{"id":14,"slug":"seer-cited-brands-35-91-ctr-lift-2025","title":"Seer (Sept 2025): brands cited inside AI Overviews earn 35% more organic CTR and 91% more paid CTR","kind":"reference","scope":"business","status":"current","audiences":["kevin","claude-code","smb-owner","candid-team"],"topics":["ai-citation","measurement"],"reference_body":"**Claim:** Seer Interactive's Sept 2025 study of 3,119 queries / 42 organizations / 25.1M organic impressions found:\n\n- Organic CTR fell **61%** (1.76% → 0.61%) when an AI Overview appeared on a SERP\n- Paid CTR fell **68%**\n- But **brands cited inside an AI Overview earn 35% more organic clicks and 91% more paid clicks** than uncited brands on the *same SERPs*\n\n**Source:** Seer Interactive, September 2025. <https://www.seerinteractive.com/insights/study-ai-brand-visibility-and-content-recency> and Inc.com analysis.\n\n**Confidence:** Verified.\n\n**Implication for Candid clients:** The CTR collapse from AI Overviews is real (-61% organic). The halo from being cited *inside* one is also real (+35% / +91%). The middle position — visible on the SERP but not cited in the AI Overview — is the worst place to be. This is the strongest \"AI visibility matters in revenue terms\" claim available.","rationale_body":null,"metadata":null,"links":{"outgoing":[{"slug":"brightedge-ai-overviews-48pct-feb-2026","title":"BrightEdge (Feb 2026): AI Overviews now appear on 48% of tracked queries, up from ~30% a year prior","kind":"reference","scope":"business","link_type":"relates-to"}],"incoming":[{"slug":"research-brief-structured-content-as-competitive-advantage","title":"Research brief: Structured content as a competitive advantage (piece 2 of 15)","kind":"reference","scope":"business","link_type":"relates-to"}]},"created_at":"2026-05-22T18:57:39.528Z","updated_at":"2026-05-22T18:57:39.528Z"}