Google Disputes Allegations That AI Search Features Are Diminishing Website Traffic

Multiple studies indicate that the introduction of AI-driven search features and chatbots is leading to reduced traffic for publisher websites. Nonetheless, Google denied these assertions on Wednesday, claiming that organic click volume from its search engine to external sites has remained “relatively stable” year-over-year, with a modest increase in the quality of clicks.

“This data counters third-party reports that misleadingly suggest considerable drops in overall traffic — often based on flawed methodologies, isolated incidents, or traffic fluctuations that occurred prior to the rollout of AI functionalities in Search,” said Google VP and Head of Search, Liz Reid, in a recent blog entry.

Even if we accept Google’s claims, the absence of specific supporting data implies that AI may still be impacting traffic patterns.

Reid acknowledges a shift in user behavior, admitting, “trends are redirecting traffic to different sites, resulting in decreased traffic for some publishers while enhancing it for others.”

The term “some” is crucial, as Google does not reveal how many sites are gaining or losing traffic. Additionally, while traffic for chatbots like ChatGPT has certainly surged recently, this doesn’t negate the challenges faced by online publishers.

For years, Google has enhanced its search engine to deliver more direct answers on results pages through AI, featuring “AI Overviews” at the top. Moreover, Google allows interactions with an AI chatbot for specific inquiries. However, the company argues these changes do not significantly alter the search landscape. Instead, it points to a shift in user interest towards alternative platforms for initiating searches.

Reid elaborates, “Users increasingly seek out and engage with sites providing forums, videos, podcasts, and content with authentic voices and real perspectives.”

This might suggest that Google.com is no longer the primary online destination for many users. This isn’t a new insight; back in 2022, a Google executive noted that platforms such as TikTok and Instagram were beginning to infringe on Google’s core services like Search and Maps.

“In our studies, nearly 40% of young people, when searching for a place to eat, do not use Google Maps or Search,” stated Google SVP Prabhakar Raghavan, who previously led the company’s Knowledge and Information organization and currently holds the position of chief technologist. “They prefer TikTok or Instagram,” he added.

Google has expressed ongoing concerns that Amazon.com is becoming the primary site for online shopping queries, while Reddit.com has emerged as a leading resource for topic research.

Over time, Google has made efforts to introduce attractive features for both consumers and retailers to draw more users to Google Shopping. These initiatives included universal shopping carts, inventory checks, deal finders, and shopping from product images on diverse websites. The company even made its Shopping listings free for merchants back in 2020.

Meanwhile, as users voiced concerns about the declining quality of Google Search, the search giant noted substantial interest in Reddit, leading it to incorporate a “Reddit” filter for users to refine search results (this filter is now labeled simply as “forums”).

Perhaps there is some merit in Google’s denials — it suggests that AI isn’t the sole factor harming search; the decline had already begun.

Google’s recent blog post seems to reframe the criteria for assessing website traffic from mere clicks to the quality of those clicks.

The company claims that the average quality of clicks has enhanced, stating that Google now directs “slightly more quality clicks” to websites compared to last year. (A quality click is defined as one where users engage rather than quickly returning.) However, the specific increase in quality is not disclosed. Google simply suggests that when users click through an AI response to the source, they are more likely to remain engaged, indicating these clicks hold greater value.

Moreover, Google portrays AI as an opportunity for web publishers to enhance their visibility, asserting that “thanks to AI Overviews, users are encountering more links on the page than ever,” writes Reid. “More queries and more links create additional opportunities for websites to be discovered and clicked.”

Despite AI emerging as a growing source of referrals, it hasn’t yet made up for the decline in clicks, according to recent findings. A report by Similarweb reveals that the percentage of news searches leading to no clicks on news websites has escalated from 56% (at the introduction of AI Overviews in May 2024) to 69% by May 2025.

Google appears to be cognizant of this trend, as it has recently launched a product for publishers aimed at helping them monetize their declining traffic through alternative methods beyond advertising, such as micropayments and newsletter subscriptions.

The fact that Google insists that “AI is not the end of search traffic!” conveys an urgent tone. It seems Google wants publishers to dismiss their own observations and data, instead urging them to find reassurance in the statement that Google still directs “billions of clicks to websites” each day, as mentioned in the blog post.