Go beyond CTR with 6 AI-powered SEO discoverability metrics
Thanks to AI-generated answers, CTRs are failing fast, and even page-one rankings no longer guarantee clicks. Google’s top organic results saw a 32% CTR drop after AI Overviews launched, plummeting from 28% to 19%. Position #2 fared even worse, with a 39% decline. Meanwhile, 60% of searches in 2024 ended without clicks; also, the projections show zero-click searches could surpass 70% by 2025. What does this mean for measuring success?
Key takeaways
- AI-generated answers are drastically reducing CTRs, with top rankings seeing significant declines in clicks.
- Traditional SEO metrics are no longer sufficient; marketers should adopt AI-powered SEO metrics to measure influence and visibility.
- Six new metrics, including AI brand mention rate and semantic relevance score, provide insights into AI-driven search success.
- Businesses must optimize for Generative Engine Optimization (GEO) by ensuring content clarity and authority for AI responses.
- Tracking AI visibility and implementing structured data are essential for maintaining brand relevance in an AI-first search landscape.
The era of measuring SEO success purely through traffic metrics is coming to a standstill. AI systems like ChatGPT, Perplexity, and Google’s AI Overviews and AI Mode deliver instant answers; therefore, brand visibility increasingly happens without clicks. Marketers will turn to AI-enabled discoverability metrics that capture actual influence.
This guide explains why it’s important to go beyond CTR. It reveals six AI metrics that predict success in AI-driven search, plus strategies to measure and optimize your visibility when clicks disappear.
How does this disrupt traditional SEO?
Google’s AI Overviews (and similar features on Bing, etc.) generate a concise, multi-sentence answer at the top of the results page. These summaries cite source links, pulling content from high-ranking pages and knowledge panels. To the user, this is convenient: you get an instant answer without scrolling.
For marketers, however, it means the user’s query can be resolved on-page. From the publisher’s standpoint, these overviews satisfy search intent without generating a click, effectively extending the trend of zero-click searches. In other words, the page may be used (quoted in the answer) but not clicked.
AI Overviews significantly accelerate zero-click behavior. A finding suggests that zero-click searches jumped from ~24% to 27% year-on-year in early 2025. A Bain survey reports that about 60% of searches end without users clicking through to another site.
In practice, organic listing CTRs are under siege. Top-ranked pages are losing share because AI answers capture attention. We see that Google’s new summarization features are faster and more convenient, which might mean that these become the default way people search, shifting discovery away from traditional blue links.
Evidence of a drastic CTA decline
Multiple independent studies show massive CTR drops wherever AI summaries appear. Recent industry data paints a stark picture of CTR decline across prominent search positions:
| Position | 2024 CTR | 2025 CTR | Decline |
| 1 | 28.0% | 19.0% | -32% |
| 2 | 20.8% | 12.6% | -39% |
| 3-5 Average | 15.2% | 12.5% | -18% |
This data, compiled from over 200,000 keywords across 30+ websites, coincides directly with Google’s aggressive AI Overview expansion. From just 10,000 triggering keywords in August 2024, AI Overviews now appear for over 172,000 queries by May 2025. In practical terms, a top-ranking page that used to draw nearly three out of 100 searchers now gets under one.
Paid search is hit, too. In one study, paid CTR roughly halved in queries with AI Overviews: dropping from 21.27% without an AIO to 9.87%. In other words, even ads share the fate of organic results, AI answers grab a lot of the click-through “real estate.”
These shifts mean many queries that once sent healthy website traffic now keep users on the SERP. In short, AI Overviews are dragging down CTRs significantly across positions and query types.
AI Overviews are the zero-click accelerator
Google’s AI Overviews represent more than a UI change because they reshape user search behavior. When AI Overviews appear:
- Organic CTR drops 70% (from 2.94% in the previous year to 0.84% in 2025)
- Paid CTR falls 54% (from 21.27% to 9.87%)
- Featured content gets answered directly without requiring website visits
Major publishers report even more dramatic impacts. MailOnline found that CTRs plummeted to under 5% on desktop and 7% on mobile when AI Overviews were present, a blow to traffic-dependent business models.
