If you've noticed your website holding solid rankings on Google but getting fewer visits than before, it's not just a feeling — it's a structural shift in how search works. AI Overviews, the AI-generated summaries that appear above traditional results, are changing user behavior dramatically, and Spain is no exception.
The numbers behind the shift
Multiple industry studies point to the same trend: when a search triggers an AI Overview, the drop in clicks to traditional websites is around 58%, up from the 34.5% estimated in early 2025. Google's average organic CTR has fallen from roughly 28% to 19% since these summaries expanded. In Spain, some industry analyses (such as those from ThinkEPI) put the traffic drop at up to 50% for certain searches.
Why this is happening
More than half of searches now trigger an AI Overview, and when one appears, most searches end without any click to an external website — the user gets the answer directly on the results page. It's especially pronounced for informational searches like "what is" or "how does X work," where Google can summarize the answer without the user needing to visit any page at all.
What kind of content gets hit hardest
- Purely definitional content ("what is X") that can be summarized in two sentences.
- Generic technical blog posts with no first-hand experience or real cases behind them.
- Pages competing purely on word count instead of real depth.
By contrast, content built on original data, real case studies, informed opinions, or tools the user needs to actually use on the site (not just read) holds up much better against this shift.
What you can actually do about it
- Prioritize content that demonstrates real experience (E-E-A-T): case studies, your own numbers, verifiable examples.
- Stop competing purely on high-volume, generic informational keywords.
- Double down on long-tail and transactional keywords, where the user still needs to visit your site to act.
- Optimize your title and meta description to maximize CTR on the traffic that's still up for grabs.
- Measure beyond ranking: real CTR and conversions matter more than position alone.
SEO isn't dead, but the goal has changed
Ranking first no longer guarantees traffic if your content is easy to summarize. The strategy that works now is the one that should have always worked: content that offers something an automated summary can't replicate, and a cluster architecture that reinforces the pages that actually generate business, not just pageviews. If you want to see how your site is responding to this shift, you can request an SEO audit or a keyword research study focused on transactional intent.