How generative answers in search are changing organic click-through
AI-generated summaries in search results are reducing clicks for some query types. Not all of them.
Generative answer boxes reduce click-through most for purely informational queries that the summary can fully satisfy on its own. Transactional and comparison queries, which still require visiting a site to complete an action, are affected far less.
The practical response is to weight content investment toward queries where a generative summary can't substitute for the destination — not to abandon organic content as a channel.
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