These drops aren’t limited to one sector. Industries heavily reliant on informational queries (health, science, how-to guides, etc.) report the biggest hit. For instance, Semrush notes that sites in health and science categories see the most AI Overview inclusion and significant organic traffic losses.
AI Overviews primarily trigger informational and long-tail queries (definitions, tutorials, general knowledge), precisely the traffic that blogs, knowledge bases, and affiliate sites depend on.
The evidence is clear. Zero-click search is rapidly rising, and organic CTRs are falling wherever AI-powered answers are available.
What CTRs miss in the AI search era?
Traditional CTR metrics miss a big part of the picture: invisible brand exposure. Your brand may be mentioned in AI responses without generating a single click, highlighted in knowledge panels without direct attribution, or recommended through voice search on smart devices. Even AI-generated summaries from platforms like ChatGPT, Claude, Perplexity, and Gemini draw on your content. These shape user perception without leaving a measurable trail.
The false correlation problem
High CTR no longer equals high visibility in AI systems. Consider this example:
- Brand A ranks #1 organically, receives 500 monthly clicks
- Brand B gets cited in 50 AI Overview responses, receives 50 clicks
- Traditional metrics favor Brand A, but Brand B influences thousands more users through AI
This disconnect means businesses optimizing solely for CTR may miss massive audience reach in AI environments.
These numbers confirm the trend. A large (and growing) chunk of search queries never leads to an external click, instead being resolved by AI/Google. This doesn’t mean all organic traffic is lost; many queries (mainly transactional, local, or brand-specific) still send clicks, but the landscape is clearly shifting toward answering directly.
Six AI LLM optimization metrics
With traditional click metrics weakening, SEO must evolve. CTRs and ranks still matter, but they’re incomplete indicators now. We must measure how content performs within AI-generated answers, even when no one clicks. As Cyberclick observed, your content might be “cited, referenced, or sourced by AI systems”, which they call zero-click visibility, yet none of that shows up in Google Search Console or analytics. In other words, your page could be the knowledge behind an answer, building authority, without any direct traffic trace.
To account for this, experts recommend new AI metrics:
1. AI brand mention rate
Definition: Frequency of brand appearances in AI-generated responses across major platforms (ChatGPT, Claude, Perplexity, Google AI Overviews).
This metric is critical because it has the strongest correlation with AI Overview visibility. The top 25% of brands receive over 169 monthly AI mentions, compared to just 14 for the next tier. Meanwhile, 26% of brands have zero AI mentions at all, revealing massive gaps and untapped opportunities in brand visibility.
How to measure:
- Manual query testing across LLM platforms using brand-related searches
- Custom monitoring scripts to track brand mentions in AI responses
- Competitive benchmarking against industry leaders
Optimization tactics:
- Create quotable, cite-worthy statistics and insights that AI systems prefer
- Build topical authority through comprehensive content coverage
- Increase web mentions across trusted, high-authority sources
- Develop thought leadership content that positions your brand as an expert source
Pro tip: Yoast AI Brand Insights can help track and optimize your brand’s visibility across AI platforms, giving you actionable data to improve mention frequency and context.
2. Semantic relevance score
Definition: Measurement of content alignment with search intent through vector embeddings rather than keyword matching
This metric is critical because AI systems rely on semantic similarity rather than exact keyword matches when selecting content. It predicts the likelihood of being included in AI-generated answers across different platforms and measures how accurately content aligns with queries beyond surface-level optimization.
