Internet Tells a Different Story on Google’s Traffic Claims

Google has pushed back on claims that its AI features are hurting publishers. In a blog post, Liz Reid, Google’s Head of Search, said that total organic clicks from Google Search have been “relatively stable” year-over-year. She also claimed that click quality has slightly increased.

That might sound reassuring. But Reid didn’t share any hard numbers.

AI Overviews, Zero Clicks, and Shifting User Habits

Google now shows AI Overviews — AI-generated summaries — at the top of some search results. These overviews often answer questions without users needing to click through to other websites.

Since their launch in May 2024, studies show zero-click searches have risen from 56% to 69%. That means fewer users are visiting actual websites from search results.

Reid’s post claims more links are being shown on AI Overview pages. But more links don’t always mean more clicks — especially if users already get the answers they need.

So, Is AI Killing Publisher Traffic?

Even if Google’s total traffic is stable, many individual publishers are seeing sharp drops. Google admits that some sites lose traffic while others gain, but doesn’t say which ones.

And here’s the twist: Google now talks about “click quality” more than quantity. It says that users who click from AI Overviews tend to stay longer. But again, there’s no actual data to show how many of these quality clicks exist — or how much they help.

Search Was Already Changing Before AI

It’s not just AI to blame. Younger users now start their search journeys on TikTok, Instagram, or Reddit, not Google. In fact, a Google exec admitted back in 2022 that almost 40% of Gen Z users skip Google when looking for lunch spots.

Google has responded by adding a “Forums” filter, trying to recapture traffic moving to Reddit and other platforms. It’s also pushed Shopping updates and new features to keep users on its ecosystem longer.

Google’s Quiet Pivot: Helping Publishers Monetize Elsewhere

Recognizing the decline in ad revenue from lower traffic, it recently launched tools for micropayments and newsletter signups. That’s a big clue. If traffic was really fine, would Google be offering alternatives?

So, while it says AI isn’t the problem, its actions hint otherwise.

Final Thought: Denial or Distraction?

The company’s message is clear: “AI isn’t killing your traffic.” But it feels more like a PR move than reality check. While AI Overviews are still evolving, their impact is already being felt—especially by smaller publishers.

The bottom line? AI might not be the only thing reshaping search — but it’s definitely a major part of the story.

Source: Tech Crunch