El trono del SEO se tambalea: este estudio revela por qué la 1º posición orgánica ya no asegura el éxito

The SEO throne is shaky: This study reveals why ranking #1 organically no longer guarantees success.

For years, the obsession of every SEO professional has been one and only one: reaching the top 3, and if possible, the coveted first position on Google. The premise was simple: greater visibility means more clicks and, logically, more organic traffic. But a recent study by GrowthSRC has just confirmed the worst fears of many industry professionals, demonstrating that this paradigm… has changed forever. The New Kings of the SERPs: AI Overviews The analysis, which examined more than 200,000 keywords in sectors such as eCommerce, SaaS, and B2B, reveals that the CTR (click-through rate) for the top positions in search results plummeted from May 2024 to 2025. The data not only confirms Google's trend toward "zero-click searches," but also demonstrates that the impact of AI Overviews is far more severe than previously thought. The results of the study are overwhelming and speak for themselves: The CTR for the first organic position has fallen from 28% to 19%. The second position has also collapsed: the CTR for the second position has dropped from 20.83% to 12.60%. In fact, on average, the study concludes that positions 1 to 5 have seen a 17.92% decrease in their CTR, a significant blow to the profitability of traditional SEO investments. To put it simply: even if you have the first position for a given keyword, that no longer guarantees a large volume of traffic. Not at all. The cause of this collapse has one clear culprit: Google's massive implementation of new features. AI Overviews, launched in March in Spain, are attracting attention and, most importantly, user clicks. To put this into perspective: these summaries were displayed for more than 172,000 keywords in May 2025, a massive increase from the 10,000 keywords that triggered them in August 2024. Although Google promised that the links within these summaries would continue to drive traffic to the websites used as references to create them, the study confirms what many already suspected: by answering the user's question directly, the need to visit a website is eliminated. Something logical, on the other hand. The unexpected twist: the resurgence of low positions The most intriguing data from the study is undoubtedly the surprising increase in performance for the lowest positions. As you can see in the following table, the CTR for positions #6 to #10 has increased significantly. Specifically, by 30.63%. Organic CTR 2025 Organic CTR 2024 Position 1 19% 28% Position 2 12.60% 20.85% Position 3 10.65% 12.55% Position 4 7.84% 8.44% Position 5 7.19% 6.89% Position 6 6.89% 6.12% Position 7 6.65% 4.77% Position 8 6.16% 4.87% Position 9 5.70% 4.64% Position 10 6.65% 4.38%

And now let's speculate. This curious phenomenon could indicate that the AI Overview doesn't always satisfy search intent, forcing users to scroll and look for more detailed answers in results further down the page. In other words, we could conclude that, when faced with an automated response, those who want to know more or don't trust it are willing to scroll further down the results page to find the source that answers their question. On the other hand, considering that queries that are quickly answered by AI no longer generate clicks, lower positions, which sometimes offer more complex, long-tail answers or require deeper research, may attract certain types of users. Furthermore, if the same information is repeated in the AI Overview and in the first organic results, users may choose to click on lower-ranked sources to find a different perspective. That is, if Google pulls information for the AI Overview from a Wikipedia or Reddit page (clearly favored by Google in the last year) and then displays the Wikipedia or Reddit page in the first or second position, the user may feel like they've already consumed that source. Instead of clicking on the same result, they choose to scroll down to find a blog post or report that offers something different. A forum or Wikipedia result often serves as a starting point, but it doesn't always offer the in-depth analysis, proprietary statistics, or case studies that a specialized blog in position 7 or 8 might have. What this means for the future of SEO As you can see, it seems clear that the era of chasing only the top position is over. As we told you in May, other similar studies confirm that the CTR of web search results has plummeted since the advent of Google's autoresponders. So, what do we do? Google made it clear to us a few months ago: SEO for the new AI Overview and AI Mode environment requires reinforcing what we already knew about good practices for organic content. But today's SEO also demands a much deeper understanding of the SERP and constant adaptation. In other words, the priority can no longer be just "ranking high," but rather go beyond ranking and focus on more holistic metrics, such as overall SERP visibility and conversion. One idea might be to go beyond what Google already offers. Focus on areas where expertise (remember EEAT?), detailed analysis, or an original point of view are irreplaceable. In these niches, human input is still what audiences value most. To stand out against artificial intelligence, your content must offer authenticity and a genuine experience. Keep in mind that if a visitor comes to your page looking for a human touch and is met with impersonal and predictable text, their reaction will be negative.

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