How to measure:
- OpenAI Embedding API for content-query similarity scoring
- Go Fish Digital’s Embedding Relevance Score tool for automated analysis
- A/B testing content variations to identify the highest-scoring approaches
- Topic clustering analysis to understand semantic relationships
Optimization tactics:
- Focus on comprehensive topic coverage rather than keyword density
- Use entity-based content strategies that connect related concepts
- Optimize for question-answer formats that AI systems prefer
- Create contextually rich content that covers user intent fully
Advanced strategy: Implement structured content hierarchies using clear H2/H3 sections that mirror how AI systems process information for responses.
3. Structured data implementation score
Definition: Percentage of pages with proper schema markup and AI-readable formatting
This is critical because AI systems strongly favor structured, machine-readable data over plain text. Schema markup improves AI comprehension, boosts the chances of being cited, and enables rich snippet appearances that reinforce visibility alongside AI Overviews.
How to measure:
- Schema markup validation tools to audit implementation coverage
- Percentage of key pages with relevant structured data types
- Rich snippet appearance tracking across target queries
- Technical SEO audits focusing on markup completeness
Optimization tactics:
- Implement FAQ and HowTo schemas for informational content
- Use comprehensive schema types (Organization, Product, Service, Review)
- Create clean, markdown-friendly content formats that AI can easily parse
- Optimize internal linking structure to support entity relationships
Note: Yoast SEO Premium includes advanced schema implementation features that can automate much of this optimization process.
4. Citation quality index
Definition: Quality weighting of attributed mentions and source links in AI responses
This index is critical because it fuels both traffic and trust within AI recommendation systems. Quality citations strengthen brand authority in LLM training, while linked references deliver three times more value than unlinked mentions.
How to measure:
- Track citations with proper source attribution across AI platforms
- Monitor the authority scores of sites that cite your content
- Measure click-through rates from AI citations when available
- Assess citation context quality (positive, neutral, negative sentiment)
Optimization tactics:
- Create authoritative, research-backed content that merits citation
- Build relationships with industry publications and thought leaders
- Optimize content for “cite sources” inclusion with clear attribution
- Develop proprietary data and insights that become go-to industry references
Advanced tracking: Use tools like Brand24 or Mention.com to monitor unlinked brand citations that may influence AI training without generating trackable links.
5. Query match coverage
Definition: Breadth of related queries where your content appears in AI responses
Query match coverage is essential because AI systems favor comprehensive topical coverage over a narrow focus. And broader query coverage indicates higher entity authority. It also predicts inclusion across multiple AI response types and platforms
How to measure:
- Topic clustering analysis to map query coverage
- Competitive content gap analysis to identify opportunities
- Query coverage mapping across your content portfolio
- AI response monitoring for related search terms
Optimization tactics:
- Create pillar or cornerstone content with comprehensive topic coverage
- Answer related questions thoroughly within single content pieces
- Build content clusters around core topics using internal linking
- Develop FAQ sections that address query variations
Content strategy: Use tools like Yoast’s content optimization features to ensure your content covers topics comprehensively for AI visibility.
6. AI positioning score
Definition: Average placement position of your brand/content within AI-generated responses
AI positioning score matters because earlier placement in AI responses gets far more attention. First-position mentions see up to three times higher engagement, and strong positioning directly boosts perceived brand authority.
How to measure:
- Track the mention position across AI responses manually
- Calculate the average placement across multiple queries over time
- Monitor position trends to identify optimization success
- Benchmark positioning against direct competitors
Optimization tactics:
- Optimize content for primary source citation by AI systems
- Build first-party research and proprietary data that AI prefers
- Create definitive resources that become category authorities
- Focus on expertise signals (author credentials, source authors)
Why CTR still matters (and how to optimize it)
Even as AI visibility metrics rise in importance, CTR still plays a crucial role. Clicks directly drive conversions and sales, making them essential for revenue. A strong CTR also signals clear content-query alignment, which boosts overall visibility. Over time, pages with consistently higher CTR often gain better placement in AI-generated citations, which creates an advantage.
