UCPA Compliance in WordPress: The Ultimate Beginner’s Guide

When I launched my first WordPress site, privacy laws were pretty straightforward. You added a privacy policy, maybe updated your terms of service, and moved on.

But things have changed in recent years. States like Utah have introduced strict privacy laws that apply to businesses worldwide, even if you’re not based in the U.S.

Under the Utah Consumer Privacy Act (UCPA), you could face fines of up to $7,500 per violation. And most of the official guidance is written for lawyers, not for WordPress users just trying to stay compliant.

If you’ve been struggling to make sense of what’s required, you’re not alone. I created this guide to help everyday website owners understand how the UCPA works and what steps to take inside WordPress.

I’ve spent a lot of time researching the law, testing plugins, and finding the easiest tools. That way, you can stay focused on growing your business.

Disclaimer: We’re not lawyers. This article is for informational purposes only and does not constitute legal advice. We highly recommend consulting with a qualified legal professional to ensure your business is fully compliant with the UCPA and other privacy regulations.

What is the Utah Consumer Privacy Act (UCPA)?

The Utah Consumer Privacy Act (UCPA) is a privacy law designed to protect the personal information of Utah residents. It tells businesses how they should collect, use, and store personal data.

In this context, personal data means any information that can identify someone, such as names, email addresses, IP addresses, or even device IDs.

The UCPA can affect businesses in many locations, not just those based in Utah or even the United States. If your site handles data from people who live in Utah, then the UCPA may apply to you.

However, it’s important to note that the UCPA doesn’t apply to every WordPress blog or website. Instead, it’s aimed at larger businesses that meet a few specific conditions.

First, you must conduct business in Utah or offer products or services that target Utah residents.

Next, your business must have an annual revenue of $25 million or more.

You’ll also need to meet at least one of the following data processing thresholds:

• Control or process the personal data of 100,000 or more Utah consumers.
• Get more than 50% of your gross revenue from selling personal data and control or process the data of 25,000 or more Utah consumers.

These requirements are fairly specific, especially compared to some other privacy laws.

However, if your business meets these criteria, then it’s important to make sure you’re following the UCPA.

Why Should WordPress Users Care About UCPA Compliance?

Breaking the UCPA can result in serious fines. If your business violates this law, the Utah Attorney General will start by sending you a written notice. You’ll then have 30 days to fix the issue. This is known as a ‘cure period.’

If you don’t resolve the problem within that window, the Attorney General can begin issuing fines.

You could be fined up to $7,500 for each violation. And every misuse of personal data counts as a separate violation.

These penalties can add up quickly for qualifying businesses. For example, if you mishandle the data of 100 Utah residents, you could face up to $750,000 in penalties.

How UCPA Affects Your WordPress Site

As I’ve already mentioned, the UCPA is a state-level privacy law that gives consumers specific rights over their personal data.

Here are a few key consumer rights that may affect your WordPress website:

• The Right to Know: Users can ask for information on the personal data you collect about them. That means you’ll need to clearly explain your data collection practices.
• The Right to Correction: Users can request corrections to any inaccurate information.
• The Right to Delete: Users can ask you to remove their personal data.
• The Right to Data Portability: Users can request a copy of their data in a format that’s easy to access.
• The Right to Opt Out of Data Sales: Users can ask you not to sell their personal data.
• The Right to Opt Out of Targeted Advertising: Users can opt out of having their data used for personalized ads.

Next, I’ll show you how to meet these UCPA requirements using WordPress tools and best practices.

How to Improve Your UCPA Compliance in WordPress

Navigating UCPA compliance can feel overwhelming at first. But at its core, it’s really about being clear with your audience and giving them control over how you collect and use their personal data.

Let’s get started. You can use the links below to jump to any section:

• Perform a Data Audit
• Create a Data Compliance Document
• Collect Less Data
• Create a Privacy Policy
• Add a Cookie Popup
• Write a Separate Cookie Policy
• Block Third-Party Scripts
• Track and Log Visitor Consent
• Give Users a Way to Opt Out (Do Not Track Form)
• Support the ‘Right to Delete’
• Handle Data Access Requests Efficiently
• Support the ‘Right to Correction’
• UCPA Compliance in WordPress: FAQs
• Additional Resources for UCPA Compliance

Perform a Data Audit

When it comes to UCPA compliance, the first step is understanding your own data. That means reviewing and recording every piece of personal information your website collects, uses, or stores.

To get started, you should make a list of all the WordPress plugins and external tools that interact with user data. This includes everything from analytics and email marketing tools to form builders and SEO plugins.

Once you’ve built that list, take a closer look at how each one handles user information.

For example, if you’ve created a quote request form, then your form builder might collect personal details like the visitor’s name, company, or job title.

