Google has refuted claims that its AI-driven search functionalities are negatively impacting website traffic. In a recent blog post, Liz Reid, the head of Google Search, asserted that the volume of clicks generated from the search engine remains relatively unchanged year-over-year. However, she noted that certain types of websites have experienced increases in clicks, while others have seen declines.
Reid’s comments come on the heels of a Pew Research report which suggested that users are less inclined to click on links provided when an AI-generated overview is displayed at the top of search results. Reid claims that Google’s own data contradicts these third-party assessments, which she describes as often relying on inadequate research methodologies.
Changes in Google’s search algorithms have notably impacted the digital media sphere. A report by The Wall Street Journal illustrated that major publications like Business Insider, The Washington Post, and HuffPost have witnessed a drop in visitor numbers following the launch of AI-powered tools like ChatGPT and Gemini. Some outlets have even resorted to staff layoffs to cope with these changes.
According to Reid, variations in user search behavior have led to both traffic decreases for certain sites and increases for others, particularly benefiting platforms that host forums, videos, podcasts, and content from “authentic voices.” Additionally, websites that offer comprehensive reviews, original articles, or detailed analyses are attracting more visitors. “We continue to direct billions of clicks to websites daily and uphold the belief that Search’s value proposition for the web remains robust,” Reid noted.
Reid also addressed the concern that while some users may not click on citations within AI-generated summaries, those who do tend to stay on the linked websites longer, seeking more information. “An AI response might set the context, but users click through to explore further, and these engagements yield higher value,” she emphasized.
Recently, Google expanded access to its AI Mode search feature across the U.S., prompting further worries among digital publishers. In light of these developments, the technology giant is reportedly planning to introduce even more significant overhauls to its search functionalities, including a trial of an AI-curated search results interface.
