Google’s evolving SERP features are changing how users interact with search results. AI Overviews and Knowledge Panels now take up valuable space and influence which links get clicked. This chart shows how different elements impact click-through rate by ranking position.

Essential Statistics

• The average CTR for 1st position without AI Overviews or Knowledge Panels is 24.9%.
• When AI Overviews are present, the CTR for 1st position drops to 18.6%.
• When a Knowledge Panel appears, that CTR decreases further to 17.2%.
• By 5th position, average CTRs fall below 7% regardless of layout type.
• CTR steadily declines across positions, but AI Overviews impact every spot on the page.

Key Takeaways

• AI Overviews reduce overall CTR across all ranking positions.
• Knowledge Panels also contribute to lower CTR, especially for top 3 results.
• The top-ranking position still receives the most traffic, but less than before.
• Google’s evolving SERP design favors content chosen for AI snippets or panels.
• Optimizing for traditional organic listings alone isn’t enough anymore.

Actionable Insights

• Prioritize content that can be featured in AI Overviews. These sections are stealing visibility from traditional links, especially in the top three results.
• Audit your top-ranking content for eligibility in AI-generated summaries. Clear formatting, concise answers, and strong E-E-A-T signals boost inclusion odds.
• Structure your content to align with snippet formatting. Use headers, lists, and summary boxes to improve your chances of being pulled into AI Overviews or panels.
• Invest in Knowledge Panel eligibility by building brand authority. That includes schema markup, consistent brand presence, and entity-focused content.
• Adapt your measurement models. Lower CTR doesn’t always mean lower performance-it may reflect changes in SERP design, not content quality.

Just ranking high isn’t enough anymore. If you’re not showing up in AI Overviews or Knowledge Panels, you’re invisible above the fold. – Neil Patel