To dig even deeper, ask yourself these questions:

• What personal data do I collect? This might include names, email addresses, IP addresses, payment info, or anything else that could identify a user.
• Where is this data stored? Is it saved on your server or sent to a third-party tool?
• Why am I collecting it? Is it essential for your website to function, or just nice to have?
• How long do I keep this data? Do you have a clear retention policy in place?
• Am I sharing this data with anyone else? Are you passing it along to service providers, advertisers, or analytics platforms?

This kind of audit can quickly highlight any areas where you may need to update your data practices to stay compliant with the UCPA.

Create a Data Compliance Document 

After you complete your data audit, the next step is documenting your findings. This means writing down every action you’ve taken to follow the UCPA, as well as any updates you’ve made to fix issues you discovered.

Creating this document gives you clear proof that you’re committed to protecting your users’ privacy. It’s especially helpful if you’re ever audited or if someone questions your compliance.

As I’ll mention throughout this guide, it’s not enough to quietly follow the UCPA behind the scenes. You also need to show that you’re complying with it.

That’s why you should record all the personal information you’ve collected in your compliance document. For each type of data, make sure to include:

• Where the data comes from (for example, forms, plugins, or third-party tools)
• Why you’re collecting it (whether it’s essential or optional)
• How the data is used, shared, or sold
• How long you keep it
• Whether it falls under a special category (like sensitive or financial data)
• What security steps you’re taking to protect it
• Any third-party vendors or contracts involved

This kind of record shows regulators and your users that you’re taking privacy seriously.

As a general rule, it’s smart to do a full data audit at least once per year. It’s also a good idea to review your compliance if you install new plugins, change how you collect data, or make other major updates to your site.

Plus, since laws can change, it’s wise to re-check your compliance whenever the UCPA is updated.

Collect Less Data 

Unlike some other privacy laws, the UCPA allows you to collect non-essential personal data, as long as you provide a clear privacy notice and give users the option to opt out.

Still, it’s smart to follow the principle of data minimization. This means only collecting the information you actually need.

Data minimization makes UCPA compliance much easier because:

• You have less to search through if someone asks for a copy of their personal data.
• You have less to delete if a user requests to be forgotten.

To get started, review the forms and tools on your site. Ask yourself: “Do I really need every detail I’m asking for?”

If the answer is no, it’s best to stop collecting it.

Create a Privacy Policy 

A privacy policy is a page that clearly explains what personal data you collect, how you use it, and who you share it with.

Creating a detailed privacy policy is an important part of UCPA compliance because it helps visitors understand how you handle their information. Plus, it directly supports their Right to Know under the law.

Thankfully, WordPress includes a built-in privacy policy generator. You can find it by going to Settings » Privacy in your WordPress dashboard.

Feel free to use our own WPBeginner privacy policy page as a template.

Just make sure to replace every mention of ‘WPBeginner’ with your own site or business name.

If you need more guidance, we also have a complete step-by-step tutorial on how to add a privacy policy in WordPress.

Even if you already have a privacy policy, it’s a good idea to update it with information specific to the UCPA. This includes clearly explaining user rights, such as the Right to Know, Right to Delete, and Right to Correction.

Plus, your policy should tell visitors how they can exercise those rights.

For example, you might include a link to a contact form where users can request a copy of their data or ask you to delete it.

Finally, make it a habit to review and update your privacy policy regularly. This helps ensure it reflects your current practices and stays aligned with any future changes to the UCPA.

Add a Cookie Popup

Under the UCPA, cookie consent follows an opt-out model. This means you can use non-essential cookies without asking first, as long as you give users a clear way to opt out.

This is different from stricter laws like the General Data Protection Regulation (GDPR), where you must get consent before setting non-essential cookies.

What counts as non-essential? These include cookies used for analytics, advertising, or user behavior tracking. Anything not required for your site to function is considered non-essential under the UCPA.

Note: It’s important to note that for ‘sensitive data’ (like information about race, religion, health, or precise geolocation), the UCPA requires you to get a user’s permission before you collect it (opt-in).

The good news is that a cookie popup can help you stay compliant with both types of laws.

A clear, user-friendly banner can let visitors know what types of cookies your site uses, what data they collect, and why. It should also offer a simple way to opt out.

While many plugins offer cookie banners, WPConsent is my top pick because it’s easy to use and supports multiple privacy laws, including the UCPA and the PDPL.

We actually use WPConsent on WPBeginner to manage cookie banners and track user consent, and we’ve had a great experience.

💡 Want to learn more about how we use WPConsent on WPBeginner? Be sure to read our in-depth WPConsent review.

💡 Want to learn more about how we use WPConsent on WPBeginner? Then be sure to read our in-depth WPConsent review.

To get started, simply install and activate the plugin.

Once it’s active, WPConsent will automatically scan your website and detect all active cookies.

From there, the setup wizard helps you design your cookie banner. You can customize the layout, position, button styles, colors, and even add your logo.

As you make changes, WPConsent shows a live preview so you can see exactly how the banner will appear on your site.

When you’re happy with the design, just save your changes. The cookie banner will start appearing on your WordPress site right away.

