Google Organic and Paid CTRs Hit New Lows

Marketing School - Digital Marketing and Online Marketing Tips

Eric Siu and Neil Patel

Careers, Business, Marketing

4.6 • 1.3K Ratings

🗓️ 13 February 2025

⏱️ 16 minutes

🔗️ Recording | iTunes | RSS

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Summary

In episode #2916, Eric Siu and Neil Patel discuss the declining click-through rates (CTRs) for both organic and paid traffic, particularly in the context of AI overviews. They explore the implications of these trends on overall traffic and conversions and also tackled AI tools for lead generation. Don’t forget to help us grow by subscribing and liking on YouTube! Check out more of Eric’s content (Leveling UP YT) and Neil’s videos (Neil Patel YT) TIME-STAMPED SHOW NOTES: (00:00) Declining Click-Through Rates: A Deep Dive (02:46) Shifting Focus: From Traffic to Revenue (05:50) Leveraging AI for Lead Generation (12:07) The Human Touch in Sales: Balancing AI and Personal Connection (15:31) That’s it for today! Don’t forget to rate, review, and subscribe! Go to https://www.marketingschool.io to learn more! Leave Some Feedback: What should we talk about next? Did you enjoy this episode? If so, please leave a short review. Connect with Us: Single Grain << Eric’s ad agency NP Digital << Neil’s ad agency X @neilpatel X @ericosiu

Transcript

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0:00.0	Google Organic versus Paid CTR is hitting a new low.
0:03.3	Have you seen the article of the Sears data?
0:05.8	I'm opening it.
0:06.6	So Seer published data and I'm going to read Jan 2024 versus Jan 2025 numbers.
0:13.1	So when you look at organic CTRs when the AI overviews is not shown, from Jan 2024 is increased from 2.68 to Jan 2025 of 3.97.
0:27.3	Okay, percent.
0:28.6	When you look at organic CTR with AI overview shown in January 2024, it was 1.41% to Jan 2025 was 0.64%. So there's a big drop when
0:42.9	there's AI overviews. When you look at paid CTRs, when the AI overviews is not shown, it's gone
0:49.5	from 23.07% all the way down to 17.27%.
0:56.5	And paid CTR, when the AI overviews are shown,
1:00.3	it's gone from 8.76% all the way down to 6.56%.
1:06.9	Wow.
1:08.4	Yeah.
1:09.3	This was for 10,000 informational keywords, and they just looked at the top 20 positions.
1:16.9	I don't think what data we've seen when you actually look at Google as an aggregate,
1:22.4	I don't have on, you know, we probably have it somewhere in our system and we should look it up.
1:28.1	But when we look at overall organic traffic, we're actually seeing Google drive more
1:32.0	organic traffic than before and more paid traffic.
1:34.9	That doesn't mean CTRs are up.
1:37.1	It just means when we look at overtime, more people are just using Google.
1:41.5	Yeah.
1:41.9	Right?
	...

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