Google has taken a firm stance defending the artificial intelligence (AI) capabilities of its search engine, addressing increasing worries regarding their potential impact on global website traffic. On Wednesday, the company headquartered in Mountain View asserted that various third-party analyses citing drops in search traffic are “inaccurate” and grounded in “flawed methodologies.” The tech firm emphasized that features like AI Overviews and the newly introduced AI Mode are pivotal in driving “more quality clicks” to websites. Notably, a prominent business news outlet reportedly reduced its workforce by 21 percent in May, coinciding with significant traffic losses.
Google Rejects Claims of Declining Search Traffic from Third-Party Reports
Elizabeth Reid, Vice President and Head of Google Search, addressed these concerns in a blog post, noting that the company has received inquiries from users regarding potential negative impacts of its AI features on website traffic. Reid strongly refuted these claims, stating, “Overall, total organic click volume from Google Search to websites has been relatively stable year-over-year.”
Reid further contended that the rollout of AI technologies has resulted in an increase of “slightly more quality clicks” for websites, indicating that users are more often engaging with content that interests them without quickly leaving the page.
Critiquing the methodologies employed by third-party reports that highlight declining traffic, Reid stated they rely on “isolated examples” or account for traffic fluctuations that occurred before the introduction of AI-related features in search. She pointed out that AI Overviews effectively display a greater number of links on the search results page than previously.
This feature allows users to click on a small chain-link icon next to sentences and paragraphs, showcasing multiple source URLs on the right side of the page.
Reid also noted that while the overall search traffic directed to websites remains stable, shifts in user behavior are affecting how different websites perform. “People are increasingly seeking out and clicking on sites with forums, videos, podcasts, and posts where they can hear authentic voices and first-hand perspectives,” she explained, suggesting that sites experiencing reduced traffic may not be adapting to changes in users’ preferences.
Despite Google’s firm assertions regarding the AI features, the repercussions following the global rollout of AI Overviews have been significant. For example, Business Insider reported that the publication attributed a 21 percent workforce reduction to its challenges in managing significant traffic decline beyond its control.
Numerous outlets have voiced concerns about the effects of AI on their traffic. Data from Similarweb (via New York Post) indicates that both HuffPost and Washington Post have experienced traffic drops of up to 50 percent from April 2022 to April 2025.
Additionally, Similarweb data (via The Economist) reports a 15 percent year-over-year decrease in global search traffic in June. The study also revealed that zero-clicks to news websites surged from 56 percent in May 2024 to nearly 69 percent in May 2025. However, Google has rejected these statistics as inaccurate.
Reid concluded by expressing Google’s strong commitment to the health of the web ecosystem, stating, “As a search company, we care passionately — perhaps more than any other company — about the health of the web ecosystem. We continue to send billions of clicks to websites every day and believe that Search’s value exchange with the web remains strong.”