For full instructions, check out our complete guide on how to add a cookie popup in WordPress.

Write a Separate Cookie Policy 

Adding a cookie popup is a great first step. But it’s also a good idea to create a dedicated cookie policy that explains how your site uses cookies in more detail.

This helps visitors better understand what kind of personal information your site collects and how it’s used.

In your cookie policy, make sure to:

• List all the types of cookies your site uses (such as essential, analytics, or marketing cookies).
• Explain what each cookie does—for example, some cookies track website visitors or show personalized ads.
• Describe the data each cookie collects, like IP addresses or browsing history.

To build trust, keep your language simple and easy to understand. Try to avoid technical terms or legal jargon whenever possible.

Once your policy is ready, make sure it’s easy to find. For example, you could link to it from your main privacy policy and also inside your cookie banner.

Fortunately, WPConsent can handle this entire process for you.

It can scan your site for cookies, then use that information to generate a cookie policy automatically.

To get started, go to WPConsent » Settings.

Inside the plugin settings, you need to choose the page where you want your cookie policy to appear.

WPConsent will then add the policy to that page automatically.

If you’re already using WPConsent to display a cookie banner, then your visitors can access the policy directly through the popup.

They just need to click the ‘Preferences’ button.

From there, they can select the ‘Cookie Policy’ link to visit the full page.

Here’s an example of what that looks like.

Block Third-Party Scripts 

One tricky part of the UCPA is that it also applies to third-party tracking tools like Google Analytics or Facebook Pixel.

Even though third-party tools handle the tracking, you’re legally responsible for how they collect and use visitor data on your site. That means you also need to give users a way to opt out.

A simple way to handle this is by using automatic script blocking. This prevents tracking scripts from running until the visitor gives consent.

This also supports the UCPA’s Right to Know by ensuring users understand what data is being collected before it happens.

Even though the UCPA follows an opt-out model, script blocking goes a step beyond minimum compliance by turning third-party tracking into an opt-in process.

Fortunately, WPConsent makes this easy with a built-in automatic script blocking feature.

It detects and blocks common tools like Google Analytics, Google Ads, and Facebook Pixel, without breaking your site.

Then, as soon as a visitor gives consent, the plugin loads the script immediately without reloading the page.

Track and Log Visitor Consent

Your UCPA data practices might still be questioned. For example, regulators could request an audit, or a customer might ask how their data is being handled.

That’s why it’s important to track and log user consent. This gives you clear, time-stamped proof that you’re honoring each user’s preferences.

WPConsent handles this for you automatically. It logs key details like the user’s IP address, their consent settings, and the exact date and time when they gave consent.

You can view this data anytime by going to WPConsent » Consent Logs in your WordPress dashboard.

If you ever need to share this log with someone—like an auditor or legal advisor—you can export it directly from your site.

Just open the Export tab, choose the date range you need, and click the ‘Export’ button.

WPConsent will generate a CSV file with all the logged consent data, ready for you to share if needed.

Give Users a Way to Opt Out (Do Not Track Form)

The UCPA gives users the right to opt out of the sale or sharing of their personal data. You’re required to provide a clear and easy way for them to do that.

The simplest way to do this is by using WPConsent’s Do Not Track add-on. It lets you create a dedicated opt-out page with just a few clicks.

To get started, go to WPConsent » Do Not Track » Configuration in your WordPress dashboard.

WPConsent will walk you through the steps to install the add-on and create a Do Not Track form.

🌟 Want more detailed instructions? Just see our guide on how to create a Do Not Sell My Info page in WordPress.

Once that’s done, visitors can fill out the form to opt out of data sales or sharing.

This gives users a clear, simple way to exercise their rights, and it also improves your site’s user experience.

Plus, WPConsent stores these requests locally in a custom database table on your own site. That means you stay in full control of this sensitive data, without needing to rely on an external platform.

It also records each request automatically, giving you clear proof of compliance if it’s ever needed.

Support the ‘Right to Delete’

The UCPA gives users the right to ask you to delete their personal data.

One of the simplest ways to support this is by adding a data erasure form to your WordPress site. That way, visitors can easily request deletion through a secure form.

This is where WPForms comes in. It’s a drag-and-drop form builder that includes a pre-built Right to Erasure form template.

The template name comes from GDPR, but don’t worry. Many compliance tools use GDPR-style naming, and this form works just as well for UCPA requests.

To use the template, go to WPForms » Add New.

Then, type “Right to Erasure” into the search box.

When the template appears, you need to click ‘Use Template’ to open it in the WPForms editor.

From here, you can customize the form to fit your needs. The left-hand panel shows the available fields, and the right-hand panel shows a live preview.

To update a field, just click on it in the preview. You can then change the label, instructions, or field type in the left-hand panel.

Once you’re happy with the form, click ‘Save’.

To add the form to a page or post, you need to open the editor, add a WPForms block, and choose your saved form from the dropdown list.

After that, go ahead and publish or update the page like you normally would.

