The Q2 2025 Google CTR Report from Advanced Web Ranking delivers a wake-up call for marketers. Click-through rates (CTR) for top desktop results are down sharply, while AI Overviews surged to nearly half of all SERPs. In today’s landscape, SEO visibility is shrinking, and the next frontier—Generative Engine Optimization (GEO)—is becoming essential.
Key Findings: CTR Shifts in Q2 2025
- Desktop Declines: Positions #1 and #2 lost 3.75 percentage points combined in CTR.
- Mobile Stability: CTR largely held steady on mobile devices, with some verticals even showing gains.
- AI Overviews Surge: Up 11.9 pp, from 34.32% to 46.22% of all SERPs.
Takeaway: More searches are answered directly in Google (and by AI models), reducing the incentive for users to click traditional organic results.
Industry Breakdown: Winners & Losers
- Losers: Careers (–5.92 pp combined at positions 1–3) and Family & Parenting (–6.81 pp at position 1).
- Winners: Careers (mobile) showed +1.87 pp at position 1.
Implication: Industry-specific volatility means a “one-size-fits-all” SEO strategy no longer works.
Why This Matters for SEO
- Rankings ≠ Traffic. Even #1 on desktop may yield less traffic if AI Overviews dominate.
- Pixel position matters. Your real estate on the SERP is shifting downward.
- Branded queries are critical. As AI results compress generic searches, branded demand becomes more valuable.
Why This Matters for GEO (Generative Engine Optimization)
Generative AI engines (ChatGPT, Gemini, Perplexity, Grok) are now content discovery layers. They summarize, cite, and recommend—often without sending traffic.
GEO Tactics You Need in 2025:
- Entity-first optimization: Make your brand and executives machine-recognizable via schema, Wikidata, LinkedIn, and Crunchbase.
- Answer-format content: Use structured Q&A, lists, and TL;DR tables to maximize AI snippet inclusion.
- Authority signaling: Build trust signals (author bios, case studies, external links) so AI models select your content.
- Synthetic testing: Regularly test Perplexity and ChatGPT with your target queries and adjust when your brand isn’t showing up in citations.
- Conversational intent alignment: Target natural-language phrasing (e.g., “How do startups fix declining CTR?”).
SEO + GEO Action Framework
| Challenge | SEO Fix | GEO Fix |
|---|---|---|
| CTR erosion | Optimize titles, schema | Entity recognition + structured answers |
| AI Overviews dominate | Target snippet-friendly queries | Audit LLM outputs for inclusion |
| Industry volatility | Tailor SERP content by sector | Build expertise signals for verticals |
| Mobile resilience | Enhance UX/speed | Voice & conversational optimization |
| Brand trust gaps | Grow branded search demand | Knowledge graph + Wikidata presence |
Conclusion
The Q2 2025 CTR data proves it: SEO alone isn’t enough. As AI Overviews and generative engines rewrite discovery, marketers must invest in GEO (Generative Engine Optimization). Winning tomorrow means ranking in both Google’s SERPs and AI-driven answers—securing visibility in a world where users click less and trust AI more.
It’s Advanced Web Ranking’s quarterly study analyzing click-through rates (CTR) across Google search results. In Q2 2025, desktop CTR for positions #1 and #2 fell by 3.75 percentage points, while AI Overviews surged to 46.22% of searches.
Google’s AI Overviews and SERP features are absorbing user attention, reducing clicks on traditional organic rankings. As a result, even #1 positions are delivering fewer visits compared to previous years.
GEO is the practice of optimizing content for generative AI engines like ChatGPT, Perplexity, Gemini, and Grok. The goal is to make your brand machine-recognizable, authoritative, and easily cited in AI-generated answers.
SEO focuses on ranking within Google’s SERPs. GEO ensures your brand is discoverable and cited in AI-driven summaries. Together, they provide visibility across both search engines and generative engines.
Entity-first optimization (schema, Wikidata), answer-format content (Q&A, lists, TL;DR tables), authority signals (case studies, author bios), synthetic testing in AI engines, and conversational keyword targeting all strengthen GEO impact.
Yes. SEO remains critical for branded queries and mobile searches, where CTRs are more stable. But in 2025, companies must combine SEO with GEO strategies to future-proof digital visibility.
John Mecke
View More PostsJohn is a 25 year veteran of the enterprise technology market. He has led six global product management organizations for three public companies and three private equity-backed firms. He played a key role in delivering a $115 million dividend for his private equity backers – a 2.8x return in less than three years. He has led five acquisitions for a total consideration of over $175 million. He has led eight divestitures for a total consideration of $24.5 million in cash. John regularly blogs about product management and mergers/acquisitions.
