Google's AI-generated summary answers and their impact on website traffic.
Ahrefs data from 4 February 2026 shows AI Overviews reduce clicks by 58% for top-ranking pages, up from 34.5% last year. Position 1 CTR dropped 78% in two years. Three independent studies confirm it. But brands cited inside the AI Overview earn 35% more clicks than organic results below.
New data shows sponsored ads now appear in 22% of local pack keywords, up from less than 3%. AI local packs show 32% fewer businesses. Local Services Ads have grown from 11% to 31% of tracked queries. Organic local visibility is being squeezed from every direction, and UK small businesses need to act now.
Britain's CMA proposed conduct requirements on 28 January that would let publishers opt out of AI Overviews without losing search visibility. The first use of Digital Markets Act powers also requires fair ranking and proper attribution. Consultation closes 25 February, but for most small businesses, the real question is not whether to opt out.
Traditional SEO is no longer enough. Generative Engine Optimisation (GEO) requires different website design priorities: structured answer blocks, schema markup, AI discovery files, and content architecture that AI systems can cite. Research shows GEO-optimised content improves AI visibility by up to 40%.