🌟 At WPBeginner, we use WPForms across all our websites. It’s reliable, beginner-friendly, and flexible enough to support compliance tasks like this. If you want a full breakdown, check out our detailed WPForms review.

Once your form is live, make sure it’s easy to find. I recommend linking to it from your privacy policy or embedding it directly on that page.

WPForms also includes an entry management system. You can use it to view and filter submissions, which makes it easy to track and respond to deletion requests.

To view entries, go to WPForms » Entries in your dashboard.

Simply find your data erasure form and click it. 

You’ll then see all the ‘delete data’ requests you’ve received.

Once someone requests deletion, WordPress has a built-in tool to help.

Just go to Tools » Erase Personal Data in your admin dashboard.

Enter the user’s email or username, and WordPress will handle the removal process.

You can also choose to send a confirmation email once the data has been erased.

Handle Data Access Requests Efficiently

Under the UCPA, visitors have the right to request a copy of all the personal data your website has collected about them.

The good news is that you can support this by adding a dedicated data access form to your site using WPForms.

WPForms includes a ready-made Data Request Form template. It’s designed to collect the information you need to identify users in your records and respond to their requests.

WPForms will automatically log each submission in your dashboard.

To review them, just go to WPForms » Entries.

You can now select your data request form to view all submissions.

Then, when you receive a request, you can export the user’s data using WordPress’s built-in tools.

Go to Tools » Export Personal Data in your admin dashboard.

You can then type in the person’s username or email address to find the correct record.

Then, simply share the .zip file with the person who made the request.

This helps you meet UCPA’s Right to Know requirement in a secure and user-friendly way.

Support the ‘Right to Correction’

Under the UCPA, people can ask you to correct or update their personal data if it’s wrong or incomplete.

This might happen after a user reviews a copy of their data. Or they may contact you directly if their personal details have changed, like a new phone number or address.

The simplest way to handle these requests is by adding a dedicated correction form to your site.

WPForms includes a Personal Information Form template that’s perfect for this. It even has an “Update Existing Record” checkbox to help you identify correction requests.

This template includes useful fields like legal name, nickname, email address, and phone number.

If you need more fields, then you can easily customize the form in WPForms’ drag-and-drop editor.

Once the form is published, make sure that users can find it easily.

I recommend linking to it from your privacy policy or adding it to your site footer.

As requests come in, you can process them manually depending on where the data is stored.

If the information is inside WordPress, you need to go to Users » All Users and click ‘Edit’ for the relevant profile.

Go ahead and update the necessary fields.

Then, scroll down and click ‘Update User’ to save the changes.

If you store data in a third-party tool—like a CRM or email marketing platform—then you just need to log into that tool to update the user’s profile.

UCPA Compliance in WordPress: FAQs

Understanding privacy laws can feel overwhelming at first. If you still have questions about how the UCPA affects your WordPress site, then you’re not alone.

At WPBeginner, we’re here to help you feel confident about compliance. So in this section, I’ll answer some of the most common questions we hear from our readers.

What happens if my WordPress site isn’t UCPA compliant?

If your WordPress site violates the UCPA, you could face fines of up to $7,500 per violation. You might also receive consumer complaints or trigger a regulatory investigation—both of which can damage your business and reputation.

How often should I review my site for UCPA compliance?  

Privacy laws can change over time. That’s why it’s a good idea to review your compliance at least once per year, or whenever you update how your site collects or uses data.

For the best results, you can make this part of your regular WordPress maintenance routine.

Can I use the same compliance tools for UCPA and GDPR?

Yes, a good compliance tool should address multiple privacy regulations. For example, WPConsent can help you comply with the UCPA, GDPR, the Brazilian General Data Protection Law (LGPD), Australia’s Privacy Principles (AAP), and many more international laws. 

However, it’s worth noting that every tool is unique. Having said that, it’s important to do your research to ensure you’re meeting the specific rules of each regulation.

Additional Resources for UCPA Compliance

Taking a proactive approach and continuously learning is absolutely essential for maintaining UCPA compliance over the long term. Data privacy laws can evolve over time, and staying informed is crucial for protecting both your website and your audience.

That said, I’ve collected some helpful resources you can use to continue your learning journey and keep your WordPress site compliant:

• The Ultimate Guide to WordPress and CCPA Compliance. Find out how to make your site compliant with another important privacy law: the California Consumer Privacy Act (CCPA). 
• Beginner’s Guide to PDPL Compliance for WordPress Websites: Is there a chance some of your visitors and users might live in Saudi Arabia? Then you may also need to comply with the Personal Data Protection Law (PDPL)
• How to Make Google Fonts Privacy-Friendly
• How to Know if Your WordPress Website Uses Cookies
• How to Stop Storing IP Addresses in WordPress Comments
• The Ultimate WordPress Security Guide – Step by Step

I hope this ultimate beginner’s guide to WordPress UCPA compliance has helped you understand this important privacy law. Next, you may want to see our expert picks for the best WordPress security plugins or our guide on how to keep personally identifiable info out of Google Analytics.  

