, fact-based questions wherever it tin confidently summarize a statement answer.

Difficulty, CPC, and Volume of Keywords that Trigger AI Overviews

Next, we evaluated 3 main keyword metrics for position that trigger AI Overviews compared to position that don’t trigger AI Overviews.

AI Overviews are showing up astir often connected low-CPC, low-volume queries—with astir 60% of keywords having 100 aliases less monthly searches. And a important share—nearly 60%—falling into the 21–60 Keyword Difficulty range.

What This Tells Us

The mostly of AI Overviews still look connected queries that connection small nonstop advertisement gross (informational keywords pinch debased CPC and volume). However, the information shows AI Overviews are moving past low-risk, long-tail queries and into competitive, middle- and bottom-of-the-funnel territory. 

SERP Feature Overlap pinch AI Overviews

We adjacent examined which features astir often beryllium adjacent to AI Overviews successful SERPs. In March, this is what we saw:

Many of the astir salient SERP features from March are nary longer seen arsenic often pinch AIOs. 

Notably, we don’t spot integrated videos arsenic overmuch (although video carousels grew). Featured snippets, image carousels, and integrated reviews are each now seen little often erstwhile an AIO appears. 

Related searches (95.32%) and People Also Ask (90.03%) are virtually guaranteed to look alongside an AI Overview. Also salient are video carousels and chat and forum blocks. 

Perhaps the astir important penetration is the accrued beingness of Google Ads. When this investigation was first conducted successful March 2025, ads were seen very seldom connected the aforesaid SERP arsenic an AI Overview.

Now, Google Ads appearing astatine the bottommost occurs connected 25% of AIO SERPs. That was little than 1% successful March.

What This Tells Us

• AI Overviews are being layered connected apical of existing formats alternatively than replacing them—at slightest for now
• Video carousels and chat and forum blocks typically characteristic YouTube and Reddit, truthful having a marque beingness connected those platforms could go much important for hunt visibility
• Google Ads are now being paired pinch AI Overviews, making the hunt acquisition little “organic” and much covered by AI + ads

Zero-Click Behavior: The Biggest SEO KPI Shift

To find retired if AI Overviews are stealing clicks from integrated hunt results, Semrush collaborated pinch Datos, a Semrush company, to analyse complete 200,000 keywords (each pinch a hunt measurement complete 100) that either triggered aliases didn’t trigger an AI Overview betwixt January 2025 and October 2025. 

To understand causality, we besides tracked a group of keywords that did not trigger AI Overviews successful May but did successful October. This allowed america to straight comparison zero-click behaviour earlier and aft an AI Overview was introduced for the aforesaid keyword.

Keywords that trigger AI Overviews do thin to person higher zero-click rates connected average, but this whitethorn bespeak that those position often person informational intent alternatively than indicating causation. 

Although keywords pinch AI Overviews person higher zero-click rates, the complaint isn’t rising. In fact, it’s decreased steadily since January. This challenges the presumption that AI Overviews ever trim clicks and points to a much analyzable relationship betwixt query type, personification intent, and really AI answers are delivered. 

The simplification successful zero-click rates is besides apt related to the maturation of AI Overviews among transactional and navigational searches.

When we analyzed the aforesaid keywords earlier and aft they started showing AI Overviews, we recovered the zero-click complaint decreased from 33.75% to 31.53%. 

That suggests AI Overviews don’t automatically summation zero-click behavior.Maybe the reality is that these searches were already improbable to extremity successful a click.

Which Industries Are Most Affected By AI Overviews?

To find which industries person been astir affected by AI Overviews, we focused connected three cardinal metrics:

AI Overview Saturation by Industry

We looked into what percent of an industry's keywords presently show an AI Overview. Basically, really saturated the manufacture is pinch AI Overviews.

The industries astir saturated by AI Overviews are Science, Computers & Electronics, and People & Society, each pinch AIOs connected complete 17% of keywords. 

The industries pinch the slightest percent of AIOs were Real Estate, Shopping, and Arts & Entertainment, pinch AIOs connected little than 3% of each keywords. 

AI Overview Expansion Rate by Industry 

Then, we looked astatine the maturation successful the number of keywords triggering AI Overviews crossed different industries from March 2025 (when we first published this study) to November 2025. 

Some industries saw much AI Overviews while others saw a scaling back:

The manufacture pinch the fastest maturation was Food & Drink, which is now the ninth-most impacted manufacture successful our list.

Health and People & Society knowledgeable the top decreases successful stock of AI Overviews. 

Keyword Ranking Disruptions from AI Overviews 

Next we looked astatine 2025 quarterly changes successful the mean number of keywords triggering an AI Overview crossed the apical 1,000 domains for each industry.

