B Evidence Grade B Graded accuracy verified by the review judge Safe to Cite Aging

42%

42% -- organic traffic decline for Large enterprise websites (Google Search Console data) (2024)

Name: Organic Traffic Decline Statistics
Creator: Lighthouse Intelligence
Published: 2026-09-06

2024 · n=64 · Define Media Group

Define Media Group's analysis of Google Search Console data across 64 large enterprise websites found an immediate, unrecovered average 42% structural decline in organic traffic from pre-AI baselines.

Study conducted on 64 enterprise websites
Unrecovered structural decline from pre-AI baselines

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Attribution: Define Media Group View source

Lighthouse Research Team

Last verified: 2026-09-06 · How we verify data →

Source verified Evidence graded

Value

42%

Unit

Percentage

Data Vintage

2024

Entity

Large enterprise websites (Google Search Console data)

Sample Size

Evidence Quality

Strong, reliable evidence

Sourced from a well-regarded research firm or industry leader with transparent methodology and a reasonably large sample.

61/100 confidence

Single source - not yet corroborated

Score breakdown

Extraction

Source Trust

Citation Chain

Independence

Methodology

Freshness

Source

Define Media Group Primary Tier C

https://fireflyweblabs.com/research/great-click-collapse/ ↗

Confidence: 48/100 Vintage: 2024 Channel: Deep Crawl

Source Article

The Great Click Collapse

The Great Click Collapse Visibility and traffic have been separating for years. In 2024 and 2025, the gap became structural. Here is what the data shows — and what it means for every business that still measures success in sessions. For twenty years, visibility meant traffic. Today, visibility incre…

Original Research

Define Media Group · Original study ↗

Methodology

Average structural decline from pre-AI baselines across 64 enterprise websites via Google Search Console data; decline began the quarter AI Overviews launched and was unrecovered through the study period

Methodology documented

Segmentation

Industrymarketing

Cite this stat

Plain Text

Large enterprise websites (Google Search Console data): 42% organic traffic decline. Source: Define Media Group (2024). Via Lighthouse Intelligence -- https://lighthousedata.io/data/ai-overviews-enterprise-organic-traffic-decline-42

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<blockquote cite="https://lighthousedata.io/data/ai-overviews-enterprise-organic-traffic-decline-42" style="border-left:3px solid #2563eb;padding:12px 16px;margin:16px 0;font-family:system-ui,sans-serif;background:#f0f4ff;"><strong>42%</strong> -- organic traffic decline for Large enterprise websites (Google Search Console data)<br><small>Source: Define Media Group (2024) · <a href="https://lighthousedata.io/data/ai-overviews-enterprise-organic-traffic-decline-42" target="_blank" rel="noopener">Lighthouse Intelligence</a></small></blockquote>

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