If you liked this article, then please subscribe to our YouTube Channel for WordPress video tutorials. You can also find us on Twitter and Facebook.

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How AI is Reshaping SEO: 30+ Trends to Watch in 2025

Is your organic traffic steadily declining?

There’s a clear reason why. AI tools like ChatGPT have transformed the way people search for information.

Instead of clicking through different sites, users are used to concisely getting answers from their favorite AI tools.

Google followed suit with AI Overviews to protect its search dominance.

The result? Zero-search clicks are rising. Like most websites, you’re probably seeing high organic impressions but steadily declining click-through rates.

This isn’t just a temporary dip… it’s a fundamental shift in how search works.

SEO experts forecast that this trend is here to stay and will only get worse. The only question is: how quickly will you adapt to the new search reality?

In this article, I’m going to share 30+ AI trends and predictions in SEO to watch to help you prepare your WordPress site for what’s coming. You’ll discover which changes to expect, which ones to prioritize, and how to adapt your SEO strategy so you’re not left behind.

Here is a quick overview of the topics I’ll cover in this guide:

• How Is AI Reshaping SEO?
• How Often Do AI Overviews Appear in Search?
• What Triggers a Google AI Overview?
• How Are People Using AI Tools for Search?
• How Does AI Search Affect Organic Traffic & Referral Traffic?
• How Does Google’s AI Mode Affect Traffic?
• How Does AI Search Affect Clicks?
• What Are the Top Ranking Factors for AI Search?
• How Should You Structure Your Content for AI Search?
• Key Takeaways: How Can Businesses Optimize for AI Search?
• More Statistics, Trends, and Research Articles

How Is AI Reshaping SEO?

In November 2022, OpenAI released ChatGPT, which has significantly altered how people search online and consume content. Unlike traditional Google Search, AI tools gave users instant answers to their questions without needing to visit multiple websites.

Recognizing this shift in user behavior, Google quickly adapted by introducing Google AI Overviews in search results. Here’s an example of how itlooks:

These AI-generated summaries typically appear at the top of search pages.

In fact, Google considers AI Overviews as a success, as it has actually encouraged users to search more often:

“Instead of searching less, people who use AI Overviews are actually showing an increase in their total number of searches.”

Sundar Pichai, CEO of Google

However, this has a big impact on websites. When people get the answer directly on Google, they have less reason to click on search results, which is causing a significant drop in organic traffic for many sites.

Preparing your WordPress website for this new reality is essential, so let’s dive into these AI search predictions and statistics so you know what to expect.

How Often Do AI Overviews Appear in Search?

AI Overviews (AIOs) are becoming a dominant feature, appearing in up to 47% of Google searches, according to a Botify study.

To put that in perspective, nearly half of all Google searches now show an AI-generated answer at the top. 

This is a sharp rise considering the fact that it was first introduced on May 14, 2024, in the United States, and was only expanded to other countries in October 2024.

How Fast Are AI Overviews Dominating?

Since the Google March Core Update in 2025, the appearance of AI Overviews in search results has grown by a staggering 115%, according to a study by Ahrefs.

This shows how serious Google is about this feature. A 115% jump in just a few months means they are quickly changing the search experience for everyone.

To see where this change is hitting hardest, here are the industries that have spiked the most in AI Overviews since the recent rollout:

Growth Spike	Affected Industry & Sample Queries
528%⬆️	Entertainment queries (e.g., [Julia Roberts movies], [Movies filmed in Chicago]).
387%⬆️	Restaurant queries (e.g., [date night restaurants], [Thai restaurant near me], [downtown restaurants])
381%⬆️	Travel queries (e.g., [things to do in Santa Fe], [things to do in Hawaii], [things to do in Las Vegas]).

To be clear, one reason for these huge spikes is that these industries had a lower baseline to begin with. They historically triggered AI Overviews far less than topics like healthcare and education.

🔮 Prediction: What these numbers show is simple: AI Overviews are not a small test. They are quickly becoming a normal part of Google and are growing very fast.

AI Overviews are expected to show up more often from now on. For anyone with a website, this is a clear sign that you need to get ready for this new reality.

What Triggers a Google AI Overview?

AIOs are triggered by informational intent. Nearly all (99.2%) keywords that generate an AI Overview are informational in nature, rather than commercial or transactional.

This is the most important trigger to understand. It means AIOs are designed to appear when people are looking for answers and explanations, like asking ‘how to start a blog‘ or ‘what are the symptoms of the flu’.

To increase your chances of being featured in Google’s AI Overviews, you should focus on creating high-quality, authoritative content that directly answers user queries concisely and comprehensively

You can find relevant questions for your core niche by using a tool like the Free WPBeginner Keyword Generator. Its “Questions” tab shows you what people are really searching for, so you can create content that perfectly matches their needs.

Does the Length of a Query Matter to AI?

