Google has refuted allegations that its AI Overviews and various AI-based search functionalities are markedly diminishing website traffic, despite multiple independent studies indicating a contrary trend.
Highlights
Google’s Stance on Traffic Changes
In a recent blog entry, Liz Reid, Google’s Vice President and Head of Search, stated that the total organic click volume from Google Search to websites has remained “relatively stable” over the last year. She emphasised that Google is now providing more “quality clicks,” which are defined as user visits where individuals remain on the page longer instead of promptly returning to search results. Reid contended that certain traffic decline reports are based on flawed methodologies, selective examples, or are influenced by unrelated changes that predate the introduction of AI functionalities.
Shifts in User Behaviour
Although Google has not disclosed specific data to back its claims, it acknowledged that user behaviour is evolving, leading to some websites experiencing traffic reductions while others see increases. Reid noted that users are more frequently looking for forums, videos, podcasts, and personal insights, which may be affecting which sites attract traffic. She also suggested that AI Overviews could present opportunities for publishers, claiming that this feature showcases more links per page, thereby enhancing the probability of websites appearing in search results.
Independent Research Findings
Contrastingly, independent studies offer a different perspective. An analysis by the Pew Research Center revealed that searches including an AI Overview have resulted in diminished click-through rates, decreasing from 15% to 8%, with only 1% of those searches generating clicks on a cited source. Additionally, Similarweb reported a 55% drop in search-driven traffic to websites between April 2022 and April 2025, with news and content publishers being particularly affected.
Concerns from Publishers
Content creators have long expressed concerns regarding Google’s transition towards directly answering queries within search results, which diminishes the necessity for users to click through to external sites. Reports from notable news organisations suggest that organic traffic from Google has decreased by more than half in recent years, coinciding with the implementation of AI-generated summaries.
Google’s Position on AI’s Impact
Regardless of industry apprehensions, Google asserts that AI is not altering the search landscape to the degree critics claim, maintaining that it continues to direct billions of clicks to websites daily.