This reveals really AIOs impacted SEO portfolios crossed different industries passim the year.

Across the board, Q2 showed an detonation of AIOs, but Q3 pulled back—with complete half of the sectors seeing a alteration successful their keywords triggering an AIO.

That diminution didn’t last, arsenic Q4 saw mostly increases again. Overall, erstwhile comparing Q4 to Q1, we tin spot that AIOs accrued their beingness among domains’ keyword rankings by an mean of 155%.

Key Industry Observations:

1. Science Is connected the AI Overview Frontline 

Science accusation typically has statement answers and is covered done well-structured content—making it easy to synthesize.

And that’s put it connected the AI Overview frontline. 

Despite a flimsy alteration since March (-1.02%), it still leads each verticals pinch the highest stock of AI Overviews. 

2. Google Is Weighing In On Sensitive Subjects

Health, People & Society, and Law & Government person seen a immense emergence successful AI Overview coverage. All 3 industries are dominated by informational queries.

It’s somewhat astonishing to spot Google rotation retired AI Overviews truthful aggressively successful 3 industries that truthful often deficiency statement answers and travel pinch much than their adjacent stock of misinformation risks.

3. Google Is Shying Away From Real-Time Information

News and Sports are 2 categories that are almost wholly made up of searches for up-to-date informational content.

The truth these categories are lagging down the mean maturation successful AI Overviews suggests Google is still wary of covering caller events pinch AI-generated content.

4. Google Is Expanding AI Overviews for Food & Drink

When we first published this study successful March 2025, Food & Drink saw very small maturation successful AI Overviews. 

Since March, this manufacture had the astir maturation of immoderate vertical and is now sitting correct astir the mean (11%) successful position of keywords triggering AI Overviews 

This emergence has brought circumstantial challenges for nutrient bloggers and look sites that antecedently relied connected integrated hunt postulation for monetization. 

Looking ahead, Food & Drink sites whitethorn request to re-think their postulation and gross strategies. 

5. Real Estate & Shopping Are Lagging

Real Estate & Shopping person the smallest stock of keywords impacted by AI Overviews and person seen comparatively small growth.

The deficiency of maturation successful these areas is apt owed to the truth that Google tin already fulfill a batch of this request pinch specialized, high-utility SERP features, specified arsenic section packs and ads.

These industries besides thin much toward section hunt intent, meaning a searcher isn’t looking for contented aliases education; they’re looking for section accusation aliases directions connected wherever to return action successful the existent world.

While AI Overviews are highly effective astatine summarizing statement information, they deficiency the basal ocular and contextual information (like maps, reviews, and action buttons) required for high-intent shopping and existent property decisions.

How to Track AI Overviews Impacting Your Brand

Now, what do we do pinch this information?

The maturation and volatility of AI Overviews intends trading teams tin nary longer trust connected accepted hunt rankings alone. Instead, teams should re-evaluate expectations for SEO postulation and admit the worth gained from becoming visible successful an AIO. 

The extremity is nary longer conscionable ranking for clicks. It's to go the trusted root that powers Google’s answer.

Adapt by benchmarking and search your brand’s circumstantial mention complaint and citations wrong AI Overviews.

Semrush makes it easy to track AI Overviews—helping you spot really your marque is performing successful them. 

Semrush One gives you devices for SEO and AI visibility successful 1 subscription. You’ll summation entree to galore devices to thief you way and triumph visibility successful AI Overviews (and more).

• Visibility Overview helps you quickly benchmark immoderate brand’s mentions and citations crossed AI Overviews
• Competitor Research helps you find the gaps successful your AI Overview visibility by comparing mentions and visibility pinch 5 competitors
• Keyword Magic Tool helps you investigation the measurement group inquire questions connected Google—giving you ideas for a contented strategy to scope your audience
• Organic Research helps you understand which competitors are appearing successful AI results—and what contented format aliases building helps them look there
• Position Tracking helps you support a beat connected your AI Overview beingness and alerts you to shifts, truthful you tin enactment quickly

For endeavor brands that request much functionality and higher limits, Semrush Enterprise AIO offers precocious solutions tailored to the caller AI hunt landscape.

With Enterprise AIO, you tin analyse really your marque is represented crossed AI Overviews arsenic good arsenic different AI hunt platforms for illustration ChatGPT, Perplexity, and Gemini. Enterprise AIO enables precision search of marque mentions, sentiment, sources, and competitors successful existent time, truthful brands tin understand and turn their presence.

Are We Heading Toward a Post-Click World?

AI Overviews correspond a displacement not conscionable successful ranking—but successful really Google answers questions. As the SERP becomes much generative, SEO becomes much astir beingness than position.

Brands that accommodate accelerated will build trust, gain SERP visibility, and thrive successful the post-click world.