The longer and more complex a question is, the more likely it is to receive an AI Overview. A query with eight or more words is 7 times more likely to get an AI-generated answer.

This isn’t a coincidence. It aligns perfectly with Google’s stated purpose for the feature.

In a May 2024 tweet, Google said the goal of AI Overviews is to “answer your most complex problems and help you get things done.”

Here’s a great example. Imagine you search for “3 day easy meal plan for a group”. You’ll see an AI Overview in the search results, like the one in the image below:

To create such a helpful and specific answer, the AI analyzes several key parts of your query at once:

• Duration: 3 days
• Complexity: Easy (e.g., simple recipes, minimal prep time)
• Audience: A group (e.g., recipes that are scalable or serve multiple people
• Outcome: A structured meal plan for the entire duration

The AI Overview then generates a complete, structured meal plan. It will often lay out suggestions for each day and meal, complete with images and links to the full recipes.

What makes this feature particularly powerful is its interactivity. If you don’t like a particular suggestion, then you can simply click the ‘Replace’ button underneath it.

This action pulls up a variety of alternative dishes that still match your original request, allowing you to tailor the plan perfectly to your group’s tastes.

By understanding and combining all these elements, the AI provides a comprehensive answer that would have previously required multiple searches.

This is also a huge time-saver because, as a user, you can find everything you need in one place, FAST.

💡While Google introduced AI Overviews in many countries, some of these advanced layouts for AI results are currently only available in the U.S for English searches.

Where Do Most AI Overviews Appear?

They are primarily a mobile feature. A massive 81% of queries that trigger an AI Overview are performed on mobile devices.

This means that if your website isn’t optimized for mobile users, you’re missing out on the biggest opportunity to appear in AI search.

🎁 Bonus Tip: To get your website ready, see our article on how to create a mobile-friendly WordPress website.

How Does Keyword Competition and Monetization Affect AI Overviews?

AI Overviews show more for search keywords that have low or medium competition (80% and 60%), and they are far less common for the most highly competitive terms (10%).

But this isn’t a simple opportunity to get featured. It’s a strategic decision tied directly to Google’s revenue.

The reality is that AI Overviews are most common for searches that don’t make Google money. Over 71% of queries that get an AI answer have no advertising cost associated with them.

This is because high-competition keywords are often highly commercial and packed with valuable ads. It seems that Google is protecting its primary revenue stream by testing AI Overviews in lower-risk, informational areas first.

How Are AI Overviews Affecting Local Queries?

Local search is less affected for now. AIOs appear less frequently for local search queries compared to general informational searches.

Query Type	Share of Standard Search	Share of AI Overviews
Local Queries	19.09%	6.85% ⬇️
Non-Local Queries	80.91%	93.15%

For local businesses, this means traditional SEO is still your best friend.

Your main goal should be to rank high in the standard search results and in the Google Maps results. Our ultimate WordPress local SEO guide has all the steps you need to get there.

How Are Branded Queries Affected by AI Search?

Branded searches are far less likely to trigger an AI Overview, showing up in only 4.79% of cases.

More importantly, when an AI summary does appear for your brand, it comes with a surprising advantage.

Research from Amsive shows these queries receive an 18.68% boost in click-through rate (CTR). This is likely because the user’s existing trust and familiarity with your brand make them more eager to click.

How Are People Using AI Tools for Search?

More than 15 million adults in the U.S. now use generative AI as their main tool for searching online. That number is expected to jump to over 36 million in the next four years.

This shows that a new user habit is forming quickly.

Millions of people already prefer getting direct answers from an AI tool like ChatGPT instead of clicking through a list of websites, and that number is growing fast.

What Platforms Are People Actually Using to Search?

Despite the rise of AI, people are still overwhelmingly turning to Google for search. Google manages about 14 billion searches daily, capturing over 93% of the market.

On the other hand, ChatGPT sees an estimated 37.5 million search-like prompts per day, equaling just 0.25% of the market share.

That’s less than Microsoft Bing (4.10%), Yahoo (1.35%), and DuckDuckGo (0.73%).

Do Users Actually Read AI Overviews?

The majority of users (86%) “skim quickly” through AI Overviews, looking for key points rather than reading every word.

This behavior is nothing new. It’s exactly how people scan blog posts, hunting for specific answers.

This leads to a surprising advantage. While you might get fewer clicks overall, the ones you do receive from AI Overviews can be incredibly valuable.

Because these users are skimming for specific information, a click signals that they believe your site has the exact answer they need. This results in high-intent visitors who are more likely to convert compared to an average user from traditional search results.

If you want to get recommendations on how to improve the on-page SEO of your content, you can use TruSEO inside the All in One SEO plugin.

Its built-in TruSEO analysis checks your writing for things like sentence length and clarity, giving you real-time suggestions to make your content easier to understand.

There’s even a free version of All in One SEO that you can get started with.

🎁 Bonus Tip: If you’re looking for more tips on structuring your content, check out our guide on how to write a great blog post.

