ARE AI OVERVIEWS WORTH PURSUING?

Summary from the TLDR Marketing newsletter

Google's AI Overviews have caused a drop in click-through rates, with one study showing desktop CTR dropped by up to two-thirds when AIOs appear. These features most often show up on informational queries and reduce organic traffic even when a site is cited in the AI response. Marketers should analyze whether their keywords and content are being impacted and adjust their strategies accordingly. For traffic and conversion goals, it is better to target lower-funnel keywords with commercial or transactional intent. If brand awareness is the goal, use tactics like clear answers, authoritative content, and embedded media.