How AI Is Reshaping Search Behavior, CTR, and Engagement in SEO and SEM

The rapid evolution of artificial intelligence (AI) is transforming the way users engage with search engines, directly impacting click-through rates (CTR), user behavior, and overall engagement for both Search Engine Optimization (SEO) and Search Engine Marketing (SEM). As AI-driven features, such as Google’s AI Overviews (AIO), become more prevalent, search strategies must adapt to maintain visibility and effectiveness.

If you are unfamiliar with Google’s AI Overviews (AIO), it is a new feature in Google Search that uses artificial intelligence (AI) to summarize search results. Instead of just showing a list of links, Google now provides a short, AI-generated answer at the top of the search results, pulling key information from multiple sources.

A Transformation is Long Coming

This transformation mirrors the way voice assistants like Google Voice, Alexa, and Siri have already reshaped search habits. Users now interact with search engines through conversational queries rather than traditional keyword searches, asking questions like “What’s the best running shoe for long distances?” or “How do I improve my website’s SEO?” In fact, 71% of users prefer voice search because it’s faster and more convenient than typing. This shift has pushed search engines to prioritize user intent over exact-match keywords, favoring content that delivers clear, concise answers.

Similarly, AI-driven search results now serve users’ needs instantly, often without requiring them to click through to a website. As with voice search, AI Overviews extract key information from top-performing content and present it directly in the search engine results page (SERP). This means businesses must not only rank well but also ensure their content is formatted for AI consumption—structured, authoritative, and aligned with user intent. As search behavior continues to evolve, marketers and businesses that adapt to these AI-driven trends will be better positioned to maintain visibility and drive engagement in an increasingly competitive search landscape.

Impact on Marketers and Businesses

These changes mean that businesses need to rethink their online strategies. With AI affecting how often people click on both paid ads and organic search results, companies must adapt to ensure they remain visible and can attract customers. This might involve focusing more on creating high-quality content that AI will highlight or adjusting ad strategies to compete with AI-generated answers.

1. The Rise of AI Overviews and Their Impact on CTR

AI Overviews are changing how users interact with search results, significantly reducing both organic and paid click-through rates. According to recent data:

• Paid CTR: When an AI Overview appears, paid CTR drops from 21.27% to 9.87%, a decline of 12 percentage points.
• Organic CTR: Organic results experience an even more dramatic drop, from 2.94% to 0.84%, representing a 70% decline in CTR.

Interestingly, this decline occurs despite the average organic ranking remaining consistent (positions 5.9 vs. 5.6), indicating that the presence of AI-generated answers, rather than ranking position, drives the CTR drop​.

2. How AI Is Shaping Search Behavior

AI is not only affecting click behavior but also transforming how users search and engage with content:

• Question-Based Queries: 31.6% of queries that trigger AI Overviews begin with question modifiers like “what,” “how,” and “why.” Among these, 46% start with “what” and 30% with “how.” This highlights a shift from navigational searches to informational queries​.
• Longer Queries: Queries with 4+ words are more likely to trigger an AI Overview. The average length of such queries is 4.29 words, compared to 3.48 words for queries that do not lead to an AI Overview.This suggests that using long-tail keywords can increase the chances of appearing in AI Overviews (AIO) results, even amidst strong competition.
• Source Distribution: AI Overviews typically cite an average of 5 sources per query, with 52% of these sources ranking in the top 10 of traditional search results. Notably, 99% of the time, each URL is mentioned only once per answer, emphasizing the importance of having high-quality content to be referenced​.

3. How User Engagement Is Changing

AI-driven search features are shifting user attention away from traditional websites and towards instant answers:

• Zero-Click Impressions: With more users finding answers directly in search results, zero-click searches are becoming a key performance indicator (KPI). SEO professionals are now encouraged to measure success beyond clicks, focusing on metrics like visibility, brand awareness, and upper-funnel engagement​.

