Measuring Google’s AI Overviews’ impact: Why keyword data is more telling than CTRs for publishers

Measuring the impact of Google’s AI Overviews on publishers’ search referral traffic hasn’t been straightforward via click-through data — but keyword data is proving more fruitful. 

Nearly 19 million keywords now feature AI Overviews — that’s up 91% from six months ago, according to Semrush data. The total number of searches that trigger AI Overviews has grown from 6% in September 2024, to 11.4% in March 2025. 

It’s a clear indicator that an increasing volume of content is now being summarized by Google’s AI feature, according to Semrush president Eugene Levin.

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