Quite a few research point out that the shift to AI search options and the usage of AI chatbots are killing site visitors to publishers’ websites. However Google on Wednesday denied that’s the case, at the least in mixture. As a substitute, the search big says that complete natural click on quantity from its search engine to web sites has been “comparatively steady” year-over-year and that common click on high quality has barely elevated.
“This knowledge is in distinction to third-party experiences that inaccurately counsel dramatic declines in mixture site visitors — usually based mostly on flawed methodologies, remoted examples, or site visitors adjustments that occurred previous to the roll out of AI options in Search,” writes Google VP and Head of Search, Liz Reid, in a brand new weblog submit.
Although Google hasn’t shared any particular knowledge to again up its conclusions, even when we assume Google’s claims to be true, this doesn’t essentially imply that AI isn’t having an influence.
Even Google has to confess this, as Reid acknowledges that “consumer developments are shifting site visitors to completely different websites, leading to decreased site visitors to some websites and elevated site visitors to others.”
That phrase “some” is doing heavy lifting right here, as Google doesn’t share knowledge about what number of websites are gaining or dropping. And whereas chatbots like ChatGPT have actually seen site visitors improve in latest months, that doesn’t imply on-line publishers aren’t struggling.
Google has been revamping its search engine for years to reply extra questions straight on the search outcomes web page, and now does so with AI by way of its “AI Overviews” that seem on the prime of search outcomes. Google additionally permits customers to work together with an AI chatbot for some queries. But Google denies that that is considerably reshaping the search panorama. Somewhat, it factors to customers shifting their consideration to different websites to start out their queries.
Reid explains, “Individuals are more and more in search of out and clicking on websites with boards, movies, podcasts, and posts the place they will hear genuine voices and first-hand views.”
Studying between the traces, it looks as if Google.com isn’t essentially folks’s first cease on the net nowadays. However that’s one thing we’ve recognized for a while. Again in 2022, a Google exec even stated that social websites like TikTok and Instagram had been consuming into Google’s core merchandise, like Search and Maps.
“In our research, one thing like virtually 40% of younger folks, after they’re searching for a spot for lunch, they don’t go to Google Maps or Search,” stated Google SVP Prabhakar Raghavan, who ran the corporate’s Data and Info group on the time (he’s now its chief technologist). “They go to TikTok or Instagram,” he famous.
Google has additionally lengthy been anxious that Amazon.com had turn into folks’s first cease for on-line procuring searches, and Reddit.com had turn into the primary cease for researching matters of curiosity.
Over a few years, the corporate has tried to give you compelling options for each shoppers and retailers that may appeal to extra customers to Google Procuring. These efforts have included common procuring carts, native stock checks, deal finders, procuring from product photos on web sites, and extra. It even made its Procuring listings free for retailers in 2020.
In the meantime, as customers complained that Google Search high quality was declining, the search big was seeing a lot demand for Reddit that it lastly added a “Reddit” filter to permit customers to slim down outcomes on related search queries. (Now that filter merely reads “boards.”)
So maybe there’s some fact in Google’s denials — it’s not AI that’s completely liable for killing search. Search was already dying.
Google’s new weblog submit additionally makes an attempt to maneuver the goalposts a bit about what it means for web sites receiving Google’s clicks. Now, as a substitute of counting clicks, it desires publishers to consider click on high quality.
The corporate says common click on high quality has elevated, and Google is sending “barely extra high quality clicks” to web sites than a yr in the past. (Google explains {that a} high quality click on is one the place customers don’t rapidly click on again — they keep and skim.) How a lot of a rise, although, Google doesn’t say. The corporate solely factors out that when folks click on by way of on an AI response to the supply, they’re extra prone to dive deeper, so these clicks are extra invaluable.
What’s extra, Google paints AI as a possibility for net publishers to realize elevated publicity, saying that “with AI Overviews, persons are seeing extra hyperlinks on the web page than earlier than,” Reid writes. “Extra queries and extra hyperlinks imply extra alternatives for web sites to floor and get clicked.”
However AI, whereas a rising referral supply, isn’t but making up the distinction when it comes to clicks, experiences have proven. One latest research from Similarweb signifies that the variety of information searches on the net leading to zero clicks to information web sites has grown from 56% (when Google launched AI Overviews in Might 2024) to 69% as of Might 2025.
Google seems to is aware of it is a pattern, too, because it not too long ago launched a product for publishers that helps them monetize their dwindling site visitors in different ways in which don’t rely solely on promoting, like micropayments or e-newsletter sign-ups.
The truth that Google is pushing this “AI isn’t the top of search site visitors!” PR now solely makes the state of affairs appear extra dire. It’s as if Google desires publishers to consider not what their very own eyes — and graphs and charts — inform them, however as a substitute take consolation in the truth that Google nonetheless sends “billions of clicks to web sites” each day, simply because the submit claims.