Does Your Position Within the AI Overview Matter?

The top of the AI Overview is now the most valuable real estate in search. Not only does the feature itself take up nearly half the screen space on both desktop and mobile devices, but data also shows most users don’t look past the first third of the result.

In other words, they’re only reading about 30% of the information.

This means getting mentioned by the AI isn’t enough. Your brand must also be featured in the very first few sentences to have any real impact.

You can see a perfect example of this below, where WPForms is featured right at the top of the answer for “best contact form for wordpress.”

Do Users Trust Generative AI Results?

The relationship users have with generative AI is complicated. On one hand, adoption is happening fast, with 70% of consumers having at least some trust in generative AI results.

This shows that a majority of people already see it as a credible source for information.

However, a Growth Memo study found that for 38% of searches, users still felt the need to double-check the AI’s answer by opening an organic link “just to be sure,” especially for important topics like health or money.

This creates a clear split in user behavior. For simple questions, the AI answer is enough.

But for important topics, the habit of seeking a “second opinion” means that a click to your website is incredibly valuable. It signals that the user is actively looking for an authority to verify the facts.

Where are Users Clicking After an AI Overview?

When users want to verify an AI answer, they don’t just look for another article; they look for community proof.

Data from post-AI clicks shows that users are turning to platforms like Reddit (18% of clicks) and YouTube (10%) to see what real people are saying.

This behavior signals a significant shift. To succeed, you need to meet your audience where they are to build trust. Instead of just writing about your expertise, you need to prove it in public forums.

Here are some effective strategies that we’ve been using at WPBeginner and our sister sites:

• Become a Resource: Actively participate in relevant Reddit threads or Facebook groups. Answer user questions thoroughly to build a reputation as a trusted authority.
• Use Video: Create video content for YouTube that addresses common user problems or provides tutorials. Embedding these videos in your blog posts also adds a powerful layer of trust. To learn how, see our guide on how to easily embed videos in WordPress blog posts.
• Showcase Reviews on Your Site: Bring community proof onto your own turf. Prominently feature customer testimonials, user reviews, and case studies on your product and landing pages. See our tutorial on how to add a customer reviews page to your WordPress site.

By being active in these channels, you not only build brand trust but also create pathways to capture those valuable clicks from users seeking to verify AI-generated information.

How Does AI Search Affect Organic Traffic & Referral Traffic?

A powerful new traffic source is emerging for website owners. While traditional search traffic has dipped by 21%, AI referral traffic, which is clicks from chatbots like ChatGPT, Gemini, and Copilot, has skyrocketed by 10x over the last year.

The key to capturing this growing stream of visitors is to think beyond traditional rankings and focus on becoming a trusted source for AI.

To do this, you must clearly signal your credibility through E-E-A-T (Experience, Expertise, Authoritativeness, and Trustworthiness). AI models are programmed to look for these signals to ensure the information they provide is reliable.

An effective way to build these signals on your site is with All in One SEO. Its Author SEO features are designed to showcase expertise, allowing you to easily add author bio boxes with credentials.

Here’s an example of how it looks:

This sends clear proof to both users and AI models that a real expert is behind your content.

🔮 Prediction: This shift is only getting bigger. In fact, Semrush predicts that by 2028, AI search visitors will outnumber those from traditional search. 

This is a clear signal that focusing on your E-E-A-T today is the best way to prepare for what’s coming.

How Does Google’s AI Mode Affect Traffic?

Beyond the automatic AI Overviews, Google’s experimental AI Mode shows an even more dramatic impact on website traffic.

A recent iPullRank study found that while 24% of traditional Google Search sessions result in a click, that number drops to just 4.5% in AI Mode.

So, what is AI Mode? Unlike the automatic Overviews, it’s a separate, opt-in search experience that users must actively select. It functions more like a chatbot, providing comprehensive answers that reduce the need to visit external websites.

However, there’s a silver lining. When users in AI Mode click a website link, their engagement is nearly identical to traditional searchers, averaging 5.9 pageviews per session.

🔮 Prediction: AI Mode gives us a glimpse into a future where clicks are rare but incredibly valuable. If this feature becomes more widespread, being the trusted source the AI cites will be critical for capturing any high-intent traffic at all.

How Does AI Search Affect Clicks?

A recent study by Ahrefs analyzed 300,000 keywords and found that when Google showed an AI Overview, the top-ranking page saw a 34.5% drop in average click-through rate compared to similar results without AI.

This statistic highlights a major shift: the value of ranking #1 is changing.

Because the AI Overview often gives a direct answer, fewer people need to click on a link. This means the top spot is now less about getting the most traffic directly and more about being chosen as a trusted source for the AI’s answer itself.

Earning a mention inside the AI Overview has become the new prize, turning your top ranking into a signal of authority for Google’s AI.

Is AI Creating More Zero-Click Searches?

