Google has addressed concerns regarding the effects of its artificial intelligence-powered search tools on website traffic. In a recent official communication, Liz Reid, Vice President of Google Search, explained that despite perceptions, the introduction of AI-based features like AI Overviews and AI Mode has not led to a decrease in the volume of visitors directed to external websites. Instead, these tools are reportedly encouraging more searches and generating higher quality clicks.
- Consistent Referral Traffic: Google reports that the number of users clicking through from its search results to third-party websites has stayed steady over the past year.
- Improved Engagement Quality: Google measures “click quality” by assessing whether users continue interacting with a website rather than quickly returning to the search results. According to their data, this type of meaningful engagement has increased modestly.
- More Links Provided: Contrary to fears that AI summaries reduce site visits, Google indicates that AI Overviews display more links on search results pages, thereby potentially offering more traffic opportunities for content creators.
Despite Google’s assurances, several independent studies and feedback from publishers highlight a noticeable drop in referral traffic since AI-powered search summaries became widespread. Some sources report declines as high as 50%, raising concerns about the long-term sustainability of online content revenue models.
Critics argue that Google’s explanation relies on metrics that may not fully capture the nuances of user behavior or the financial impact on publishers. This has sparked debate over transparency and the real consequences of shifting toward AI-generated search results.