CTR optimization in the AI era
Write for click-desire, not just keywords
Today, writing for click desire is more important than ever. Instead of focusing only on keywords, craft curiosity-driven headlines that promise insights users won’t find in AI summaries. Pair these with benefit-focused meta descriptions that highlight exclusive value, and tease proprietary data or tools that can only be accessed on your site.
Enhanced SERP presentation
Equally important is how your content presents itself in the SERPs. Comprehensive schema markup can unlock rich snippets, while optimized title tags and emotionally engaging meta descriptions help your results stand out. Structured snippets are also powerful for showcasing your unique selling propositions directly on the results page.
Mobile optimization
Finally, mobile optimization ensures that once users click, they stay engaged. Fast page load speeds provide immediate satisfaction, while scannable content structures make information easy to digest on smaller screens. Queries here often carry higher intent, making them a valuable source of qualified clicks.
Curious to know how AI sees your brand?
Unlock instant AI brand visibility insights, track mentions, and boost your authority with our Yoast SEO AI+ package.
Start your journey with smarter AI SEO now!The bigger picture: Generative SEO (GEO/AEO)
Traditional SEO is shifting fast. With AI-driven search platforms like Google’s AI Overviews, ChatGPT, and Perplexity shaping results, businesses now need to optimize for Generative Engine Optimization (GEO) or Answer Engine Optimization (AEO).
In simple terms: Instead of fighting for clicks on SERPs, the new goal is to have your content chosen as trusted source material in AI-generated answers.
What GEO/AEO means for your content
AI-powered search engines “read” and select content differently from Google’s classic algorithm. They prioritize:
- Clarity & structure → short, factual sentences
- Explicit answers → direct responses to common queries
- Scannable formats → helpful headings, bullet lists, and one idea per paragraph
- E-E-A-T compliance → expertise, authoritativeness, trustworthiness
- Credible sources → supported by citations
How Yoast helps you optimize for GEO
The Yoast SEO plugin includes features designed for this new search reality:
- llms.txt generation → creates a “map” for AI assistants, highlighting your key content in plain text
- Readability checks → sentence length and reading ease tools help you write concise, AI-friendly content
- Green lights, simplified → signals that your content is structured for both humans and AI systems
Want more? Learn how to optimize content for LLMs, and read all about our new llms.txt SEO feature.
The role of branding in GEO
Here’s what many miss: AI Overviews strip away logos, design, and slogans. All that remains is text. That means your brand identity must live in your words.
To stand out in AI-generated answers:
- Use brand-specific language and stories
- Strengthen authority with schema markup and citations
- Make sure your brand’s voice and expertise come through clearly
This is where AI Brand Insights comes in. This feature will:
- Track how AI assistants mention your brand.
- Show how your business is represented in AI-generated answers.
- Help refine your brand narrative in the age of AI search.
In short: GEO isn’t about SERP position alone; it’s about what AI “knows” and shows about your brand.
See how visible your brand is in AI search
Track mentions, sentiment, and AI visibility. With Yoast AI Brand Insights, you can start monitoring and growing your brand.
Essential takeaways
- CTRs remain essential but insufficient for measuring true search success
- AI brand mentions and citation quality predict long-term visibility better than traditional rankings
- Structured data and semantic optimization determine inclusion in the AI-generated responses
- Multi-platform visibility tracking is essential as search behavior fragments across AI tools
Ready to optimize visibility in AI search?
The transformation to AI-powered search is already here. Early adopters who implement comprehensive AI visibility measurement today will establish competitive advantages that build over time.
Start tracking your AI mentions immediately using the frameworks outlined above. Audit your content for AI-friendliness and implement structured data optimization. Most importantly, build authority through comprehensive topic coverage and citation-worthy insights that position your brand as an industry authority across traditional search and AI platforms.
The brands that thrive in the next decade will not be those with the highest CTRs; they will be the ones that understand how to build influence and visibility in an AI-first search world.
Join the waitlist for AI Brand Insights and be among the first to shape how AI sees your brand.