It’s undeniable: clicks are steadily declining from Google Search. In the last year alone, zero-click searches have risen from 24.4% to 27.2%.

A major reason for this is Google’s strategy with AI Overviews. Nearly 44% of all AI answers source Google’s own properties, creating a powerful loop that directs users back to its own services.

This is further proven by the fact that clicks to other Google sites like Maps and YouTube have also increased to 14.3%, compared to 12.1% a year ago.

🔮 This trend is changing the value of a click for good. As more searches are resolved without leaving Google, the users who do click through to your site are signaling much stronger interest.

This is where your conversion strategy becomes super important. Tools like OptinMonster are designed for this exact moment, allowing you to present targeted offers that convert these highly interested visitors into long-term subscribers and customers.

If you want more ideas, see our guide on advanced landing page tips to skyrocket WordPress conversions.

What Are the Top Ranking Factors for AI Search?

The three factors with the highest correlation to getting mentioned in an AI Overview are: Branded web mentions, branded anchor text, and branded search volume.

This is a huge change. Now, your brand’s reputation matters more than almost anything else to Google’s AI.

Think of it like this: research from Ahrefs shows that if your brand isn’t being talked about online, you’re basically invisible to AI.

New and small sites in their study averaged between zero and three mentions. At the same time, the most popular brands got a huge boost, receiving 10 times more features in AI Overviews than the next group down.

🔮 Prediction: These statistics show that SEO in the future will look more like brand marketing and public relations.

Instead of just focusing on technical SEO, the winning strategy will be to get your brand name mentioned on podcasts, in news articles, and in industry reports. Building this kind of authority across the web is what Google’s AI values most.

How Should You Structure Your Content for AI Search?

The “People Also Ask” feature appeared in 80.92% of all AI Overview query search results. Featured snippets, thumbnails, video previews, and discussions were also prominent in AIO search results.

This shows that future content will need to be structured as a series of “answer blocks.” Successful websites will break down their articles into clear, concise sections designed to answer one specific question at a time.

This makes it easy for Google to grab the text for a featured snippet, which in turn makes it a perfect source for an AI Overview.

You can make this strategy even more effective by adding schema markup, like FAQ schema for Q&As or How-to schema for tutorials.

We use the All in One SEO plugin on our own sites because it makes it easy to add different types of schema markup, without needing to touch any code.

This directly signals to Google what your content is about, increasing your chances of being featured.

On WPBeginner and our partner sites, using schema consistently has really helped us show up more in AI answers.

Do Organic Rankings Still Matter for AI Search?

Yes, they absolutely do. 75% of the websites cited in AI Overviews are also found ranking in the top 12, showing that the AI trusts and uses high-ranking pages for its information.

The data tells us that a high organic ranking is the first step. Without it, your chances of being featured by the AI are extremely low.

Key Takeaways: How Can Businesses Optimize for AI Search?

I’ve covered a lot of data, but it all comes down to a few key actions.

If you’re looking for a quick checklist on what to do next, here are the most important takeaways from these AI search predictions and statistics:

• ✅ Focus on Brand Mentions, Not Just Backlinks: Your brand’s presence and discussion across the web are now more influential than traditional link-building metrics.
• ✅ Create Content that Answers Informational Questions: Shift your content strategy to focus on answering specific, long-tail questions that users are asking.
• ✅ Structure Your Content as “Answer Blocks”: To get noticed, structure your articles with clear headings and concise answer blocks that can be easily pulled for both featured snippets and AI Overviews. Using FAQ or How-to schema makes this even more effective.
• ✅ Build Your Presence on Community and Video Platforms: Being active on these platforms provides the “community proof” that both users and AI systems are looking for.
• ✅ Don’t Abandon Traditional SEO, It’s Your Foundation: Ranking still matters. You need a strong organic ranking to even be considered by the AI, so don’t skip out on traditional WordPress SEO.
• ✅ Build a Brand People Search For Directly: Building a brand that users trust and search for by name is one of the most effective strategies for the future.

🎁 Bonus Tip: Ready to put these predictions into practice? Our beginner’s guide on generative engine optimization for WordPress provides the actionable, step-by-step strategies you need to adapt your site.

Sources: Ahrefs, Search Engine Land, Gartner, Growth Memo, Statista, SparkToro, Botify, DemandSphere, Semrush, SE Ranking, iPullRank

We hope this list of AI search statistics and predictions helps you adapt your website’s SEO strategy for the changes ahead.

Looking for more interesting statistics? Check out our other research articles below:

More Statistics, Trends, and Research Articles

• 60+ Surprising AI Statistics – Everything You Need to Know
• 120+ Mindblowing SEO Statistics and Trends (Ultimate List)
• 90+ Exciting Google Search Statistics and Data
• Blogging Statistics, Trends & Data – Ultimate List (UPDATED)
• Creator Economy Statistics That Will Blow You Away
• 80+ Social Media Statistics (Ultimate List for Bloggers)
• 60+ Internet Usage Statistics and Latest Trends

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