Opting Out of Google AI Search Cost the Site a Fifth of Its Clicks

SEO consultant Cyrus Shepard excluded the Zyppy site from Google's AI features (AI Overviews and AI Mode) for 28 days and received an assessment based on Search Console data: AI search accounted for about 10% of all search impressions but approximately 21% of all clicks, and about 23% of traffic when accounting for the 'halo effect.'

Compiled by Sergey KostenchukPublished 2026-11-09Updated 2026-11-10

2026-11-09 Business Google

🤖 Without Google AI Search, the Site Lost a Fifth of Its Clicks

Cyrus Shepard (Zyppy) removed the site from AI Overviews and AI Mode for 28 days via 'Search generative AI control': AI search provided about 10% of impressions but approximately 21% of clicks, and about 23% of traffic with the 'halo effect.'

🌍 For publishers, this is the first quantitative benchmark for the value of AI citations: clicks from AI answers arrive twice as often, and opting out impacts organic traffic as well. By December 3, 2026, the CMA regulator required Google to disclose AI search metrics to publishers.

👤 For site owners: the AI search opt-out option (available since August 2026) removes not only AI clicks but also the organic boost. The author's conclusion is to remain opted in and monitor AI impressions in the Generative AI Features report. This is an assessment of a single site.

Source 1: https://signal.zyppy.com/p/we-opted-out-of-google-ai-search Source 2: https://www.searchenginejournal.com/googles-ai-features-sent-one-site-an-estimated-21-of-its-clicks/596267/

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