• Content Structure: AI-generated responses often appear as structured lists:
  • 12% contain ordered lists, commonly used for step-by-step instructions.
  • 61% use unordered lists for “Top X” style content.
  • 6% contain both ordered and unordered lists​.
• User-Generated Content: AI Overviews increasingly incorporate user-generated sources, such as reviews and community-driven content. 

4. Adapting SEO and SEM Strategies for the AI Era

To succeed in an AI-driven search landscape, marketers must rethink their SEO and SEM approaches:

• SEO Strategies:
  • Focus on Intent: Shift from traditional keyword targeting to understanding user intent and crafting content that aligns with informational, navigational, and transactional needs.
  • Embrace Full-Funnel SEO: Optimize for upper-funnel metrics, such as brand visibility and awareness, in addition to clicks.
  • Structure for AI: Use structured data, schema markups, and content hierarchies to improve eligibility for AI Overviews.
• SEM Strategies:
  • Target High-Intent Queries: Focus on keywords less likely to trigger AI Overviews, such as transactional terms rather than informational ones.
  • Enhance Ad Copy: Make ads more compelling and benefit-driven to compete with AI-generated answers.

5. The Future of Search: Balancing AI and Engagement

As AI continues to reshape search, balancing traditional and AI-driven strategies will be key. SEO and SEM professionals should focus on creating user-centric content, optimizing for SERP features, and leveraging insights from AI-driven search patterns.

Ultimately, the goal is not just to chase clicks but to establish brand authority, build trust, and deliver value—whether users click through or find answers directly on the search results page.

What are Businesses Doing and How Can We Face This Change?

Adapting Strategies in Response to AI Integration

To navigate the evolving landscape shaped by AI, businesses are implementing several key strategies:

1. Emphasizing High-Quality, Personalized Content: AI algorithms prioritize content that is relevant and valuable to users. By focusing on creating personalized experiences, companies can enhance user engagement. Notably, 96% of marketers reported increased sales from personalized experiences in 2024, underscoring the effectiveness of this approach. 
2. Leveraging AI for Content Creation and Optimization: Marketers are increasingly adopting AI tools to streamline content generation and improve efficiency. A significant 88% of marketers now use AI in their daily roles, utilizing it for tasks such as crafting campaigns and enhancing conversion rates. 
3. Optimizing Advertising Spend with AI: AI-driven tools enable businesses to analyze user behavior and adjust ad targeting in real-time, leading to improved ad performance and cost efficiency. For instance, AI-powered strategies have resulted in a 40% increase in click-through rates for companies like HubSpot. 
4. Investing in AI Technologies: Recognizing the transformative potential of AI, companies are allocating more resources toward AI integration. Nearly half (49%) of technology leaders reported that AI is fully integrated into their companies’ core business strategies, reflecting a commitment to leveraging AI for competitive advantage. 

Sources:

Holland Ad Haus

SurveyMonkey

PwC

Brands At Play Blog

Summary of Key Findings and Recommended Actions:

About the Author: Tarek Riman

Tarek Riman is an educator, entrepreneur, and author with a passion for digital marketing, analytics, and business growth. He is an Instructor of Marketing at McGill, Concordia, York, and JMSB, where he shares practical insights with the next generation of marketers. As the Founder & CEO of Riman Agency and Riman AI, and VP of Marketing at Carbon R5, Tarek has worked with 1000+ agencies, SMBs, and Fortune 500 companies, holding over 50 certifications in digital marketing. He also plays strategic roles in various companies, helping them navigate marketing, AI, and business transformation. A 7-time bestselling author, Tarek has written books such as The Camino Within and The SEO Way. He is also a regular contributor to platforms like the Huffington Post and Thrive Global. As a speaker and workshop leader, he covers topics such as SEO, digital marketing, GA4, content strategy, and analytics, aiming to empower businesses and individuals with actionable insights. Tarek remains committed to lifelong learning, innovation, and strategic impact, always seeking ways to help businesses grow and adapt in an ever-changing digital landscape.