The analysis covered millions of queries across news, how-to and commercial searches.
Pages with first-hand testing, original numbers and strong opinions held their traffic best.
Policy
Study: AI search summaries cut clicks to publishers by a third
What content still earns the click — and how to write for it.
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Updated Nov 4, 2026 · 5 min read
The 10-second version
- Informational queries hit hardest
- Original data still wins clicks
- Brand searches unaffected
Why it matters
Generic content is dead weight. Expertise-led writing is now the only durable SEO strategy.