Seer Interactive (September 2025) — 3,119 informational queries across 42 organisations / 25.1M organic impressions (June 2024 → Sep 2025): organic CTR fell 61% (1.76% → 0.61%), paid CTR fell 68% (19.7% → 6.34%)

Claim: Seer Interactive's September 2025 study analysed 3,119 informational queries across 42 organisations, 25.1M organic impressions, June 2024 → September 2025. Findings:

• Organic CTR fell 61% — from 1.76% → 0.61%.
• Paid CTR fell 68% — from 19.7% → 6.34%.

Source: Seer Interactive, September 2025.

Confidence: Single-source / Industry-consensus — vendor with some self-interest. Directionally corroborates Pew Research (July 22, 2025) — real-browsing field study of 900 US adults / 68,879 March 2025 searches: clicks to traditional results 8% with an AI summary vs 15% without; only 1% clicked a link inside the AI summary and Ahrefs December 2025 re-run (published February 4, 2026) — for every 100 clicks you could historically earn for a top-ranking page, Google now keeps 58 (up from 34.5% click loss in April 2025).

Why this matters for Candid: Informational queries are where the bleed is hardest. If a client's top blog traffic is informational, Seer's 61% organic-CTR drop is the directional benchmark to set expectations against. Pivot strategy toward conversion-oriented, experience-rich pages rather than generic explainers AI can absorb.